MOORE – A new coffee-house in Moore is giving a new meaning to the phrase “another round of coffee.”
Although distributors across the Sooner State have featured Black Rifle coffee for some time now, the near seven-year-old Salt Lake City-based coffee company entered the Oklahoma market in the past few months.
And yes, there is a gun in the brand’s logo. They make no bones about their embrace of the Second Amendment, gun rights and “red state” beliefs. They are to Starbucks what Star-Spangled Ice Cream was to Ben & Jerry’s back in the days of the Iraq War and the Bush Doctrine — pro-America and proud of it.
“For anyone who knows the (BRCC) brand, we are a destination,” said Jeff Roberts, the owner of the Moore franchise location.
The June 11 grand opening for the Moore location attracted approximately 150 customers eager to get some of their award-winning brew, BRCC’s branded T-shirts, coffee mugs, hats or other swag.
“We had an incredible day,” Roberts said of the grand opening, where Moore Police Chief Todd Gibson and members of the Moore Chamber of Commerce cut the ribbon — with a bayonet, of course.
Roberts noted that the first 50 people to enter the store — at 1909 S. Telephone Road — received a free, branded Yeti thermal cup. Chief Gibson said that Black Rifle Coffee Company was “already considered part of the (Moore) community” the minute they arrived in town.
The large outpouring of support from the public, Roberts said, “is a testament to the brand.” It is a brand that embraces members of our military, veterans, police officers, frontline workers and first responders. In fact, when you order a coffee, you are asked if you are a veteran, and if so, you receive a discount. The day we were there, two Oklahoma Highway Patrol troopers were in line to get a cup of joe.
GIVING BACK
The company is all about giving back to those who give so much. Additionally, more than 50% of the people hired at BRCC — from its online operations to physical stores like the one in Moore — are veterans.
During the grand opening celebration, Roberts said they were able to assist three veterans, one of whom was injured in a training accident.
“I’m grateful for everyone who has been supportive of Black Rifle,” Roberts said. “We’re very appreciative of those who serve ... and have served.”
The Moore location made sense, considering the area’s strong support of the military, police and conservative values. Roberts anticipates further growth in others Oklahoma cities. Lawton was mentioned, as it is one of the biggest military towns in the Sooner State.
FOUNDERS’ STATEMENT
Founders former Green Beret Evan Hafer and pal Jeff Kirkham are not shy about their social and political beliefs.
In a 2017 interview with The Salt Lake Tribune, Hafer said, “We’re a controversial coffee company because we’re openly conservative. When I say conservative, it’s because of the things that we really believe in. I believe in the Constitution. I believe in the Second Amendment. I believe in family.”
Those conservative values are instilled in the many employees working at the Moore store and others throughout the United States and Canada.
UNIQUE COFFEE VARIETIES, SOURCES
As for the coffee itself, there are lighter roasts like Silencer Smooth Roast, medium and dark roasts like Liberty Roast and Tactisquatch Roast, the latter which is a play on “tactical” and “Sasquatch,” the mythical beast that is said to roam the hills and forests of eastern Oklahoma.
The Colombian and Brazilian coffee beans are roasted in Salt Lake City or Manchester, Tennessee, then shipped to veterans.
Black Rifle Coffee Company launched in 2014 selling primarily online. The immense popularity of the brand in conservative circles led to the appearance of brick-and-mortar stores like the one in Moore.
For more details, visit www.blackriflecoffee.com.