For most fast-food companies, uniformity is key. But SPoT Coffee Ltd. (SPP.V) takes a different approach to building its brand.
Unlike its gargantuan and well-established competitors — Starbucks and Tim Horton’s — the tiny coffeehouse chain doesn’t make sure every location offers the same selection of gourmet brews, baked goods, and sandwiches. Rather, says director Alex Gress, each of its stores has a unique character tied closely to the neighborhood it serves.
“It is a community-focused cafe,” he says in an interview. “Every Spot Coffee has different decor. There are some general features and a layout that are consistent, but otherwise it is really customized to local features and the surrounding area.”
Each of the five SPoT Coffee locations dominates a street corner in a specific neighborhood and each offers fresh micro-roasted Arabica coffee, gourmet pizza and freshly made sandwiches. But the similarity ends there.
At the Toronto coffeehouse, located across from the Rogers Centre in Concord CityPlace, there’s a mom and tot group that meets weekly. The area is chock-a-block with condos filled with young couples and budding families. The Rochester, N.Y. outlet is next to a theatre and music school, so it hosts the local performers for concerts and skits. All SPoTs include bulletin boards to announce neighborhood events, and all have murals that depict the local history and culture
