Watchlist
1 Aug – 31 Aug · vs previous period: 1 Jul – 31 Jul
The accounts the shop reads every morning: five it competes with, three it watches for craft. Each one is judged against its own history, never against ours — an account ten times our size is not beating us, it is being itself.
Accounts watched
Watch crawlers8
5 competitors, 3 watched for ideas
Posts they published
Watch crawlers165
Their breakouts
Computed4
3× their own median or better
Posts a week, competitors
Computed5.4
The middle of the five, over this period
Their posts we can measure
Computed85.5%
The rest hide their view counts and are never ranked
Competitors
Selling the same bag to the same buyer| Account | Read | Platforms | Followers | Posts | A week | Breakouts | Median this period |
|---|---|---|---|---|---|---|---|
Mill & EmberCompetitor @millandember The largest roaster in the set. Posts daily, sells a subscription, runs its own café. | Managed crawler | IGTikTok | 42K | 31 | 7.0 | 1 | 1.3× median |
Northbound CoffeeCompetitor @northboundcoffee Closest to us in size and price. Long video on YouTube, very little else. | Discovery endpoint | IGYouTube | 22K | 15 | 3.4 | 1 | 1.9× median |
Copper KettleCompetitor @copperkettleroasters Posts more than anyone here and sells on price. Worth watching for cadence, not for craft. | Managed crawler | IGTikTok | 16K | 31 | 7.0 | 0 | 1.1× median |
Rookery RoastersCompetitor @rookeryroasters TikTok only, young audience, fastest-growing account in the set. This account hides its view counts. Engagement is read; reach is not, and is never estimated from it. | Managed crawler | TikTok | 9.4K | 24 | 5.4 | — | Not measured |
Sediment CoffeeCompetitor @sedimentcoffee Small, design-led, one good post a week. Punches above its follower count. | Discovery endpoint | IG | 6.1K | 9 | 2.0 | 0 | 1.2× median |
Every account is measured against its own history, never against ours, so a large account and a small one can be read in the same column without one flattening the other. The last column is the middle post of this period set against that account’s trailing ninety days — over a short period it reads high, because a short period holds the posts worth writing down and few of the quiet ones.
Inspiration
Not rivals — watched for how they do it| Account | Read | Platforms | Followers | Posts | A week | Breakouts | Median this period |
|---|---|---|---|---|---|---|---|
Kettle NotesInspiration @kettlenotes A brewing educator, not a roaster. Where the method video format came from. | Discovery endpoint | IGYouTubeTikTok | 187K | 24 | 5.4 | 1 | 1.6× median |
Ferment & FoldInspiration @fermentandfold A bakery. Watched for how it shoots a counter and writes a caption, not for what it sells. | Discovery endpoint | IG | 96K | 21 | 4.7 | 1 | 1.1× median |
Studio MarrowInspiration @studiomarrow A food brand with the cleanest visual language in the feed. Watched for colour and type. | Discovery endpoint | IG | 54K | 10 | 2.3 | 0 | 1.2× median |
None of these sell coffee. They are on the list for shape: how a counter is shot, how a caption is written, how a method video is cut.
How often the competitors post
Posts per day, or per week over a long period. Competitors only; the inspiration accounts are kept off this chart because their cadence says nothing about ours.
What they published
The watched side's posts in this period, newest first. 1 Aug – 31 Aug.
| Post | Account | Platform | Shape | Engagement | Reach | Against their median | Published |
|---|---|---|---|---|---|---|---|
| What we paid this season | Northbound Coffee | IG | CarouselTells a storySourcing | 387 | 7,747 | 1.9× median | Mon 31 Aug |
| What to buy first | Mill & Ember | IG | CarouselOpens with a numberGear | 788 | 14,552 | 1.3× median | Mon 31 Aug |
| Three iced coffees | Kettle Notes | TikTok | CarouselShows a methodRecipe | 3,334 | 48,868 | 1.2× median | Mon 31 Aug |
| Two grinds, one coffee | Copper Kettle | TikTok | ReelBefore and afterBrewing method | 379 | 4,812 | 1.1× median | Mon 31 Aug |
| Two grinds, one coffee | Rookery Roasters | TikTok | ReelBefore and afterBrewing method | 253 | Not measured | Not measured | Mon 31 Aug |
| Roast day | Ferment & Fold | IG | PhotoTells a storyBehind the counter | 1,308 | 29,011 | 0.8× median | Sun 30 Aug |
| An unpopular opinion about espresso | Kettle Notes | IG | ReelTakes a sideRoasting | 5,607 | 93,550 | 2.2× median | Sun 30 Aug |
| How we brew it on the bar | Mill & Ember | IG | ReelShows a methodBrewing method | 1,369 | 23,322 | 2.2× median | Sun 30 Aug |
| What we paid this season | Sediment Coffee | IG | CarouselTells a storySourcing | 144 | 2,487 | 1.2× median | Sun 30 Aug |
| Meet the person who roasts it | Copper Kettle | TikTok | ReelA person talkingPeople | 263 | 3,606 | 0.8× median | Sun 30 Aug |
| This week's single origin | Mill & Ember | TikTok | PhotoThe product, heldOrigin | 544 | 8,146 | 0.8× median | Sat 29 Aug |
| Subscription, back open | Studio Marrow | IG | PhotoThe product, heldOffer | 513 | 11,364 | 0.6× median | Sat 29 Aug |
| Subscription, back open | Copper Kettle | TikTok | PhotoThe product, heldOffer | 136 | 2,271 | 0.5× median | Sat 29 Aug |
| Meet the person who roasts it | Rookery Roasters | TikTok | ReelA person talkingPeople | 148 | Not measured | Not measured | Sat 29 Aug |
| New Ethiopian lot, shipping Monday | Northbound Coffee | IG | PhotoThe product, heldOrigin | 390 | 8,070 | 2.0× median | Sat 29 Aug |
| Three iced coffees | Copper Kettle | TikTok | CarouselShows a methodRecipe | 323 | 4,544 | 1.0× median | Fri 28 Aug |
| Roast day | Kettle Notes | TikTok | PhotoTells a storyBehind the counter | 2,345 | 37,908 | 0.9× median | Fri 28 Aug |
| What we paid this season | Mill & Ember | TikTok | CarouselTells a storySourcing | 717 | 9,504 | 0.9× median | Fri 28 Aug |
| What to buy first | Ferment & Fold | IG | CarouselOpens with a numberGear | 2,106 | 38,418 | 1.1× median | Fri 28 Aug |
| Subscription, back open | Rookery Roasters | TikTok | PhotoThe product, heldOffer | 73 | Not measured | Not measured | Thu 27 Aug |
| Two grinds, one coffee | Northbound Coffee | YouTube | ReelBefore and afterBrewing method | 198 | 3,969 | 1.0× median | Thu 27 Aug |
| Two grinds, one coffee | Mill & Ember | TikTok | ReelBefore and afterBrewing method | 1,201 | 14,508 | 1.4× median | Thu 27 Aug |
| Three iced coffees | Studio Marrow | IG | CarouselShows a methodRecipe | 1,272 | 22,057 | 1.2× median | Thu 27 Aug |
| Two grinds, one coffee | Sediment Coffee | IG | ReelBefore and afterBrewing method | 188 | 3,046 | 1.4× median | Thu 27 Aug |
| An unpopular opinion about espresso | Copper Kettle | IG | ReelTakes a sideRoasting | 462 | 8,054 | 1.9× median | Thu 27 Aug |
| How we brew it on the bar | Ferment & Fold | IG | ReelShows a methodBrewing method | 2,809 | 48,643 | 1.4× median | Thu 27 Aug |
| Moka pot, sixty seconds, no bitterness59s | Kettle Notes | YouTube | ShortShows a methodBrewing method | 3,999 | 64,932 | 1.6× median | Thu 27 Aug |
| This week's single origin | Ferment & Fold | IG | PhotoThe product, heldOrigin | 1,543 | 28,397 | 0.8× median | Wed 26 Aug |
| Roast day | Copper Kettle | IG | PhotoTells a storyBehind the counter | 215 | 4,679 | 1.1× median | Wed 26 Aug |
| What to buy first | Kettle Notes | IG | CarouselOpens with a numberGear | 4,537 | 76,385 | 1.8× median | Wed 26 Aug |
Showing the 30 most recent of 165 in this period.
Watched accounts are read once a day, not on the platform clock the menu shows. One competitor has its view counts switched off: its posts are listed, its engagement is read, and its reach is left empty rather than estimated from its likes.