While Tonx gets Blue Bottle’s sourcing and roasting, and the ability to do more online and in store, it’s surrendering control to do that. “We are going to work with them to make sure they maintain the profile of coffee we’ve worked on,” said Konecny, “but it will be a Blue Bottle sourced and roasted product.”
Presumably, there will now be a 25-minute line between you and each box of Tonx beans that arrives in your mailbox.
And from Tonx’s announcement:
Further down the road we will sunset the Tonx brand and unveil a new and even richer experience closer to our original ambitious vision under the Blue Bottle banner.
I like these guys and their coffee. I wish them the best. But this reads like a routine Silicon Valley acqui-hire, and it’s hard to anticipate anything but the usual results. Prove me wrong, Tonx.