BRAND STORY
36000000 SECONDS
600000 MINUTES
10000 HOURS
Originating from Sydney, Australia, we make it our mission to serve a unique Australian Specialty Coffee experience that can be enjoyed everyday, under the motto of “Expanding Daily Specialty Coffee Experience”.
Our brand name ‘10000’ originates from the 10,000-hours rule. It refers to the amount of time our team invests into creating the perfect cup of coffee. In a space curated to exemplify the significance of specialty coffee, from the first sip to the last, experience a whole new level of specialty coffee.
Ten Thousand is the only specialty coffee brand suitable for franchising through our standard operation manual. Born from a love of coffee and community, Ten Thousand is more than just a place to grab a coffee. We're a space for connection, creativity, and celebration.
OUR PHILOSOPHY
At Ten Thousand, we believe that every cup of coffee tells a story—not just about where the beans came from, but about the hands that brewed it and the people who enjoy it. Our philosophy centers around creating meaningful experiences for our community.
From the moment you step through our doors, you're not just another customer—you’re part of a family that values connection, creativity, and care. We pour passion into every drink, but more importantly, we aim to craft moments that spark conversations, inspire ideas, and bring people closer together.
It’s not just about what we serve; it’s about the people we serve and the connections we foster. One of our commitment is to brew more than just coffee, but to build a space where every interaction matters.
OUR BEANS
ETHICALLY ROASTED
At Ten Thousand Cafe, we believe that great coffee starts with great relationships and attention to detail. Our NYC, Sydney, and Decaf blends are crafted from hand-selected, specialty-grade beans at our roasting facility, where they undergo a strict cupping test after several roasting stages to meet our high standards.
Partnering with local roasters in Brooklyn, N.Y., we roast each batch locally, ensuring that every cup supports ethical farming and delivers the freshest, richest flavor possible. By choosing us, you are helping sustain quality coffee and responsible practices, from green beans to the perfect cup.
DEDICATED TO SUSTAINABILITY
Our roasting facility also focuses on sustainability practices, such as being certified for USDA organic coffee, offering fair-trade beans, and relying on importers for sustainable farming practices. Our partnered local roaster uses 85% less gas and offers compostable and recyclable packaging options.
As our partnered roasting facility, they reduce environmental impact by consolidating roasting operations for over 200 brands into two facilities in Brooklyn.
ENSURING QUALITY
Our Q-Grader and R&D team have developed a comprehensive Standard Operating Procedure (SOP) that covers everything from espresso extraction methods to equipment handling and barista training. At Ten Thousand, maintaining the highest quality and taste in every cup is our top priority.