Giulietta Carrelli Trouble Coffee & Coconut Club

Amazing article. Beware: it is not really about toast.


http://www.psmag.com/navigation/health-and-behavior/toast-story-latest-artisanal-food-craze-72676/

Amazing Article

In public, Carrelli wears a remarkably consistent uniform: a crop top with ripped black jeans and brown leather lace-up boots, with her blond hair wrapped in Jack Sparrowish scarves and headbands. At her waist is a huge silver screaming-eagle belt buckle, and her torso is covered with tattoos of hand tools and designs taken from 18th-century wallpaper patterns. Animated and lucid—her blue eyes bright above a pair of strikingly ruddy cheeks—Carrelli interrupted our long conversation periodically to banter with pretty much every person who visited the shop.

At first, Carrelli explained Trouble as a kind of sociological experiment in engineering spontaneous communication between strangers. She even conducted field research, she says, before opening the shop. “I did a study in New York and San Francisco, standing on the street holding a sandwich, saying hello to people. No one would talk to me. But if I stayed at that same street corner and I was holding a coconut? People would engage,” she said. “I wrote down exactly how many people talked to me.”

The smallness of her cafés is another device to stoke interaction, on the theory that it’s simply hard to avoid talking to people standing nine inches away from you. And cinnamon toast is a kind of all-purpose mollifier: something Carrelli offers her customers whenever Trouble is abrasive, or loud, or crowded, or refuses to give them what they want. “No one can be mad at toast,” she said.