Great article, I and many other founders I know have had a version of this idea (fast, high quality coffee, delivered) and no one I know has made it work.

Since you lived this journey I'm curious about your pricing: I always imagined that I'd be willing to pay a pretty huge premium for this kind of a service if it felt "luxury" enough. Kind of like how Uber started off at the high end with $18 minimums before it had to battle on the low end.

It looks like you were charging 10% over the nearest shop price, but if the experience was high quality enough could you have charged closer to $7-$10?