Little Joy Coffee, an independent coffee shop in Northfield, Minnesota, is known for its best-selling Raspberry Danish Latte. But around the world, it has become famous for something else: giving that popular recipe away.
Little Joy has sold thousands of Raspberry Danish lattes since putting the drink on the menu early this spring. Then its “DIY or Buy?” social media series asked a simple question: was the popular berry latte worth coming into the shop and shelling out a cool $8, or could you make something similar at home?
In other words, was the smooth blend of homemade raspberry syrup, whole milk, a double shot of espresso, and fresh cream cheese cold foam really worth all the hype?
Not surprisingly, Little Joy found that the drink was better when made fresh in the shop. The recipe has lots of steps, too many bowls and utensils to wash at the end, and even the potential to stain your clothes red. But the team also acknowledged that it isn’t reasonable to expect people to drive more than 40 minutes – or jump on a plane – for a coffee drink.
So what about the people who don’t live close to Northfield? Would they never get to know the BIG joy of the Raspberry Danish Latte?
Little Joy’s team knew that many independent coffee shop owners around the world followed them on social media, so they came up with an unusual plan.
Manager Serena Walker posted a video online: “We’re inviting any coffee shop to steal this drink and put it on their own menu. Not you, Starbucks.”
Independent coffee shops in almost every American state and at least 23 other countries took them up on their offer and added the latte to their menus.
At first, it makes no sense. Why would Little Joy give away the recipe for its best-selling coffee – and publicize where else people can buy it – without asking for anything in return?
But independent coffee shops thrive on local customers, so shops in towns further away aren’t stealing Little Joy’s business. Instead, sharing the recipe makes the drink more widely known, creating more demand everywhere, not just in Northfield.
Plus, as Little Joy owner Cody Larson puts it, “if all independent shops do better, we all do better.”
New Zealand coffee shop owner Hannah Doughty says she’s happy to be a small part of the viral moment by selling the special berry drink: “Coffee connects people, and the Little Joy latte definitely has shown that.”
Little Joy’s efforts are putting independent coffee shops on the map – literally. To help people find the latte elsewhere, the shop created a map showing where to find the nearest coffee shop selling the Raspberry Danish Latte anywhere in the world.
“In a world where chain coffee shops dominate the market with ingredients that come from a bottle or a box, making things the hard way from scratch is how independent shops, together, can raise the bar and take back some of that market,” says Larson.
“Community over competition,” one commenter noted on Little Joy’s Instagram account.
Even after sharing the recipe for free, Little Joy is still selling thousands of the Raspberry Danish Lattes. They haven’t lost a thing – and have gained so much more.
Brilliant.
Our hustle world trains us to keep what we have – our things, our ideas – to ourselves. To look out for ourselves first, then for others if we have the time and more than we need.
But what if, instead, we chose generosity first? Even when it stretches our boundaries or we don’t know exactly how it’s all going to work out.
We might discover that we’re far better off – and better connected – than we ever imagined.
What are you holding on tight to? Consider loosening your grip and sharing it with someone else. You never know what good things that one gesture could lead to!
Please share this post with people in your life. Together, we can make this world a better place for all of us…one word, one action, one person at a time!
Check out Little Joy on Instagram and Substack to learn more!
(Photo/Little Joy Coffee Substack)
