There is a quotation by S. Truett Cathy found on the walls of nearly every Chick-Fil-A: “Food is essential to life; therefore, make it good.” This simple statement beautifully summarizes the corporate vision of Chick-Fil-A. But it also beautifully summarizes a deeper philosophy about food in general. For an activity that we occupy so many of our waking hours doing each and every day, we can often find ourselves taking eating very casually. With Truett’s quotation on their restaurant walls, Chick-Fil-A is reminding all of us that good food makes life a little bit better. Eating, like sleeping and breathing, is an essential activity to the human life, but this doesn’t mean that it has to be done in a mundane and boring way. Food that tastes good and food that is healthy for your body do not need to be mutually exclusive.
In much the same way, this is how we view coffee at Thrasher Coffee Co. While coffee may not technically be “essential to life,” it is a very important part of many peoples’ lives, ours most definitely included. Although we can live without coffee, life is much better with it. And just as good food makes eating more enjoyable, so good coffee makes drinking more enjoyable.
We are always amazed when we talk to local restaurant owners who seem to be unconcerned about the coffee they serve to their customers. We gently ask them if they feel the same about the food they serve. Without fail, the answer is always “Of course not.” When we ask why this is, they mention that their food is what keeps customers coming back, because the food is what they are known for. We then ask them if coffee is on their menu and what makes coffee different than any other item on that menu. They eventually begin to see the point: Coffee is a food product that they are serving to their customers, just like all the other items on their menu. Their restaurant may be known for a killer hamburger, or a tasty chef salad, or a fantastic cheesecake, but they are also known for a lousy cup of coffee. If food is important, than ALL food should be important.
We may appear to be a bit pretentious and “snobby” about our approach to coffee, but we simply believe that fresh beans and attention to brewing methods are worth the extra effort when it comes to your daily dose of java. Coffee may not be something you think much about because any old cup of black liquid will do, and that’s just fine. We, on the other hand, happen to think much about it and want each cup to be just a little bit better than the last one. Just as Chick-Fil-A is driven by good food, we are driven by good coffee; it’s our passion and our raison d’etre. We believe that anything worth doing is worth doing well, and anything worth doing well is greatly enhanced by a delicious cup of fresh, hand-brewed Thrasher coffee.
Coffee is important to life; therefore, make it good. Make it Thrasher…