What Dancing Goats Coffee does

Dancing Goats Coffee is an independently owned specialty coffee roaster founded in 1988 in Olympia, Washington, and currently headquartered in Atlanta, Georgia, where it has roasted coffee since 1994. The company sells approximately 24 distinct coffee SKUs spanning signature blends (e.g., Dancing Goats Blend, Organic Whirling Dervish, Flow State Omniroast), single-origin offerings from Costa Rica, Guatemala, Ethiopia, Colombia, Brazil, Sumatra, and Peru, decaffeinated variants processed via Swiss Water, and limited or seasonal releases. Core technology centers on a roast-to-order production methodology where beans are roasted only after an order is placed, paired with a recurring subscription service managed via SMS for skip/swap/delay functionality and a tiered rewards program. The company also retails branded brewing equipment, apparel, gift cards, and masala chai concentrate.

Dancing Goats operates a multi-channel go-to-market combining direct-to-consumer e-commerce (dancinggoats.com), six company-owned cafes in the greater Atlanta metro (Decatur, Ponce City Market, Midtown, Buckhead, Georgia Tech, and Emory University), and a wholesale/B2B division serving cafes, restaurants, offices, hospitals, hotels, universities, and religious institutions with equipment, training, and ongoing supply. A sister-brand partnership with Kaldi's Coffee provides an integrated mobile ordering app and unified loyalty rewards program across both cafe networks. Pricing is structured at unit pricing for 12oz bags ($19-$22.50), 2lb and 5lb bulk options, monthly subscriptions with 15% discount and free shipping at $40, and prepaid gift subscriptions ranging from $70.50 (3 months) to $282 (12 months). Celebrity chef Alton Brown's signature "The Multitasker" blend serves as a flagship marketing partnership.

The company is led by Tricia Zimmer and Tyler Zimmer, who acquired it from founders Larry and Cherie Challain upon the founders' retirement in 2023. Sourcing relies on 30+ year direct relationships with coffee producers in Costa Rica (La Minita Farm), Nicaragua (Miersch Family), El Salvador (Pacas Family), and Colombia (Monserrate Community), supported by a dedicated Green Bean Buyer. The firm is privately held with no disclosed venture capital or institutional investment and operates with 51-100 employees.

Name

Dancing Goats Coffee

Legal name

Dancing Goats Coffee

Website

https://dancinggoats.com

Company type

Private

Founded year

1988

Operating status

Operating

Headcount range

51–100 employees

Short description

Dancing Goats Coffee is an independently owned specialty coffee roaster operating 6 cafes in the Atlanta metro area, a roast-to-order e-commerce store, a subscription service, and a wholesale program serving consumers, businesses, and universities with ~24 coffee SKUs and accessories.

Ownership category

akta.pro rank

Product category

Specialty Coffee

NAICS

Coffee and Tea Manufacturing (311920)

SIC

Beverages (2080), Retail-Eating & Drinking Places (5810)

akta.pro primary industry

Coffee Roasters with Cafe (Roastery Cafes) (THAFADAE)

akta.pro secondary industries

Specialty Coffee & Tea Retail (Beans, Leaves, Accessories) (CRAHAGAI), Dessert Cafes (Coffee + Desserts) (THAFADAH)

Keywords

• Specialty coffee roasting
• Coffee subscription service
• Wholesale coffee supply
• Specialty coffee retail
• Coffee brewing equipment

Headquarters

HQ city

Olympia

HQ country

United States

HQ region

North America

Offices7 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Direct Coffee Sales: E-commerce sales of whole bean coffee bags in various sizes (12oz, 2lb, 5lb) with roast-to-order model. Includes blends, single origins, and limited releases.
2. Coffee Subscriptions: Recurring subscription model offering 15% discount on blends, free shipping at $40 threshold, and rewards program. First-time subscriber offer of 20% off first order.
3. Cafe Operations: In-person cafe sales at 6 Atlanta-area locations serving specialty drinks, pastries, and merchandise. Also supports online ordering via Kaldi's Coffee app.
4. Wholesale/B2B: B2B coffee supply to businesses including cafes, restaurants, offices, hospitals, hotels, universities, and religious institutions. Includes equipment, training, and ongoing support services.
5. Loyalty Program: Points-based rewards program integrated with Kaldi's Coffee cafes. Customers earn points on in-cafe purchases redeemable for free items and tier-based perks.
6. Merchandise: Branded merchandise including apparel, tumblers, mugs, and brewing accessories sold through e-commerce.
7. Gift Cards: Virtual gift cards for web purchases and physical retail gift cards redeemable in cafes and via Kaldi's Coffee app.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels7 records

Core offering

Dancing Goats Coffee is a specialty coffee roaster that roasts and sells whole bean coffee blends, single origins, decaffeinated options, and chai under its own brand via a roast-to-order direct-to-consumer e-commerce site and a recurring subscription service. The company also operates six retail cafes in the Atlanta metro area serving specialty drinks and pastries, and runs a B2B wholesale program that supplies coffee, brewing equipment, training, and ongoing support to foodservice and institutional buyers.

Product overview

Dancing Goats Coffee is a specialty coffee roaster offering a diverse portfolio of coffee products and related services. The core offerings center on approximately 24 distinct coffee products spanning blends, single origins, decaffeinated options, and seasonal/limited releases, with signature products including the Dancing Goats Blend, The Multitasker (Alton Brown's signature blend), Organic Whirling Dervish, and Flow State Omniroast. The company operates a roast-to-order subscription service with 15% subscriber discounts, SMS-based subscription management, and prepaid gift subscription options. Retail operations include six physical cafe locations in the Atlanta metro area, a wholesale program for B2B partners, and merchandise/apparel. The product ecosystem is completed by brewing equipment accessories and virtual/retail gift cards.

Differentiator

Problem solved

Functional benefit

Brands

• Kaldi's Coffee: Sister company partnered for app, rewards, and loyalty program. Dancing Goats and Kaldi's Coffee share a rewards program and mobile app.

Products and services

• Dancing Goats Blend The company's signature dark roast blend with chocolate, sweet spice, and cherry flavor notes, suitable for both espresso and drip coffee. Sold to individual consumers, wholesale buyers, and cafe customers.
• The Multitasker Alton Brown's signature medium-dark roast blend featuring toffee, black cherry, toasted sesame, and old library book flavor notes. Combines Central American and Sumatran beans. Sold to individual consumers via e-commerce.
• Organic Whirling Dervish Fair trade organic blend with molasses, chocolate, and cherry flavors. Sold to individual consumers, wholesale buyers, and cafe customers.
• Flow State Omniroast Medium roast designed for versatility across brew methods (espresso or drip) with caramel, chocolate, and red fruits. Roasted for ease in dialing in any brew method.
• Vesuvio Blend Dark roast blend with orange, cashew, and chocolate flavor notes. Sold to individual consumers and wholesale buyers.
• Bohemian Blend Medium roast blend featuring malt, honeysuckle, and caramel flavor notes. Sold to individual consumers and wholesale buyers.
• Italian Roast Dark roast with bittersweet chocolate, toffee, and bing cherry flavor notes. Sold to individual consumers and wholesale buyers.
• Morning Vibes Blend Medium roast blend with orange, chocolate, and cashew flavor notes, designed for morning consumption. Sold to individual consumers and wholesale buyers.
• French Roast Dark roast with cocoa, vanilla, and molasses flavor notes. Sold to individual consumers and wholesale buyers.
• Organic Fair-Trade French Roast Organic fair trade French roast with creme brulee, chocolate, and sugar flavor notes. Sold to individual consumers and wholesale buyers.
• Puddles Pity Party Blend Medium roast blend featuring honeysuckle, malt, and sherry flavor notes. Sold to individual consumers and wholesale buyers.
• Mocha Java Blend Classic mocha java blend with clove, frankincense, and peanut butter flavor notes. Sold to individual consumers and wholesale buyers.
• Decaf Dancing Goats Blend Decaffeinated version of the signature blend with cherry, chocolate, and spice flavors. Swiss Water Process decaffeinated with no added chemicals.
• Decaf Organic Whirling Dervish Decaffeinated version of the Organic Whirling Dervish with molasses, chocolate, and cherry flavors.

Named customers1 record

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Eight partnerships are on record, tiered core, flagship and supporting.

• Kaldi's CoffeecoreStrategic or Co-development PartnerSister company partnership for integrated loyalty rewards program and app-based ordering. Dancing Goats cafes and Kaldi's Coffee cafes share a unified rewards system allowing customers to earn and redeem points across both brands. App enables online ordering for cafe pickup.
• Alton BrownflagshipGTM or Marketing PartnerCelebrity chef partnership creating The Multitasker signature coffee blend. Alton Brown collaborated with Dancing Goats roasters to develop a medium-dark roast combining Central American and Sumatran beans. Features on packaging and marketing materials.
• Equipment and Service PartnerssupportingTechnology or IntegrationWholesale equipment and tech support partners including multiple vendors shown in equipment section (logos displayed). These partners provide equipment procurement support, maintenance services, and training resources for wholesale customers.
• La Minita Farm (Costa Rica)coreOthersLong-standing producer partnership for specialty coffee sourcing. Part of the company's decade-long relationships with global coffee producers supporting sustainable and quality-focused supply chain.
• Miersch Family (Nicaragua)coreOthersMulti-decade partnership with family-owned coffee farm in Nicaragua representing the company's commitment to relationship coffee and sustainable sourcing practices.
• Pacas Family (El Salvador)supportingOthersPartnership with Pacas family in El Salvador as the company expands sourcing into new regions while maintaining quality and sustainability criteria.
• Monserrate Community (Colombia)coreOthersCommunity partnership in Colombia providing coffees routinely included in core blends. Represents sustainable large-lot purchasing supporting producer community sustainability.
• Mission BakerysupportingOthersMicrobakery in Roswell, Georgia supplying pastries and baked goods to Dancing Goats cafes.

Scale indicators5 records

Recent moves9 records

Expansion highlights6 records

Market position

Strengths4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/DancingGoatsAMR
• Xx.com/dancinggoats
• LinkedInlinkedin.com/company/batdorf-bronson-coffee-roasters

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Dancing Goats Coffee