Proof of Concept: Taxi Cafe
27 06 2008Posted by Robert @ 9:48 am
Short story: I sold my car. I live on The Drive. It is one of the best areas in town to live with out a vehicle. When I need one I use a Car Co-op, take the bus or call a cab. And while this has worked quite well it wouldn’t in a lot of areas. As I used to work out of my car, (and have slept in it on one occasion) it was a proof of concept to show I could really live with out it. And I have been able to very easily …
Taxi Cafe seating area
When I take the number 20 into downtown I kept on seeing this cafe on Richard Street, called Taxi Cafe. Like thousands of cafes in Vancouver I didn’t know a thing about it. But as my visits downtown increased, I kept walking past Taxi Cafe and really wanted to check it out.
I had my opportunity to check out the cafe and noticed it was much much more than a cafe. One of the most successful and award-winning advertising agencies in Canada opened up a Vancouver Office and along with Taxi Vancouver came the Taxi Cafe.
Why a cafe instead of a waiting room?
Why a professionally trained barista instead of a receptionist ?
I asked cafe manager Chris Reynolds and barista Yvon about this concept.
Yvon pour an Americano
To paraphrase they wanted to open up the front space of the offices and make it more of a public space; something where they can; one, showcase the work they have done for clients; and two, instead of meeting with a client outside a cafe why not have their own cafe? Also if a client has arrived early for a meeting, why not offer them an espresso or latte? I think this makes perfect sense actually and having the cafe open to the public helps the bottom line a bit and because the agency is all about marketing a brand (Yes those Viagra Commercials are a Taxi creation). So why not show your clients what you can do with a brand and market your own coffee shop in a city that has one of the most competitive coffee environments?
Yes but what about the cafe?
Walking in, you are met with concrete floors, white walls and marble counters. The word Taxi is written on a light wall from across the back wall. But the cafe still has minimalistic aesthetic appeal. There are three screens on the front wall showing the advertisements that taxi has worked on.
The coffee is a dark roasted espresso and is made to a professional standard. I am not a huge fan of the dark roast espresso as it loses some of the subtle flavour you can find in a roast, but overall I was happy with it. Taxi is currently packaging its own coffee and using a roaster based in Toronto called Mountainview.
View of the bar and Richards Street
Yvon was very diligent about keeping her machine clean and well timed. There isn’t a whole lot of traffic from the street that enters into the shop so she isn’t that busy but the beans are fresh and the service is personable and friendly. There isn’t any free wireless for the general public, nor is there any plug-ins.
Is independent a brand?
As far as independents go, I would consider Taxi Cafe one. They are owned and run by a large advertising agency, yet the shop is unique and different and very much has its own flair. Reynolds has plans to open up a second cafe in Toronto that is completely detached from the agency itself. Would I want to see one on every corner? No, but then I don’t like seeing a Blenz, a Waves, a Starbucks and a Tims on the same four corners of every block and in every city. And in saying that I believe Taxi fits the bill as an independent cafe in Vancouver.
Update March 2009: I have been to Taxi Cafe a number of time since this review and although they have changed their roastry to Mountainview, out of Toronto, Yvon still tends shop and I still get a great Americano.
Faces and Places
Where blog was written: Taxi Cafe
Drinks ordered: 12oz. Americano
Discount of own to-go cup: med priced at a small
Barista Skill: solid
Barista’s friendliness: informative and friendly
Website: www.taxi.ca
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Love the fresh idea! Bet all Taxi clients come in early!
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Nice!
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Certainly unique and extraordinary idea. I would very much like to visit this place myself which I will probably do next time when in Vancouver.
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If you’re looking for something of the similar ilk, check out WorkSpace Cafe at 21 Water Street. WorkSpace is a co-work space in Gastown that has a coffee bar at the reception as well. They serve a espresso based drinks and french press from 49th Parallel. Well worth the visit!
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Im a taxi driver for Maidstone Taxi, thanks for the read.
I have walked past TAXI many times wanting to go inside, today was the day. I’m sorry to say I was very disappointed. My soy latte burnt my tongue, it was way too hot (I could tell from the moment she started steaming it was going to be a disaster) and it appeared she scooped some foam and plopped it on top. It was also expensive.
I will never go back there.