Silicon Valley-born butter-in-coffee association Bulletproof Coffee — that very many had a media impulse a few years ago though has given kind of left into a black hole of food trends past — will be opening a cafeteria right here in New York City, a third plcae nationwide.
Bloomberg reports that owner and self-described “biohacker” Dave Asprey wants to spin a cult following behind Bulletproof into a mainstream business. The coffee itself has a integrate tablespoons of grass-fed butter and something that Asprey calls “brain octane oil,” a combo that he claims helps with weight loss, energy, and mind function. People are ostensible to splash it as a meal.
It’s a explain that has been debunked as a breakthrough diet and has been called “a intrigue to get we to buy some really costly sorcery beans.” Still, a association says that sales went adult by 37 percent in 2016, driven by an online store and chain in stores like Whole Foods, according to Bloomberg. The New York enlargement is only one of several new cafes planned. Austin, Chicago, and San Francisco might shortly have an outpost as well.
Details are still slim on where a New York plcae will be and what it will demeanour like, though it will expected have grab-and-go food. The Santa Monica, California plcae serves breakfast burritos and bone broth.
Word is that a strange locations in Santa Monica and Los Angeles have their dedicated followers, though many people hurl their eyes. And nonetheless Bulletproof is credited with rising a butter-in-coffee trend, a integrate non-Bulletproof-branded cafes in NYC already offer butter coffee. Greek yogurt cafeteria Greecologies in Soho, for instance, has been doing it given it non-stop in 2014, arguably a rise of butter coffee prominence after a Times trend piece.
Eater has reached out to Bulletproof and will refurbish with serve info.