Philz Coffee is yet another business, which has rapidly degenerated from being cool, unique and not known by too many to a generic, trivial chain of stores and trucks. And, its appeal now isn’t all that much greater than that of Starbucks. Surely, the progressively more sterile look of their new stores only underscore their commitment to become as blah as Coffee Bar.
I wonder – is it really that bad for business to not continue growing all the time? Wouldn’t their appeal and popularity actually increase if they maintained a low-key somewhat exclusive presence?