Watchlist
Mon 14 Sep, to 14 Sep · vs same weekday last year: Mon 15 Sep 2025, to 14 Sep
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 crawlers6
Their breakouts
Computed0
3× their own median or better
Posts a week, competitors
Computed7.0
The middle of the five, over this period
Their posts we can measure
Computed83.3%
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 | 1 | 7.0 | 0 | 1.8× median |
Northbound CoffeeCompetitor @northboundcoffee Closest to us in size and price. Long video on YouTube, very little else. | Discovery endpoint | IGYouTube | 22K | 0 | 0.0 | 0 | Not measured |
Copper KettleCompetitor @copperkettleroasters Posts more than anyone here and sells on price. Worth watching for cadence, not for craft. | Managed crawler | IGTikTok | 16K | 1 | 7.0 | 0 | 0.8× 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 | 1 | 7.0 | — | Not measured |
Sediment CoffeeCompetitor @sedimentcoffee Small, design-led, one good post a week. Punches above its follower count. | Discovery endpoint | IG | 6.1K | 0 | 0.0 | 0 | Not measured |
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 | 1 | 7.0 | 0 | 1.0× 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 | 1 | 7.0 | 0 | 1.0× median |
Studio MarrowInspiration @studiomarrow A food brand with the cleanest visual language in the feed. Watched for colour and type. | Discovery endpoint | IG | 54K | 1 | 7.0 | 0 | 1.5× 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. Mon 14 Sep, to 14 Sep.
| Post | Account | Platform | Shape | Engagement | Reach | Against their median | Published |
|---|---|---|---|---|---|---|---|
| An unpopular opinion about espresso | Mill & Ember | IG | ReelTakes a sideRoasting | 1,336 | 20,476 | 1.8× median | Mon 14 Sep |
| How we brew it on the bar | Studio Marrow | IG | ReelShows a methodBrewing method | 1,802 | 28,958 | 1.5× median | Mon 14 Sep |
| This week's single origin | Ferment & Fold | IG | PhotoThe product, heldOrigin | 1,742 | 34,656 | 1.0× median | Mon 14 Sep |
| Subscription, back open | Rookery Roasters | TikTok | PhotoThe product, heldOffer | 65 | Not measured | Not measured | Mon 14 Sep |
| Meet the person who roasts it | Kettle Notes | TikTok | ReelA person talkingPeople | 3,187 | 44,121 | 1.0× median | Mon 14 Sep |
| This week's single origin | Copper Kettle | TikTok | PhotoThe product, heldOrigin | 257 | 3,556 | 0.8× median | Mon 14 Sep |
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.