It’s like a chicken or the egg thing; what came first – the great coffee house or the great city? At Fratello we’re obviously biased, but we believe that you have to have great coffee houses to make a great city. And just look around, New York, San Francisco, Chicago, Vancouver and Seattle – they all have remarkable cafes. Take it a step further. How many movie sets or TV shows profile coffee shops? Tons of them, and there is a reason for that. Because great coffee houses bring out the very best in us. They allow us to appreciate the good things in life; things that often get missed in the hurly burly of our daily existence.
In a great coffee house we socialize, we think, and we somehow become instantly gracious and appreciative. Perhaps it’s the magic aroma of magnificently roasted coffee, or the professional skills of your barista, but somehow a good coffee shop ‘brings you inside’ and gives you as much value from the experience of the place as from the taste of the product.
At Fratello we understand coffee because it has – literally – been our passion for over a quarter century! Hundreds of thousands of people have tasted our coffee without ever knowing it! With the opening of the Fratello Analog Café in the Calgary Farmer’s market in early 2011 we took the plunge into retail, and we’re delighted we did. We continue to learn new experiences each month which empowers us with new knowledge to better train/coach our wholesale clients. Our brand has become more recognized in this city as the leading quality coffee roaster and has enabled us to have a “voice” in the street (away from business to business).
With the upcoming fall 2012 opening of our flagship store on 17th Ave and 7th Street we’ll be in the heart of the action, helping to sustain the pulse of that vibrant part of town. Again, great café help build great cities.
What makes a great cup of coffee? Simply put, pride! Pride in how we source our product, by knowing our producers and knowing our regions, and not being afraid to always make the call that quality is more important than quantity. Attention to perfection then continues back here in Calgary, where we use our many years of roasting/training experience. Lastly, the magic plays out in our cafes, Analog Coffee, where our amazing staff – who all understand and live the Fratello philosophy – bring you the perfect cup of coffee every time you order it.
Coffee should be all about the people. The people who produce it, the people who roast/find it, the people who serve it and most importantly at Analog Coffee, the people who come in to enjoy it. And, great people make a great city!