In this episode of Coffee Think Tank, Bailey Manson, Director of Innovation at Intelligentsia Coffee, shares the story of the Illumination Bar in Pasadena—a bold experiment that replaced traditional espresso machines with freeze‑dried instant coffee for all espresso‑based drinks.

Launched during the pandemic in 2020, this radical service model lasted until January 2025 before evolving again.

We discuss how Bailey and his team convinced themselves to pursue such a crazy idea, the tools and workflow required to serve coffee this way, how baristas and customers reacted, and why the bar just replaced the freeze‑dried setup with an innovative—but more classic—espresso workflow.

What You’ll Learn

• How COVID‑19 and a lease renewal created the perfect opportunity for Intelligentsia to test a radical new service model
• The detailed workflow for making espresso drinks with freeze‑dried instant coffee (and the specialized equipment needed)
• Why customers often couldn’t tell the difference between freeze‑dried and traditional espresso in milk‑based drinks
• How Intelligentsia made instant coffee work as a viable alternative to espresso for years
• The economic and operational challenges of maintaining an instant‑based program
• Why customer reviews eventually pushed a return to traditional espresso equipment
• How the Illumination Bar still serves as a testing ground for innovative service models

Chapters

• 00:00  Introduction to the Illumination Bar
• 02:59  Bailey's Coffee Journey and Role at Intelligentsia
• 05:48  The Concept Behind the Illumination Bar
• 09:01  Challenges and Innovations in Coffee Preparation
• 11:54  The Unique Workflow and Equipment Used
• 14:54  Customer Reactions and Market Acceptance
• 18:03  The Science of Freeze‑Dried Coffee
• 21:06  Final Thoughts on Innovation in Coffee
• 29:02  Innovations in Coffee Equipment
• 31:46  The Unique Experience of the Illumination Bar
• 34:51  Adapting to Customer Feedback
• 38:01  The Challenges of Freeze‑Dried Coffee
• 50:55  The Evolution of Service Models
• 54:13  Future Trends in Specialty Coffee

Where to Find Bailey Manson

• Follow Intelligentsia Coffee on Instagram: @intelligentsiacoffee

Mentioned in the Episode

• Swift Coffee (freeze‑dried coffee producer)
• Curtis Corinth (water dispenser for instant espresso)
• La Marzocco KB90 (espresso machine)
• Wally (automated milk steamer)
• Flare 58x (manual espresso maker)
• X‑Bloom (brewing equipment)

Artificial intelligence tools are transforming how businesses operate. But in an industry built on human connection and craft, coffee business owners must balance taking advantage of new tools with preserving the soul of their business.

That's why I wanted to talk with Melissa Villanueva, someone I consider to be a sharp operator with a keen eye for how to use AI effectively.

Over the past decade, Villanueva has grown Brewpoint Coffee from a Craigslist purchase into a thriving company with three cafes and a roastery in the Chicago area. Now, she's navigating how to thoughtfully integrate AI tools without compromising what makes Brewpoint special.

• • How BrewPoint uses AI as a targeted tool rather than a replacement for creativity
  • Practical applications of AI for coffee shops, from custom coffee recipes to equipment troubleshooting
  • The importance of maintaining authenticity in customer-facing aspects of your business
  • Why AI often works best for enhancing existing processes, not creating new ones
  • How to evaluate which AI tools actually save time versus create more work

00:00 Introduction to AI in Coffee Business

03:11 Exploring AI Use Cases in Brewpoint

05:54 The Role of AI in Writing and Content Creation

08:47 Customer Engagement and AI Tools

12:11 Operational Efficiency with AI

14:49 Philosophy and Future of AI in Business

28:56 Navigating AI's Ethical Boundaries

30:43 Preserving Human Creativity in Business

34:25 Empowering Teams to Use AI Effectively

39:50 The Role of AI in Policy Creation

42:33 Key Characteristics of Business Success

49:43 Reflecting on AI's Impact on Entrepreneurship

56:15 Future Goals and Strategic Planning

• • BrewPoint Coffee website
  • @brewpointcoffee on Instagram
  • @melissaavillanueva on Instagram

• • ChatGPT (OpenAI's AI assistant)
  • Claude (Anthropic's AI assistant)
  • BrewPoint's Nova Cold Brew Concentrate

Coffee sourcing is undergoing a quiet, tech-enabled revolution, and there are few people better equipped to talk about than Kat Melheim.

Through her roles at Black & White, her time on a Hawaiian coffee farm, and now at Algrano, Kat has been part of a shift toward greater transparency and accessibility, especially in the roasting and green buying realms.

The digitization of coffee sourcing isn't just a convenience play - it's fundamentally altering who gets to participate and how value flows through the supply chain.

I wanted to understand if we're witnessing a true disruption or just a repackaging of the same old power structures with a tech interface. Kat's perspective, from someone who's operated at multiple points in the value chain, offers some great clarity on what's really happening here, and what roasters who are just coming onto the green buying scene need to know about sourcing digitally.

• How coffee roasting's culture of secrecy is evolving toward openness and collaboration
• The shift from traditional importing to technology-enabled direct sourcing platforms
• Algrano's digital marketplace model for connecting producers and roasters
• The business advantages of forward buying for both sides of the supply chain
• Current market challenges facing traditional coffee importers
• How small roasters can now establish direct relationships from day one
• The important distinctions between direct sourcing and direct trade
• Why origin experiences fundamentally change coffee professionals' perspectives
• How immersive origin trips create meaningful connections across the coffee industry

00:00 Breaking Down Coffee Roasting Secrets

07:00 Modern Coffee Sourcing Evolution

15:15 Defining Direct Trade vs. Direct Sourcing

21:03 Algrano: Simplifying Coffee Trade Logistics

24:10 Digital Marketplaces vs. Traditional Importing

30:22 Current Challenges for Coffee Importers

34:01 How Technology Transforms Producer Relationships

37:33 Overcoming Forward Buying Hesitation

40:09 Algrano's Transparent Business Model

44:06 Building Meaningful Producer Connections

46:01 Kat's Origin Journey: Farm to Roastery

53:34 Creating Immersive Origin Experiences

58:08 How to Connect with Kat and Algrano

• RoasterKat Instagram
• RoasterKat YouTube
• Algrano
• Coffee People Zine

• Kona Farm Direct (Hawaiian coffee farm)
• El Vergel (Colombian coffee producer)
• Mountain Harvest

The Coffee Think Tank podcast is a show about trends, ideas, and innovations in coffee by Fresh Cup, hosted by Garrett Oden. Subscribe to Fresh Cup for more industry insights at freshcup.com.