For Roasters & Retailers

Customers get to see how the coffee is made


As baristas meticulously measure grounds, add water and warm milk, some Conjure Coffee customers look on, transfixed by the ritual.

Their view is unobstructed by what owner Corey Waldron describes as “the big black box” or “the casket” that sits on many coffee shop counters, making it impossible to see what’s going into each drink.

“It was mysterious,” Waldron said of the machine he operated more than a decade ago. “I started thinking of it as the Wizard of Oz – ‘Don’t look behind the curtain.’”

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