The Makers of Nola Launch a Coffee Brand for 'Good Measure'

The people behind NOLA, Egypt’s dessert hotspot, have turned their attention from buttercream ratios to extraction times. Their new undertaking, Good Measure, is a speciality coffee brand now serving at Hacienda White on the North Coast, directly in front of Casa Cook Hotel.

The shared founders, however, should not be mistaken for a shared identity. “Good Measure is fully independent,” co-founder Adel Sedky says, positioning it as a distinct brand rather than a caffeinated appendage to NOLA.

The name suggests calibration, which is useful in coffee, where a minor error in grinding can apparently assume the gravity of a constitutional crisis. Good Measure deals in speciality coffee alongside matcha and other drinks for those who prefer their caffeine green, cold or otherwise removed from the conventional cup.

The move is not as unlikely as it first appears. NOLA has long understood that people will cross considerable distances for a well-made indulgence; Good Measure simply applies that instinct to beverages while establishing its own language and point of view. At Hacienda White, it also answers one of the coast’s most recurrent questions: where to acquire a serious coffee before the day has properly agreed to begin.