Philz Coffee Degenerates From Being Cool And Unique to Turning Generic and Commonplace

philz coffee market street san francisco

Walking by the new ultra sterile Philz on Market near the Embarcardero last night was traumatizing.

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?

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