Seeing is believing. It’s the whole reason people tour the Guinness factory. Because we all stare in awe as hops get crushed, tableside chefs prepare Japanese cuisine or even when our cars get washed.

Following in-step with experiential branding principles, Mike Caswell founded Roasting Plant in New York’s Lower East Side. After years developing technology to make the freshest cup of joe, the coffee stop has attracted a loyal, highly-caffeinated following. It’s no surprise given the technology they’ve developed to automatically roast, brew, and serve your drink of choice. It’s more of a coffee restaurant than a coffee shop.

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