Company’s innovative Javabot™ technology is right at home in evolving tech corridor
DETROIT – January 30, 2013 – New York City’s Roasting Plant, a coffeehouse known for its innovative in-store roasting technology and wide selection of coffees brewed by the cup, announced it will open the doors of its first downtown Detroit store on Thursday, January 31. The unique coffee shop is located on the ground floor of the First National Building at 660 Woodward Avenue, steps from Campus Martius Park.
Roasting Plant’s patented Javabot coffee system enables continuous roasting so that coffee is ground and brewed at the peak of flavor within days of roasting.
The Roasting Plant experience was built by founder Mike Caswell, an industrial engineer whose love of coffee and appreciation of the coffee bar experience was developed while working as a part-time barista in his college days, and subsequently as the Director of Profit Improvement at Starbucks in Seattle. Roasting Plant is the culmination of Mike’s engineering, systems and coffee industry expertise.
“Just like fresh bread, coffee tastes amazing when it’s brewed from freshly roasted beans,” said Caswell. “We capture the art of roasting and brewing combined with the science of automation to offer the best-tasting espresso and coffee in the world.”
Precise roasting and brewing profiles are carefully developed by Roasting Plant’s coffee master, and customers watch the whole process come to life with beans shooting through clear tubes from the roaster to the barista. Coffee lovers can choose from 12 different just-roasted coffees, or even create their own unique blend.
“We are excited to open a location in downtown Detroit, as our high-tech roasting system is a perfect fit for the growing tech corridor developing here,” said Elizabeth Rose, operator of Roasting Plant’s Detroit location. “This technology allows us to offer our customers the freshest cup of coffee on the planet.”
Roasting Plant’s newest location, the first one outside of New York, is particularly special to Rose.
“I used to live in Detroit and would run the halls of the First National Building as a child when I went to work with my father,” said Rose. “When I saw this space, I could not pass up the opportunity to return to my roots and be part of the transformation taking place in downtown Detroit.”
Bedrock Real Estate Services LLC, Rock Ventures’ full service real estate firm, helped Roasting Plant find its new location and brokered the lease. The space was transformed into a cutting-edge coffee shop that will feature outdoor seating.
“Roasting Plant is the exact type of unique, ‘experience’ retail the city needs to fulfill the demand for one-of-a-kind restaurants, bars, shopping and more,” said Dan Mullen, Bedrock Real Estate Services vice president of development. “The company is an ideal fit for the downtown Detroit community.”
For more information about Roasting Plant and its breakthrough Javabot technology, please visit its website, featuring available coffees, a coffee subscription service, news and much more, at www.roastingplant.com.
About Roasting Plant
Roasting Plant® combines the art and science of coffee™ with its patented Javabot™ technology that can continuously roast beans and brew coffee to order by the cup at the peak of freshness within a few days of roasting. Roasting Plant carefully sources the world’s finest beans and can brew any single origin or a customer’s choice of up to four coffees blended, ground and brewed by the cup. Roasting Plant’s just-roasted coffee™ sets a new standard of freshness, flavor and smoothness for coffee lovers – the ultimate coffee experience™.