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)