BOLDER, BRIGHTER, BETTER TOGETHER: THE APOTHEOS PHILOSOPHY
Back in the day, I would spend hours on end in the chic coffeehouses of Northern California. These hangouts were hubs for the region's creative community. Poets in black berets would read their latest works aloud, while patrons inhaled through cigarette holders between sips of espresso. There was a hippy-intellectual aura about these houses, a feeling you couldn't quite name, but one that gave you a sense of belonging.
Today, our Atlanta coffeehouses continue that tradition in a modern way. The cigarettes and beret-clad poets are gone, replaced by laptop computers and everyday coffee fiends. But the spirit is much the same. Our coffeehouses have become forums for the Atlanta community, places where you can enjoy a shared experience every time you stop in for a latte.
So how do we describe this unique feeling that only a true coffeehouse can provide?
Bolder, brighter, better together.
It sounds a little hokey when you say it out loud, but it's the most accurate way we can describe our philosophy. Apotheos has never been just about the coffee (though trust us, you won't find any better). We strive to create an experience of joy, a place where all are welcome, where strangers become friends, and where friends form a lifelong community.
No one can deny we serve bold coffee, full of substance and robust flavor. Even our most worldly customers have traveled the globe only to confide in us that Apotheos coffee remains their favorite. But being bold is about more than roasting the perfect cup of joe.
To us, boldness is about always doing more. Back in the 90s, we were ahead of the curve when we opened Atlanta's first California-style coffeehouse. Today, we continue to look boldly ahead to find the next big coffee thing. Think cold brew.
We are dedicated to constantly moving forward, finding new ways to please our customers and serve our community. Whether that means finding new recipes for our famous homemade pastries, testing out a bold new coffee flavor or opening a one-of-a-kind brewery inside a renovated church, our boldness requires us to keep innovating.
On a hot day in Atlanta, there's nothing quite as refreshing as stepping into an Apotheos coffeehouse for an iced latte and a moment of peace. Sipping a cold brew as the Georgia sun streams through the windows, you'll find yourself in a brighter state of mind in minutes.
But our aim isn't just to create a momentary feeling of joy. We want our customers to walk away with that bright feeling, to remember the experience of community and solace that only our coffeehouses can provide. That's why we're so excited about our new line of canned cold brew coffees, produced right in Kennesaw. Whether you're at home or on the go, our canned coffee was created to lift your mood and bring some brightness to your day.
Togetherness is really the crux of what we do. For thirty years, our coffeehouses have helped sustain a community of amazing Atlantans. While coffee has always been the anchor of our business, it's been our customers who have made it come to life over the last three decades.
I've watched as strangers became friends over a cup of coffee, as couples who came in for a first date, later returned with wearing wedding bands. I've even watched children grow up in our coffeehouses, first entering as babies in a stroller, and later pushing their own children into the café. Tanya and I have even gone to our share of funerals to pay respects to former members of our coffeehouse family. With each milestone, we are reminded how much beauty there is in our shared togetherness.
That's why we've always emphasized giving back to the community that has given so much to us. Over the years, we have partnered with local middle and high schools, to provide free coffee, muffins, and other treats for various events. And more recently, we've shared with frontline hospital workers, the heroes who have kept our community safe even through this trying pandemic. And while our Kennesaw roastery is less than a year old, we've already planted seeds with local community organizations, like an animal shelter where we've delivered coffee to the hard-working volunteers.
The truth is, many of us have been starved for connection over the past year and a half. The pandemic has forced many of us to become isolated and detached. But as the crisis passes, we are thrilled to reopen our coffeehouses to the community where we hope to revive that feeling of togetherness. As we look to the year ahead, we can see the return of open mic events, roastery tours, and those little moments of connection that have been so missed throughout the pandemic. Because we truly are better together.