Yes Plz
Yes Plz is a Los Angeles-based direct-to-consumer coffee subscription service founded in 2017 that ships fresh-roasted, weekly limited-release coffee blends ($22/12oz bag) to U.S. subscribers across four tiers plus merchandise.
- Company typePrivate
- Founded2017
- HeadquartersLos Angeles, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Yes Plz does
Yes Plz is a Los Angeles-based direct-to-consumer coffee subscription service founded in 2017 by veteran coffee roasters Tony "Tonx" Konecny and Sumi Ali, the team behind the prior Tonx venture (acquired by Death Wish Coffee). The company operates a weekly release model — currently at Release #398 — introducing a new unique, never-repeated coffee blend each week and shipping fresh-roasted 12oz bags directly to subscribers on flexible schedules (weekly, bi-weekly, or monthly). Its product portfolio includes four subscription tiers: The Mix (rotating blends), Single Origin, Homestar Espresso, and Decaf, all priced at $22 per bag with free shipping on orders over $50, complemented by a merchandise store selling branded apparel, accessories, and third-party coffee equipment (Baratza, Breville, Lelit).
The business is legally operated through Car-Parts, Bottles, and Cutlery LLC (dba YES PLZ), with roasting performed at a production facility in Vernon, CA. Distribution is exclusively through the company's own e-commerce site (yesplz.coffee), with shipping limited to U.S. customers. The founders' prior exit lends brand credibility, and Yes Plz is positioned as the "spiritual successor" to Tonx. The company has not disclosed any external funding, venture capital investment, or parent company, and is described as a "mom-and-pop operation with a tiny team." Marketing is driven primarily by content marketing (brew guides, blog), earned media coverage in NYT Wirecutter, Fast Company, GQ, Sprudge, Eater, LA Times, and Glamour, and organic social channels (Instagram, TikTok, Bluesky).
The business model is recurring subscription revenue with no minimum commitment, skip/cancel flexibility, and ancillary one-time merchandise sales. Customer segments center on home coffee enthusiasts, home baristas/espresso lovers, decaf drinkers, and gift buyers, with the value proposition emphasizing expert human curation and roast-to-order freshness over consumer self-selection. The company has no public API, no AI/ML capabilities, and operates with a deliberately minimal technology footprint.
Yes Plz firmographics
Firmographics- Name
- Yes Plz
- Legal name
- Car-Parts, Bottles, and Cutlery LLC
- Website
- https://yesplz.coffee
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Yes Plz is a Los Angeles-based direct-to-consumer coffee subscription service founded in 2017 that ships fresh-roasted, weekly limited-release coffee blends ($22/12oz bag) to U.S. subscribers across four tiers plus merchandise.
- Ownership category
- akta.pro rank
Yes Plz industry classification
Industry- Product category
- Specialty Coffee Subscription
- NAICS
- Coffee and Tea Manufacturing (311920), Beverage Manufacturing (3121)
- SIC
- Beverages (2080)
- akta.pro primary industry
- Coffee Blending & Flavoring (AFAFADAC)
- akta.pro secondary industries
- Specialty Coffee & Tea Retail (Beans, Leaves, Accessories) (CRAHAGAI), Specialty Coffee & Tea (Single-Origin, Micro-lot, Premium) Processing (AFAFADAJ), Coffee (Roasted, Ground, Whole Bean) (CRADAHAG)
Keywords
Where Yes Plz is headquartered
LocationHeadquarters
- HQ city
- Los Angeles
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Yes Plz business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Coffee Subscription (The Mix): Weekly or periodic delivery of rotating coffee blends. Subscribers choose frequency (weekly, every 2/3/4 weeks). Core revenue driver representing the primary business model.
- Single Origin Subscription: Weekly or periodic delivery of single-origin coffees, featuring different farms and origins each week.
- Homestar Espresso Subscription: Specialized espresso blend subscription with weekly formulation updates, delivering consistent and reliable espresso for home baristas.
- Decaf Subscription: Specialty decaf coffee subscription featuring high-quality water-processed and sugarcane-processed decaf options.
- Merchandise Sales: Sale of branded merchandise including apparel (hats, shirts, hoodies), coffee equipment (grinders, espresso machines, brewers), mugs, and accessories.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | The Mix (Weekly Blend) - 12oz/340g |
| Subscription | Monthly | Single Origin - 12oz/340g |
| Subscription | Monthly | Homestar Espresso - 12oz/340g |
| Subscription | Monthly | Decaf - 12oz/340g |
| Unit Pricing | Pay-as-you-go | Merchandise |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels5 records
Yes Plz product offering
Product offeringCore offering
Yes Plz is a direct-to-consumer coffee subscription service that delivers freshly roasted specialty coffee to subscribers' mailboxes on a flexible schedule (weekly, biweekly, or monthly). Each week the company crafts and releases a new, unique, limited-edition coffee blend (currently at Release #398) using green coffees sourced from top farms globally, and blends are never repeated. Customers can also subscribe to single-origin, espresso, and decaf rotations, or purchase branded merchandise and coffee equipment.
Product overview
Yes Plz is a coffee subscription service offering weekly rotating coffee products across four core subscription tiers: The Mix (Beans) delivers a new unique weekly blend; Single Origin highlights a different single-origin bean each week; Homestar Espresso provides a consistent yet evolving espresso blend; and Decaf offers high-quality decaf options. All subscriptions ship fresh-roasted beans on a flexible schedule (weekly, biweekly, or monthly) at $22 per 12oz bag with free shipping over $50. The company also operates a Merch store selling branded apparel, accessories, and coffee brewing equipment as complementary offerings. Founded by veteran coffee roasters Tony "Tonx" Konecny and Sumi Ali, the company roasts in Los Angeles, CA.
Differentiator
Problem solved
Functional benefit
Brands
- The Mix: Weekly rotating coffee blend subscription featuring beans from various farms around the world
- Single Origin
- Homestar Espresso
- Decaf
Products and services
- The Mix (Beans) Weekly rotating coffee blend subscription featuring a new, never-repeated unique blend each week. Delivers 12oz (340g) of whole-bean coffee, roasted fresh and shipped on a flexible schedule (weekly, biweekly, or monthly). Designed for home brewers who want curated specialty coffee without choice fatigue.
- Single Origin
Quantifiable outcome
- 398 unique blends released
- +2 more outcomes
Companies that use Yes Plz
Customer profileNamed customers3 records
Segments5 records
Ideal customer profiles5 records
Yes Plz technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Feature3 records
Yes Plz partnerships and signals
Strategic signalScale indicators3 records
Recent moves5 records
Expansion highlights5 records
Yes Plz competitors and assessment
Company assessmentBroad incumbents
- Verve Coffee Roasters: Specialty roaster with DTC subscriptions, cafés, and wholesale serving the premium home-brewer segment. Comparable curation and freshness positioning, but with broader omnichannel distribution and a more developed retail footprint.
- Intelligentsia Coffee: Veteran third-wave specialty roaster with cafés, wholesale, and DTC subscription offerings. Overlaps with Yes Plz in specialty single-origin/blend subscriptions but with significantly larger operations and B2B presence.
- Stumptown Coffee Roasters: Established Portland-based specialty roaster (owned by Peet's/Peet's is part of JDE Peet's) with DTC, grocery, and café distribution. Competes for premium home-brewer share with broader distribution and brand recognition.
- Blue Bottle Coffee: Large specialty coffee company (owned by Nestlé) offering DTC subscriptions alongside cafés and wholesale. Significantly larger scale but competes for the same home-brewer and specialty-curious customer; subscription is one of several channels.
- Counter Culture Coffee: Specialty coffee roaster with strong sustainability positioning offering subscriptions, wholesale, and training. Overlaps with Yes Plz in single-origin and blend subscriptions but operates at greater scale with B2B and educational channels.
- La Colombe Coffee Roasters: Specialty roaster with DTC subscriptions, cafés, and extensive wholesale/grocery presence. Competes for the same home-brew specialty customer at scale, with a much larger product line and distribution network.
Direct peers
- Trade Coffee: Direct-to-consumer specialty coffee subscription that curates roasters and beans for subscribers on flexible delivery schedules. Same DTC subscription model, similar price points, and overlapping target customer (home coffee enthusiasts wanting curated specialty beans).
- Driftaway Coffee: Curated coffee subscription service targeting home brewers with personalized selections from specialty roasters. Highly comparable business model — DTC subscription with flexible cadence, similar target segment, and similar weekly-discovery value proposition.
- Atlas Coffee Club: Subscription coffee service delivering single-origin coffees from around the world on flexible schedules. Direct competitor in the single-origin DTC subscription space with comparable pricing and weekly/periodic delivery model.
Emerging players
- Onyx Coffee Lab: Award-winning specialty roaster with subscription offerings and competition pedigree. Comparable in positioning (specialty/blend focus, premium pricing) and target customer, though smaller scale and primarily retail/wholesale rather than subscription-led.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks5 records
Key highlights7 records
Customer concentration
Yes Plz social profiles
Digital presenceYes Plz financial estimates
Financial estimateRevenue estimate
Valuation estimate
Yes Plz leadership team
Management profileNumber of profiles
Profiles2 records
Yes Plz funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Yes Plz M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Yes Plz
What does Yes Plz do?
Yes Plz is a direct-to-consumer coffee subscription service that delivers freshly roasted specialty coffee to subscribers' mailboxes on a flexible schedule (weekly, biweekly, or monthly). Each week the company crafts and releases a new, unique, limited-edition coffee blend (currently at Release #398) using green coffees sourced from top farms globally, and blends are never repeated. Customers can also subscribe to single-origin, espresso, and decaf rotations, or purchase branded merchandise and coffee equipment.
Is Yes Plz a public or private company?
Yes Plz is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Yes Plz founded?
Yes Plz was founded in 2017. It employs 1 to 10 people.
Where is Yes Plz based?
Yes Plz is headquartered in Los Angeles, United States, in the North America region.
How does Yes Plz make money?
Five revenue lines are on record. Coffee Subscription (The Mix) is the primary driver. The others are single Origin Subscription, homestar Espresso Subscription, decaf Subscription and merchandise Sales.
Who are Yes Plz's main competitors?
Broad incumbents on record are Verve Coffee Roasters, Intelligentsia Coffee, Stumptown Coffee Roasters, Blue Bottle Coffee, Counter Culture Coffee and La Colombe Coffee Roasters. Direct peers are Trade Coffee, Driftaway Coffee and Atlas Coffee Club. Onyx Coffee Lab is listed as an emerging player.
Does Yes Plz have an API?
No public API is recorded for Yes Plz.
What industry is Yes Plz in?
Yes Plz's product category is Specialty Coffee Subscription. Its primary akta.pro industry code is AFAFADAC, Coffee Blending & Flavoring, with a secondary code of CRAHAGAI, Specialty Coffee & Tea Retail (Beans, Leaves, Accessories). Its NAICS code is 311920 and its SIC code is 2080.