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Robotic Coffee Competition Brews As Cafe X Expands To SFO


When Austin-based Briggo opened up its robotic coffee bar in San Francisco’s International Airport (SFO), I sensed some brewing tension.

After all, there is already a venture-backed robotic coffee shop actually based in San Francisco: Cafe X. The company raised $12 million Series A about a year ago, and has three locations currently across the Financial District – but until now it wasn’t in the airport.

That is about to change according to Cafe X founder and CEO Henry Hu when the company expands to SFO in November.

Is there enough room for two robot coffee shops in the Bay? More importantly, is there a need? I caught up with both companies to learn about trends within food automation, interesting go-to-market strategies, and the idea of experiential java.

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