Apotheos, a coffee shop and roastery that operated as San Francisco Roasting Co. for nearly three decades, is ditching its new name of nine months.
Owners Doug and Tanya Bond changed the long-standing shop’s name from San Francisco Roasting Co. to Apotheos in March.
But after “many lessons” they “have listened closely to the people we care about the most — our customers” and are changing the company’s name back to San Francisco Roasting Co., the co-owners told What Now Atlanta in an email Wednesday.
“If this COVID-time has taught us anything, we need to follow our hearts. Given this, we are returning back to our home base,” the co-owners wrote. “So this week, we’re proud and humbled to announce that we will once again become San Francisco Coffee Roasting Co. A dream started over thirty years ago that still has a lot of dreaming left in it. As we fire up the roaster and the aroma of our expertly crafted coffee blankets our fine city once again, we hope you follow us back home to San Francisco.”
The Bonds moved to Atlanta from San Francisco in 1992 and “chose to build our dream and infuse a bit of the San Francisco charm” when they launched San Francisco Coffee House & Roasting Company locally.
San Francisco Roasting Co. has locations in Virginia-Highland, at 192 N Highland Ave., and Candler Park, at 1660 Dekalb Ave.
7 Responses
Good grief.
This just seems like a publicity stunt.
How long is $2000 gonna prop a business up?
Call me whatever you want, but this is just sad. A neighborhood wide GoFundMe on the backs of other ones being successful? How about the people give the money directly to the businesses they want to survive instead of giving a cut to some stupid internet donation site? What a joke
don’t think the highlands were doing that well anyways pre-covid, the pandemic’s gotta be hitting them hard. the beltline has taken so much business away from the area.
Yeah, there have been a lot of dark storefronts over there for years now.
My friend was approached about taking over two existing leases over there pre-Covid. He was like there’s no way I’m opening up with vacancies all around. Vacancies are not a good draw for customers/businesses.
Va-Hi was an entertainment district, and now that there are plenty of those areas in the city, they should probably reinvent their commercial district.
The rents are too high, and the locals need more essential businesses over there– not just
restaurants and bars. And the neighborhood needs to get off of their Amazon addiction and shop
locally year round.
Sad to see moe’s and joe’s on there as they’ve been disregarding any and all health guidance since March.
Comments that were here are now gone hmmmmm
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