Thursday, September 20, 2018

Launch Process Expands with Penny Lounge

Posted By on Thu, Sep 20, 2018 at 2:34 PM

  • Launch Process Facebook
Launch Process opened late last May in the old French Truck space off of Broad while Maciel's Bodega was still there.

It was an offshoot of what Launch Process was already doing — at-home delivery, meeting people in the Kroger parking lot to deliver its product, goods offered through Shopify, says Jimi Myers.

Launch Process operates under a DIY principle. The idea is to get more small businesses like itself off the ground — hence, the launch in the name.

Myers says he keeps his roasts light, to let the beans tell the story. He says he's part of the third wave of area coffee roasters — including Low Fi, Dr. Bean, City & State, among others.

The first wave was when Folgers ruled the roost. The second was the coming of Starbucks. The third wave focuses on technique. "It's about how to get the best flavors out of beans," he says, comparing this particular wave to being akin to wine connoisseurship.

Actually, he says, he straddles the second and third wave. He's concerned about flavor but also about accessibility.

Launch Process offers pour overs and espressos, frappes and chai teas. Syrups are made in-house. They also have bubble teas (!) and smoothies. Myers says the bubble teas are hold-overs from Maciel's. He decided to keep them because they are different, and they are rare in Midtown. As for the smoothies, it's just something he's always liked to do.

Myers says Launch Process mostly attracts a Midtown crowd, but that plenty of folks commuting from out east stop by on their way in.

The next step for Launch Process is to convert the small front sitting area into a cooperative, where folks can sell their stuff. He's already working with Illuminati Body & Body for a line of soaps and body scrubs which use their products, including a pumpkin spice shampoo bar and a Bigfoot bubble bath.

 A few weeks back, Launch Process spread out with its newest pop up The Penny Lounge Coffee Bar, inside Growlers in Midtown.

It was something fun to do, says Myers. They have a dedicated space in the back. The name is inspired by a Twilight Zone episode. He wants the atmosphere to give off a vaudeville vibe and to be both whimsical and a little spooky. He'll show silent movies.

The Penny Lounge, currently open 11 a.m. to 3 p.m. Saturday and Sunday, offers coffee drinks as well as coffee cocktails. They also serve fire drinks and absinthe.

The plan is to open a few nights a week and then expand the hours to every night. Maybe eventually make it a permanent space.

Myers stresses that it's just himself and a couple of "awesome" employees. "We're keeping it super DIY," he says.  

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