There are about as many models for coffee shops as there are flavors of lattes. Curt Livesay and his wife Melissa noticed a trend they loved when they lived in the Seattle area: coffee shops with no seating, just a drive-thru.
This model is in direct opposition to the "third place" strategy that famously worked so well for Starbucks in the 1990s. But a cozy place to sit down with a drink is not a requirement anymore.
Here in Bloomington-Normal, several drive-thru only coffee spots have popped up in the past few years. The first, Bloom's, opened in late 2019. Jasper's Java, Scooters Coffee, and Dutch Bros have all opened since 2023. Normal is planning a fifth location called 7 Brew on East College Avenue.
Livesay said on the West Coast, drive-thru only locations caught his eye because they were home to some of the friendliest interactions he had in the northwest. He said the so-called "Seattle freeze" is real — people on the West Coast just aren't quite as friendly in public as the people in the Midwest: "It's just a different vibe."
When he and his wife Melissa moved back to Bloomington — Melissa's hometown and where Curt went to grad school — they thought they could improve on the drive-thru only concept while offering "Midwest friendly" service.
The Livesays opened Jasper's Java in 2023 and have cultivated a strong group of loyal customers. Livesay said they are focused on serving busy parents, like themselves, who need a quick pick-me-up but don't have time to make a full stop. He said people underestimate how much weather, car seats, and kids can deter someone from a making a coffee stop.
"We have soccer practice and tumbling and swim, five nights a week. It's go go go," Livesay said. "And so I was really adamant that like, I don't want to be your destination. I want to be your stop on your way to every destination."
Jasper's Java is a shipping container modified to serve as two full service drive-thru windows. Inside, two to three baristas sell and serve espresso and energy drinks. It's tight quarters, with every inch strategically designed to store cups, lids, flavored syrups, and all the other accoutrements needed to run a coffee shop. Customers can pull up on either side of the establishment to place an order.
Livesay said friendly service is key to keep customers coming back. He strategically designed Jasper's Java so customers order face to face with a barista, not anonymously into an order board. He works to employ friendly baristas who encourage returning customers.
Livesay said he has about 20 part-time employees at any given time, mainly college students. He works hard to keep employees engaged, and tries to extend as much schedule flexibility as he can. He said this has paid off, and he has no problem filling jobs when they become available.
"I know for a fact we're not the best-paying coffee shop in town," Livesay said, "so we're very proud of the culture and the vibe that we've created, and [the baristas] are absolutely the lifeblood of the entire experience for the customers."
Another key is top-notch ingredients. The Livesays held focus groups and sampled many different varieties of the ingredients they use before making decisions. It's their goal to provide a top-tier drink experience, while also keeping prices competitive.
The average espresso-based drink at Jasper's Java costs around $9, Livesay said. It's pricy but competitive with other coffee shops in town. Livesay said there's just something special about professionally made coffee. He has an inexpensive coffee machine at home, and said "there is a big difference in the quality between a $50 or $100 Amazon machine and something you get out of a $16,000, you know, professional grade machine."
Livesay said he's encouraged by how much the Bloomington-Normal community likes to support independent businesses. He said people here realize small-business owners are their neighbors, fellow parents and community members. "It's just a cool place to be — love this town," he added.
'I just need something good'
Just over a mile away, another drive-through coffee shop opened recently — but this one is a national chain.
At 9:30 on a Monday morning there were more than a dozen vehicles lined up in the double drive through at Dutch Bros. One customer, Kathy, said she drove all the way from Peoria just to get coffee at Dutch Bros.
"We come about once every two weeks or so," Kathy said. "I get, usually, a Golden Eagle freeze. It's caramel and vanilla, pretty basic. I'm not a huge coffee lover, but I love Dutch Bros."
Allison from Bloomington was in line for a pick-me-up. "I've honestly been having a really hard couple of days," she said. "I just broke up with my boyfriend, and I just need something good. And for me, I'm choosing happiness, and I'm choosing me. So I decided to get Dutch Bros."
Allison hadn't ordered yet and does not have a usual order. Her plan was to ask the barista for a recommendation, since she considered them the true experts about the drinks. "I was just gonna be like, order me whatever you want. I don't have it in me to make a decision," she said.
Despite being a large chain, Dutch Bros has a couple of things in common with Jasper's Java.
First, it's in a high-traffic location. Allison said she works nearby and goes to Dutch Bros all the time with her co-workers.
Second, a positive customer interaction is key. Allison said the experience at Dutch Bros stands out because "everybody here is so nice."
Another regular in the line, Mary, was also from Bloomington. She said she drives thru Dutch Bros almost every day to get a Caramelizer drink. It costs $7.21 total, and she said it is a treat she looks forward to. "These guys are so friendly and kind, and they've just been a blessing since they opened," Mary said.
Social Brew
One Bloomington entrepreneur has tapped into the local coffee scene in a new way: by creating an app that lets independent coffee shops gather customer data.
Moses Kabuswe moved here with his parents from Zambia in 2014. He said his parents wanted to continue working for Gridley-based nonprofit Lifesong for Orphans, which operates Gobena coffee to fund its charity work. This exposure to the coffee scene, coupled with his degree in accounting and minor in entrepreneurship, gave him the idea for his app. It's called Social Brew.
The goal of Social Brew is to allow customers of independent coffee shops to share feedback with each other. The app allows people to find, rate, and share independent coffee shops in their area. There is a signature "mug rating" and an opportunity to provide additional feedback. Kabuswe wants data about the entire experience, not just the drink.
"You can post photos," Kabuswe said, "and then we get the details such as well, how was the Wi-Fi quality? How was the seating?"
Kabuswe is not currently collecting any revenue from the app, but intends to in the future. His plan is to keep the app free for customers. He would charge coffee shop owners a fee to claim their profile and receive the customer-driven data for their store. The fee may also allow for marketing promotions, such a digital punch cards.
Kabuswe said in his market research, he found that consumers will sometimes chose a chain restaurant over an independent coffee shop simply for the consistency. "At least chains are very consistent, and sometimes, depending on shops, you don't know what you're gonna get [at an independent coffee shop]," he said. For this reason, he's betting on his app's "consistency score" to be a big hit with coffee shop owners.
When asked about drive-thru coffee shops specifically, Kabuswe said he figured coffee shop owners may go that route in order to save costs on the café and seating areas.
"You would be shocked," countered Livesay. He said Jasper's Java spent $75,000 just drilling under the road to connect to city water. He spent another $25,000 to cut the curb and create a double-sided entrance. This means Jasper's was $100,000 committed to the business before buying a single espresso machine or even coffee cup.
"People are like, 'Oh, it's a shipping container. How expensive can it be?'" Livesay joked. "Very."
At last count, Bloomington-Normal had just under 40 coffee shops. Independent businesses make up about two-thirds of the total.
