AK Espresso. Smooth muffler. Thin blue line. Five warning.
Black Rifle Coffee Co. offers “Coffee and Culture for People Who Love America,” and is targeting southwest Jacksonville to create one of its first stores in Florida — or “outposts” — according to plans submitted to JEA.
The veteran-owned, 8-year-old company based in Salt Lake City is exploring opening a 2,500-square-foot, 56-seat coffee shop on an undeveloped 1.02-acre outdoor lot at O’Cliff Station, according to a service availability request submitted to and approved by the tool. The plans show a building with a capacity of 11 vehicles, a parking lot with 68 places and an outdoor dining patio with six tables.
The café will join Gator’s Dockside and Fancy Sushi at Epic Theaters and the Bailey’s Gym retail center that Solomon developed.
More coffee: Foxtail Coffee opens in Ponte Vedra Beach, serving coffee, breakfast, lunch and ice cream
Also in business: In the emptiness of Starbucks on Jacksonville’s Westside, new coffee shops are moving into it. The last one is The Human Bean.
A Black Rifle Coffee spokesperson referred questions to the company’s website.
The location will be only the fourth in Florida after the Black Rifle opened in Niceville in September 2021 and it recently revealed plans to open stores in Tarpon Springs and Orlando.
On the menu and in store at Black Rifle Coffee
In addition to a beverage selection of espresso, cortados, americanos, lattes, mocha and more, the Black Rifle outpost also offers a selection of food, including breakfast sandwiches and pastries as well as a handful of sandwiches, salads, bowls, and desserts.
Unlike the barrage of car-only coffee shops entering the Jacksonville market — including Ellianos Coffee Company, Scooter’s Coffee, 7 Brew, and The Human Bean — Black Rifle, like Starbucks, wants to be a place where customers meet as a community, relax in comfy chairs or Cooperation at the tables.
And like Starbucks, bagged coffee beans and branded merchandise are on sale.
But as the roasted coffee names suggest, Black Rifle Coffee is not Starbucks. Its grenade shaped mugs and shotgun mugs, mugs, T-shirts, hats, hoods and more for sale are testaments to this.
The Black Rifle: How It Started and How It Goes
Founded in 2014 by Evan Hafer, a former US Army soldier, Black Rifle Coffee sources its beans directly from Guatemala and Brazil and roasts them at any of the company’s roasting facilities in Manchester, Tenn, or Salt Lake City, Utah.
After selling its roasted beans directly to consumers and then retailers such as Bass Pro Shops, 5.11 Tactical and others, Black Rifle opened its first coffee shop in 2020. At the end of 2021, 16 outdoor locations for Black Rifle Coffee Co. were opened. that have been granted the privilege.
This year, Black Rifle Coffee plans to open 15 to 20 company-owned stores as well as five franchise-owned outposts for a total of 20 to 25 locations in 2022, the company said in March when it announced Heath Nielsen, a former senior vice president. President of Starbucks, he was joining the company as a retail CEO.
By driving only: Ellianos Coffee announces its new location, and continues to roll out coffee shops in the Jacksonville area
More java: 7 Brew Coffee brings drive-only coffee shops to Jacksonville and Neptune Beach
In the past three years, the company’s revenue has increased from $82 million to $233 million. In 2021, revenue for outposts increased to $12 million from just $3 million in the previous year, according to a presentation this month to investors.
At their centers, a check averages $12 to $13, and merchandise, including bagged coffee, makes up nearly half of all sales.
Mission Continuation: Helping Veterans
As the company grows, Black Rifle Coffee says it is committed to hiring 10,000 veterans and helping others.
About 45% of the company’s current employees are veterans or veteran spouses, according to the investor presentation.
“As a veteran established and managed company, Black Rifle Coffee also strives to help other service members transition successfully from the military to entrepreneurship,” its website says. “We provide assistance to veterans seeking to start their own business, helping more companies like Black Rifle Coffee Co. become a reality.”
The company says the nonprofit BRCC Fund supports veterans, first responders, and their families “by developing and supporting programs that aim to connect, educate, entertain, and inspire those within our community.”
In 2021, the company says it provided $3 million worth of coffee to military and first responder units and $1.2 million to charitable organizations.
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