TenThousand is a brand designed to accelerate the level of coffee consumption of people around the world. It is the only specialty coffee brand that can be franchised through standardized operations. TenThousand offers an exclusive specialty coffee experience from the busiest area of Manhattan to your local neighborhood. Ted Park – Head director of Global FC Department, TenThousand. This young brand comes with simple, modern, and trendy interiors, that serve signature coffee varieties, hot and cold beverages in addition to sweet and savory bakery items.
People spend about 14,000 hours to enjoy their coffee for the whole life. Everyone has the right to drink delicious and trendy coffee, but if there is no brand next to them that is less accessible or can give them experience, they will live without knowing it for the rest of their lives. Big name brands such as Blue Bottle and %ARABICA quickly spread their specialty coffee culture around the world by advocating a third wave, but if you open the map, it is less than 1% of the total number of coffee stores around the world. Their stores are concentrated only in very few downtown areas and have been operated only as a direct management store. In Australia and the United States, the home of specialty coffee, Starbucks and McDonald’s coffee are the best options if you get a little out of downtown. Ten Thousand is a coffee brand that can expand the high-end specialty coffee culture that is not only in downtown but also in local areas, so the brand was all started from an idea of popularizing the specialty coffee culture by bridging the “cultural consumption gap” according to regions.
TenThousand aims to be coffee brand where you can experience the best out of Specialty coffee in your neighborhood.
The number 10,000 in Ten thousand means a rule of 10,000 hours . It refers to the time when a founder, who was an ordinary person who did not know much about coffee, invested 10,000 hours to create the brand and work hard to popularize specialty coffee. The 10,000-hour law means the natural human ability and popularity of “practice makes perfect” even if you are not a few chosen geniuses or if you do not major in college. Any human being can be special and outstanding in the field if they spend about 10,000 hours. When the public spends 10,000 hours drinking coffee every day, Ten Thousand is the brand that someone spent 10,000 hours creating a popular specialty brand first.
Specialty-grade beans are used to provide excellent quality taste. It adds interesting elements by providing a trendy signature menu as well as a high-quality standard menu. Coffee is a sensibility consumer product that provides the experience of a specialty brand with minimal branding and interior design other than taste.
Essentially, as a specialty coffee brand, it focuses on the details of coffee beans and coffee menus to enhance quality and taste. Ten Thousand has its own Q-graders and skilled R&D experts, so it can satisfy the sense of both eyes and mouth by setting up simple but high-quality manuals and developing signature menus with distinguished presentations.
Ten Thousand barista’s day begins with setting up a coffee machine and grinder by extracting espresso. Finding the most delicious coffee of the day by adjusting the pressure of the grinder particles or automatic tamping machine to embody the characters of the two signature blends. After setting the taste of espresso, the baristas prepare the ingredients for the beverage in the back of coffee bar. At Ten Thousand, baristas don’t use a whipped cream that adds nitrogen to the vegetable cream to create an artificial taste. The signature cream, which is sweet, fragrant, and savory to be put on Einspanner, and espresso cream, which adds the flavor of espresso to the top of espresso cream latte, are made fresh every morning. Once the chocolate base and matcha base syrups are prepared, the barista’s preparation for the opening is over, and the barista awaits the first customer of the day with cup of Ten Thousand single bean pour-over.
TenThousand plan to open 500 stores worldwide in next 5 years. There will be more demand for Specialty coffee and TenThousand will change the way people experience and enjoy Specialty coffee conveniently in their daily life.
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