Third Wave Coffee Movement (early 2000s)
In the early 2000s, American roasters and baristas began treating coffee as a craft product, emphasizing single-origin beans, light roasts, and precise brewing. The 'third wave' label followed the first wave of instant coffee and the second wave of espresso chains like Starbucks.
Third wave shops spread from cities like Portland, Seattle, and Chicago, changing how specialty coffee is roasted and sold.
The movement created the specialty market Thrd Coffee operates in; the company's name, pronounced 'third,' explicitly honors it.
Explains the company's identity and menu, and why a small Chicago catering brand positions itself around craft, not commodity, coffee.
