Blue Bottle's secret to success is great PR and a lighter roast than most of their competitors which results in a milder, sweeter cup of coffee. Otherwise they

Blue Bottle's secret to success is great PR and a lighter roast than most of their competitors which results in a milder, sweeter cup of coffee. Otherwise they buy their green coffee from the same sources and use the same equipment and techniques (however they were an early cold brew adopter). And I think their service is subpar - slow and not particularly friendly - but people put up with it. $26 million seems like a lot but perhaps this is enough to build a brand/business around. Both Starbucks and Peets had similar origins and are now worth $55 billion and $1 billion, respectively. And it always helps when your product is addictive.