Bolder, Brighter, Better Together: The Apotheos Philosophy

Back in the day, I would spend hours on end in the chic coffeehouses of Northern California. These hangouts were hubs for the region’s creative community. Poets in black berets would read their latest works aloud, while patrons smoked cigarettes through holders between sips of their espresso. There was something electric about these houses, a feeling you couldn’t quite name but you knew when you walked away.

Today, our Atlanta coffeehouses continue that tradition. The cigarettes and beret-clad poets are gone, replaced by laptop computers and everyday coffee fiends. But the spirit is much the same. Our coffeehouses have become forums for the Atlanta community, a place where you can enjoy a shared experience every time you stop in for your latte.

So how do we describe this unique feeling that only a true coffeehouse can provide?

Bolder, brighter, better together.

It sounds a little hokey when you say it out loud, but it’s the most accurate way we can describe our philosophy. Apotheos has never been just about the coffee (though trust us, you won’t find any better). We strive to create an experience of joy, a place where all are welcome, where strangers become friends, and where friends form a lifelong community.

Bolder

We can’t deny we serve bold coffee, full of substance and robust flavor. Even our most worldly customers have confided in us that after travelling the globe, Apotheos coffee remains their favorite. But being bold is about more than roasting the perfect cup of joe.

To us, boldness is about always doing more. Back in the 90s, we were ahead of the curb when we opened Atlanta’s first California-style coffeehouse. Today, we continue to look boldly ahead to make the next big splash.

We are dedicated to constantly moving forward, finding new ways to please our customers and serve our community. Whether that means finding new recipes for our famous homemade pastries, testing out a bold new coffee flavor, or opening a one-of-a-kind brewery inside a renovated church, our boldness requires us to keep innovating.

Brighter

On a hot day in Atlanta, there’s nothing quite as refreshing as stepping into an Apotheos coffeehouse for an iced latte and a moment of peace. Sipping a cold brew as the Georgia sun streams through the windows, you’ll find yourself in a brighter state of mind in minutes. 

But our aim isn’t just to create a momentary feeling of joy. We want our customers to walk away with that bright feeling, to remember the experience of community and solace that only our coffeehouses can provide. That’s why we’re so excited about our new line of canned cold brew coffee, produced right in Kennesaw. Whether you’re at home or on the go, our canned coffee will help lift your mood and bring some brightness to your day.

 Better Together

Togetherness is really the crux of what we do. For thirty years, our coffeehouses have helped sustain a community of amazing Atlantans. While coffee has always been the anchor of our business, it is the people who have made it come to life over the last three decades.

I’ve watched as strangers became friends over a cup of coffee, as couples come in for a first date, and later on with wedding bands around their fingers. I’ve even watched children grow up in our coffeehouses, first entering as babies in a stroller, and later pushing their own children into the café. Tanya and I have even gone to our share of funerals, paying respect to former members of our coffeehouse clan. With each milestone, we are reminded how much beauty there is in our shared togetherness.

That’s why we’ve always emphasized giving back to this community that has given so much to us. Over the years, we have partnered with the local middle and high schools, providing free coffee, muffins, and other treats for various events. We’ve shared our profits with local hospitals, the frontline heroes who have kept our community safe even through this trying pandemic. And while our Kennesaw roastery is less than a year old, we’ve already planted seeds with local community organizations there, like an animal shelter where we’ve brought coffee to the hard-working volunteers. 

The truth is, so many of us have been starved for connection over the past year and a half. The pandemic has forced many to become isolated and detached from our neighbors. But as the crisis passes, we are thrilled to reopen our coffeehouses to the community and revive that feeling of togetherness. As we look to the year ahead, we imagine the open mic events, the roastery tours, and the little moments of connection that have been so missing throughout the pandemic. Because we truly are better together.  

(As published on Coffee Lovers Blog for Apotheos Roastery)