IPO Edge and the Palm Beach Hedge Fund Association hosted a fireside chat at the 2022 ICR Conference with the Founder, co-CEO, and COO of Black Rifle Coffee Company, LLC to discuss BRCC’s unique business model, the evolution from DTC to multichannel, management team capacity, unit economics of the company’s ‘Outpost’ physical retail locations, and opportunities in the ready-to-drink (RTD) consumer segment. The event featured Black Rifle Coffee Founder Evan Hafer, Co-CEO Tom Davin, and COO Toby Johnson joined by and IPO Edge Editor-at-Large Jarrett Banks in a moderated video session lasting approximately 15 minutes.
Watch the highlight video below (or click the link underneath to see the entire event):
About Black Rifle Coffee Company
Black Rifle Coffee Company is a veteran-founded coffee company and a leader in hiring veterans and giving back to the service community. Launched in 2014 by former Green Beret and CIA contractor Evan Hafer, BRCC has been embraced by coffee lovers for its bold roasts and creative content. In its seven years of operation, BRCC has inspired, entertained, and informed generations of active duty service members, military veterans, first responders, and the men and women who support them. BRCC sells premium-roast coffee and coffee accessories and BRCC-branded apparel online, at its company-owned and franchise coffee outposts, and in select retail stores across the U.S. With every purchase made, they give back.
Mr. Hafer, Mr. Davin and Ms. Johnson discussed:
- BRCC’s unique business model
- The evolution from DTC to multichannel
- Management team capacity
- Unit economics of physical ‘Outpost’ retail locations
- Opportunities in the ready-to-drink (RTD) consumer segment
About the Speakers:
Evan Hafer is the founder and CEO of Black Rifle Coffee Company. America’s leading Veteran-owned and operated premium, small-batch coffee roastery. He started Black Rifle Coffee Company to provide a high-quality coffee to the pro-American and Veteran communities.
Between deployments to Iraq and Afghanistan, he worked to refine both his coffee roasting and his firearms skills. He has spent over a decade researching coffee, refining his roast profiles, and (of course) drinking what he roasts. Black Rifle Coffee Company is quite literally the combination of his two favorite passions. He takes pride in the coffee we roast, the veterans we employ, and the causes we support.
Tom Davin is the Co-CEO at Black Rifle Coffee Company. He is a U.S. Marine Corps infantry officer veteran with 25 years of experience as a senior executive, investor, and board member of fast-growing, category-defining brands including PepsiCo, Taco Bell, Panda Express, Oakley, Zumiez, and 5.11 Tactical. Professionally, Tom brokered the deal between PepsiCo and Starbucks to bring bottled Frappuccino’s to the retail market, and he’s responsible for introducing 5.11 Tactical to the brick-and-mortar retail market. As a Recon Marine, Tom attended and graduated from some of the top military training and leadership schools, including Parachute Jumpmaster, Special Forces Combat Diver, and U.S. Army Ranger School. Tom holds a bachelor’s degree from Duke University and an MBA from Harvard. He takes his coffee black — specifically, Blackbeard’s Delight Americano-style brewed with an espresso machine — and enjoys fitness and spending time with his family.
Toby Johnson is the Chief Operating Officer and adds to our veteran ranks, having served seven years in the U.S. Army. She earned an appointment to the U.S. Military Academy at West Point and was commissioned as a Second Lieutenant upon graduation. She was selected for aviation training and later further selected to become an AH-64D Apache Longbow (Gunship) pilot. Toby deployed with the 3rd Infantry Division as part of the initial invasion in support of Operation Iraqi Freedom.
Upon leaving the U.S. Army, she attended Harvard Business School, earning an MBA. Toby started her business career 14 years ago as the manufacturing director at a Frito-Lay plant (a division of PepsiCo) ultimately spending 13 years at PepsiCo, where she held key leadership positions with increasing responsibilities in manufacturing, supply chain, marketing, and sales. For the past year, Toby has been the Senior Vice President of Sales for Campbell’s $4B snacks division, where her team sold brands including Goldfish, Milano, Pepperidge Farm, Late July, Cape Cod, Kettle Brand, and Snyder’s of Hanover.
Alan Hatfield, Director of Research