Coffee, Coffee, Coffee: Craft & Common
- Ashley Edwards
- Nov 28, 2020
- 3 min read
Updated: Aug 1, 2021
** content originally posted on https://ashleynedwardsdigitalmedia.blogspot.com/ in contribution for a final project for COM 565: Communication with Media Tech at Southern New Hampshire University **
I have this vision: me, sitting in a quaint coffee shop. I'm drinking a handcrafted latte, on my computer utilizing free Wifi, working, and I am approached by someone cute and he takes a seat as conversation arises. A meet-cute in a small-town coffee shop has always been my dream, connecting with someone and bonding over simple things like books and movies. Technology has a way of connecting us like that, giving us a space similar to that of a quaint coffee shop. However, small-town coffee shops have also caught wind of technology's ability to connect people, and have utilized it to their advantage.
Craft & Common is a locally-owned craft coffee joint located in Orlando, Florida. It is known for its great specialty coffee brews and simplistic views. Craft & Common has become a popular spot in Orlando through embracing their niche of specialty coffee. Craft coffee locations, similar to Craft & Common are differentiating themselves from large corporate franchises through using technology to redesign the "experience of coffee drinking" (Segran, 2019). Craft & Common thrives on the coffee experience, using digital tools to not only make better brews but also create a digital media marketing strategy online.
Now, the employees are not only trained in coffee, but need to be trained in digital media as well. The baristas are now digital media marketers- posting their coffee creations on social media, actors in videos customers are taking, as well as digital masters as they enter a new world of technology. New training is needed, and for these baristas it typically happens in real-time on the job. Baristas learn how to brew coffee with this new technology, and they must keep adapting as new technologies develop.
Craft & Common honed in on using technology to connect others, connect with them through social media as well as in the physical location. These technological advancements aim to make the coffee experience more effortless as well as comfortable for their consumers (Veciana, 2018). Craft & Common has succeeded in their goal: to create a comfortable space for their patrons to enjoy their hand-crafted brew.
Craft & Common showcases their creations on their social media, connecting with their 18.7K followers. Craft & Common has expanded their menu to include more than just coffee, they have a limited menu of food items and wine, too! The images they promote are product images, consumer, and atmosphere photos to entice and attract customers.
Through having a creative, welcoming atmosphere that encourages connectivity, individuals are turning to Craft & Common for content on social media. Featuring an "Instagram-able wall" and vibrant plants, the world of Tik Tok has discovered this hidden gem in Orlando. Tik Tok is an app where people are able to record, post, and view videos made by themselves and others. A recent trend has emerged on the social media app where people explore new places and record their experiences, which is a win/win for the business as well as they receive free marketing. Here are some of the recent TikToks created by users showing off this small and quaint coffee shop in Orlando. These videos provide an example of how digital technology is being used as a tool of connectivity on social media apps:
Technology helps us connect. Through the use of digital technology, Craft & Common has changed their communication strategies to include social media. They are reaching their followers, creating and promoting messages that allows for engagement, building and creating that relationship with their customers.
References:
Segran, E. (2019). Forget the Tech Bubble. Craft Coffee is the Next Boom Industry. Fast Company. Retrieved from: https://www.fastcompany.com/90419801/forget-the-tech-bubble-craft-coffee-is-the-next-boom-industry
Veciana, A. (2018). Coffee & Connectivity: The New Age of Coffee Technology. The Coffee Universe. Retrieved from: http://thecoffeeuniverse.org/coffee-connectivity-the-new-age-of-coffee-technology/
@chaneybelle. (2020). TikTok. Retrieved from: https://vm.tiktok.com/ZMJPrdwqN/
@kaseymeetsworld. (2020). TikTok. Retrieved from: https://vm.tiktok.com/ZMJPrUjSL/
@orlandofoodie. (2020). TikTok. Retrieved from: https://vm.tiktok.com/ZMJPryp2G/
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