FAQ
Frequently Asked Questions
| Q: | Why did you rebrand to Ceremony Coffee Roasters? |
| Our Company serves both the retail and wholesale markets. While the Caffé Pronto brand is well suited for retail, it had limitations in wholesale. Persistent misinterpretations of ‘caffé’, which is Italian for coffee, resulted in us being thought of as a cafe/coffeehouse primarily. Moreover, ‘pronto’ clearly suggests that we are quick. We are, however, primarily wholesale roasters, and we don’t tend to rush—we take our time, and that makes a difference. These misconceptions have for years led to confusion with wholesale customers and prospects, so we set ourselves to make a bold change. Our solution: distinguish our PRODUCT, which is Ceremony coffee, from our CAFÉ, one of which is actually still named Caffé Pronto. Ultimately, we believe we have created a more accessible, beautiful, authentically American brand that is actually aligned with who we are, what we do, and how we do it. | |
| Q: | Why did you choose “Ceremony” as your new name? |
| Choosing a new name for a company is no easy task. We brainstormed, discussed, and deliberated for months. Ceremony was strong from the beginning and began to solidify after Vince and Andy separately visited Ethiopia and took part in traditional Ethiopian coffee ceremonies. Eventually the name, more than any other on our draft board, began to seem unambiguously representative of our approach to sourcing, roasting and preparation of coffee each day. | |
| Q: | Was the company sold? |
| No. The company has the same owner, the same staff, and the same amazing coffees. | |
| Q: | Will the Riva location remain a “Caffé Pronto”? |
| The retail store in the Festival at Riva will retain its name as “Caffé Pronto.” At this time there are no plans to rebrand the café. It will be a Caffé Pronto location serving Ceremony coffee. | |
| Q: | Will my Pronto Pass still be accepted at the Ceremony Coffee Roasters store? |
| Yes. The Pronto Pass will still be accepted at both locations. | |
| Q: | What else was changed with the rebranding? |
| In addition to changing our name, we remodelled our Roastery Café, created new packaging, renamed our blends, developed a new website at CeremonyCoffee.com, designed new logo merchandise, and re-energised our staff with this exciting new direction. Please look for the brand to continue filling out in the coming months. | |
| Q: | Why can’t I find my favorite blend? |
| As part of our rebranding, we also refocused on coffees that we really believe in. Our signature blends were retained and renamed. Others were discontinued due to poor sales and/or quality issues. |
| OLD NAME | NEW NAME |
| Pronto Caffe Vienna Roast/Espresso 49 CaffeVincente Sweet Cheeks French Roast |
Thesis Antithesis Destroyer Mass Appeal French Roast |
| DISCONTINUED | REPLACEMENT |
| Bronco Blend Racer’s Edge Mokha Java Black & Tan Seattle Roast |
Antithesis Thesis Sumatra + Ardi Guatemala + French French |
| Q: | What if I still have questions or want to share my thoughts? |
| Please contact us via the email form here. |
