An Intriguing Toast Story

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If Trouble’s toast itself made instant sense to me, it was less clear how a willfully obscure coffee shop with barely any indoor seating in a cold, inconvenient neighborhood could have been such a successful launch pad for a food trend. In some ways, the shop seemed to make itself downright difficult to like: It serves no decaf, no non-fat milk, no large drinks, and no espressos to go.

The smallness of her cafés is another device to stoke interaction, on the theory that it’s simply hard to avoid talking to people standing nine inches away from you. And cinnamon toast is a kind of all-purpose mollifier: something Carrelli offers her customers whenever Trouble is abrasive, or loud, or crowded, or refuses to give them what they want. “No one can be mad at toast,” she said.

~A Toast Story, published on the Pacific Standard

January 16, 2014 Must Reads No Comments