The story of the 407
It started with wanting to create a place where you can leave the world behind, and for at least a little bit, just unplug. We wanted to create a place where our patrons aren’t just another order number, but they feel special and individually cared for. The core values of our brand led us to create a place where we encourage you to leave the screen behind, and unplug. We encourage conversations, and getting to know new people. We wanted a place where you didn’t have the pressure of feeling like you have to know the menu before you order - we fundamentally disagree with that. In fact, we created a place where you can comfortably walk in, and not know what you want so you can rely on our staff helping you discover new favorites that you may never have tried before. Starring at a menu for a few seconds and then having to make a high-pressure decision isn’t fun - we changed that! Simply ask our staff to help you find something you may like, and we may just surprise you!
This idea spawned from this concept of “delight” - which stems from the user experience design world. We borrowed from this principle because we felt that our patrons shouldn’t be burdened with high pressure decisions made within seconds. By concentrating on delight, we designed a coffee experience that leaves only the enjoyment part intact - all else is removed! We call it minimalism, because that’s how the best things in life are.