Spread the word our goal is 10,000 veterans hired! It's has never changed. Join the coffee revolution #coffee pic.twitter.com/jM19eV7tn8
— Black Rifle Coffee (@blckriflecoffee) February 8, 2017
From the pictures on your website, it looks like you still carry a gun. You may be the only armed barista in the country. Yeah, I I could be. I would imagine I'm pretty dang close.When did you launch the site and start selling Black Rifle online? December 2014. I didn't make my first sale until January of 2015, though.READ MORE: This Restaurant Lets You Fire Guns While You Wait for Dinner
How quickly did sales start to pick up for the company? Right away, actually. I couldn't roast enough coffee, and that was exactly what I wanted. I dedicated most of my time to learning how to market the company more effectively. It's grown to a point now where I have 74 people that work for the company today. That's one to 74 in two years, and I've never taken out a loan on the company. It's all natural, organic growth. Just me and my buddies.A photo posted by Black Rifle Coffee Company (@blackriflecoffee) on Jan 26, 2017 at 7:52am PST
And that seems to have given you the freedom to market the company exactly how you want. Yes, we market the company in the way that we chose, to our specific demographic. We put the message out and if people don't like it, that's fine. We're OK with that. I'm not saying that to be flippant, but there are plenty of other options out there. But, if you like us, we hope we'll get your vote with your dollar.We take this just as seriously as the artisans do, but we're not taking ourselves that seriously. You're not going to walk into our place and see a guy who looks like he should be working on a bicycle in 1846.
And do you know what percentage of your customer demographic are veterans, active duty, or law enforcement? There's no way for me to really know that, and I would be remiss if I put a number on it. I'm not even catering to a specific demographic. We're just open with our non-PC environment, to a degree that's just not palatable for most people. We're fine with guns, tattoos, and loud music, and we're fine with being what we call "the warrior philosophers." We encourage strength and honor and those things that are almost dying within our society. And we do celebrate masculinity, not in a chauvinistic way, but it's just who we are. We're male American military veterans who have spent most of our time in combat, in special operations. It's a celebration of our own subculture.A photo posted by Black Rifle Coffee Company (@blackriflecoffee) on Jan 9, 2017 at 9:48am PST
I noticed that the company is very anti-hipster, which is cool with me. Hipsters are why there's an $18 cup of coffee in Brooklyn now. The hipster culture, in reference to coffee, I think they feel like they have some kind of monopoly on it. I'm not trying to incite riots with hipsters—it wouldn't work out well for them anyway. I'm a coffeehead and I take coffee very, very seriously. I've been to the most high-end coffee shops and have had $18 coffees in Seattle and Portland. We take this just as seriously as the artisans do, but we're not taking ourselves that seriously. You're not going to walk into our place and see a guy who looks like he should be working on a bicycle in 1846. That's just not us.We're not condemning society, we're just making fun of it. We're actually making fun of ourselves more than anything.
So what would your description of a hipster be? A hipster is somebody that is conforming to an urban subculture, specifically around a style. And that style is the urban environment around a specific product: bicycles or coffee or other specific products. The funny thing is that we're the same over here. We understand that. We have our own uniforms and our own way to look and feel. We're really similar, we just like different things. I'm not going to be banging out a haiku on a typewriter anytime soon just because my friends think it's cool. No Polaroids, no taking a picture of a picture of a picture with a cat wearing a derby hat. We are artists and creatives, and truly enjoy building, designing ,and implementing. Our biggest thing is that we try to entertain and try to create content and value through humor. Our marketing is based on humor, on making fun of our culture.How obvious do you think that is to your customers? That's hard to tell. Most guys, I think, know that it's impossible to be that cool. You can't even say you're that cool. We don't really take helicopters to lunch.That ruins the entire interview. Humor has been such a prominent fixture in our lives for so long that all we're doing is marketing the company through our sense of humor. We're not condemning society, we're just making fun of it. We're actually making fun of ourselves more than anything.READ MORE: This Legendary Gunmaker Moonlights As a Restaurant Dishwasher
That said, are you serious with your pledge to hire 10,000 veterans? Absolutely. Here's the deal with us: I've answered a lot of questions and everyone has been telling us for the longest time that we can't do things, but when people say that to me, all it does is infuriate me. I just have to say "OK, well, watch me." I laid out a very specific six-year plan based on a challenge. The American veteran, beyond being my family, they have a definitive need for inspiration, and I'm not saying that I'm the only guy that needs to do it, but I'm saying that we have to prove to one another that nothing is impossible. If we don't try to challenge ourselves and our community, we will continue to have higher unemployment rates and higher suicide rates. We saw this was an opportunity. Instead of trying to get wrapped around this conversation of refugees, let's bring the conversation back to hiring veterans.What does your six-year hiring plan look like? I've already picked 50 franchise options and we'll announce those in July. We'll open 50 in 2017 and my plan is to double that every year.A photo posted by Black Rifle Coffee Company (@blackriflecoffee) on Jan 17, 2017 at 1:07pm PST
So those are brick and mortar stores? It's a combination. We've teamed up with a number of [gun] ranges nationally, and we're putting coffee shops in ranges. We've also teamed up with 5.11 Tactical and they're putting in 24 stores nationally, so this is a real, no-shit plan. My board of advisors for this includes a three-star general—a real no shit dude—and Tom Davin, the former CEO of Panda Express. He managed their expansion and he's telling me that I can do it. (Ed. Note: Davin is also the current CEO of 5.11 Tactical). And if we get to the end of this six years, and I haven't done it, and I've only hired 9,000 veterans, does anybody really lose?Was that kind of opportunity, for employment and for support, something you felt was missing when you returned from your own military service? Absolutely. My job to own Black Rifle Coffee is to inspire and motivate veteran entrepreneurs in order to emancipate themselves from government service. Because you were a servant, but when I franchise these coffee shops [to veterans], they're going to own it. Of course there's a franchise fee, because it can't be free, but they're going to own it. They're going to have the opportunity to create their own destiny and that's incredible.Are you surprised by how polarizing this challenge has been? This isn't going to be some hatchet job is it? Because I'm aware of the narrative. What people need to understand is that this isn't about Evan being an asshole; this is about Evan's drive to help my own community. This is about turning the issue back to the fact that we've been at war for 16 years. Millions of veterans – the post 9/11 veterans – are underemployed. We owe these men and women a great debt, because we voted these Congressional leaders and executive authorities that have pushed these men and women into harm's way for a decade. People have forgotten that we're still at war and that America is still ethically responsible for the mental health of these men and women. We don't need a handout, we need an opportunity.And you don't see them getting those opportunities from, say, Starbucks? I would love to go on record and say that Starbucks has said they're speeding up their process to hire 10,000 vets. I want all of the competitive coffee companies to pick up this challenge. I commend them for any veteran hiring processes they have. I want every company to take this on, to take on a challenge. Maybe it's 10,000 veterans or 10,000 women, I don't know. I want to wash all of the negative rhetoric out of this. This is a positive, inspiring thing. It can't be negative, because it detracts from what we've accomplished. It's a process, but we're going to try. If people condemn us for trying, I'm not sure exactly what we can do.This interview has been edited for length and clarity.I would love to go on record and say that Starbucks has said they're speeding up their process to hire 10,000 vets. I want all of the competitive coffee companies to pick up this challenge. I commend them for any veteran hiring processes they have.