[{"data":1,"prerenderedAt":767},["ShallowReactive",2],{"item:\u002Fcafe-marketing\u002Fwant-a-cafe-that-lasts-focus-on-brand-identity":3,"platform:site":251,"more:\u002Fcafe-marketing\u002Fwant-a-cafe-that-lasts-focus-on-brand-identity":704},{"id":4,"title":5,"aiRevisedAt":6,"authors":7,"body":12,"canonical":174,"category":175,"categorySlugs":186,"cid":187,"cover":188,"description":194,"extension":195,"featured":196,"language":197,"meta":198,"navigation":199,"noindex":196,"ogImage":200,"path":201,"publishedAt":202,"readingMinutes":203,"recipe":174,"related":204,"revisedAt":174,"seo":237,"seoDescription":194,"seoTitle":5,"sortKey":174,"sources":238,"stem":242,"tagSlugs":243,"tags":245,"translations":247,"type":248,"url":249,"__hash__":250},"platformItems\u002Fplatform\u002Fitems\u002F53734.md","A Lasting Café Is Built on Values, Not Just Good Coffee","2026-10-20T11:20:46.000Z",[8],{"name":9,"slug":10,"role":11},"Parker Bailey","parker-bailey","author",{"type":13,"value":14,"toc":166},"minimark",[15,19,22,25,34,39,42,45,50,53,58,62,65,68,71,74,77,81,84,89,95,99,102,105,109,112,115,120,125,129,132,135,138,142,145,148,153,157,160,163],[16,17,18],"p",{},"When Tenfold Coffee Company began serving in Houston, Texas, in 2020, its first weeks coincided with hurricanes, a winter freeze, and the upheaval of a new pandemic. 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For Tenfold, this captures what brand identity means in practice—less a matter of design than of the feeling customers get when they walk through the door.",[16,26,27],{},[28,29],"img",{"alt":30,"height":31,"src":32,"width":33},"Tenfold Coffee",683,"\u002Fuploads\u002Fc39e8aa83949ba323fef.webp",1024,[16,35,36],{},[37,38,30],"em",{},[16,40,41],{},"Being noticed, welcomed, and treated as a guest is what builds loyalty over time, and that is difficult for another shop to replicate.",[16,43,44],{},"A strong brand identity means operating from a clear set of values that inform everything from how customers are greeted to how the team responds in a crisis. In a landscape shaped by post-pandemic precariousness and rising costs, that clarity can help a business stay true to itself—and adapt without losing its core.",[46,47,49],"h2",{"id":48},"rooted-in-identity","Rooted in Identity",[16,51,52],{},"When Tenfold opened, Ibarra had originally planned to emphasize indoor seating and a more traditional service setup. With indoor hospitality off-limits due to the pandemic, he shifted service to the outdoor deck and invited chef friends for pop-ups. What began as a temporary workaround soon became something more. Food drew people in, helped build community, and became part of what customers associate with Tenfold.",[16,54,55],{},[28,56],{"alt":30,"height":31,"src":57,"width":33},"\u002Fuploads\u002Fcecfa3c1ba6d3c128491.webp",[16,59,60],{},[37,61,30],{},[16,63,64],{},"“I’ve recognized that food plays a big part in being in the greater hospitality scene,” Ibarra says. The business keeps its food menu small—items like mousse cups, hot-pressed sandwiches, and savory hand pies—and nearly all of it comes from local chef partners.",[16,66,67],{},"Tenfold also supplies wholesale coffee to other area businesses. Ibarra sees these relationships, on both the food and coffee sides, as a way to give people more reasons to connect with them. “I think about our cafe like a house,” Ibarra says. “I want to be hospitable to the people who walk in.”",[16,69,70],{},"At Story and Soil Coffee in Hartford, Connecticut, owner Michael Acosta arrived at coffee by a different route. 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Both cafes have found ways to stay engaged in their communities, whether through events, partnerships, or simply by offering up their spaces.",[16,113,114],{},"At Tenfold, the deck that began as a workaround during COVID has become a central feature. It is where chefs pop up with meals, nonprofits host gatherings, and neighbors come together for everything from real estate mixers to dance parties. As Ibarra sees it, if the space is not being used, it might as well be shared. “I’ve had quinceañeras, birthday dance parties, people doing monthly meetings,” he says. “We try to be pretty open.”",[16,116,117],{},[28,118],{"alt":5,"height":33,"src":119,"width":33},"\u002Fuploads\u002F33ff43c5fce3fa9235b2.webp",[16,121,122],{},[28,123],{"alt":93,"height":33,"src":124,"width":33},"\u002Fuploads\u002Fc35ad1b1e55f36984b3b.webp",[16,126,127],{},[37,128,93],{},[16,130,131],{},"Events are often just another way to support the people who already spend time at Tenfold. “It’s a good way for people to have another space they can frequent that they may already love,” he adds.",[16,133,134],{},"At Story and Soil, events often come together quickly and organically. Some are carefully planned, like its recent fundraiser for Trans Day of Visibility. Others happen with a few days’ notice, sparked by an idea from the community or a quick collaboration. 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