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The Fine Grind Stands Up And Gets Noticed

Monday, November 26, 2007

You read it here first: how the owner of a Little Falls' coffeehouse, The Fine Grind, is taking on the local Starbucks invasion with an aggressive billboard which shouts "we're here, support us." Now, The NY TImes picks up our story:

The idea was not to join the Starbucks haters, who can be found, it seems, either at Starbucks itself or on Internet sites like We Hate Starbucks or I Hate Starbucks.

After all, Mrs. Mallek said, if not for Starbucks turning everyone in America into a coffee addict, it would have been very difficult to build a business essentially trying to be a smaller, friendlier alternative to Starbucks with better coffee.

“I don’t expect them to say, ‘Gee, Rhonda doesn’t want us here so maybe we should close down.’ I just want to remind people to remember us, to remember how important their purchasing decisions are, that sometimes it’s worth it to drive that extra two minutes, even if the Starbucks is right there.”

Americans might say they like David, but, in truth, we would much rather shop with Goliath. So the Malleks figure they need to pay attention to the branding as well as the coffee, to look local, but not too local. They are already thinking of more stores...

Mallek told Baristanet she got a call from the Times just after our story broke...hmmm, could there be some lurking going on?
--above, Rhonda and Jon Mallek, courtesy of The Find Grind.

Posted by Annette Batson on November 26, 2007 8:47 AM
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Yanno, every time you mention St*rb**ks, an angel gets his wings. In other words, every time you mention it, they get free publicity. Just thought you'd like to know.

If they open up a location in UM Village, I'm there. Until then, Starbucks is the only walkable option where I can get a decent cup of coffee.

Starbucks is bitter...that's why they have so many sweet flavors and gimmicks to cover it up.

Bitter is in the tastebuds of the bedrinker. Some garbage tis other's gold, so forth so on & on & on....ad infinitum

imbibo coffee ergo sum

there IS a starbucks in UM, and a dunkin. it's enough.

In my 55 years + on earth, all the which time coffee has been a plentiful commodity, and cheap to purchase, I am at a loss for words how suddenly coffee chains and overpriced "fancy" tasting coffee could so capture the minds & hearts of the nations upwardly mobile, higher educated, status seeking groups. TEA is much better for you, healthwise, yet do we see Tea Houses? No. (Walleroo, wanna go into it with me?) Where do you think the "idea" of these flavored coffees came from? Flavored Teas, only around for 100s of years.
I have been to 1 Star_ucks in my life and a couple of times to the Seattle Coffee Co. in Livingston Mall (pretty good, BTW) !!
But....to make a hobby outta drinking coffee? Such interest, so much time spent on coffee? Please.
You wanna make REALLY decent coffee? Buy a can of LavAzza (IN THE BLACK CAN, only) and make it at home.
I do accepts thank-yous.
It's not flavored or nuttin' just pure damn good coffee from Italy. Simply fabulous coffee, no more, no pretends, and no $2.95 a 4 Oz. cup.

I think the coffee SBs brews in their store is strong and bitter but when I buy their beans whole and grind at home for my morning coffee, it's decent. Hmmmm, doesn't make much sense, unless I just make mine better...maybe I should open a coffee shop! In my house! I have books and comfy chairs to sit on! And Noggin or Sprout is always on tv!

I digress...If I'm down on Church St., I always will choose Beans over the new SBs.

And as far as chains go, Peets is where it's at. Their beans are excellent.

But the best of luck to the Fine Grind. Now if they would just open up a drive-thru, then I might be tempted to drive 15 minutes out of my way for a cup of joe.

Sandy,

While there may not be tea shops around in the vein of a true British Tea House, there is at least one cafe that serves about 12 different types of tea (and some delicious scones) on Church Street.

I forget the name, but it's right near Church Street Cafe. There's also a British goods shop on Bloomfield Ave where you can get all sorts of tasty teas, scone mixes, clotted cream, and funky candies imported from merry old England.

The place on Church Street is Terra, and the other tea spot in Baristaville is Cha Ma Gu Dao, which is on Glenridge Ave, just down the block from Spice It Up. While I'm not nuts about their zen decor, their teas are excellent and the woman who runs the place (Mu?) really knows her tea!

As for local coffee, Blue Stone Cafe is my only spot in town, but I will definitely go to the Fine Grind when I'm in that area! It's a cute spot and the coffee was excellent (including the decaf). At home, I'm a fan of Melitta's decaf; dark, hearty, and very tasty.

Since I am a regular at the Fine Grind I must comment on their tea selection as well. They are not solely about coffee, I notice a lot of people going there for the tea and the way it is individually served in personal teapots.

Also, being that I have been a serious coffee drinker for many years now and have tried coffee all over the world, I must say that the post by Sandy brings me to my point.

The Lavazza that Americans like Sandy are drinking is more or less the Dunkin Donuts of Italy. We are talking about a different level of coffee here, the specialty coffee industry. The Find Grind has truly taken it to the highest level as far as I am concerned, it's just not coffee, it's an experience. I genuinely feel like I am part of a family when I go there and that's important to me since both of my parents have passed.

Also there has been much research done lately on the health benefits of coffee and
they are extremely positive. We just can't say that tea is better for you, it may not work that way anymore.....

Hmmm, very interesting comments. So, If I read corrrectly, the experience is 1/2 of the whole, making the java the other half. Yes?

I'd love to go to that English Tea house and check it out. As soon as I get well. Just home from major surgery at local hospital, and glued in bed, with ample pain :)

All my life, I've coveted ordering to my exact specs, and enjoying the "wait" of ordering my dream car, a new Jaguar XJ Vanden Plas Super-8 Sedan. The truely ultimate car. Can you imagine driving to that tea house, Terra, parking out front that shiny black-cat and having a Noon-Tea? Ahhh, to dream the impossible. I like a strong hearty Tea, and omit the sugar, please.
When I am mobile again, I will check it out.
Thanks....! Did not know about it. I Am on the Glen Ridge/Bloomfield boundry, and don't go up to M'Clair center too often. I am usually traveling South of these parts rather than West.

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