Re:Blue Bottle acquires Tonx
by mikegreco on Monday April 07, 2014 @05:35PM
(#7549692)
I'm really conflicted by this.
The good: Tonx is awesome. Blue Bottle is great. I can't imagine coffee quality will decline due to a merger.
The bad: Tonx has lost a lot of agility. Will great and potentially risky campaigns like the recent Starbucks campaign [0] still be possible with a retail infrastructure to support and worry about?
The ugly: Tonx brings to the table two amazing single origin roasts every single month. Blue Bottle seems to be focusing on expanding their digital presence with this deal [1] and at least in my experience, that is NOT what makes Tonx so fantastic.
The good: Tonx is awesome. Blue Bottle is great. I can't imagine coffee quality will decline due to a merger.
The bad: Tonx has lost a lot of agility. Will great and potentially risky campaigns like the recent Starbucks campaign [0] still be possible with a retail infrastructure to support and worry about?
The ugly: Tonx brings to the table two amazing single origin roasts every single month. Blue Bottle seems to be focusing on expanding their digital presence with this deal [1] and at least in my experience, that is NOT what makes Tonx so fantastic.
It will be interesting to see where this goes.
[0]: https://tonx.org/better [1]: http://blog.bluebottlecoffee.com/post/82020818086/welcome-ab...