Peet's Coffee & Tea
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).
- Company typePrivate
- Founded1966
- HeadquartersRoseville, United States
- Headcount1,001–5,000
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
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.
Peet's Coffee & Tea firmographics
Firmographics- 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
Peet's Coffee & Tea industry classification
Industry- 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
Where Peet's Coffee & Tea is headquartered
LocationHeadquarters
- HQ city
- Roseville
- HQ country
- United States
- HQ region
- North America
Offices4 records
Markets served
Peet's Coffee & Tea business model
Business model- 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
- 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
- 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+)
- Foodservice Partnerships: Supplying premium coffee to licensed stores, colleges/universities, airports, national parks, casinos, hotels, and healthcare facilities
- Franchise Revenue: Royalty and franchise fees from franchisees operating Peet's Coffeebars under the company's proven business model and brand
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual coffee bags and products at standard retail pricing |
| Subscription | Monthly | Coffee subscription with tiered discounts based on order value |
| Subscription | Multi-year contract | Gift subscriptions for 3, 6, or 12 months |
| Subscription | Monthly | Peetnik Rewards loyalty program points |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels7 records
Peet's Coffee & Tea product offering
Product offeringCore 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
Companies that use Peet's Coffee & Tea
Customer profileNamed customers4 records
Segments4 records
Ideal customer profiles4 records
Peet's Coffee & Tea technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
AI capability3 records
Feature3 records
Peet's Coffee & Tea partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core, flagship and minor.
- SoundHound AIcorePeet'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 & ResortsflagshipOmni 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 MilkminorLimited-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 SnacksminorHoliday partnership to donate coffee and snacks to frontline workers alongside Frontline Builders and KIND Snacks, enhancing community connection during holiday season.
- WoolrichminorLimited-time collaboration with Woolrich featuring exclusive coffee products including Buffalo Check Blend and Cold Brew Singles, available October 18 at Target stores and online.
- EnveritascorePeet'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'scorePeet'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
Peet's Coffee & Tea competitors and assessment
Company assessmentDirect 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
Peet's Coffee & Tea social profiles
Digital presencePeet's Coffee & Tea compliance and trust
Trust signalCompliance4 records
Peet's Coffee & Tea financial estimates
Financial estimateRevenue estimate
Valuation estimate
Peet's Coffee & Tea leadership team
Management profileNumber of profiles
Profiles7 records
Peet's Coffee & Tea subsidiaries and ownership
Company hierarchySubsidiaries3 records
Peet's Coffee & Tea funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Peet's Coffee & Tea M&A and investment
M&A and investmentM&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
What does Peet's Coffee & Tea do?
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.
Is Peet's Coffee & Tea a public or private company?
Peet's Coffee & Tea is a private company. It is classified as corporate owned and is currently operating.
When was Peet's Coffee & Tea founded?
Peet's Coffee & Tea was founded in 1966. It employs 1,001 to 5,000 people.
Where is Peet's Coffee & Tea based?
Peet's Coffee & Tea is headquartered in Roseville, United States, in the North America region.
How does Peet's Coffee & Tea make money?
Four revenue lines are on record. Retail Coffee Sales are the primary driver. The others are coffee Subscription Service, foodservice Partnerships and franchise Revenue.
Who are Peet's Coffee & Tea's main competitors?
Direct peers on record are Starbucks, La Colombe Coffee Roasters, Dutch Bros Coffee, Stumptown Coffee Roasters, Caribou Coffee, Intelligentsia Coffee and Blue Bottle Coffee. Broad incumbents are Dunkin', Keurig Dr Pepper (KDP) and Nestlé / Nespresso.
Does Peet's Coffee & Tea have an API?
No public API is recorded for Peet's Coffee & Tea.
What industry is Peet's Coffee & Tea in?
Peet's Coffee & Tea's product category is Specialty Coffee. Its primary akta.pro industry code is CRADAHAG, Coffee (Roasted, Ground, Whole Bean), with a secondary code of AFAFADAJ, Specialty Coffee & Tea (Single-Origin, Micro-lot, Premium) Processing. Its NAICS code is 311920 and its SIC code is 2080.