Conservative coffee brand Black Rifle expects 35% increase in revenue as drinkers shun Starbucks

A conservative coffee company expects its revenue to soar 35% to $315 million this year – as many Americans avoid Starbucks because of the ubiquitous chain’s woke stances.

Black Rifle, which was founded by veterans and markets itself as pro-police, pro-military and pro-Second Amendment, also says it hopes to add 15 to 20 new retail stores to the 16 it already operates.

The Salt Lake City-based company said fourth-quarter revenue jumped 20% to $71.8 million from $59.9 million. It raised its revenue outlook to $315 million from a previous estimate of $311 million, a 35% increase from the $205 million it took in 2021.

Black Rifle Coffee Company is seen as a conservative counterbalance to Starbucks, which made $8.8 billion in revenue in 2021. It offers gun-themed drinks with the names AK-47 Espresso Blend and Murdered Out Coffee Roast.

A Thin Blue Line coffee blend is also offered, to clarify the brand’s stance on law enforcement.

Black Rifle was created in 2014 by Evan Hafer, a Jewish veteran who served in Iraq and Afghanistan as a Green Beret and CIA contractor.

Black Rifle Coffee Company co-founders Evan Hafer, left, and Mat Best, right. Black Rifle has raised its revenue outlook for 2022 and said it will add 15-20 new stores by the end of the year

The company said fourth-quarter revenue jumped 20% to $71.8 million from $59.9 million.

The company said fourth-quarter revenue jumped 20% to $71.8 million from $59.9 million.

It raised its revenue outlook to $315 million from a previous estimate of $311 million, a 35% increase from 2021

It raised its revenue outlook to $315 million from a previous estimate of $311 million, a 35% increase from 2021

Black Rifle Coffee Company offers gun-themed drinks with the names AK-47 Espresso Blend and Murdered Out Coffee Roast

Black Rifle Coffee Company offers gun-themed drinks with the names AK-47 Espresso Blend and Murdered Out Coffee Roast

The new coffee company faces fierce competition from stalwarts such as Starbucks, Dunkin’ Brands and Tim Hortons, but co-chief executive Tom Davin said the company isn’t intimidated by the competition.

“The US coffee market is over $45 billion and we estimate our usable addressable market at $28 billion,” the co-CEO said. “This includes 100 million US customers who are aligned with our brand values. Note that our revenue of $233 million last year represents less than 1% of our usable addressable market. We are therefore positioned for many years of sustained growth.’

Davin added that the company currently has 287,000 coffee club subscribers and the percentage of people switching to competing offers is low at 3% to 4%.

Black Rifle not only sells coffee and coffee club memberships, but also clothing and other merchandise bearing its logo.

Mat Best and Evan Hafer, co-founders of Black Rifle Coffee Company

Mat Best and Evan Hafer, co-founders of Black Rifle Coffee Company

CEO Hafer said that in 2021, the company gave coffee worth $3 million

CEO Hafer said that in 2021, the company gave coffee worth $3 million “to the front lines” — specifically the military, police, fire, paramedics — “and more $1.2 million to veteran and first responder charities.”

Black Rifle is known for supporting law enforcement, the military, and “those who love America”

Black Rifle is known for supporting law enforcement, the military, and “those who love America”

Black Rifle hopes to significantly expand its business with ready-to-drink coffee, like these instant packets that can be purchased on its website

Black Rifle hopes to significantly expand its business with ready-to-drink coffee, like these instant packets that can be purchased on its website

The company has received backlash in the past after controversial people were seen wearing their gear.

Kyle Rittenhouse, who was acquitted of all charges after standing trial for the fatal shooting of two people at a Black Lives Matter protest in Kenosha, Wisconsin, was pictured in a Black Rifle Coffee shirt as he filed a deposit in November 2020, the New York Times reported in July 2021.

On January 6, a rioter who breached the Capitol was photographed holding sets of zippered handcuffs while wearing a Black Rifle Coffee hat.

Company bosses have angered some of his supporters after they publicly distanced themselves from Kyle Rittenhouse after the murders he was later cleared of.

But many conservative coffee fans have chosen to stick with the brand after being put off by Starbucks preaching about causes such as Black Lives Matter and transgender rights.

The Seattle-based company has itself been accused of hypocrisy, having shared waking sound bites while trying to crush attempts to unionize store workers.

Hafer, CEO of Black Rifle, which started the company’s operations in his garage, told the Sacrament bee“we’ve been focused on being a high-growth company, but we also have to really focus on the bottom line and become profitable and have a path to profitability. So when we look not only at the history of business growth, we need to look at how do we become profitable and how do we manage all aspects of the business down to the smallest detail.

Hafer explained that they took a different path to grow as a business.

Hafer said that in 2021, the company donated $3 million worth of coffee “to the front lines” — specifically the military, police, firefighters, paramedics — “and more than 1, $2 million to veteran and first responder charities.”

The company also publishes the “Coffee or Die” magazine, with writers covering veteran-related topics around the world, including now in Ukraine.

“In fact, we have three writers on the ground in Ukraine right now, providing real-time information for ‘Coffee or Die,'” he said. our brand and help Black Rifle Coffee achieve its financial goals for 2022.”

About Jeffery L. Parker

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