Super Coffee

11/11/2014: I was a tired College Student-Athlete. I couldn't understand why my campus store ONLY sold Monster, Redbull and Starbucks Frappucino. (I later learned that contracts prevented better options from being sold on College Campuses) So instead of waiting for something better, I decided to create my own. And just like that, Super Coffee was born. 10 years later and I still can't believe the progress and impact we've been able to make. (Over 30M lbs of Sugar Removed from the American diet! 🤯) Moral of the story: Don't wait for things to get better; make them better yourself and then work tirelessly to make them available for everyone. I promise you won't regret that decision.

Tasting Tasty Thursday Episode #207 Super Coffee #supercoffee

2025 Breakout Product of the Year…

I don’t have a favorite retailer… Some just get special deliveries b/c they’ve earned special place in my heart over the years🫶 H-E-B

Welcome to Company Spotlights! In this series, our co-founder, Chessa, highlights businesses we admire for their innovative approach to human capital. Each feature delves into their unique value propositions, why their strategies resonate with us, and what fuels their success. Today’s Spotlight: Super Coffee 💪☕ Based in Austin, Texas and founded in 2015 by Jordan DeCicco and his brothers Jimmy and Jake DeCicco, Super Coffee isn’t just about creating healthy, delicious coffee, but it’s also striving to cultivate a strong, values-driven team. 🔍 Spotlight Factor: Super Coffee uses the COACH acronym—Curious, Optimistic, Ambitious, Compassionate, and Humble—as a guiding principle in their hiring process. ❤️ Why We Love It: Hiring for strong values and personality alongside tangible skills, builds cohesive teams that align with the company’s culture, driving sustainable growth. 🚀 The Impact: Super Coffee’s commitment to values-based hiring shapes a brand that earns the trust of both employees and consumers, making it a go-to choice for customers.

Finding Sustainable Success in C-store; without the Big Marketing Budget In today’s fast-paced market, where you're seemingly only as cool as your latest post on social media, it’s easy to feel the pressure to invest big dollars in influencer or celebrity marketing campaigns. As an emerging brand, it sometimes feels like you can’t even get a meeting with a retailer without having a who's-who influencer involved in your business. Sure, having big-name movie stars, MVP athletes, or viral influencers can give your brand a boost, but long-term success is built on delivering real value to customers. Here’s the story of how Super Coffee rose, fell to a crash landing, and is now the Fastest Growing RTD Coffee, again, in the C-store channel: During the second half of 2022, Super Coffee had to reevaluate our C-store strategy. We had successfully gained distribution in over 40,000 doors with our core 12oz Super Coffee Lattes, which had been a hit in the grocery channel. We even leveraged Hollywood A-listers and sports stars to generate buzz. ( Jennifer Lopez and Aaron Rodgers aren't too shabby of names to have on your roster!) But as distribution grew, our velocities started to drop. Retailers and distributors asked the tough question: Why wasn’t the product selling better? It became clear that our 12oz Super Coffee Lattes didn’t have the right product-market fit for the C-store channel and our distribution went from 40,000 doors to almost ZERO... Enter a pivotal moment: Imagine Jordan DeCicco, Jimmy DeCicco, and me, nose-to-nose, debating our next move… Was Super Coffee not meant for C-store? Should we stick to grocery? Does the C-store customer even want Zero Sugar coffee? Were we not the right guys to lead this brand beyond where we’d gotten from 2015 to 2022? With the help of some amazing teammates (Tyler Ricks, Sanjiv Chhatwal) we developed 4 Key Pillars that we believed would lead to long-term C-store success: 1. Price 2. Taste 3. Nutritional superiority 4. Functional benefit This thinking led to the creation of Super Coffee XXTRA. By offering competitive pricing, mainstream taste, real nutritional value with 0g added sugar, and functional benefits, we’ve rebuilt our C-store business from scratch. Now, Super Coffee XXTRA is the Fastest Growing RTD Coffee in the channel. Competing against giants like Java Monster and Starbucks isn’t easy, but when you focus on the customers' needs, you see the difference. When a product fits the consumer’s budget, delivers on taste, and adds real value through nutrition and function, something special happens—customer loyalty builds, momentum grows, and retailers eventually take notice. I share this story not to brag about the success we've found with Super Coffee XXTRA, because the real work for us is still ahead, but if you're still reading this, I want you to know two things: 1. Winning in C-store is F*cking Hard. 2. The right way is the way that works for you. #NACS2024 #Innovation