Black Rifle Coffee Company has aggressive plans for store expansion in the San Antonio area and across the country.
The Black Rifle Coffee Company’s first location in San Antonio is located on Bitters Road on the city’s North Side.— a brand known as much for its military themed merchandise as for its coffee — has plans for store expansion in the San Antonio area and across the country.
by the end of 2023, when Black Rifle also plans to have opened 25 additional company-owned stores, with more franchise locations. “I’m a conservative guy. I’m a large Second Amendment guy. That’s going to bleed into my brand,” said co-founder Mat Best in an interview with the San Antonio Report. Best also is the company’s head of brand.
Walking into the San Antonio store on Bitters Road, the fact that Black Rifle Coffee is a lifestyle brand as much as a coffee company is readily apparent. Half of the store space is taken up by brand logo merchandise, like T-shirts with an M-16 over the U.S. flag or a coffee mug that looks like a grenade. The tactical theme is carried into even small details in the store, where customers pick up their orders from a counter labeled the “drop zone.
He said, presumably citing internal data, that about one-fifth of Americans were familiar with the brand, and even more among veterans and active duty military personnel. “Although the demand for our products has never been stronger, we’re just getting started building our brand awareness.” There’s an undeniable political edge to the brand, which shares a blurry border with the owners’ personal views on polarizing culture war questions. The founders publicly doubled the company’s ad funding for the Joe Rogan podcast after Rogan was criticized for spreading COVID-19 misinformation.
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