Dope Coffee is a new premium coffee brand with a twin message: drink great coffee and elevate Black culture. Based in Atlanta, Dope has gained sales traction through online sales promoted by social media, 5-star customer ratings and the publicity surrounding the founders' successful PG Shark Tank Pitch Competition. While our messaging focuses on the celebration of Black culture, 70 percent of our customers are from other races.
CEO Michael Loyd, Product Officer Michelle Loyd and COO Stace Loyd are entrepreneurs with a strong work ethic and a deep commitment to the African American community. Our goal is a coffee company that elevates communities of color through coffee and economics while building bridges outside of our community, a process academics call "Pro Humanitate." By celebrating much-loved elements of Black culture like HipHop music and social commentary, we are positioning Dope Coffee as a brand with a unique and appealing personality. Does Dope Coffee's unique blend of coffee and culture resonate with consumers? The answer is yes: our founders generated $800,000 in sales from our Solar Coffee kiosk before creating the Dope Coffee Company.
Dope Coffee has the potential to grow rapidly, following the model of Blue Bottle, Black Rifle and other "fourth wave" coffee companies that provide premium coffee with a distinct cultural environment. Here are features of our execution strategy:
- Testing and refining the coffee roasting and production process to ensure consistent quality and volume production and distribution
- Creating music and web content to engage our consumers via social media
- Investing in our communities by partnering with Black businesses and encouraging entrepreneurship
- Testing brand extensions that serve as supplemental revenue streams, including Dope Coffee Facial Scrub, Mask and Soap, candles and syrups, and branded wearables