Incoming Businesses in Harvard Square Show Bland Direction of the Area
Blank Street Coffee and CAVA are coming to Harvard Square.
May 3, 2023
In late 2022, the coffee enterprise Blank Street Coffee and the Mediterranean restaurant chain CAVA both made plans to open locations in Harvard Square.
Blank Street Coffee was founded in 2020 by Issam Freiha and Vinay Menda with a location in the Williamsburg neighborhood of Brooklyn, which quickly spread throughout New York City. From the get-go, it was clear that the store’s locations and minimalist advertisements were geared toward young influencer types. This relationship was heightened with collaborations between Blank Street Coffee and Kendall Jenner’s 818 Tequila, as well as Emma Chamberlain’s Chamberlain Coffee. While only being in business for 2 years, Blank Street Coffee successfully earned crowds of loyal customers. Beyond its marketing, the environment and delicacies at Blank Street Coffee are exceptionally bland. Their drinks are made by automated coffee machines, making them both cheaper and lower-quality. In an interview with Forbes, Menda explained the motive for the automation being that, “Baristas can focus most of their time engaging with customers, enhancing their in-store experience.” But, in turn the automation disengages the customer and barista from the creation of drinks. The welcomeness is also deterred by the fact that the space is acclimated for photo-ops, making the environment less welcoming for those looking for a space to enjoy coffee, work, and converse.
CAVA, on the other hand, was founded in Washington, D.C. in 2011 with a menu containing customizable Greek-style bowls and wraps. The business is frequently compared to Chipotle for their similar branding and cafeteria style ordering. CAVA has already opened a few locations in the Greater Boston area, including storefronts in Kendall Square, Boylston Street, and the Prudential Center. The commonality between these location choices are the financial districts that surround them. Due to their speedy service and ability to order digitally, the business model of CAVA is nonpareil for businessmen and their type. Similar to Blank Street Coffee, CAVA has worked on being digitally based, and has even opened several digital kitchens. In addition, CAVA does not provide an attractive dining area, likely due to the fact that its patrons typically order for takeout.
Blank Street Coffee will be opening their Harvard Square location on 1380 Mass Ave, which previously housed a Starbucks, and CAVA’s new location will be on 22 Brattle Street, which has been vacant for several years. Although these new businesses don’t seem to directly affect any pre-existing businesses in Harvard Square, they do represent the direction that the neighborhood is taking. Both of the businesses are franchises that target city moguls rather than locals, and deter Harvard Square’s patrons from supporting local businesses.
This article also appears in our March 2023 print edition.
