I visit Boise, ID roughly monthly for a couple of days. I used (grudgingly) get coffee at a local chain called Moxie Java. Recently, an Oregon-based chain called Dutch Bros. has entered the Boise market, and they’re rocking it.
Moxie seems to be primarily a walk-in joint, though they do good drive-thru business as well. Dutch Bros is all drive-thru, all the time. No store space whatsoever, though some shops do have little seats outside a walk-up window. The biggest difference, though, is the quality of coffee. Every single Moxie store I’ve been to has served up coffee that’s barely palatable. For the longest time, I thought that’s just what Boise people liked. What else could explain the proliferation of Moxie Java joints all over that town? Then I visited Rembrandt’s and realized that good coffee did exist in the Boise-metro area (Rembrandts is in Eagle).
Since Dutch Bros started popping up in the Boise area (there are at least three that I know of), I’m guessing that Moxie is scratching their heads, wondering where all their drive-thru business has gone. I bet they have no idea how much people enjoy decent coffee.
Here’s my prediction: Within 2 years, Moxie will either:
1) close 50% of their stores
2) go out of business altogether
3) fix their coffee and save their business
Personally, I hope it’s #3. Moxie has a cool name and a great vibe in their stores. They’re locally owned, too. But I really think they won’t turn it around in time. I’m guessing they’ll reduce the number of stores by half within two years. I hope I’m wrong, but they’ve got to execute some heroic maneuvers to get out of this fix and salvage their brand.