Christian Harris and Brandon Carruth have some exciting plans percolating, including the establishment of Chattanooga's first zero-proof "mocktail" bar.
The new location on East Main Street near Dodds Avenue will be the second business venture for the duo, who opened Sleepheady Coffee in the James Building on Broad Street in 2019. With the new location, they say they're looking to expand their brand, reinvent themselves, stay relevant — and keep providing the popular products their customers have come to love.
"Mocktail" bars have gained popularity in recent years, especially on social media platforms like Instagram and TikTok, Harris said. The beverages have the same taste and artfully crafted presentation found in traditional cocktails but are alcohol-free.
"There's an art to it ... just like with coffee drinks," Carruth said during an interview at the new location taking shape for a September opening. "It's going to be fun for us to play around and come up with new drinks and recipes and add a whole new layer of why you should come to Sleepyhead."
Staff Photo by Jennifer McNally / Sleepyhead Coffee owners Christian Harris, front, and Brandon Carruth are pictured Thursday painting the walls of the shop's second location, Sleepyhead Main + Dodd, which they are aiming to open in mid-September as Chattanooga's first "mocktail" bar.(READ MORE: Chattanooga-based hot sauce maker Hoff & Pepper launches crowdfunding campaign)
They said the choice to go zero-proof is also influenced by a broader trend of people opting to abstain from alcoholic beverages.
"There are just so many problems around alcohol," Carruth said. "When you drink alcohol, you tend to get into trouble. You leave the bar driving home, and it's just not smart. I think more people are realizing that you don't necessarily need alcohol to enjoy themselves."
Harris, too, has many friends who have either stopped drinking or who are taking a break but still want to go out and have the same social experience. But finding a good zero-proof cocktail or "mocktail" can be challenging.
"Most big cities have them, but Chattanooga doesn't yet," he said. "So I thought, 'Before someone else does it just for the money aspect, let's do it with more intention.'"
(READ MORE: Chattanooga area's median home price has grown more than $200,000 in past decade)
The duo is also relocating all their baking operations to the new shop, with plans to offer a larger selection, take more custom orders and possibly partner with some local restaurants. The selection will be entirely vegan, and most of the items gluten-free.
"Whether you have a dairy allergy or gluten allergy, you can have our pastries — and, of course, if you have no allergies, you can also have them. Same with mocktails. Personally, I do drink alcohol, but I can also drink a mocktail and enjoy it and appreciate the art that goes into it," Carruth said.
Having held several "pop up" events around town, Harris and Carruth have already developed about five drink recipes. Their goal is to have about 12 drinks on the menu once it's complete.
Sleepyhead Coffee
The original Sleepyhead Coffee is inside the James Building at 735 Broad St. and is open from 7 a.m.-5 p.m. on weekdays, 8 a.m.-4 p.m. on weekends.
Starting hours for the new location at 2602 E. Main St., Suite 110, are every day from 7 a.m.-9 p.m.
For additional information, visit: sleepyhead.coffee.
They also plan to stay open later. While most local coffee shops, including their own downtown location, tend to close by mid-day or early evening — the mocktail bar will continue serving until 9 p.m.
(READ MORE: Riverboat cruises grow with Chattanooga stops)
Reflecting back on the original Sleepyhead location, which opened just prior to the global shutdown, Harris and Carruth said they managed to stay afloat by adapting their operations, offering curbside service and letting their team help manage the shop in order to avoid layoffs. They also used that time to work "behind the scenes," setting up a professional website and streamlining their online ordering.
"We only saw growth through all of COVID — we never saw any type of negative hit to the business," Harris said. "It's amazing. So we were blessed in that aspect."
Contact Jennifer McNally at jmcnally@timesfreepress.com or 423-757-6416.