[mikegreco]

I'm really conflicted by this.

The good: Tonx is awesome. Blue Bottle is great. I can't imagine coffee quality will decline due to a merger.

The bad: Tonx has lost a lot of agility. Will great and potentially risky campaigns like the recent Starbucks campaign [0] still be possible with a retail infrastructure to support and worry about?

The ugly: Tonx brings to the table two amazing single origin roasts every single month. Blue Bottle seems to be focusing on expanding their digital presence with this deal [1] and at least in my experience, that is NOT what makes Tonx so fantastic.

It will be interesting to see where this goes.

[0]: https://tonx.org/better [1]: http://blog.bluebottlecoffee.com/post/82020818086/welcome-ab...