Original
Butter, dough, flaky sea salt. Simple, and the one that started it all.
Coming soon · 777 Divisadero, SF
dawn.
Vietnamese coffee, phin-brewed and gently done. Shio pan, baked fresh. Warm, golden, unhurried.
777 Divisadero · San Francisco
Our first home is on its way.
We've got the keys to a corner of NoPa, and we're turning it into a slow-coffee café with a saltbread oven at its heart. Here's where things stand.
Keys in hand Done
777 Divisadero is officially ours.
Building the bar Now
Phin bar, pastry case, and oven going in.
Neighbor preview Next
A first taste for our followers and list.
Doors open Soon
Date drops on @phinatdawn first.
Opening timeline · pop-up drops · first looks
Follow us @phinatdawn
Every update on 777 Divisadero lands on Instagram first — build-out progress, the opening date, weekend pop-up spots, and new saltbread flavors.
Follow on Instagram- Opening dateAnnounced on IG first
- Behind the scenesThe café coming together
- Pop-up dropsWhere to find us this weekend
- How to orderSaved in our highlights
The ritual
Slow is the whole point.
A phin is a small metal filter that sits right on your cup. No machine, no pressure — just hot water, gravity, and a few quiet minutes. It's how coffee has been made on Vietnamese sidewalks for generations, and it's how we make every cup at dawn.
Grounds ~2 tbsp
Dark-roasted coffee goes into the chamber, medium-coarse so it drips, not floods.
Press
The gravity press settles on top — snug enough to slow the water, loose enough to let it through.
Bloom 30 sec
A splash of hot water wakes the grounds up and lets them breathe before the full pour.
Drip 4–5 min
Fill, cover, wait. The coffee falls drop by drop onto sweetened condensed milk — then over ice.
Shio pan · baked fresh
Saltbread
Shio pan is a Japanese butter roll: a soft, pull-apart middle, a crisp golden bottom where the butter melts out, and a pinch of flaky salt on top. It's the thing to eat with your coffee.
Guava Cream
Split and filled with a pink guava cream — bright, tropical, a little tart.
Matcha
Filled with a smooth matcha cream. Earthy, just-sweet, and great with a black phin.
Pop-up
coffee
Saturday · Sunday
Until the doors open on Divisadero, you'll find us popping up around San Francisco on weekends with phin coffee and fresh saltbread. Saltbread sells out — come early.
Locations and times drop on Instagram each week.
Follow @phinatdawn
Find us
Our home on Divisadero
777 Divisadero StSan Francisco, CA 94117 · NoPa
Opening soon
- Café
- Hours announced at opening
- Pop-ups
- Saturdays & Sundays
- Ordering
- Walk up, or see “How to order” on our Instagram
- Say hi
- hello@phinatdawn.com
Before the first sip
Questions
What is phin coffee?
A phin is a traditional Vietnamese drip filter. Coffee brews slowly, straight into the cup, for a strong, rich, chocolatey cup — usually served with sweetened condensed milk over ice.
Is it really strong?
It's bolder than a typical drip coffee. If you'd like something gentler, try the Cloud Cap with homemade cold foam, or the Banana Bliss Cafe latte.
What is shio pan?
Japanese saltbread: a buttery roll with a crisp, caramelized bottom and flaky salt on top. We bake ours fresh and fill a few with seasonal creams.
When does the café open?
Soon! The opening date and timeline are posted on Instagram first — follow @phinatdawn so you don't miss it.
Be first through the door.
Join the opening list for the neighbor preview invite, our opening date at 777 Divisadero, and weekend pop-up locations — before anyone else.