[onewland]

I think Blue Bottle has more ambitious plans. Have you been to any of the coffee shops in SF (maybe more in the Outerlands) that serve Blue Bottle? They usually have it decal'ed into their front window and the brand displayed prominently. With their precise brewing process and recognizable brand, I think they want to franchise "store-within-a-store"s and get people selling their coffee sourced from their beans made with their equipment without having to pay rents or any of the costs of operating locations.