From stale beans to fresh grinds

Engineering major Walter Moreno, 25, walks in front of the Freudian Sip on Thursday, Feb. 25, 2016 in Woodland Hills, Calif. The Student Store plans to rebrand the Freudian Sip this semester and the new, unnamed cafe will open sometime during the Summer. Photo: Mohammad Djauhari
Engineering major Walter Moreno, 25, walks in front of the Freudian Sip on Thursday, Feb. 25, 2016 in Woodland Hills, Calif. The Student Store plans to rebrand the Freudian Sip this semester and the new, unnamed cafe will open sometime during the Summer. Photo: Mohammad Djauhari

The Freudian Sip is the only established cafe on campus, but after 10 years, the Pierce College Student Store is looking to cut ties with the California State University Northridge (CSUN) franchise to build a new cafe.

The Pierce College Student Store has been paying from $25-36,000 a year for the franchise since 2006, according to assistant bookstore manager, Candy Van.

A focus group made up of Pierce students was held on Feb. 2 to discuss and share ideas on rebranding the Freudian Sip cafe.

“I think it’s great that the cafe will become it’s own independent coffee logo,” said Laura Hernandez, a 31-year-old marketing major who attended the focus group. “I’m excited to see the new logo.”

The student store declined to give too many details until the decision is official.

“If we change the name, we can do more,” said Grigor Hogikyan, assistant bookstore manager.

“With a new logo and name for the Pierce College cafe, I think it will be very beneficial in a sense that it will be something new,” said Jamie Daughtry, a 20-year-old communications and tourism major. “It can get more students to come over and check it out.”

Shant Varazian, senior cashier at the student store, helped organize the focus group.

“The Freudian Sip has been here for about 10 years, but if we can customize it to Pierce College students, they can have a place of their own,” Varazian said.

According to Varazian, the Pierce College student store and cafe are trying to separate from the Freudian Sip franchise.

“I believe that change is good.” Varazian said.

With the cafeteria under construction, the food trucks, student store and vending machines are the only food options on campus that are available to students. The rebranding of the new cafe will bring a new menu with more food and drink options to be added as well as remodeling the inside of the cafe with a whole new look, according to Varazian.

“It can also be a good idea if we could get more health food options and make it a place for people to hang out,” Daughtry said.

Andrea Arellano, CSUN’s Freudian Sip Cafe manager, has no knowledge regarding the re-branding of the Sip.

“Rebranding can help renovations and help create more jobs for student workers,” said Van.

“We are trying to renew the license before it expires in April,” said Grigor Hogikyan assistant bookstore manager.

The Freudian Sip is under a contract that has to be updated yearly. The rebrand has to happen as soon as possible if the school is to see a change this year.

“If [the rebrand] doesn’t happen by April, we would have to wait until next year.” Hogikyan said.

It’s not yet established, but according to Van and Hogikyan, they’re thinking of changing the name of the cafe to Brahma Cafe.

The rebranding of the cafe is expected to start the renovation process in summer 2016,  according to Varazian.