Despite (most) of our return to coffee spaces, coffee's unprecedented move online during lockdowns forced social media accounts to pivot from a tool to get people in seats to a destination in and of itself. What happens now? Do we stay on this path, or do we revert? Morgan Eckroth explores the growth of social media during the pandemic and offers actionable recommendations for coffee businesses to make the most of the opportunities ahead.

Morgan Eckroth

Morgan Eckroth is a barista and content creator under the online name of MorganDrinksCoffee. As the self-titled “Your Friendly Internet Barista”, they’ve shared their passion for everything coffee through short and long-form videos since 2019. With over 6.6M followers across YouTube, TikTok, and Instagram, Morgan works to make coffee fun for a new, young audience.

When they’re not making videos, Morgan still works part-time as a barista in Portland, Oregon. You can find them writing and reading during their time off with their two cats, Mitzi and Maizee. Morgan was also a 2019 United States Barista Championship competitor.