My Thoughts: The End of Alpha Dominche
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- Опубликовано: 20 июл 2024
- Difficult stuff to talk about, but I think it raises some issues worthy of discussion.
Note: I regularly back projects on crowdfunding sites, I'm not being negative about people who do the same - I think there's just a lack of helpful information to judge the odds of the product coming to market. 
Развлечения
The ceo of alpha dominche used the money he stole from crowdfunding and opened a new company with a new “exclusive” severely overpriced product. Look it up. It’s some old world meets new automated slow process pour over.
The company didn’t merely wither and close down, it was part of his ploy. He saw the end coming, made crowdfunding campaigns for a product he never intended to make and took off with the money. He needed the money to stay afloat and fund his next project without all the creditors breathing down his neck. The guy is a morally bankrupt crook.
I think your arguments about theatre are spot on. Take away the set design and you can still have a great experience. I’d have trouble breaking up with my local cafe because of my relationships with people, not fancy props.
James, you have an incredible talent/gift for communicating this thoughts in a way that I and many others really enjoy. I like that you'll stand on a principle, but not puff yourself up and pretend to have it all figured out. You come across humble and well-informed. I'm always eager to see your next video. Spectacular stuff and I hope you can widen the channel of this media so to speak. Topic point: when are baristas going to start taking a deeper ownership of conveying facts and details about coffee, and who's hands brought it to our shores, when those baristas jobs are changing as machines start doing more of their work, faster, more efficiently, repeatedly consistent.... The tech question in coffee is one that I don't see many people willing to tackle. Does a journeyman barista feel less of a barista if a machine in front of them does their milk texturing for them automatically? What if that is right alongside a machine that removes much of the baristas hands-on control for the shot. Will they change their engagement with their customers in a new way? Or will they stare idly at all the tech, and question themselves?
I really liked this video, I think it was one of your best arguments and it was really interesting. I did have to watch it twice to kind of truly understand what you were getting at mostly because I didn't know where you were going on my first watch through (something to consider might be being very very explicit about your central argument right at the start). Keep it coming, I loved this!
Over the years, think I’ve lost close to £1800 to failed Kickstarter projects. Big gambling mistake!!
Great analysis as always! Reflecting on my experiences as a customer, I get coffee from the same place most days. Is it the best, most complex coffee I've ever had? No. But the quality is VERY consistent, the staff are friendly, and the vibe I get is that it's a good place to work and people are happy to be there.
So well put. The genesis of any product needs to be either to create a new market or, more realistically, to solve a real-world problem. Products that do neither are destined for failure. "Cool factor" simply does not endure in today's market. Your insight is spot-on.
James, your points about Kickstarter and the challenges of retail coffee are spot on. In the latter market, you can think of the Steampunk as a proof of concept prototype that enabled customers (as well as roasters like Ninety Plus Coffee) to discover and explore the potential of light-roast (i.e. non-Starbucks-like) coffees. To many if not most of us mainstream coffee drinkers, light-roast is unpleasantly sour especially since adding sweeteners and creamers are sacrilege. But on the other hand, those super-tasters who can articulate the nuances between fine wines or cigars also can appreciate optimally brewed single-origin coffees. At trade shows, I've seen some of them immediately detect a 5C lower brewing temperature just by taste. With respect to the theater aspect, you're right in that the novelty aspect always wears off, especially if you have to wait (unless, of course, you own a dancing Roomba ;-). The long lines at Blue Bottle and Shake Shack are probably mostly first-timers. So for third-wave coffee retail profitability, there probably needs to be 'new' novelty, such as rotating coffee estates and roasters promoted via Spotify-like recommendations, brewed to barista-approved perfection in batch volumes to deliver morning rush hour throughputs without irritating impatient customers who are willing to pay a premium price for something special.
We eagerly await your pour-over video :)
Thanks again for another insightful video. Especially agree with the premise of what specific problem/issue were they trying to address with their products.
Informative and thoughtful video. Thanks. I lost on this gamble. For me the most frustrating part was the exorbitant shipping charges--another profitable tactic for AD.
I worked with a steampunk for a number of years and I honestly never liked those machines. They constantly had issues, had too many variables to control (admitted to me by the creators when working their booth at sca expo), and never really wowed me with the quality of the cup it produced. I think you hit the nail on the head when you said this brewer focused heavily on theatrics. All that aside it's sad to see them go so abruptly. The creators we're really nice guys and I wish them the best of luck in future endeavors.
Couldn’t agree more. Cafes particularly here in Australia are now spending more time on fit out, toys, and social media, then actual product, quality control, customer service, and staff development.
Fantastic video! An easy way to determine the speed and efficacy of the brewing method is by the input time and the output time and consistency to solve problems. Aeropress is arguably good for a single-serve coffee, as it may take 1:30 without taking into account cleaning, but making brew after brew doesnt make it appealing for a coffee shop that can do a series of pourovers for customers.
I think you nailed it with the theatre description, one visit to the cafe in London that uses these and has a very theatrical approach to their service was enough and I felt rather underwhelmed with the actual coffee too, I've had much tastier batch brew.
Sometimes we just need to be honest with ourselves and talk about the hard truth. Coffee may seem poetic and beautiful, which many people use that as an advantage for their businesses. But at the end of the day, only substance will stand the test of time. Thanks James!
When Alpha Dominchie was first introduced I already thought it's designed to fail. The product looks 'theatrically' great but seems to bring nothing new in terms of brew method. The creators seem to have a romantic view about consumers' choice. I cannot afford $12 coffee and certainly will not spend it more than once, and I think many people would agree.
The crowdfunding gambling bit reminds me of ZPM espresso and the jilted feeling crowdfunders got when that project ended abruptly for a mix of engineering and business-related reasons.
Hi James, great content mate. I would love to see some videos on cafe business problems and problem solving. Issues you mentioned such as coffee making speed ect. Cheers
Theatre like style has its place in the process ( and usually comes down to personnel over devices ), but wholely agree with your premise that any new product really needs to solve the real problems of commercial coffee drinks retailing which will always boil down to efficiencies in quality, speed and waste. Make it better, make it faster and throw less away ( stock, power and time ).
Just remembering the Clover. Makes a consistently great cup of coffee and there is a little theatre involved and wondering when we can expect the next single cup brewer to have such an impact? Tired of going to cafes and waiting 15 minutes for a bad pour over.
The Flask is an Overpriced glass aeropress with a Stagg Prismo on the bottom.
Very valid points on several fronts. Particularly that of the frequent addition of toys, novelty features and gadgets to an established product in the hope of achieving an edge over the competition. This is all too common and unfortunately just as commonly can be eagerly lapped up by those in need of the next new thing. As you say, this is not actually innovative and most cases not the recipe for a product with any long term prospects.
Hey James! Quick note about the Indiegogo campaign, here's a line from the message we were sent: "The company is exploring options to continue with fulfillment of the Kickstarter and Indiegogo if possible and will keep all backers advised." It looks like they're still trying to use the money they received for products to fulfill. It's still a gamble whether or not we'll ever get anything, but I thought it was worth including.
@planetarydesign took over the rights to manufacture FLASK and it will soon be available. Kickstarter/Indiegogo backers can use coupon code FLASKBACKER20 for 20% off the new FLASK, and will receive a free gift when they purchase. planetarydesign.com/shop/glass-coffee-tea-press-flask-by-ethoz/ *NOTE: Planetary Design is in no way associated with Alpha Dominche, or with their failed crowdfunding campaigns.
Good reminder James! Thanks!
Incredibly good case study of some startup concepts
Excellent points. Theatrics is fun at the beginning but reality sets in. Agreed on all points. Which is why I purchased the Auto Brew Ratio from La Marzocco but the software still has kinks.
Totally agree. One cafe u went to a coup of times made some brilliant coffee but after a few months their customer service went down hill big time and left me feeling ripped off about spending so much money to get nice coffee but to be made to feel uncomfortable coming in. Customer service is very overlooked by many people.
this is why james is a great leader in coffee. he is a coffee fanatic who never forgets the force driving the industry...the customer
Thanks for your thoughts!
This was so good, excellent!
Sometimes a solution looking for a problem works, in particular in a market which is developing. More often it does not. Good thing some people disregard this and innovate, solving problems not known before.
Good business talk. Interesting to hear your insights
I'm a biochemistry major student and I know not much about business. It's their product that confuses me. The steampunk looks real fancy. However, the process of preparing, brewing, and cleaning makes me doubt that if this is an equipment efficient enough for commercial environments. Then looking at the price, I know that it's surely not something for home. Seems more like a dilemma than a solution.
James dropping truth bombs!!
Agree 100% James. Combination of competition/weak consumers have thrown the cafe biz into recession in London. Sadly I think AD are the first of several players who will fall by the way side.
It would be so very interesting to hear your thoughts about BonaVerdethe kickstarter funded home roaster/grinder/brewer combo. What they have is not only the device but a whole conceptual thing going on with membership providing direct trade acquired beans and some other stuff like that. For some reason there is not much press coverage about them.
Product's kickstarter page indicates that 5 years in they are still in the rough start phase. Still it's strange not much is heard of them.
This approach to business of selling products with style over function or need, is becoming very common certainly as e-commerce has become so easy.. you can see it in brands like Vincero watches, or "Manscaped", and several companies flogging "revolutionary" styled wallets or sunglasses... they all make amazing claims about their features at bargain prices, but usually its just a marketing exercise
I went to NY to taste what they had to offer, and honestly it was one of the worst coffee I took in my life, I remember it was La cabra. There was no one in the coffee shop, and I understand why. It seems like a place where people where there to get money and not for coffee, It felt like they only care about the Hype around coffee
I hadn't heard of "The Flask", but looks to me like an aeropress in a bottle. Silly.
Any chance you may lend your thoughts towards entry level espresso machines? I'm looking to get either a Gaggia Classic, Rancilio or maybe even a Sage. Even at that level it's still a decent outlay of money so any advice would be welcomed. Could make a good video too. 😉
@@jameshoffmann thanks all the same, it's better to be honest than give half assed advice lol. I'll probably get the Gaggia as it's pretty tried and tested and reasonably priced.
It could maybe be an avenue for future content if it interests you. I'd imagine RUclips is flooded with entry level serious coffee enthusiast's scrambling for answers.
@@DeeDeeDanone I know you were looking for James' advice, but you can have mine 😉. I've owned a Silvia for about 2 years now.
Top thing I like: Design. All metal (easy to clean), simple (easy to service/mod)
Top thing I don't like: Single boiler. Making a milk drink is only really worth it if you are making more than one.
And don't be fooled. I too thought I could get away with just the espresso machine and continue to use my porlex for grinding. That only lasted a month before I also bought a grinder companion (rocky).
Finally, check out whole latte love channel if you want a more standard review on those models.
I'm a student at uni and my Gaggia classic has been sitting on my desktop for 4 months. No operational problem so far. Coffee made was decent. For the price, I think it's a total worth-it. However, as the gentleman above who owns a Rancilio suggested: 1. it's a single boiler machine, aside from the limited boiler volume, the pressure and temperature are things beyond control, and that means getting good coffee needs practice and wits. 2. regardless of the machine, a decent grinder should always come first. I'm using a Lido3 grinder which has been working nicely for over a year(used to use it for pour-overs). I've also acquired other tools like a distribution tool and a palm tamper, knowing that since the machine is not perfect I have to make sure other parts of the process is near perfection. And that's what I think you can get the most out of a 400-dollar machine. Cheers.
So where they trading and even still fund raising whilst insolvent?
Does anyone have any updates on the Simpresso kickstarter?! Thanks...
I recently left a shop that I managed that used their Steampunk machine. It was very inconsistent when it came to coffee and never really produced a good representation in the first place, but it did really shine for tea. It was great because it less automate a lot of the tea making process and never have to worry about oversteeping or forgetting brews. It freed up our hands so that the baristas could keep making espresso. Sadly, that paragraph is the end of the positive things I have to say about the machine. It saddens me to see them go because I would like to see more resources focused on automation of coffee shop processes with specialty standards in mind so that we can more easily scale the specialty coffee shop model, but if their business model isn't sound then that's the end of that. Thanks as always for your thoughts.
Seems legit, I like it.
Yeah I agree this is where I think trinity one wins out simple yet with constant results!!
all together analog I would think the Trinity One would be next, but the fall will hurt less as the cost to build it isn't as high.
i wish starbucks would care more about the quality of coffee, and more importantly, espresso that they serve. i've never seen them pull a fresh shot of espresso, grind any coffee, or brew fresh hot coffee that wasn't just sitting in a thermos machine all day. it's really horrid and why i only get cold brew from them.
went to one "specialty" coffee shop and they pulled my shot in under 10 seconds. under. 10. seconds. do you think that made a very pleasant drink? no. no it did not.
Forgot flask was a thing, making me real glad i didn't back it on GoFundMe.
@planetarydesign took over the rights to manufacture FLASK and it will soon be available. Kickstarter/Indiegogo backers can use coupon code FLASKBACKER20 for 20% off the new FLASK, and will receive a free gift when they purchase. planetarydesign.com/shop/glass-coffee-tea-press-flask-by-ethoz/ *NOTE: Planetary Design is in no way associated with Alpha Dominche, or with their failed crowdfunding campaigns.
The issue with solving real problems is...it isn't sexy. Look at the iPhone. What problems does it solve? None! But every year, people line up to buy the new one which, in all honesty, isn't really that much better than the last one. Don't get me wrong--I agree with James completely. You don't have to be a coffee guru to understand that speed, agility, and consistency are important in operating a cafe. But those are incremental, evolutionary improvements and, quite frankly, no one is going to become an overnight success fixing those issues. The big money comes from revolutionary ideas, even if those ideas are for things no one really needs.
Alpha Dominche made machines that made coffee taste great. It was an awesome product and I hope they return one day.
I used to frequent a shop with an early version Alpha Dominche. To be honest I thought it was the coolest thing ever and I appreciated the shop’s commitment to finding the “best” possible equipment to provide the highest quality product. However I feel that the machines failed in the real, practical world because as you said they were too slow. The original was also apparently a monster to keep clean and required a good amount of training. I only ever had two cups of coffee from the machine over the course of a few years! one of which was from a dirty machine and tasted like butt the other was among the best I’ve ever had. The shop then went to the newer version of the Alpha Dominche and kept having issues “calibrating it” and over the course of a year or so with the machine I never got a single cup from it!! as nobody could ever seem to figure it out even after reportedly having their techs come multiple times. Admittedly this coffee shop was owned by a couple multi millionaires that ran it as more of a hobby than a business and a superb quality coffee cost $1.75 so I’m assuming they were never making money. I guess this eventually caught up with them and the shop closed I’m guessing in at least some part due to adopting the second gen Alpha Dominche and the losses getting to be too much to bear. Do I still 100% want one to play around with? absolutely fuck yeah I would
I always appreciate hearing your thoughts on stories like this. However I feel like the speed of this video is a bit off. Your flow seems to be too quick and the 'RUclips cuts' make it feel like there's no time to take your opinion in (like breathing room). I do not mind your pauses in your other videos, it makes your opinions look more thoughtful.
Mr. Hoffmann, it's not all that simple. There was a huge lawsuit weighing them down that no one knew about. Perez was the CEO of Bodum till 2014 before he left and became the CEO of Alpha Dominche. In 2015 Bodum sued Alpha Dominche "alleging he took the company's trade secrets and customer lists when he left to take the reins...". There was never any conclusion to this or even an explanation and I'm pretty sure that this lawsuit is still in full effect. I wish you could've shined more light on that part of the story. We all know that crowdfunding is a gamble, there's been millions of cases like the one with "flask" and it's nothing new. The same goes for gimmicky marketing. I agree that it's a huge problem that weighs industries down, but it's never going away. It's a thousand year old trick and people will continue to buy into it. So for me it seem that there's way more to the story than just the usual stuff. Anyway, I really like your videos, just sometimes wish they were a bit less TED talky.
Excellent video James as usual. They were also trying to raise $1M through Crowdfunder dailycoffeenews.com/2018/08/08/brewer-maker-alpha-dominche-turns-to-the-crowd-for-1-million-seed-campaign/ - perhaps this is where it went wrong for them. Sadly seems to prove your point about being wary of coffee businesses seeking equity funding.
On a brighter note - looking forwards to getting your Coffee Atlas for Christmas from my sister if she takes the hint! :)
Roman Golovanov The ceo did it again, he announced a new company two months after shuttering alpha dominche without warning. I’m certain he knew it was coming and made fake crowdfunding campaigns to fund his new overly priced automated pour over machine.
I don't think you should compare kickstarting to gambling. I would consider it charity/donation. With gambling, there is nobody benefiting from your money but the casino. With kickstarters your worst case is multiple people are employed following their passion to make something. The people behind it very rarely are TRYING to screw you unlike with gambling.
first comment (noti squad right here)
Just remembering the Clover. Makes a consistently great cup of coffee and there is a little theatre involved and wondering when we can expect the next single cup brewer to have such an impact? Tired of going to cafes and waiting 15 minutes for a bad pour over.