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Why We Trust the Long Line

Why We Trust the Long Line

Two cafés sit side by side, identical down to the chalkboard fonts. One is empty. The other has a queue spilling onto the pavement. Without tasting a drop, almost everyone reaches the same verdict: the busy one must be better. The coffee starts winning before a single...
We Don’t Buy Coffee, We Buy the Ritual

We Don’t Buy Coffee, We Buy the Ritual

People will pay five dollars for something they could make at home for fifty cents, and they are not being foolish. They are buying a ritual, and a ritual is worth more than the liquid it arrives in. The barista is not selling caffeine; she is selling the same eight...
Tim Hortons Is Canada’s Other Flag

Tim Hortons Is Canada’s Other Flag

You can learn more about Canada from a Tim Hortons queue than from most national anthems. Watch the line at 7 a.m. in any Canadian town: nobody is performing patriotism, nobody is waving anything, and yet there it all is. The patience. The small talk about weather...
Remittances Are the Diaspora’s Drip Coffee

Remittances Are the Diaspora’s Drip Coffee

The largest development program on earth has no headquarters, no logo, and no press office. It holds no summits, issues no glossy annual reports, and never once asks a finance minister for a photo opportunity. It is simply hundreds of millions of people sending money...