Selling Wolf tickets
At one time, Wolf Coffee whose home office was here in Rohnert Park had eight locations in Sonoma County. But they could never really compete with Starbucks, which has, at last count, 42 outlets in the county. (That's a lot of coffee, when you stop and think about it.) Wolf began trimming back its operations a couple of years ago, and recently sold its last remaining store in Coddingtown Mall.
It's unfortunate to see locally owned businesses fail, but there are a lot of factors to consider. Wolf's coffee was expensive, even more so than Starbucks my cup of choice, a king-sized vanilla latte, cost about a quarter more at Wolf than at the Sign of the Naked Fish-Tailed Lady. Wolf's locations were not, at least for me, as convenient as the plethora of Starbucks.
And, most frustratingly, Wolf's service, while unfailingly friendly, was often slower than molasses in Antarctica. I never dropped into a Wolf Coffee if I was in any kind of hurry. Or if I simply had plans for the rest of my day. Although the laid-back vibe was, for some customers, a selling point in Wolf's favor over the lickety-split corporate rush at the 'Bucks, when I want a cup of coffee, I want it now, not 15 minutes from now. I've got stuff to do.
To my taste, the coffee at Wolf wasn't significantly spectacular to offset these drawbacks. It was pretty good, but not better, than the java at the Green Monster across the street.
Here's where I lose patience with people who bemoan overmuch the passing of locally owned businesses. Ultimately, it's a business. If you can't compete, you'll get crushed. It's not my job to support a local outfit even if they charge me more for the same or similar product, send me out of my way to buy it, and keep me waiting longer than the big chain outfit. It's my money, my gasoline, my time.
All things being equal, then yes, I'd rather buy from a neighbor than some megacorporation in a distant land. But when all things aren't equal, I've got to serve Customer #1 first. That, or my neighbor has to deliver something sufficiently superior to the other guy that I'll spend a bit more, drive a bit farther, and wait a bit longer.
When it comes to a relatively generic commodity like coffee, that's a tough challenge. Sadly, it's a challenge that Wold Coffee couldn't or, perhaps, wouldn't meet.
Now, they've paid the ultimate price.