What Hidden Grounds Coffee does

Hidden Grounds Coffee is a privately held, bootstrapped specialty coffee and chai house founded in 2013 by South Asian entrepreneurs in New Brunswick, New Jersey. The company operates eight retail cafés distributed across the NY/NJ metro — New Brunswick (two locations including the original 106 Easton Ave site near Rutgers), Jersey City (three locations), Hoboken, Brooklyn, and Manhattan — and an in-house roasting facility at 430 Communipaw Ave, Jersey City, that supports a roast-to-order model with nationwide shipping through its Shopify storefront. Product portfolio spans single-origin specialty coffees (Ethiopia Yirgacheffe, Ethiopia Kembata Natural, multiple Colombia varietals including Popayán Reserve, San Sebastián, Honey Process, and Diofanor Ruiz La Divisa Java), signature blends (Rosebud Espresso, Roaster Recommended), at-home items (New Orleans Style Cold Brew Concentrate using a Cothas Coffee 80% coffee / 20% chicory blend, Instant New Orleans Brew, Masala and Cardamom Chai Mixes), merchandise, and pre-loved professional equipment. Distinctive technical and operational components include traditional stovetop masala chai preparation, roast-to-order customization at checkout, and an organic / Fair Trade certified Ethiopia Yirgacheffe SKU.

The business operates a multi-channel GTM combining direct-to-consumer (DTC) retail cafés, a Shopify e-commerce site shipping nationwide, iOS and Android mobile apps with a loyalty program and FIRSTSIP20 first-purchase promotion, third-party delivery through Uber Eats, DoorDash, and Grubhub, in-store gift cards processed via Square, online gift cards in $10/$25/$50/$100 denominations, wholesale and consulting via the Faire marketplace, and event venue rentals through Peerspace. Revenue streams span transaction fees from café and catering sales, one-time product sales from beans, chai mixes, cold brew, and merchandise, and professional services from wholesale/consulting engagements. Primary customer segments are individual coffee and chai enthusiasts (including Rutgers students and alumni), specialty coffee connoisseurs, and SMB/business wholesale buyers — with the consumer base diversified across hundreds of thousands of retail transactions rather than concentrated in enterprise contracts.

Name

Hidden Grounds Coffee

Legal name

Hidden Grounds Coffee

Website

https://thehiddengrounds.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

Hidden Grounds Coffee is a bootstrapped specialty coffee and chai house operating eight cafés across NJ and NYC, with in-house roasting, a roast-to-order DTC bean business, mobile loyalty app, and wholesale channel via Faire.

Ownership category

akta.pro rank

Product category

Specialty Coffee & Café

NAICS

Coffee and Tea Manufacturing (311920), Snack and Nonalcoholic Beverage Bars (722515), Other Specialty Food Retailers (44529)

SIC

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

akta.pro primary industry

Coffee Roasters with Cafe (Roastery Cafes) (THAFADAE)

akta.pro secondary industries

Specialty Coffee Shops (Single-Origin, Third-Wave) (THAFADAA), Specialty Coffee & Tea Retail (Beans, Leaves, Accessories) (CRAHAGAI), Instant Coffee & Coffee Extract Manufacturing (AFAFADAD)

Keywords

• Specialty coffee roaster
• Coffee shop chain
• Masala chai cafe
• Coffee bean wholesale
• Cafe operations

Headquarters

HQ city

New Brunswick

HQ country

United States

HQ region

North America

Offices9 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Café Operations: Revenue from eight café locations serving coffee, chai, espresso drinks, pastries, and food items. Locations operate in New Jersey (New Brunswick, Jersey City, Hoboken) and New York (Brooklyn, Manhattan).
2. Coffee Bean and Consumer Products Sales: Direct-to-consumer online sales of roasted coffee beans (10oz, 2.5lb, 5lb bags), chai mixes (Masala Chai Mix, Cardamom Chai Mix), cold brew concentrates (New Orleans Style Cold Brew Concentrate), instant coffee (Instant New Orleans Brew), merchandise (mugs, tote bags). Ships nationwide.
3. Wholesale and Consulting Services: Wholesale partnerships for businesses looking to improve coffee programs, including staff training, menu development, and end-to-end consulting. Products available through wholesale via Faire.
4. Catering and Events: Catering services for events providing chai, coffee, and pastries. Minimum 4 boxes for coffee orders, minimum 2 boxes for chai. Pickup from Jersey City location.
5. Gift Cards: Both online-only gift cards (for website purchases) and in-store/app gift cards (via Square) available in denominations of $10, $25, $50, and $100.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

Hidden Grounds Coffee operates eight retail café locations across New Jersey and New York serving specialty coffee, traditional masala chai, espresso drinks, pastries, and food. The company roasts all coffee beans in-house at its Jersey City facility using a roast-to-order model and sells coffee beans, chai mixes, cold brew concentrates, and merchandise directly to consumers online with nationwide shipping.

Product overview

Hidden Grounds Coffee is a specialty chai and coffee house with a diverse product portfolio centered on specialty coffee beans and chai products. Their core offerings include single-origin coffees (Ethiopia Yirgacheffe, Ethiopia Kembata Natural, Colombia varieties including Popayán Reserve, San Sebastián, Honey Process, and Diofanor Ruiz La Divisa Java) and signature blends like Rosebud Espresso and Roaster Recommended. They offer roast-to-order coffee with customization options and a satisfaction guarantee. The at-home product line includes New Orleans Style Cold Brew Concentrate, Instant New Orleans Brew, Masala Chai Mix, and Cardamom Chai Mix. Additional offerings include merchandise (mugs and tote bags), online gift cards, and pre-loved professional coffee equipment (Mahlkönig grinders). All beans are roasted in-house at their Jersey City facility. The company operates eight café locations across New Jersey (New Brunswick, Jersey City, Hoboken) and New York (Brooklyn, Manhattan).

Differentiator

Problem solved

Functional benefit

Products and services

• Rosebud Espresso Blend A medium-dark roasted espresso blend crafted from Colombia Popayán Reserve and Brazilian Yellow Bourbon, delivering rich chocolate, brown sugar, and subtle red fruit flavors. Designed for espresso, AeroPress, and Moka Pot preparation.
• Colombia Honey Process Coffee Single-origin coffee from Caturra, Colombia at 2150m elevation, processed using the honey method to enhance natural sweetness. Features notes of brown sugar, orange, raspberry, and red apple.
• Ethiopia Yirgacheffe Coffee Certified organic and Fair Trade light roast coffee from the Yirgacheffe highlands of Ethiopia. Washed processing with sun-drying on raised beds creates delicate, tea-like body with bright citrus acidity and layered notes of berries and white tea.
• Colombia Diofanor Ruiz La Divisa Java Single-origin coffee from Quindio, Colombia produced by Diofanor Ruiz at La Divisa farm. The Java varietal produces a washed coffee with strawberry, pear, and star anise notes, balanced by syrupy sweetness and a delicate tea-like finish.
• Roaster Recommended Blend Roast-to-order coffee roasted only after placement to ensure freshness. Customers can customize roast preference at checkout. Available in 10oz, 2.5lb, and 5lb sizes with a satisfaction guarantee.
• Colombia Sugarcane Process Decaf Medium roast Colombian decaf coffee naturally decaffeinated using sugarcane (EA) processing. Preserves full-bodied, smooth, and naturally sweet flavor profile without caffeine.
• Colombia Popayán Reserve Medium roast single-origin coffee from Popayán, Cauca, Colombia. Offers smooth, versatile profile with bright citrus, soft floral aromas, and peach-like sweetness. Suitable for both pour-over and espresso preparation.
• Colombia San Sebastián Light roast coffee from La Plata, Huila, Colombia. Washed processing creates a fruit-forward cup with raspberry brightness, tropical fruit complexity, and silky caramel finish. Available in 10oz, 2.5lb, and 5lb bags.
• Ethiopia Kembata Natural Coffee Naturally processed light-medium roast from Durame village, Kembata, Ethiopia at 2101m elevation. Sun-dried on raised beds using traditional methods with notes of cocoa, orange, and strawberry.
• New Orleans Style Cold Brew Concentrate 16oz bottle of cold brew concentrate brewed with Cothas Coffee's iconic 80% coffee and 20% chicory blend. Makes 9-15 servings. Features deep, full-bodied flavor with rich coffee and subtle chicory sweetness.
• Instant New Orleans Brew Instant coffee blend combining robusta coffee, chicory, fresh spices, and honey. Full-bodied and chocolatey with subtle sweetness. Ready in minutes with hot or cold milk.
• Masala Chai Mix Authentic home-style chai blend with premium black tea, cardamom, cloves, black peppercorns, cinnamon, fennel seeds, ginger, and star anise. Simmer with water, add milk and sweetener to taste.
• Cardamom Chai Mix Pure cardamom chai blend with premium black tea and freshly ground green cardamom. Ground in small batches for maximum aroma. Warm, fragrant, and gently spiced with no fillers.
• Hidden Grounds Coffee Mug Artisan-crafted ceramic mug with pottery-like glaze, matte exterior, and speckle accents. Features an easy comfort grip with 11oz capacity. Available in Blue and Cream colors.
• Masala Chai Enthusiast Tote Bag Lightweight, durable, reusable cotton tote bag featuring 'Masala Chai Enthusiast' front design. Back displays Hidden Grounds Coffee logo in English, Hindi, and Spanish.
• Hidden Grounds Online Gift Cards Digital gift cards for online shopping valid in denominations of $10, $25, $50, and $100. Separate in-store gift cards available through Square.
• Mahlkönig EK43 Coffee Grinder (White) Pre-loved professional coffee grinder. Color: White, type: Cold Brew-Compatible, capacity: Up to 2 cups per grind. Burrs replaced 6 months ago with approximately 6 months remaining before next replacement.
• Mahlkönig K30 Vario Air Single Espresso Grinder Pre-loved espresso grinder known for precision, speed, and reliability. Burrs replaced six months ago with rigorous monthly maintenance protocol documented. Unit being sold as company upgrades to weight-based dosing grinder.
• Mahlkönig E65S Espresso Grinder Professional espresso grinder with brand-new burrs installed two months ago. Meticulously maintained following rigorous monthly protocol for two years. Unit being sold as company upgrades to weight-based dosing grinder.
• Retail Café Operations Café service across eight retail locations in New Brunswick, Jersey City, Hoboken, Brooklyn, and Manhattan serving specialty coffee, masala chai, espresso drinks, pastries, and food items.
• Wholesale & Consulting Services Wholesale partnerships for businesses looking to improve coffee programs, including staff training, menu development, and end-to-end consulting. Products available through wholesale via Faire.
• Catering and Events Catering services for events providing chai, coffee, and pastries. Minimum 4 boxes for coffee orders, minimum 2 boxes for chai. Pickup from Jersey City location.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature3 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Uber EatscoreChannel Partner/ Reseller/ DistributorThird-party delivery platform partner for pickup and delivery orders. Customers can place orders through Uber Eats between 7:00 AM and 5:30 PM daily.
• DoorDashcoreChannel Partner/ Reseller/ DistributorThird-party delivery platform partner for pickup and delivery orders. Customers can place orders through DoorDash between 7:00 AM and 5:30 PM daily.
• GrubhubcoreChannel Partner/ Reseller/ DistributorThird-party delivery platform partner for pickup and delivery orders. Customers can place orders through Grubhub between 7:00 AM and 5:30 PM daily.
• SquarecoreTechnology or IntegrationPayment processing and in-store gift card system provider. In-store gift cards can be purchased via Square at any location.
• FaireminorChannel Partner/ Reseller/ DistributorWholesale marketplace platform enabling B2B wholesale orders for businesses looking to purchase Hidden Grounds Coffee products.
• PeerspaceminorChannel Partner/ Reseller/ DistributorEvent venue booking platform for renting Hidden Grounds café spaces for birthday parties, baby showers, engagement celebrations, meetings, and other events.

Scale indicators2 records

Recent moves7 records

Expansion highlights4 records

Direct peers

• Blue Bottle Coffee: Established specialty coffee roaster with a strong NYC cafe footprint. Directly competes with Hidden Grounds on single-origin coffee, in-house roasting, and DTC ecommerce, though at significantly larger scale.
• Stumptown Coffee Roasters: Portland-origin specialty roaster with cafes in NYC and other major US cities. Competes directly with Hidden Grounds on third-wave coffee offerings, in-house roasting, and retail/wholesale distribution.
• Gregorys Coffee: NYC specialty coffee chain with a multi-location footprint across Manhattan and beyond. Comparable to Hidden Grounds through urban neighborhood-cafe positioning, mobile app loyalty programs, and DTC ecommerce.
• Joe Coffee: NYC-based specialty coffee chain with multiple Manhattan and Brooklyn locations. Closest direct competitor by geography and urban neighborhood-cafe positioning, with similar focus on direct relationships with roasters and quality.
• Devoción: NYC-based specialty coffee roaster with multiple cafes in Manhattan and Brooklyn. Directly competes with Hidden Grounds in the NYC specialty coffee space with a similar roastery-cafe integration model and emphasis on single-origin, transparent sourcing.
• Counter Culture Coffee: Specialty coffee roaster with cafes and training centers across the US. Comparable to Hidden Grounds through in-house roasting, single-origin focus, wholesale distribution, and education-focused customer programs.
• La Colombe Coffee Roasters: Philadelphia-based specialty roaster with cafes in NYC and other major cities. Directly competes with Hidden Grounds on premium coffee, RTD cold brew, in-house roasting, and a multi-location cafe model.
• Birch Coffee: NYC specialty coffee chain with multiple Manhattan locations. Direct competitor in the NYC neighborhood-cafe market with similar emphasis on quality espresso, community atmosphere, and loyalty-driving customer experience.
• Ninth Street Espresso: NYC specialty coffee roaster with multiple Manhattan and Brooklyn cafes. Strong overlap with Hidden Grounds in geographic market, customer base, and third-wave coffee positioning.
• Caffe Vita: Seattle-based specialty roaster with cafes in multiple US cities. Comparable to Hidden Grounds through in-house roasting, single-origin programs, retail cafes, and wholesale distribution channels.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/hiddengroundsnb
• Facebookfacebook.com/HiddenGroundsCoffee
• Instagraminstagram.com/hiddengroundscoffee
• TikToktiktok.com/@hiddengroundscoffee
• LinkedInlinkedin.com/company/hidden-grounds-coffee

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

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 Hidden Grounds Coffee