I visited the Oceanside, CA location today.  The Black Rock Coffee Bar brand identity exudes rock-n-roll (kind of a Rockstar Energy Drink rip-off actually), and the mission statement talks about great coffee AND community.

The blond barrista was nice enough had the rock-n-roll thing going on, but community and great coffee…not so much.

The location is a tiny, tiny, shack thing oddly placed in the driveway of a larger business area with absolutely no place to hang out or gather.  Even with Google maps directing me, I had to make a u-turn because I drove right by it.  The place, from what I could see inside was also pretty messy.  I can overlook that for the most part, but, c’mon, wipe down the machine and bits every once in a while.

Now, the coffee.  Well, I ordered an iced latte. The barrista turned around, grabbed a portafilter, engaged it, and hit a button.  I was expecting a quick cleaning flush, but to my amazement, coffee started pouring!  Really?!  No fresh grinding?  How long had that portafilter been sitting there?  Was it even warm from the last use?  At the fine grind espresso requires, coffee will go rancid in a matter of minutes.  Then, I started counting.  The double shot rocketed out in about 15 seconds.  15 seconds.  I can’t tell you if it was the grind, the tamp or the dose, because none of that happened in front of me. But, I can tell you the iced latte sucked pretty badly.  I didn’t even have to taste it to know, but I did anyway.  The coffee was bitter and nasty, and really thin.

Maybe I’m a coffee snob, but, San Diego is rapidly becoming a “brewing” mecca.  The beers here are world class, and in North County specifically, the coffee is really having a renaissance with places like Cafe Ipe/Revolution Roaster, and Lofty Coffee Co.   Mediocrity slips by for a while, but plain bad product won’t do you any favors.

The corporate franchise guys might want to check in on this location, because they aren’t living up to the brand ideals.  And, now, this place makes my list of places to avoid.