About 6 years, Mike Brown had an idea to revive the coffee industry. He was upset with the lack of quality most brands exhibited and decided to experiment on his own. He attempted to create the perfect blend of beans while combining it with his unique roasting technique and after so long, he created what is known as the “World’s Strongest Coffee”.
Other than the issue of quality, Mike identified a few other problems within the industry. He realized the lack of mobility coffee shops had and decided to mobilize his coffee shop by using coffee trucks, similar to food trucks. He also decided to take his truck throughout downtown New York where millions of people could easily access his coffee on their way to work. Mike also utilized modern technology to kick start his business. He created podcasts and YouTube videos to connect even further with his customers and formed a community filled with people who loved his company and their culture.
As stated in their mission, “Our mission is to fuel you wherever you go. Death Wish Coffee is made by passionate people for passionate people, and our carefully selected, perfectly roasted coffee beans produce a bold, highly caffeinated coffee blend. We strive for the best tasting and highest quality organic and fair trade beans in every bag. Our processes are USDA certified and we have committed to sustainability throughout our products. We offer a 100%, no-BS guarantee: If this isn’t the strongest coffee you’ve ever tried, we’ll gladly give you a refund.”
Even better than all this, Mike wanted to also do something no other coffee company has done before. On June 29, 2018, Mike’s company sent an instant, freeze-dried blend of Death Wish to the International Space Station to fuel the crew of NASA Expedition 56. Instead of Death Wish Coffee being the world’s strongest coffee, they are now the strongest coffee in the galaxy.
As someone who has tried Death Wish, I can attest to the strength of the coffee! I love how they thought outside the box in sending it to the ISS! Their successful use of social media platforms is a great testament to the power of social media in growing business.
Coffee is such a way of life in our world today and it is no surprise to hear that somebody has decided to make a change to the coffee world. People will almost do anything for some coffee in the morning. Mike Brown saw a problem in the way coffee shops operate and he decided to do something about it. All it takes is a vision and passion to begin making a change. It is amazing what humans can do.
This is so cool. It seems like such a simple and easy idea to have a coffee truck, but really I have never seen any around. He definitely optimized on this gap and to send coffee into space is pretty insane. Sometimes it is the simple ideas that really make a difference.
For decades and beyond, people always have gone to coffee houses. But this new idea brings coffee houses to the people. I can see it as a big convenience factor for business men and women who may be running late for work and need to pick up their cup of joe while on the run. And it seems like he has made a quality coffee for incentive also. Although historically speaking, coffee houses have been a vital part in culture and the exchanging of ideas. It will be interesting to see if this elimination of the havens of free wifi and smell of caffeine will be accepted.
I love how he had a mission behind his coffee venture. The fact that he used podcasts and youtube is such an amazing way to market towards the younger generation of coffee drinkers. I think we should get a mobile coffee truck on campus.
I find it interesting that this company is so successful, given that the name may be a turn-off for some. I love the clever marketing techniques and the the truck idea is fantastic. I find it fascinating that targeting such a niche market in an everyday product like coffee, lead to such success.