No focus: DeSpyro Coffee

 

 

California roll? Yeah, we can whip that up.

Would you go to a coffee place for Mexican food? A Mexican restaurant for a great latte?

DeSpyro Coffee, a relatively new spot in Huntington Beach, is committing a common brand strategy blunder right out of the gate. In choosing a somewhat descriptive name (and they could have just as easily gone with something vague like “DeSpryo’s”), they’ve set themselves up to be perceived by patrons as a coffee shop—a well-established category that comes with a certain set of expectations.

As if it isn’t hard enough to enter a market dominated by Starbucks—or perhaps because it’s so difficult—DeSpyro Coffee is not satisfied with this sole association and has added “breakfast – burgers – mexican food” to their sign. Adding to the confusion, their website has yet another list of food categories: “gelato – subs – grill.” In an effort to capture more of the market by offering more options, DeSpyro has entirely eroded their position as a coffee shop. I’m just not sure I trust DeSpyro to brew a good cup a’ joe when they’re also spending time trying to perfect burgers, mexican food, gelato, and subs. Other consumers will have the same doubts.

Compare DeSpyro Coffee to another espresso option in Orange County, Kéan Coffee. Kéan has not only maintained a singular focus on coffee, they’ve successfully positioned themselves as coffee fanatics and experts, with information in their stores and on their website about how to grow, roast, grind, make, and enjoy coffee. A friend and I once entered Kéan and were accosted by an employee who told us all about the differences between the store’s current coffee bean selections with all the unabashed enthusiasm of a Trekkie explaining the difference between different versions of Star Trek Federation uniforms.

In short, Kéan’s consistency and follow-through make it a more credible source for good coffee. DeSpyro, on the other hand, has doomed itself to being perceived as a place that’ll try to make anything decently, but probably nothing brilliantly.