321 Coffee

Last updated
321 Coffee
Company type Private [1]
IndustryRetail and wholesale coffee
Founded2017;7 years ago (2017)
Raleigh, North Carolina, United States [2]
Headquarters Raleigh, North Carolina, U.S.
Key people
  • Lindsay Wrege
  • Michael Evans
Number of employees
60+ [3]
Parent 321 Ventures LLC
Website 321coffee.com

321 Coffee is an American coffee roaster and coffeehouse chain that employs adults with intellectual and developmental disabilities (IDD). It was founded in Raleigh, North Carolina, in 2017. As of April 2024, the company operates five retail locations and a roasting facility in the Research Triangle area. [3] [4]

Contents

Overview

321 Coffee founders Lindsay Wrege and Michael Evans were freshmen at N.C. State University when they decided to start a coffee shop to provide employment opportunities for adults with IDD. [5] 321 Coffee started out as a college club, and it became a 501(c)(3) nonprofit organization prior to Wrege and Evans converting it to a for-profit company in 2021. [6] [7]

The initial concept for 321 Coffee was a pop-up coffee shop at N.C. State events. [8] The first permanent location for 321 Coffee was at the North Carolina State Farmers Market in 2018, and that location doubled its size in 2020. [9] [10] The original location at the State Farmers Market remains active.

321 Coffee in Downtown Durham 321CoffeeDoorLogo.jpg
321 Coffee in Downtown Durham

321 Coffee expanded significantly after Wrege and Evans graduated from N.C. State in May 2021 - opening three new locations over a 12-month period. They opened their second location, an in-office café in the headquarters of Pendo in downtown Raleigh, in February 2022. [11] In August 2022, 321 Coffee opened its third shop - and first standalone brick and mortar location - in Downtown Raleigh. [12] In December 2022, they opened their second standalone shop - and fourth overall location - in nearby Durham, North Carolina. [13] Their rapid expansion and mission were highlighted on national broadcast television by The Today Show. [14]

Roasters Paul and Sophie at the 321 Roasting Facility 321CoffeeRoasting.jpg
Roasters Paul and Sophie at the 321 Roasting Facility

321 Coffee also opened an inclusive roasting facility in Raleigh to provide coffee for its shops as well as to local restaurants, company break rooms, and regional grocery stores. [15] [16] The roasting facility has a number of accessible features to allow roasters with IDD who have limited dexterity and strength to operate the equipment - including vacuum extractors to lift the beans, batch weighers to measure out correct bean quantities, and continuous band sealers to seal the bags. [15] These features are made possible through partnerships with Lenovo and EngageNC. [17] 321 Coffee's most recent location - another in-office café at the Relias headquarters in Morrisville, North Carolina - opened in January 2024. [18]

321 Co-Founders Lindsay Wrege and Michael Evans 321CoFounders.jpg
321 Co-Founders Lindsay Wrege and Michael Evans

In early 2024, 321 Coffee announced the launch of a mobile coffee cart to bring its baristas and beverages to offices and corporate events. [19]

Other highlights for 321 Coffee include a partnership with N.C. State University to provide a co-branded coffee called Greater Good, an announced retail location on N.C. State's Centennial Campus, and being named "Best Coffee Shop in the Triangle" in the News & Observer's "2022 Triangle Coffee Bracket". [20] [21] [22]

Motivation and founding

Early 321 Pop-up Event at the State Farmers Market 321FarmersMarketOutdoors.jpg
Early 321 Pop-up Event at the State Farmers Market

Co-founder and CEO Lindsay Wrege grew up in an environment surrounded by children with IDD. Wrege worked on school projects, participated in dance and sports teams, and went on family outings and vacations with members of the IDD community. [23] [24] Wrege observed that the many activities available to youth in the IDD community dwindled as they approached adulthood; as Wrege began to ponder college and the excitement of the future, she worried about her friends with IDD - the most capable of whom had jobs cleaning bathrooms or folding laundry. [25] [26]

After Wrege and Michael Evans enrolled at N.C. State as Park Scholars in 2017, they discussed the possibility of starting a special-needs coffee shop on campus with friends over a meal. [20] The pair had been inspired by Bitty & Beau's, a coffee shop with a similar mission in nearby Wilmington, N.C. founded by Amy Wright. [2] [27] Wrege and Evans founded 321 Coffee, and with folding tables and store-bought coffee, they would bring adults with IDD to serve coffee at events around town. [26] Those pop-up events led to regular appearances on weekends at the North Carolina State Farmers Market - and eventually to their first permanent location in the Market Shoppes building at that same venue. [28]

Mission

The mission of 321 Coffee is to provide meaningful employment opportunities for adults with disabilities. [29] According to the Bureau of Labor Statistics, only about 20% of adults with disabilities participate in the labor force. [30] At 321 Coffee, a majority of employees have IDD: as of April 2024, the company website lists 34 roasters, baristas, and drivers with IDD along with 16 neurotypical directors and managers. [31]

321 Coffee packaging features its roasters 321Packaging.jpg
321 Coffee packaging features its roasters

In all of its cafés, the 321 Coffee baristas with IDD are the face of the company - working in customer service roles. [24] The baristas take the orders, pull the espresso, blend the drinks, and serve the final products to customers. [29] They are also featured in artwork on product packaging and on murals in the shops. [29]

Branding

The name 321 Coffee is a nod towards Down syndrome, which is caused by a 3rd copy of chromosome 21. [32] Although the company name references Down syndrome, many employees at 321 Coffee have autism, spina bifida, DiGeorge syndrome, or other forms of IDD. [33]

The names of their standard coffee products - Elevate (Medium Roast), Rise (Light Roast), Uplift (Dark Roast), and Stride (Decaf) - reflect 321 Coffee's core values of helping people be the best versions of themselves. [34] The company colors and imagery in the shops as well as on product packaging and merchandise are inspired by chromosome mapping which references the uniqueness of every individual. [5] [35]

Locations

321 Coffee has five locations throughout the Research Triangle – all of which are active.

State Farmers Market

State Farmers Market Location 321CoffeeLocationFarmersMarket.jpg
State Farmers Market Location

The original location for 321 Coffee is in the Market Shoppes building at the North Carolina State Farmers Market. [34] After starting its presence there in September 2018 on a "pop up" basis – unloading folding tables and coffee pots on weekends – 321 Coffee constructed its first permanent space at the Farmers Market in March 2019. [9] [36] The then-college-students spent long hours constructing walls, counters, plumbing, and more as they built out the space prior to its opening. [34]

The café closed briefly in March 2020 with the start of the COVID-19 pandemic. Over the hiatus, 321 Coffee expanded to take over the adjacent stall, with PMC Commercial Interiors donating both design help and furnishings for the makeover. [37] The State Farmers Market location held its Grand Re-opening in July 2020 with double its original space. [10]

As of April 2024, the State Farmers Market location is open Wednesday through Sunday. [38]

Pendo In-Office Café

Pendo In-Office Location 321CoffeeLocationPendo.jpg
Pendo In-Office Location

321 Coffee launched its second location in February 2022 on the 19th floor of the Raleigh Crossing building. [39] The location is an in-office café in the headquarters of Pendo, a software company that provides a platform for product management and user experience analytics. [40] The private café - open exclusively to Pendo employees and their guests - provides beverages free of charge to all Pendo customers. [11] [39]

This location has been very successful for both Pendo and 321 Coffee, with the barista team fully integrated in with Pendo workforce. [41] 321 Coffee expressed hopes to replicate this corporate business model with other companies, which they have done successfully with Relias in early 2024. [41] [42]

Downtown Raleigh

Downtown Raleigh Location 321CoffeeLocationDowntownRaleigh.jpg
Downtown Raleigh Location

The most highly-anticipated launch for 321 Coffee was its Downtown Raleigh location. [43] [44] [45] [46] [47] [48] Located in the heart of Raleigh near the intersection of Hillsborough Street and Glenwood Avenue, the opening of the Downtown Raleigh café in the Bloc[83] development marked the achievement of a goal set by the founders on Day 1 – a standalone brick-and-mortar coffee shop. [12] [49] This location won a "top restaurant project" award from Triangle Business Journal in February 2023 for its design. [50]

The 500-square-foot location opened on August 20, 2022. [51] [52] The shop is open seven days per week and employs about 15 baristas with IDD. [38] [52]

Downtown Durham

Downtown Durham Location 321CoffeeLocationDowntownDurham.jpg
Downtown Durham Location

The first 321 Coffee location outside the Raleigh Beltline opened in Durham, North Carolina in December 2022. [53] [54] At 1,200 square feet, this space is the largest of 321 Coffee's public locations. It is situated in the Durham Innovation District on Morris Street, just a few blocks north of the Durham Bulls Athletic Park. [13] This new shop expands the reach of 321 Coffee beyond Raleigh to the greater Research Triangle area. [55]

The Downtown Durham location is open six days per week – Monday through Saturday – and employees about 9 baristas with IDD. [24] [38]

Relias In-Office Café

Relias In-Office Location 321CoffeeLocationRelias2.jpg
Relias In-Office Location

321 Coffee's second in-office café opened its doors in January 2024 in the corporate headquarters of Relias, a company that specializes in providing online training and compliance solutions for the healthcare, senior care, and disability services industries. [18] The location sits on the Perimeter Park campus in Morrisville, North Carolina. The 321 Coffee shop - which is free to Relias employees - is part of Relias' strategy to offer attractive amenities to its employees. [56]

Relias is excited about the large and comfortable space in the café and how it fosters an environment for its employees to relax and interact with one another. [18] 321 Coffee's leaders hope that the partnership will help educate other companies about the benefits of hiring employees with IDD. [41]

Sustainability

321 Coffee is intentional in minimizing its impact on the environment, starting with its roasting facility. As of April 2024, all coffee is roasted with a Loring S15 Falcon that uses 80% less energy compared with traditional roasters. [4] [57] Coffee is sourced from De La Finca Coffee Importers, a company that specializes in direct trade relationships with coffee farmers in countries like Honduras, Guatemala, and Colombia. [58]

321 Coffee Baristas Shanti, Sam, Russell and Emma 321Baristas01.jpg
321 Coffee Baristas Shanti, Sam, Russell and Emma

Deliveries and catering are done using a Ford E-Transit – a completely electric van – purchased after winning an Oatly Big Idea Grant aimed at moving the coffee industry towards a more sustainable and greener future. [59] [60]

All materials used to serve 321 Coffee in its shops – including cups, lids, and straws – are 100% commercial and backyard compostable and certified by the Biodegradable Products Institute. [61] All packaging materials – bags, boxes, and coffee pods – are similarly compostable. Used grounds and other waste from retail locations are composted and recycled weekly. [58]

Partnership with N.C. State

First 321 Coffee Event at Special Olympics Football Game, November 2017 321FirstEvent.jpg
First 321 Coffee Event at Special Olympics Football Game, November 2017

321 Coffee was founded by Lindsay Wrege and Michael Evans in their first years at N.C. State University, and many N.C. State programs helped launch the mission-based startup. Wrege and Evans were both Park Scholars at N.C. State, which put them in a community of students who exhibit the pillars of leadership, service and character. [34] [62] The Park community was very supportive from Day 1 - encouraging and supporting Wrege and Evans in their efforts. [20] As students, Wrege and Evans honed their business plan and message through the VenturePack Challenge (formerly eGames), which is N.C. State's startup company competition that awards cash prizes to student entrepreneurs. [63] [64] During the summer of the pandemic, the 321 Coffee founders took part in the Andrews Launch Accelerator, a 14-week summer program that gives N.C. State founders funding, resources and guidance to jumpstart their entrepreneurial journeys. [34] [65] Finally, after graduating in May 2021, the founders received a stipend through the Miller Fellowship, which provides 6 months of financial support to newly graduated N.C. State students who wish to pursue their ventures full-time after graduation. [34] [66]

NC State Football Coach Dave Doeren with 321 Barista Sam at the launch of "Greater Good" 321GreaterGoodCoach.jpg
NC State Football Coach Dave Doeren with 321 Barista Sam at the launch of "Greater Good"

N.C. State University has also been a great partner and customer of 321 Coffee since its founding. The very first 321 Coffee event was held at a Special Olympics Unified Football Game at N.C. State in November 2017. [67] Since the 2018 college football season, the N.C. State football team has brought in 321 Coffee to serve beverages to its coaches and players on Monday film days during the season. [34] More recently, 321 Coffee and N.C. State launched "Greater Good", a coffee product licensed and co-branded with N.C. State that provides support for scholarships as well as supporting the 321 Coffee mission. [20] After the men's basketball team won the ACC Tournament title in March 2024, 321 Coffee and N.C. State released "Why Not Us?" - a limited-run coffee can commemorating the achievement. [68] Finally, 321 Coffee and N.C. State have announced a future coffee shop set to open on N.C. State's Centennial Campus. [21]

Greater Good Coffee - co-branded product between 321 Coffee and N.C. State 321GreaterGoodPackage.jpg
Greater Good Coffee - co-branded product between 321 Coffee and N.C. State

Awards

Both 321 Coffee and its founders have been recognized in the Triangle area for their mission of inclusion within the IDD community.

Awards and Recognition for 321 Coffee and its Founders
OrganizationRecognitionMonth
NC State EntrepreneurshipeGames - Fan Favorite Video [64] April 2019
Raleigh Magazine 20 in Their 20s [69] March 2021
Oatly Big Idea Grant [70] September 2021
Triangle Business Journal Inno 5 under 25 [28] September 2021
News & Observer Triangle Coffee Bracket Champion [22] August 2022
Triangle Business Journal Leaders in Diversity [71] August 2022
ATHENA of the TriangleYoung Professional Leadership Award [72] September 2022
Triangle Business Journal Top Restaurant Project: Bloc(83) [50] February 2023
Raleigh Magazine Women Shaping Raleigh [73] February 2023
City of RaleighBuilding Up-Fit Grant [74] March 2023
Triangle CREWCommunity Enhancement Award [75] April 2023
Triangle Business Journal 40 Under 40 Award [76] May 2023
City of RaleighImpact Partner Grant [77] July 2023
NCSU Alumni AssociationOutstanding Young Alumni [78] [79] November 2023

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References

  1. ↑ "NC State Announces 321 Coffee Partnership". 28 March 2023.
  2. 1 2 "321 Coffee Helping Blend Communities". YouTube . 6 November 2017.
  3. 1 2 "How Triangle businesses celebrate diversity on 3-21". 21 March 2024.
  4. 1 2 "Inclusive Roastery Innovations Give 321 Coffee Liftoff in Raleigh". 7 February 2024.
  5. 1 2 "Inclusive beans, heartfelt scenes: 321 Coffee's story". 7 November 2023.
  6. ↑ "321 Coffee: A Coffee Shop with a Purpose". 1 March 2018.
  7. ↑ "Michael Evans '21 and Lindsay Wrege '21 Selected By NC State Entrepreneurship for the 2021 Miller Fellowship". 4 June 2021.
  8. ↑ "Coffee shop founded by NC State students hires people with disabilities". 20 September 2019.
  9. 1 2 "New coffee shop staffed by those with developmental disabilities opens". 5 April 2019.
  10. 1 2 "Raleigh coffee shop, 321 Coffee, run by individuals with special needs expands at farmers market". 10 July 2020.
  11. 1 2 "First Look: Inside Pendo's hip new Raleigh headquarters". 24 February 2022.
  12. 1 2 "321 Coffee Opens New Shop In Downtown Raleigh". 17 August 2022.
  13. 1 2 "321 Coffee opens Durham location, expanding mission of inclusivity". 26 December 2022.
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  15. 1 2 "Raleigh Coffee Company Opens High-Tech Roasting Facility". 28 November 2023.
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  17. ↑ "321 Coffee Partners with Lenovo and EngageNC to Open Fully Accessible Roasting Facility in Raleigh". 10 October 2022.
  18. 1 2 3 "Relias and 321 Coffee Partner To Open Inclusive Cafe at Relias Headquarters". 18 April 2023.
  19. ↑ "Raleigh's 321 Coffee looks to land more corporate business". 15 January 2024.
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  21. 1 2 "321 Coffee to open new location at NC State". 23 August 2023.
  22. 1 2 "The over-caffeinated Triangle Coffee Bracket found a true Cinderella story as its winner". 16 March 2022.
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  26. 1 2 "Selling coffee drives a strong social impact at 321 Coffee stores". 1 November 2023.
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  28. 1 2 "Inno 5 under 25: Their Raleigh coffee shop makes big impact for disabled workers". 14 September 2021.
  29. 1 2 3 "321 Coffee on Championing Accessibility in the Coffee Industry". 13 July 2023.
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  31. ↑ "321 Coffee - Team".
  32. ↑ "Celebrate World Down Syndrome Day with 321 Coffee". 20 March 2024.
  33. ↑ "Born out of NC State: 321 Coffee, supporting adults with disabilities in the workplace". 9 November 2019.
  34. 1 2 3 4 5 6 7 "Chancellor Woodson Talks Mission-Driven Entrepreneurship With 321 Coffee Founders". 26 July 2023.
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  36. ↑ "Coffee shop started by young people with special needs opens at Farmers Market". 22 March 2019.
  37. ↑ "Nonprofit coffee shop reopens after coronavirus shutdown, gets a free makeover". 20 July 2020.
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  39. 1 2 "Pendo Unveils New Downtown HQ, Looks Ahead To Strong 2022 Growth". 24 February 2022.
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  41. 1 2 3 "Finding the Ability in Disability". 4 March 2022.
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  48. ↑ "From Pop-Up Coffee Shop to Downtown Storefront, 321 Coffee Continues to Grow". 9 February 2022.
  49. ↑ "Save the Date: 321 Coffee's Second Location Grand Opening". 15 August 2022.
  50. 1 2 "2023 Space Awards: Bloc(83) – 321 Coffee". 2 February 2023.
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  58. 1 2 "321 Coffee - Sustainability".
  59. ↑ "The 123 of 321". 17 September 2021.
  60. ↑ "The Big Idea Grant for Coffee".
  61. ↑ "321 Coffee: Creating Job Opportunities for Individuals with Disabilities in Raleigh". 15 March 2023.
  62. ↑ "NC State Park Scholarship Program".
  63. ↑ "NC State VenturePack Challenge".
  64. 1 2 "2019 Lulu eGames Winners". 4 April 2019.
  65. ↑ "NC State Andrews Launch Accelerator".
  66. ↑ "NC State Miller Fellowship".
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  68. ↑ "Why Not Us Facebook Post". Facebook . 20 March 2024.
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  70. ↑ "Here Are The Winners Of Oatly's Big Idea Grant For Coffee". 5 September 2021.
  71. ↑ "TBJ reveals 2022 class of Leaders in Diversity Awards winners". 25 August 2022.
  72. ↑ "ATHENA of the Triangle Facebook Post". Facebook . 22 September 2022.
  73. ↑ "Women Shaping Raleigh". 27 February 2023.
  74. ↑ "Raleigh Building Up-fit Grant". YouTube . 5 March 2023.
  75. ↑ "2023 Champion Award Winners". 23 April 2023.
  76. ↑ "2023 40 Under 40 Awards: Lindsay Wrege with 321 Coffee". 30 June 2023.
  77. ↑ "Five Organizations Awarded the Spring 2023 Impact Partner Grant". 10 July 2023.
  78. ↑ "2023 Evening of Stars Award Recipients". 13 November 2023.
  79. ↑ "Lindsay Wrege and Michael Evans - Outstanding Young Alumni". YouTube . 13 November 2023.
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