Method Coffee, the indie coffee shop on Ross Avenue near downtown, has a new identity. It's been rebranded as Fiction Coffee, with a goal to become the friendliest coffee shop in Dallas.
In November, Method was acquired by Common Desk, one of the original co-working companies, to diversify and to offer a unique selling point in the co-working world. "Being able to offer a co-working facility as well as a coffee shop brand is huge," says spokesperson Megan Kaye Donahoe.
Method first opened at 1623 N. Hall St. in 2014. It also has a satellite at 750 N. St. Paul St., in the somewhat tormented ground floor space that's been home to Pearl Cup, Hospitality Sweet, and Avoca. That location is now under the Fiction Coffee umbrella, as well.
Fiction will aspire to serve quality coffee with matching service, using the same hospitality approach that Common Desk uses for its coworking spaces.
The new general manager is Spencer Fox, who was previous GM at Weekend Coffee in the Joule Dallas hotel downtown. Over the past two months that Common Desk has acted as owner, Fox has tightened up coffee operations, fine-tuned staff, brought in outside experts to train on new coffee practices, and prepared the shop for the rebrand.
"At Fiction, we want to break the barriers of traditional brewing and be open to change while constantly learning something new," Fox says in a release. "We are very forward on training and investing in our baristas by helping them develop and hone in their skill."
The shop has kept Method's selection of non-dairy milks, syrups, and specialty lattes. But now there is a "fictional" menu of uniquely crafted coffee and tea drinks. It won't be publicized, leaving it to customers to get in the know so they can have the enjoyable experience of asking baristas what the items are.
Their new hours are 6:30 am-6 pm every day of the week, with breakfast tacos from Tacodeli and beans from Counter Culture Coffee, the acclaimed North Carolina-based roaster.
A grand opening celebration on January 20 will preview their secret menu drinks. There'll be live music and "live painting": To replace a festive interim mural that was put up during the holidays, a new mural will be painted live throughout the day by local artist Mariel Pohlman.