I got this message from a customer the other day:

“I love the lattes! My boyfriend likes them too, but he usually drinks flat whites. I was wondering if you plan to expand to other products?”

The short answer is yes, absolutely — there’s a lot more coming.

But her question stopped me for a second, because I realized I’ve never actually explained why RUME exists in the first place.

RUME isn’t a “latte company”, and it never will be. What we’re building is a mission that outlives any single product we’ll ever make: to never stop making your comfort-beverage experience more rewarding.

Somewhere along the line, the big coffee chains who got here first stopped trying — they got big, got comfortable, and decided “good enough” was good enough. The drinks got worse, the store became less inviting, and yet they continue to raise prices. They’ve chipped away at the trust of their customers with thousands of micro-decisions that I’ve personally felt, and I’m sure you have too. That’s the one place we’re built to never end up. So even if we handed you the best coffee in the world tomorrow, we still wouldn’t be finished. There’s always a better way, and we intend to be the ones who find it — every single time.

That’s the promise underneath everything we make: it’ll always be us.

It’s also why we’re not in a hurry to become everything at once. We could add a dozen products tomorrow, but we’d rather be unforgettable at what we already do than forgettable at everything. At this early stage, we’re focused on earning your trust through making every touchpoint (even beyond the drinks themselves) as satisfying and carefully considered as possible. That being said, there will surely be some speed bumps along the way and we appreciate your patience as we work endlessly to meet our own standards.

But here’s the thing I’d tell you if we were talking in person: the speed bumps are only going to make us better. Every order, every review, every email you send us — all of it helps us serve you better. The journey will be an exciting one, and I’m grateful that you get to be here for it.

— Cooper