A question that we get all the time at First Things First Coffee is, ‘how the hell do you guys make my coffee so quick?’ Our response to this question is simple… ‘If we told you we’d have to kill you’! If you’re reading with the intention of scoring some top-secrets trade secrets, you’re not about to get them here either… Sorry!
What you will find if you look through every piece of marketing that we’ve ever put out is that we don’t talk about our speed of service… or the convenience of our service. This is for the plain and simple reason that ‘CONVENIENCE ISN’T SEXY’! Specialty coffee is sexy… Delicious food is sexy… Modern container architecture is sexy… but convenience is not sexy!
We often talk in-house about how we are a ‘specialty coffee shop’ first and a ‘drive through coffee shop’ second. As a team at First Things First Coffee we are not driven to make the quickest coffee in Adelaide, nor the most convenient coffee in Adelaide. What gets us out of bed at a stupid hour of the day every morning is the pursuit of making the best coffee in Adelaide. This is why we’ve teamed up with award winning roaster Code Black Coffee Roasters. It’s why we’re so scientific about our coffee making procedures. It’s why our staff undergo some of the most thorough training in the industry. Sure, our processes, along with the fact that we are a ‘drive-through’ make us very quick and very convenient, but we don’t need to bang on about them! Our passion, and indeed the foundation of our business is and will always be coffee.
Interestingly, the fact that we are a drive-through has been known to actually deter some coffee connoisseurs. The notion being that anything ‘drive-through’ has historically been cheap and nasty. As a matter of fact we now have many specialty coffee loving regulars that happily admit that they “originally didn’t want to try us out because, well, the whole drive-through thing!”
This mindset that ‘drive-through is cheap, nasty, fatty, greasy and generally mediocre’ is something that we are fighting to change.
Over recent years Adelaide’s coffee scene has undergone some wonderful and exciting growth; meaning that good quality specialty coffee is more accessible to the public than ever. An array of awesome coffee hotspots have popped up all over the city and in the surrounding suburbs, being run by passionate baristas who truly know their craft. We are excited to be a part of this new wave of Adelaide cafes bringing specialty coffee to the masses. We’ve just chosen to do it in a slightly non-traditional format; one that will better fit the modern, time-poor person’s lifestyle.
Are we proud of the fact that we offer convenience? Definitely! Are we proud of the fact that we’re known for our speed? Of course! Is being fast and convenient what drives us as a business? Not really!.. The truth is that making bloody good espresso coffee is what lights our spark. This has and always will be the case. It’s our aim to change people’s mindsets around what ‘drive-through’ looks, feels and tastes like. So the next time you’re in the neighbourhood, we want to make you a coffee… because that is quite simply what we love to do.