Hidden Grounds Coffee
Hidden Grounds Coffee – 700 Garden St., Hoboken, NJ
Another “feel good” eatery
Hidden Grounds Coffee is expanding fast. Two locations in New Brunswick, one in Jersey City, and now this spot in Hoboken. All locations of a certain political and societal mindset, if you catch my drift.
The marketing for these new businesses are cookie-cutter, and essentially the same.
A feel-good product (i.e., organic, sustainable, eco-friendly). Lots of “memes” as well as tons of social media interaction. Add in some charity and more emotional catches – and you instantly have a user base who will buy just about anything if they can get props for sharing on their timeline.
Paying per cup of coffee, just like going to a bar, or eating out at a restaurant – is a quick and easy way to put a damper on how fast your savings grows. We just don’t do it anymore – because we’re unaffected by this phony feel-good superficiality. But it is a free-market, and there are fortunately plenty of people who will indeed fall for it. I tried to help!
Description: A feel-good coffee shop with dainty hand-drawn signs. So cute.
Address: 700 Garden St., Hoboken, NJ 07030