An upscale coffee chain has stirred significant online debate by introducing an unconventional method of serving drinks—using ‘colostomy bags’ instead of traditional plastic cups.
787 Coffee, which operates locations in New York City, Texas, and Puerto Rico, made the switch to these plastic pouches in April 2023. Since then, the company has actively engaged with the public’s mixed reactions.
The buzz surrounding the ‘IV bag lattes’ reached new heights after popular TikToker Delaney Ager, 24, praised the unique packaging in a video that garnered over 620,000 views. While some viewers celebrated the innovation, others criticized the aesthetic, comparing the bags to ‘colostomy bags’—small, waterproof pouches used to collect waste after surgical procedures.
TikTok user Alex Pouloutides voiced her displeasure with the new offering, likening the bagged coffee to ‘poopy bags’ typically found in hospitals. “I love New York, but the next time I get coffee in a bag … I’m moving to Georgia,” she remarked. “This thing is ridiculous. It looks like one of those little poopy bags that sick people have to use at the hospital,” she added.
Since the rollout of the ‘colostomy bag’ coffee, 787 Coffee has entirely phased out plastic cups, opting exclusively for the pouches across all its stores. The decision has polarized customers; while some praise the bold innovation, others feel embarrassed to be seen with the pouches.
One Reddit user expressed frustration, stating, “I was really annoyed when I got this. Also, the shitty paper straw wouldn’t even get to the bottom of the bag. For a $6.50 cold brew, give me a cup.” Another user criticized the approach, asking, “WTF is this?? If they want to stop single-use plastics, they can just give you the iced coffee in a cardboard cup?”
Another customer echoed this sentiment, sharing, “I just experienced this yesterday at 787. It’s a shame because it’s my favorite spot down there. The straw doesn’t reach, and the Ziploc won’t actually stay closed with the straw in there. This will legit be a reason I don’t go back.”
Despite the backlash, 787 Coffee’s co-founder Brandon Pena defended the decision, emphasizing the environmental benefits of the switch. “They dissolve faster than hard plastic, reducing their environmental impact,” he said in a statement. “They are reusable, which allows customers to repurpose them in creative ways.”
However, some remain skeptical about the actual environmental impact of the pouches, noting that competitors like Blue Bottle and Starbucks continue to offer paper and cardboard cups.
Marketing professor Adam Alter from NYU highlighted how the bagged approach differentiates 787 Coffee in a crowded marketplace. In an interview with Gothamist, he compared the packaging strategy to Apple’s decision in 2001 to switch from standard black headphones to white ones. “Coffee cups are black headphones; they’re used by almost every coffee shop,” he explained. “Pouches are white earphones; they’re unique, and so they stand out and signal that a person is drinking 787.”
As the conversation continues online, 787 Coffee’s innovative approach may either pave the way for future trends in the beverage industry or lead to a reconsideration of its packaging strategy.
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