single-cup brewing

Brad Wenner

In June, Peet's Coffee & Tea dispatched a truck emblazoned with the motto, "Proof in Every Single Cup," to drive across the country. Every few days the mobile cafe pulls up to the sidewalk of a different city, and the baristas on board hawk free cups of the company's new single-serve coffees. They set out tables and chairs, place sandwich board advertisements along the sidewalk, give out orange-rimmed sunglasses, and take photos of smiling customers clutching Peet's cups.