Taking time makes a difference

Doing things by hand pays off for coffee shop

Crema Coffee has arrived on Danforth Ave., opening their third location in as many years.

The independent coffee chain opened their new location at 508 Danforth Ave. in early June. The company first opened in the Junction in 2008 and has steadily expanded since.

The chain’s general manager, Laurence Williams, said the community along the Danforth has welcomed them warmly.

“We kind of have a reputation in the Junction, so people knew who we were before we even opened our doors,” she said. “It’s definitely been a great reception.”

According to Williams, Crema Coffee owner Geoff Polci saw the area as a lively part of the city to launch a store.

“We always kind of knew it would be a great neighbourhood because of all the families that are there,” she said.

She added that the east end was ideal because many parts of the downtown core are already packed with independent cafés.

“The Danforth seemed a little less crowded,” she said. “It’s just a great spot for coffee.”

But it’s not like the shop is an espresso oasis in a java wasteland. The Danforth is already well served by cafes, but Williams said their brewing technique sets them apart from a certain ubiquitous coffee chain.

“The coffee that we do is more of a craft,” she said. “It’s a little bit harder to perfect.”

The café does everything by hand from dripping the coffee to steaming the milk, so you won’t see many coffee machines here. Williams said this means the coffee takes a bit longer to prepare, but the result is worth it.

“It’s something that takes a lot of time and practice,” she said. “There’s just so much that goes into it.”

Although Williams wouldn’t divulge the exact method for making a killer cup of java, she said it’s the entire process rather than a particular step.

“What makes our coffee great is attention to detail,” she said. “If you don’t have that, it’s not going to work.”

About this article:

By: Omar Mosleh
Posted: Jul 27 2011 12:29 pm
Filed in: Business
Edition: Toronto