Only a block away from Berkeley High School, Sasha Coffee is a popular spot for students and the surrounding Downtown Berkeley community. The cafe has a small storefront window facing the street, and outside benches where customers can enjoy their purchases.
Owner and manager Ben Blustein said, “When we first opened, it seemed like most of the students had their lunch spots that they would go to … and slowly I think more people started noticing what we were doing and started giving us a try.”
Now, the cafe enjoys a robust group of regulars, including BHS junior Uma Shekhang. She especially appreciates the welcoming atmosphere of the store. “It’s very rare for owners of a coffee shop to remember who you are and greet you so kindly. The coffee is good, but I go back for their service,” Shekhang said.
On the other side of the counter, Blustein also emphasized customer interactions as a highlight of his job. He recalled that when he first met one of his regulars, she was pregnant, and now her baby daughter is about to have her very first birthday. “It’s really cool seeing her as a person who’s growing up quite literally in front of my eyes,” he said.
In addition to their cultivation of a friendly environment, the cafe is always striving to provide high quality food and drinks, as well as improve their space. Blustein talked about rearranging the pastry case and decorating the storefront with plants — changing small details to better the customer experience. “If you look at the storefront, it’s sort of like a concrete garage door type situation …so we’re adding splashes of color, making it a little bit of a friendlier place to gather,” he said.
The cafe has a special appeal for students. BHS sophomore and Sasha Coffee regular Giao Vu Murphy said, “When the sun is out, it’s really nice (with the) open seating, which is something that I love,” she said, “And I often like to go there before school … and it’s super calming.” Vu Murphy, who has tried all of the available drinks, is partial to Sasha Coffee’s lattes.
Blustein notes that student preferences are different from those of his other customers, which include commuters, city government workers, teachers, and more. “It’s a lot of iced coffees, a lot of iced lattes. The matchas (and chais) are very popular, and I think that’s a generational thing.”
All in all, beyond just the allure of their quality pastries and coffee, the most exceptional aspect of Sasha Coffee is most likely the convivial community space they have carved out. Vu Murphy said, “They focus on their customers and the people that come through, and they like to find genuine joy in their jobs … it’s a good thing to see.”