Trouble Coffee and Coconut Club is ground zero for a fresh artisanal fad: designer toast. The thickly-sliced, four-dollar toast is the “tip of the hipster spear” in San Francisco, and the trend has earned considerable attention in the media.
However, don’t expect to see “toast bars” popping up in your city. We’re talking about artisanal toast not because it’s poised to sweep the nation, but rather because the story behind the toast has propelled the trend into the limelight. You may have heard a segment on NPR or read the article in the Pacific Standard that tells the compelling story of how one woman’s struggle with schizoaffective disorder and substance abuse led her to found Trouble, the nation’s first toast bar. That woman is Giulietta Carrelli; her incredible story is the hook that has snagged the attention of many nationwide.
As our May LIVE webinar on Storytelling explains, brands that tell compelling stories are the ones that pull consumers in. Learn how to tell your story by watching the replay.
Photo: Jeff Singer