A new specialty coffee brand, Golden Spike Coffee, opened its first store in Beijing on June 14, joining the growing number of coffee businesses seeking to differentiate themselves through roasting techniques, sourcing strategies and themed beverage offerings.
The name "Golden Spike" refers to both the ceremonial spike used to mark the completion of major railway lines and the geological term for boundaries in Earth's history. The brand draws on these associations to emphasize connections among coffee origins, flavors and places.
According to the company, all beans served at the store are roasted in-house. The founder, who has worked in the coffee industry for 14 years, established a dedicated roasting facility to support the brand's operations. Roasting profiles are developed by adjusting temperature, time and heat intensity, to highlight the various characteristics associated with coffee-growing regions.
