Watchlist
1 Sep – 13 Sep · vs last year: 1 Sep 2025 – 13 Sep 2025
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 crawlers71
Their breakouts
Computed2
3× their own median or better
Posts a week, competitors
Computed4.8
The middle of the five, over this period
Their posts we can measure
Computed87.3%
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 | 13 | 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 | 7 | 3.8 | 0 | 1.4× median |
Copper KettleCompetitor @copperkettleroasters Posts more than anyone here and sells on price. Worth watching for cadence, not for craft. | Managed crawler | IGTikTok | 16K | 13 | 7.0 | 0 | 1.0× 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 | 9 | 4.8 | — | Not measured |
Sediment CoffeeCompetitor @sedimentcoffee Small, design-led, one good post a week. Punches above its follower count. | Discovery endpoint | IG | 6.1K | 5 | 2.7 | 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 | 12 | 6.5 | 1 | 1.3× 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 | 7 | 3.8 | 0 | 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 | 5 | 2.7 | 0 | 1.1× 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 Sep – 13 Sep.
| Post | Account | Platform | Shape | Engagement | Reach | Against their median | Published |
|---|---|---|---|---|---|---|---|
| Three iced coffees | Northbound Coffee | IG | CarouselShows a methodRecipe | 549 | 10,362 | 2.2× median | Sun 13 Sep |
| Subscription, back open | Kettle Notes | IG | PhotoThe product, heldOffer | 1,893 | 43,292 | 0.9× median | Sun 13 Sep |
| Roast day | Sediment Coffee | IG | PhotoTells a storyBehind the counter | 94 | 1,846 | 0.8× median | Sun 13 Sep |
| Roast day | Mill & Ember | TikTok | PhotoTells a storyBehind the counter | 651 | 9,296 | 0.8× median | Sun 13 Sep |
| Weekend bundle, back again | Copper Kettle | IG | PhotoThe product, heldOffer | 209 | 4,566 | 1.0× median | Sun 13 Sep |
| What we paid this season | Copper Kettle | IG | CarouselTells a storySourcing | 286 | 5,924 | 1.3× median | Sat 12 Sep |
| Light roast is not a personality31s | Rookery Roasters | TikTok | ReelTakes a sideRoasting | 454 | Not measured | Not measured | Sat 12 Sep |
| Three iced coffees | Kettle Notes | TikTok | CarouselShows a methodRecipe | 3,616 | 49,713 | 1.1× median | Sat 12 Sep |
| What we paid this season | Ferment & Fold | IG | CarouselTells a storySourcing | 1,931 | 35,577 | 1.0× median | Sat 12 Sep |
| What to buy first | Mill & Ember | IG | CarouselOpens with a numberGear | 836 | 16,348 | 1.5× median | Sat 12 Sep |
| A V60 in under a minute57s | Northbound Coffee | YouTube | ShortShows a methodBrewing method | 379 | 6,132 | 1.4× median | Sat 12 Sep |
| An unpopular opinion about espresso | Kettle Notes | TikTok | ReelTakes a sideRoasting | 6,423 | 75,217 | 1.7× median | Fri 11 Sep |
| An unpopular opinion about espresso | Northbound Coffee | YouTube | ReelTakes a sideRoasting | 175 | 3,941 | 0.9× median | Fri 11 Sep |
| This week's single origin | Studio Marrow | IG | PhotoThe product, heldOrigin | 1,071 | 19,973 | 1.0× median | Fri 11 Sep |
| Two grinds, one coffee | Copper Kettle | IG | ReelBefore and afterBrewing method | 624 | 9,745 | 2.2× median | Fri 11 Sep |
| How we brew it on the bar | Mill & Ember | TikTok | ReelShows a methodBrewing method | 1,313 | 15,651 | 1.4× median | Fri 11 Sep |
| Kenya, shot on the counter at eight in the morning | Sediment Coffee | IG | PhotoThe product, heldOrigin | 287 | 4,536 | 1.9× median | Fri 11 Sep |
| Three iced coffees | Rookery Roasters | TikTok | CarouselShows a methodRecipe | 187 | Not measured | Not measured | Thu 10 Sep |
| Meet the person who roasts it | Copper Kettle | IG | ReelA person talkingPeople | 320 | 5,591 | 1.3× median | Thu 10 Sep |
| This week's single origin | Mill & Ember | TikTok | PhotoThe product, heldOrigin | 544 | 8,823 | 0.8× median | Thu 10 Sep |
| Same dough, two ovens41s | Ferment & Fold | IG | ReelBefore and afterRecipe | 5,762 | 84,761 | 2.4× median | Thu 10 Sep |
| Roast day | Kettle Notes | TikTok | PhotoTells a storyBehind the counter | 2,782 | 42,673 | 0.9× median | Thu 10 Sep |
| Subscription, back open | Copper Kettle | TikTok | PhotoThe product, heldOffer | 155 | 2,359 | 0.5× median | Wed 9 Sep |
| What we paid this season | Studio Marrow | IG | CarouselTells a storySourcing | 1,083 | 20,099 | 1.0× median | Wed 9 Sep |
| What to buy first | Sediment Coffee | IG | CarouselOpens with a numberGear | 153 | 2,782 | 1.2× median | Wed 9 Sep |
| An unpopular opinion about espresso | Rookery Roasters | TikTok | ReelTakes a sideRoasting | 254 | Not measured | Not measured | Wed 9 Sep |
| Six grinders, ranked by grind quality | Mill & Ember | IG | CarouselShows a methodGear | 1,691 | 25,812 | 2.3× median | Wed 9 Sep |
| Roast day | Northbound Coffee | YouTube | PhotoTells a storyBehind the counter | 65 | 1,908 | 0.4× median | Wed 9 Sep |
| Two grinds, one coffee | Ferment & Fold | IG | ReelBefore and afterBrewing method | 3,228 | 50,879 | 1.4× median | Tue 8 Sep |
| What we paid this season | Mill & Ember | TikTok | CarouselTells a storySourcing | 740 | 10,079 | 0.9× median | Tue 8 Sep |
Showing the 30 most recent of 71 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.