Bulletproof Coffee CEO bringing butter coffee to the masses?


Bulletproof Coffee CEO bringing butter coffee to the masses?
  1. Bulletproof Coffee CEO bringing butter coffee to the masses?
    fastcasual.com
    In part two of our series on butter coffee, Dave Asprey, CEO of Bulletproof Coffee, discusses how he's brewed butter coffee into a…
    Food

Editor's note: This is part two in a two-part series exploring the popularity of butter coffee. Click herefor part one.

"Bulletproof" is to butter coffee like Kleenex is to tissue.

Bulletproof founder David Asprey has marketed the term so well that many use it to describe butter coffee in general, but make no mistake, Bulletproof Coffee is a trademarked brand that covers much more than coffee.

It's a lifestyle, and Asprey is the guru, writing books and articles, hosting a podcast and selling cognitive enhancement supplements all designed to "activate untapped brain energy to work smarter and think faster."

"Our products are only part of the Bulletproof model," Asprey said in an interview with FastCasual. "The second aspect is education. Our cafe staff answers questions from customers all day long."

Creating the buzz

Asprey was inspired to create his version of butter coffee in 2008, after a trip to Tibet, where the locals gave him yak butter tea.

"I felt rejuvenated and began researching different methods for adding grass-fed butter to my coffee," Asprey said about his experience with the yak butter tea. "After lots of trial and error, I finally discovered Bulletproof Coffee, which is a combination of Bulletproof Coffee beans, grass-fed butter or ghee, and Brain Octane Oil, blended into a frothy cup of coffee."

Dave Asprey

Asprey's passion has led to four Bulletproof Coffee cafes in and around Los Angeles, a flagship location opening by the end of the year in New York City and a partnership to sell the coffee at Whole Foods.

"Everywhere I travel (I'm on the road quite a bit) people ask me when I plan to open a cafe in their area," Asprey said. "It is one of the most common questions I hear. And it makes total sense. There is a trend right now for higher-quality food and beverages that won't sap people's energy or spike their blood sugar.

"People want something that makes them feel good and is delicious. It also gives us the opportunity to connect with people face-to-face. The internet is amazing but it is invaluable to make real world connections and give people the opportunity to explore all that Bulletproof has to offer."

Asprey's company sold 48 million cups of coffee last year, and Bulletproof Radio is a No. 1 rated podcast with 50 million downloads. He's published multiple books, including "The Bulletproof Diet" and "Head Strong," which are both New York Times bestsellers.

"Our products and education go hand in hand," he said.

Is butter coffee too niche to go mainstream?

While Asprey is winning with butter coffee, the trend hasn't quite taken off,

"Since this trend is still emerging, we don't have any hard stats on it just yet," said Elizabeth Reardon, marketing specialist, Technomic."However, we do know that it's trending in some shops in major urban areas, and there are even shops opening up that are dedicated to it, too."

Chef Eric Nakata, VP of culinary & innovation, S&D Coffee & Tea, is a bit skeptical when it comes to the commercialization of butter coffee.

"Personally, I don't think bulletproof coffee has long-term drinkability and will not go mainstream," said Nakata, who has only se…

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