"When people ordered coffee at Analog, I wanted them to have a true experience in every sense of the word. I wanted them to taste the coffee, not just drink it."
The Inception: Brewing a Dream into Reality
With a longstanding mission at Fratello Coffee Roasters to elevate the art of espresso, we came to a pivotal realization: to make a real impact, we had to connect directly with our loyal coffee drinkers. It was this vision that led to the conception of Analog Coffee.
Analog Coffee Is Born
The vision for Analog had been simmering in our minds since 1997 and took its first tangible form in March 2011 at the Calgary Farmers' Market. This served as our direct line to true coffee aficionados. Our journey didn't stop there; we opened our flagship location at 740-17th Ave SW in late 2012. This success led to a series of uniquely designed cafes, each embodying the core Analog ethos. From South Centre to Bow Valley and Westman Village, we made our mark. We even established a special hub within the Fratello roastery, effectively expanding our footprint across Calgary and beyond.
Our Stage for Coffee Excellence
Utilizing the cutting-edge technology of our own Slayer Espresso machines, we ushered in a new era of espresso brewing. These machines were born out of Fratello’s commitment to innovation and excellence, designed to empower our skilled baristas to extract unparalleled flavors from each coffee bean. To complement this extraordinary coffee experience, we offered handcrafted baked goods from Corbeaux Bakery, another Fratello venture that shared Analog's commitment to quality and craftsmanship. Corbeaux brought the same level of dedication to baking as we did to coffee, using locally-sourced organic grains and century-old techniques.
Cultivating Café Culture
Analog Coffee was more than a café in our eyes; it served as a stage to spotlight the exceptional coffees that ignited our passion. Every decision, from bean selection to achieving the perfect froth for a traditional cappuccino, was thoughtfully made by our dedicated team.
Elevate Your Experience
A visit to Analog was never just a caffeine fix; it was an immersive sensory journey. Beyond exceptional coffee and tea, we invested in educating our visitors and engaging with the community. We treated those who walked through our doors not just as customers, but as esteemed guests invited to explore the world of artisanal beverages and food.
Celebrated & Validated: Awards and Recognition
Analog Coffee's dedication to quality didn't go unnoticed. For three consecutive years, we were honored as Calgary's Best Coffee Shop, a testament to the love and support from our local community. But our recognition didn't stop at the city limits; we also earned a coveted spot on Buzzfeed's list of the "Best Coffee Shops in the World," marking us as a global player in the coffee industry.
The Strategic Pivot: Scaling with Intention
In 2020, we reached a strategic turning point. Analog had grown beyond our capacity for hands-on management, leading us to the well-considered decision to sell the brand. This pivotal move allowed us to return to our roots and passion, which had always been in wholesale roasting and consultation.
The Future of Analog and Fratello: The sale of Analog wasn't a closing chapter, but a strategic pivot that broadened our horizons. We remain intricately involved as the exclusive roasters for Analog's signature blends, ensuring that the coffee quality that defined the brand continues to thrive. As Analog transitions to a franchise model, we're excited for the new opportunities this brings for local entrepreneurs. We are actively engaged in this next phase, collaborating closely with Analog as they expand, while also focusing on the continued growth and refinement of Fratello. It's an exciting, symbiotic future for both brands, steeped in quality and community engagement.
