Minerva competition: coffee houses vs. food trucks, please explain

Coffee houses: the line in blue.

Food trucks: the line in red.  

One is falling gently (according to this picture from Google Trends).

The other rising sharply.  

The question: why?  

This is an official Minerva competition.  


One thousand words.

Point form ok.

Be imaginative, concise and interesting. Find your assumptions. Show off your knowledge and mastery of popular culture.

Winner gets a Minerva (as pictured) and a place in our Hall of Fame.


one month from today, i.e., September 19.

Submit to grant27[ATsign]gmail.com.

Judges for this contest:

Martin Weigel, head of planning, W+K, Amsterdam.

Linda Ong, President, Truth Consulting.

Piers Fawkes, Founder, Editor-in-Chief, PSFK.com.

Sam Ford, editor/author, Spreadable Media, Director of Digital Strategy, Peppercom.

Eric Nehrlich, Google, and author, The Unrepentant Generalist.

Cheryl Swanson, founder, managing director, toniq.  

Leora Kornfeld, Research Associate, Harvard Business School


The Minervas were created to encourage people to ask cultural questions and craft cultural answers.

Winners so far:

Juri Saar (for the “Who’s a good doggie woggie?” contest)
Reiko Waisglass (for the “Who’s a good doggie woggie?” contest)
Brent Shelkey (for the “Who’s a good doggie woggie?” contest)
Daniel Saunders (for the “JJ Abrams vs. Joss Whedon” contest)
Tim Sullivan (for the “Karen Black vs. Betty White” contest)
Lauren LaCascia (for the “Showtime vs. USA Networks” contest)
Diandra Mintz (for the “Showtime vs. USA Networks” contest)
Mark Boles (for the “Antique Roadshow vs. Pawn stars” contest)
Indy Neogy (for the “Nordic Noir” contest)

Judges so far:

Debbie Millman

Pamela DeCesare

Dan Formosa

Tom Guarriello

Scott Lerman

Richard Shear

All of the above are from the SVA branding program.


Rick Boyko, Director and Professor, VCU Brandcenter

Schuyler Brown, Skylab

Bryan Castaneda, Attorney At Law

Ana Domb, C3, MIT

Mark Earls, author, Herd

Brad Grossman, Grossman and Partners

Christine W. Huang, PSFK, Huffington Post and Global Hue

Steve Postrel

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