Roots Coffee & Co.
Roots Coffee & Co. is a privately held Utah specialty coffee chain operating three retail locations and an in-house roastery, serving individual consumers through coffee shops and corporate/private clients through espresso-cart and self-serve catering.
- Company typePrivate
- Founded2020
- HeadquartersSalt Lake City, United States
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
What Roots Coffee & Co. does
Roots Coffee & Co. is a privately held specialty coffee shop chain founded in 2020 by Ginalen Soto and McKenzie Packard in Salt Lake City, Utah, after the founders explored coffee cultures across more than 22 countries. The company operates three retail locations in Utah — Salt Lake City's Granary District (774 S 300 W), the Sugar House neighborhood (1386 S 1100 E), and Payson (51 N 100 W) — with a fourth location announced for Washington County. The Payson site also functions as the company's central roastery, where all beans are roasted in small batches in-house to control freshness, flavor profile, and consistency for both retail and wholesale distribution.
The product portfolio centers on handcrafted espresso-based beverages, a tea menu (including Local Chai Latte, London Fog, and Matcha Latte), pastries, and a set of signature global-inspired drinks such as Caramelo, Hazel Rush, Horchata Latte, Mexican Mocha, and White Raspberry. Beyond retail, Roots operates two distinct catering lines — a staffed Espresso Cart and a Self-Serve Coffee Station — that bring on-site barista service or equipment to corporate events, conferences, weddings, and private functions; customers include Bank of America, Wells Fargo, Salt Lake Community College, F45 Training, Purple Mattress, and the Utah Transit Authority. The company also distributes house-roasted beans to wholesale partners and runs a loyalty program accessible via its online ordering platform.
Roots generates revenue through three streams: walk-in and online-order retail coffee shop sales across its three Utah storefronts, professional-services catering (espresso cart and self-serve stations), and wholesale/bulk roasted bean sales. Pricing is not publicly disclosed; catering is likely quote-based. Marketing is concentrated on Facebook, Instagram, and the company website, with online ordering handled through order.online and gift cards via Square. The business is entirely founder-owned, employs 11–50 people, has no disclosed funding rounds, and operates only in the U.S. market with a Utah regional focus.
Roots Coffee & Co. firmographics
Firmographics- Name
- Roots Coffee & Co.
- Legal name
- Roots Coffee & Co.
- Website
- https://rootscoffeeutah.com
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Roots Coffee & Co. is a privately held Utah specialty coffee chain operating three retail locations and an in-house roastery, serving individual consumers through coffee shops and corporate/private clients through espresso-cart and self-serve catering.
- Ownership category
- akta.pro rank
Roots Coffee & Co. industry classification
Industry- Product category
- Specialty Coffee Shops
- NAICS
- Coffee and Tea Manufacturing (311920), Snack and Nonalcoholic Beverage Bars (722515)
- SIC
- Retail-Eating & Drinking Places (5810), Beverages (2080)
- akta.pro primary industry
- Coffee Roasters with Cafe (Roastery Cafes) (THAFADAE)
- akta.pro secondary industries
- Cafe-Bakeries (Coffee + Pastry Focus) (THAFADAG), Beverage Service (Coffee/Tea/Juice) & Refreshment Stations (HSACAGAJ), Specialty Coffee & Tea Retail (Beans, Leaves, Accessories) (CRAHAGAI)
Keywords
Where Roots Coffee & Co. is headquartered
LocationHeadquarters
- HQ city
- Salt Lake City
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
Roots Coffee & Co. business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure
Revenue model
- Retail Coffee Shop Sales: Direct in-store sales of coffee beverages, teas, and pastries across three Utah locations. Primary revenue stream with walk-in and online-ordered pickup customers.
- Catering Services: Espresso cart and self-serve coffee station rentals for corporate events, conferences, weddings, and private functions. Includes expert baristas and customizable coffee experiences.
- Wholesale/Bulk Coffee: Provides house-roasted coffee beans to wholesale partners for resale or office use.
Go-to-market motion1 record
Distribution channels4 records
Marketing channels4 records
Roots Coffee & Co. product offering
Product offeringCore offering
Roots Coffee & Co. operates a specialty coffee shop chain in Utah with three brick-and-mortar locations (Salt Lake City Granary District, Sugar House, and Payson), roasting all coffee in-house at the Payson facility using small-batch methods. The company sells handcrafted signature beverages, classic espresso-based drinks, teas, and pastries at its retail locations, and additionally offers mobile coffee catering services—including a full espresso cart and self-serve coffee station—to corporate events, weddings, conferences, and private celebrations. It also supplies wholesale roasted beans to partners for resale or office use.
Product overview
Roots Coffee & Co. operates as a specialty coffee shop chain with three Utah locations (Salt Lake City Granary District, Sugar House, and Payson), with a fourth location planned for Washington County. The company roasts all coffee in-house at its Payson facility using small-batch roasting methods. Its product portfolio centers on handcrafted signature beverages (Caramelo, Hazel Rush, Horchata Latte, Mexican Mocha, White Raspberry) and classic espresso drinks, complemented by a full tea menu and pastries. The company offers two distinct catering services: an Espresso Cart featuring full on-site barista service and a Self-Serve Coffee Station with equipment and supplies for events of all sizes. Additional services include a loyalty program for free coffee rewards and online ordering.
Differentiator
Problem solved
Functional benefit
Products and services
- Signature Drinks Handcrafted specialty coffee beverages exclusive to Roots Coffee, including Caramelo, Hazel Rush, Horchata Latte, Mexican Mocha, and White Raspberry, made with custom flavor combinations and house ingredients. Sold to walk-in and online pickup customers across the company's Utah locations.
- Espresso and Drip Coffee Classic espresso-based beverages (Americano, espresso shots, lattes, mochas, cappuccinos) and drip coffee options featuring Breakfast Blend (light roast) and Guatemalan (medium roast), plus cold brew. Made from in-house roasted beans and sold to retail customers at Utah locations.
- Tea Menu Tea-based beverages including Local Chai Latte, Sweet Chai Latte, London Fog (Blueberry Lavender tea with steamed milk and lavender), Matcha Latte, and various organic tea options, sold to retail customers.
- Pastries Menu Baked goods including bagels (Asiago, Blueberry, Everything, Plain), coffee cake, muffins (Blueberry, Pistachio), mini bundt cakes, and turnovers (Apple, Cherry), sold alongside beverages at the company's coffee shop locations.
- Espresso Cart Catering Full espresso service delivered to customer events, featuring professional Roots Coffee baristas crafting espresso beverages on-site for corporate meetings, weddings, conferences, and private celebrations.
- Self-Serve Coffee Station Catering Event catering option featuring freshly brewed house-roasted Roots Coffee with flavor syrups, milk alternatives, sugar options, and all necessary setup equipment, delivered for self-service at events of any size.
- In-House Roasted Coffee Beans (Wholesale) Small-batch roasted coffee beans produced at the Payson, Utah roastery using ethically sourced green coffee, sold to wholesale partners for resale or workplace use, emphasizing freshness, consistency, and the natural flavor character of each bean.
Quantifiable outcome
- Consistently rated 5 stars by customers across multiple reviews
Companies that use Roots Coffee & Co.
Customer profileNamed customers6 records
Segments3 records
Ideal customer profiles3 records
Roots Coffee & Co. technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Roots Coffee & Co. partnerships and signals
Strategic signalScale indicators3 records
Recent moves7 records
Expansion highlights4 records
Roots Coffee & Co. competitors and assessment
Company assessmentDirect peers
- Philz Coffee: Specialty coffee chain known for handcrafted, customized beverages with a unique signature-drink identity. Comparable to Roots in its emphasis on bespoke drinks and an experience-led cafe brand.
- Stumptown Coffee Roasters: Specialty coffee roaster that operates its own cafes and supplies wholesale beans, mirroring Roots' roastery-plus-cafe model. Directly comparable in product (specialty espresso-based drinks), target customer (specialty coffee drinkers), and business model (in-house roasting + retail + wholesale).
- Blue Bottle Coffee: Specialty roaster-cafe chain with in-house roasting, signature beverages, and a focus on hospitality. Closely comparable to Roots on product format, signature-drink differentiation, and premium positioning.
- La Colombe Coffee Roasters: Specialty roaster with multiple cafes and a wholesale channel, plus an active food-and-beverage catering/event-service offering. Closely comparable across retail, wholesale, and off-premise event service.
- Verve Coffee Roasters: Specialty roaster-cafe operator with in-house roasting, signature drinks, and a strong lifestyle brand. Directly comparable in vertical integration, cafe-retail + wholesale mix, and craft-coffee positioning.
Broad incumbents
- Starbucks: Largest coffee chain globally with significant Utah footprint. Comparable as the dominant incumbent competitor for both cafe traffic and corporate catering in the same market.
- Dutch Bros Coffee: High-growth drive-thru coffee chain with deep Utah/Western U.S. presence. Comparable as a scaled specialty-coffee competitor operating in the same regional market with broader brand reach.
- Black Rock Coffee Bar: Multi-unit specialty coffee chain operating across the western U.S., including Utah markets. Comparable as a larger, well-capitalized regional chain competitor pursuing unit growth in Roots' geography.
- Peet's Coffee: Established specialty roaster with company-owned cafes and grocery/wholesale distribution. Comparable as a broader incumbent operating across retail, cafe, and wholesale coffee channels.
Regional players
- Caffe Ibis: Independent specialty roaster and cafe operator based in the broader Intermountain West. Comparable as a regional specialty roaster-cafe competitor serving an adjacent market to Roots' Utah footprint.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
Roots Coffee & Co. social profiles
Digital presenceRoots Coffee & Co. financial estimates
Financial estimateRevenue estimate
Valuation estimate
Roots Coffee & Co. leadership team
Management profileNumber of profiles
Profiles2 records
Roots Coffee & Co. funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Roots Coffee & Co. 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 Roots Coffee & Co.
What does Roots Coffee & Co. do?
Roots Coffee & Co. operates a specialty coffee shop chain in Utah with three brick-and-mortar locations (Salt Lake City Granary District, Sugar House, and Payson), roasting all coffee in-house at the Payson facility using small-batch methods. The company sells handcrafted signature beverages, classic espresso-based drinks, teas, and pastries at its retail locations, and additionally offers mobile coffee catering services—including a full espresso cart and self-serve coffee station—to corporate events, weddings, conferences, and private celebrations. It also supplies wholesale roasted beans to partners for resale or office use.
Is Roots Coffee & Co. a public or private company?
Roots Coffee & Co. is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Roots Coffee & Co. founded?
Roots Coffee & Co. was founded in 2020. It employs 11 to 50 people.
Where is Roots Coffee & Co. based?
Roots Coffee & Co. is headquartered in Salt Lake City, United States, in the North America region.
How does Roots Coffee & Co. make money?
Three revenue lines are on record. Retail Coffee Shop Sales are the primary driver. The others are catering Services and wholesale/Bulk Coffee.
Who are Roots Coffee & Co.'s main competitors?
Direct peers on record are Philz Coffee, Stumptown Coffee Roasters, Blue Bottle Coffee, La Colombe Coffee Roasters and Verve Coffee Roasters. Broad incumbents are Starbucks, Dutch Bros Coffee, Black Rock Coffee Bar and Peet's Coffee. Caffe Ibis is listed as a regional player.
Does Roots Coffee & Co. have an API?
No public API is recorded for Roots Coffee & Co..
What industry is Roots Coffee & Co. in?
Roots Coffee & Co.'s product category is Specialty Coffee Shops. Its primary akta.pro industry code is THAFADAE, Coffee Roasters with Cafe (Roastery Cafes), with a secondary code of THAFADAG, Cafe-Bakeries (Coffee + Pastry Focus). Its NAICS code is 311920 and its SIC code is 5810.