Black Rifle Coffee Company Vows to Hire Vets, Build New Stores, and Donate to Police Officers
The Black Rifle Coffee Company made some waves when it promised to hire 10,000 veterans in response to Starbucks’ decision to hire 10,000 refugees. Now, the veteran-owned-and-operated coffee company has announced some big plans about where some of its profits will go, and it’s awesome.
In an appearance on “Fox & Friends” on Tuesday, Black Rifle Coffee CEO Evan Hafer described the company’s outlook, including its big plans to benefit a pro-police charity.
“Our plan is to build 600 stores in the next six years. I’m gonna try to push this forward with the community behind me,” Hafer, an Army Special Forces vet, told “Fox & Friends.”
“Hiring vets is not PR for me. It’s who we are,” he added, noting that post-9/11 vets have a high unemployment rate of 6.3 percent.
He also said that all of the profits from one particular type of coffee — Thin Blue Line — go directly to the police charity Blue Lives Matter.
“I gave away more money last year than I personally made,” Hafer said.
Much like Starbucks, Black Rifle Coffee Company is willing to court controversy, albeit in a different direction.
On its Facebook page, the company lists its motto of sorts as, “Because hipsters didn’t invent coffee.”
On its website, the company also takes a strong stand for American values: “Patriotism, honor and sacrifice; three words that hipsters, (most) millennials and as of recently … an NFL quarterback know nothing about.”
Well, this millennial hopes that he does know something about them, although not to the same extent that men like Hafer know it from serving our country.
However, I’m certainly a lot more wiling to park my Macbook at Black Rifle than at Starbucks, especially since I might hear some relatively enlightened political discussions instead of two Brooklynites discussing the “objective correlative” in Brecht plays they haven’t actually read.
And yes, I do own a Macintosh. That still doesn’t make me a hipster. Move on.