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First, Second, Third Wave Coffee Explained

EPISODE · Jan 24, 2026 · 19 MIN

First, Second, Third Wave Coffee Explained

from Pulling Shots

We break down first wave, second wave, and third wave coffee—what they actually mean, where they came from, and how each wave impacts profitability, customer behavior, and coffee shop growth. We discuss whether third wave coffee is earned or chosen, why convenience often beats values, how second wave systems scale better for most owners, and what coffee shops can learn from gas stations. Plus, a bonus debate on toothbrush etiquette. This episode is for coffee shop owners, café owners, and anyone opening a coffee shop who wants to build a real business—not just an identity.

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First, Second, Third Wave Coffee Explained

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