Recently, Coffee Shop opened in the city center of Walnut Creek... a few doors down from a Peet's coffee. DUN DUN DUN!
For those of you not on the West Coast, Peet's is like Starbucks - except bolder. It guarantees you a 3.5/5 coffee. Our incumbent has outdoor seating and has been at its location longer than I've been alive.
It's patrons (called Peet-ics) are early morning bikers, yoga women (/men), and pre-work coffee drinkers (so basically everyone).
As you can see, Coffee Shop made a bold and dangerous move setting up shop next to Peet's.