Black Rifle Coffee opens in Midland
MIDLAND, Texas (KOSA) - Coffee lovers have a new shop to check out on Big Spring St. in Midland.
Black Rifle Coffee Company officially opened its newest location last week to rabid fanfare.
“Black Rifle has something not a lot of companies have,” said manager Judson Aja. ‘It’s been a crazy week.”
Aja moved to Midland from Houston to take on a managerial role in the store, but the onslaught of customers has surprised him.
“We broke the daily sales record, actually, for a soft opening in Black Rifle history,” he said.
And, according to Aja, they broke it by nearly 25%, besting the openings of almost 1,700 locations.
Midland and its coffee addicts have welcomed Black Rifle with open arms, and the veteran-owned coffee company is leaning into the hug.
“It’s really cool because they’re big on the military and everything like that,” said customer Davin Gates. “But more than that, it’s just a really good cup of coffee.”
And that’s what it grinds down to, although the actual shop is more than just coffee. It also sells shirts, hats, cups, coffee equipment, and various types of food.
“I just expected it to be a regular coffee shop, like Starbucks or something like that, but it really did surprise me,” said employee Myah Belcher. “I thought it was cool and unique.”
But at the end of the day, it’s all about finding just the right blend to make the perfect batch.
“I think the goal is to not just be another coffee shop or another restaurant but to be part of the community,” said Aja.
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