Peet's Coffee & Tea

What Peet's Coffee & Tea does

Peet's Coffee & Tea is a U.S. specialty coffee roaster and retailer founded in 1966 in Berkeley, California by Alfred Peet, who pioneered dark-roast coffee in America and trained the original Starbucks founders. The company operates as a wholly-owned subsidiary of JDE Peet's (Netherlands), which is itself being acquired by Keurig Dr Pepper in an $18 billion transaction expected to close mid-2026. Peet's core product portfolio spans dark, medium, and bright roast whole-bean and ground coffee (including flagship Major Dickason's Blend, Big Bang, and Café Domingo), K-Cup pods, Nespresso-Original-compatible espresso capsules, L'OR capsules, cold brew, and the newer Ultra Coffee Concentrate. The business operates 256 company-owned and licensed U.S. coffeebars (post-Jan 2026 closures from 283), 250+ stores in China under the Peet's and Ora sub-brands, plus wholesale/grocery distribution through 14,000+ stores across all 50 states and B2B foodservice partnerships spanning airports, universities, healthcare, national parks, casinos, and hotels.

Revenue is generated across four streams: direct-to-consumer retail (coffee bars and Peets.com e-commerce with subscription model offering 5-10% tiered discounts and free shipping), grocery/retail wholesale, franchise royalties (with $1.035M-$1.697M initial investment and 10-unit development minimum), and B2B foodservice/wholesale supply. Supporting the GTM motion are a Peetnik Rewards loyalty program (1 pt per $1 spent, redeemable for drinks and product), mobile app ordering, seasonal limited-time menu launches, and a multi-brand portfolio (Stumptown, Intelligentsia, Mighty Leaf Tea, L'OR, Caribou). The company recently deployed SoundHound AI's BaristAI voice agent across its U.S. retail network for employee-facing knowledge retrieval and entered a flagship partnership with Omni Hotels & Resorts for premium coffee service across 50+ properties. CEO transition occurred in November 2025 with Eric Lauterbach's departure and Stuart Heflin's appointment amid the pending KDP acquisition.

Name

Peet's Coffee & Tea

Legal name

Peet's Coffee Inc.

Website

https://peets.com

Company type

Private

Founded year

1966

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Peet's Coffee & Tea is a 1966-founded U.S. specialty coffee roaster and retailer, operating 256 U.S. coffeebars, 250+ China stores, and 14,000+ grocery distribution points, serving consumers and B2B foodservice clients as a subsidiary of JDE Peet's (being acquired by Keurig Dr Pepper).

Ownership category

akta.pro rank

Product category

Specialty Coffee

NAICS

Coffee and Tea Manufacturing (311920), Coffee and Tea Manufacturing (31192), Snack and Nonalcoholic Beverage Bars (722515)

SIC

Beverages (2080), Retail-Eating Places (5812)

akta.pro primary industry

Coffee (Roasted, Ground, Whole Bean) (CRADAHAG)

akta.pro secondary industries

Specialty Coffee & Tea (Single-Origin, Micro-lot, Premium) Processing (AFAFADAJ), Specialty Coffee & Tea Retail (Beans, Leaves, Accessories) (CRAHAGAI), Tea (Leaf, Bagged, Instant, Concentrates) (CRADAHAE)

Keywords

• Specialty coffee retail
• Coffee roasting
• Coffee subscription service
• Foodservice coffee supply
• Coffee franchise operations

Headquarters

HQ city

Roseville

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Retail Coffee Sales: Sale of freshly roasted coffee beans, espresso capsules, K-Cup pods, and ready-to-drink beverages through company-owned retail coffeebars and online channels
2. Coffee Subscription Service: Monthly curated or custom coffee subscriptions delivered fresh to customer doors with free shipping and tiered discounts (5% off $29+, 10% off $49+)
3. Foodservice Partnerships: Supplying premium coffee to licensed stores, colleges/universities, airports, national parks, casinos, hotels, and healthcare facilities
4. Franchise Revenue: Royalty and franchise fees from franchisees operating Peet's Coffeebars under the company's proven business model and brand

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels7 records

Core offering

Peet's Coffee & Tea hand-roasts and sells premium specialty coffee beans, K-Cup pods, espresso capsules, cold brew, and Ultra Coffee Concentrate under its own brand and acquired brands (Stumptown, Intelligentsia, Mighty Leaf, L'OR). It operates a network of company-owned and licensed retail coffeebars across the U.S. and China, sells direct-to-consumer via Peets.com and subscriptions, distributes through 14,000+ U.S. grocery stores, and supplies B2B foodservice clients including hotels, universities, airports, and healthcare facilities.

Product overview

Peet's Coffee & Tea is a craft coffee company founded in Berkeley, California in 1966, operating as part of the JDE Peet's (now under Keurig Dr Pepper) portfolio. The company offers a multi-format portfolio centered on premium roasted coffee beans sold in whole bean, ground, K-Cup, and espresso capsule formats, alongside a network of 250+ company-owned and licensed coffeebars in the U.S., China, and the Middle East. The core product line spans dark roast (Major Dickason's, French Roast, Arabian Mocha-Java), medium roast (Big Bang, Café Domingo, Baridi Blend), bright/light roast (Sun Catcher, Luminosa), decaf, and the new Middle Ground half-caff blend. Supporting offerings include the Ultra Coffee Concentrate (launched 2024), cold brew, the L'OR espresso capsule sub-brand (Nespresso Original compatible), Mighty Leaf Tea (acquired 2014), Stumptown and Intelligentsia (both acquired 2015), coffee subscription services with free shipping and tiered discounts, seasonal limited-time menus, B2B foodservice/wholesale and franchise programs, and the Peetnik Rewards mobile loyalty app. The company has also deployed SoundHound AI's voice agent (BaristAI) across its U.S. retail network for employee-facing knowledge retrieval.

Differentiator

Problem solved

Functional benefit

Brands

• Mighty Leaf: Premium tea brand offering silken stitched tea bags and loose leaf tea products
• Stumptown Coffee Roasters
• Intelligentsia Coffee
• L'OR Coffee

Products and services

• Dark Roast Coffee
• Medium Roast Coffee
• Bright Roast Coffee
• Decaf Coffee
• Middle Ground Half-Caff Blend
• K-Cup Pods
• Espresso Capsules (Nespresso Original Compatible)
• L'OR Coffee & Espresso Capsules
• Cold Brew
• Ultra Coffee Concentrate
• Coffeebar Menu & Seasonal Beverages
• Mighty Leaf Tea
• Coffee Subscriptions
• Coffee Bundles & Gift Sets
• Gift Subscriptions
• Foodservice & Wholesale Program
• Franchise Program
• Peetnik Rewards Loyalty Program

Quantifiable outcome

• 23.8% organic sales increase in China operations in 2024
• +2 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability3 records

Feature3 records

Partnerships

Seven partnerships are on record, tiered core, flagship and minor.

• SoundHound AIcoreTechnology or Integration · 19 March 2026Peet's Coffee partnered with SoundHound AI to deploy voice AI-powered employee assist called 'BaristAI' across U.S. retail stores. The system provides real-time, hands-free access to operational information, drink recipes, and troubleshooting, enhancing employee efficiency and customer service while reducing training time.
• Omni Hotels & ResortsflagshipChannel Partner/ Reseller/ Distributor · 21 January 2026Omni Hotels partnered with Peet's Coffee to offer premium coffee including Stumptown Coffee Roasters and Intelligentsia at over 50 properties across U.S. and Canada, launching February 1. Select properties feature specialty-branded cafes including Stumptown at Omni Dallas and Omni Austin.
• Táche Pistachio MilkminorGTM or Marketing Partner · 7 January 2026Limited-time collaboration for 2026 Winter Menu featuring pistachio-forward beverages using Táche Pistachio Milk, marking Peet's first-ever partnership with Táche.
• Frontline Builders and KIND SnacksminorGTM or Marketing Partner · 6 November 2025Holiday partnership to donate coffee and snacks to frontline workers alongside Frontline Builders and KIND Snacks, enhancing community connection during holiday season.
• WoolrichminorGTM or Marketing Partner · 15 October 2025Limited-time collaboration with Woolrich featuring exclusive coffee products including Buffalo Check Blend and Cold Brew Singles, available October 18 at Target stores and online.
• EnveritascoreStrategic or Co-development PartnerPeet's partners with Enveritas to execute over 20,000 sustainability audits per year on coffee supply chain. 100% of Peet's coffee purchases are Responsibly Sourced per Enveritas standards, verifying farm conditions and driving positive community impact.
• JDE Peet'scoreOthersPeet's Coffee is part of JDE Peet's, the world's largest pureplay coffee and tea company. JDE Peet's is being acquired by Keurig Dr Pepper in an $18 billion deal expected to close mid-2026.

Scale indicators8 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• Starbucks: Largest U.S. specialty coffee chain and Peet's most direct competitor; operates 17,000+ U.S. stores. Notably, Starbucks was founded by entrepreneurs trained by Alfred Peet in 1971, making this a historical and ongoing competitive rivalry across coffeebars, grocery, and foodservice.
• La Colombe Coffee Roasters: Independent specialty coffee roaster with coffeebars, grocery distribution, and RTD coffee products. Comparable mid-premium positioning and channel mix to Peet's.
• Dutch Bros Coffee: Fast-growing U.S. drive-thru coffee chain with 900+ locations and aggressive expansion plans. Targets the same premium-but-accessible consumer as Peet's and is a primary threat in suburban and commuter markets.
• Stumptown Coffee Roasters: Premium specialty coffee roaster and wholly-owned Peet's/JDE Peet's subsidiary. Direct peer in craft coffee roasting, wholesale, and coffeebar formats, with overlapping premium grocery and foodservice channels.
• Caribou Coffee: Sister brand under JDE Peet's operating coffeebars and grocery distribution in the U.S. Comparable mid-premium positioning, store count scale, and channel mix, with shared parent resources.
• Intelligentsia Coffee: Specialty coffee roaster and Peet's/JDE Peet's subsidiary. Competes in the same ultra-premium direct-to-consumer and wholesale specialty channels as Peet's flagship brand.
• Blue Bottle Coffee: Premium specialty coffee roaster and coffeebar operator owned by Nestlé. Directly comparable in craft positioning, coffeebar experience, and online D2C subscription model.

Broad incumbents

• Dunkin': Mass-market coffee and breakfast chain with 13,000+ U.S. locations. Not a premium peer, but competes for daily coffee occasions in commuter, suburban, and grocery channels where Peet's is also present.
• Keurig Dr Pepper (KDP): Acquirer of JDE Peet's (closing mid-2026) and dominant player in single-serve K-Cup brewing, the platform on which a major portion of Peet's pods are sold. Strategic parent and channel partner rather than a like-for-like competitor.
• Nestlé / Nespresso: Global CPG giant whose Nespresso Original line is the format Peet's espresso capsules are designed for. Competes directly with Peet's L'OR and Peet's branded capsule lines in the premium espresso capsule category.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/peetscoffee
• YouTubeyoutube.com/channel/UChtMUHysfGfTPiWieYJY65g
• Facebookfacebook.com/peets
• LinkedInlinkedin.com/company/13082
• Instagraminstagram.com/peetscoffee
• TikToktiktok.com/@peetscoffee

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Subsidiaries3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A3 records

Investments1 record

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Peet's Coffee & Tea