Backroads Coffee
Backroads Coffee is a family-owned specialty coffee roaster founded in 1987 in Hayward, Wisconsin, operating five cafe locations, a Shopify e-commerce store, and a subscription service serving local residents, Northwoods outdoor recreation users, tourists, and nationwide online subscribers.
- Company typePrivate
- Founded1987
- HeadquartersHayward, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Backroads Coffee does
Backroads Coffee is a privately held, family-owned specialty coffee roaster and cafe operator founded in 1987 and headquartered in Hayward, Wisconsin. The company roasts coffee in small daily batches and distributes through five distinct physical locations in the Hayward, WI region: a downtown dine-in cafe that also houses Vibes Bakery, a drive-thru on County Hwy B, a kiosk inside Tamarack Health (Hayward Medical Center), an MTV Hub cafe inside Telemark Resort in Cable, and a seasonal location at the OO Trailhead on the Birkie Trail. The product catalog spans 131 coffee SKUs (signature and Northwoods-themed blends, flavored coffees, single-origin offerings, decafs, and seasonal roasts), a loose-leaf tea line, and gift baskets priced $24.99-$99.99.
The technology footprint is conventional commerce stack: a Shopify-hosted e-commerce storefront for nationwide direct-to-consumer shipping within the contiguous U.S., Subi as the subscription management portal, and Clover for order-ahead pickup at the downtown cafe. Shipping is fulfilled via USPS and UPS; orders are roasted and processed Monday-Thursday with next-day shipment. No AI/ML, mobile application, or proprietary software is present.
The business model combines three revenue streams: in-cafe transactions across five locations covering coffee, espresso, bakery items, lunches, paninis, wraps, salads, and acai bowls; e-commerce one-time purchases (including gift baskets); and a recurring subscription service that bills on shipment with a 10% subscriber discount across weekly to six-week cadence. Customer segments span local Hayward residents, Northwoods outdoor recreation enthusiasts (bikers, skiers, hikers on the Birkie Trail), tourists and seasonal cabin owners, healthcare workers and hospital visitors, and a nationwide base of remote online subscribers. B2B anchor relationships include official beverage designations with the American Birkebeiner and Hayward Sport Center, plus embedded cafe partnerships inside Telemark Resort and Tamarack Health. Pricing on core 12oz roasted coffee ranges $15.00-$17.95, with premium single origins up to $19.95.
Backroads Coffee firmographics
Firmographics- Name
- Backroads Coffee
- Legal name
- Backroads Coffee
- Website
- https://backroadscoffee.com
- Company type
- Private
- Founded year
- 1987
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Backroads Coffee is a family-owned specialty coffee roaster founded in 1987 in Hayward, Wisconsin, operating five cafe locations, a Shopify e-commerce store, and a subscription service serving local residents, Northwoods outdoor recreation users, tourists, and nationwide online subscribers.
- Ownership category
- akta.pro rank
Backroads Coffee industry classification
Industry- Product category
- Specialty Coffee Roastery and Cafe
- NAICS
- Coffee and Tea Manufacturing (311920), Coffee and Tea Manufacturing (31192), Commercial Bakeries (311812)
- SIC
- Beverages (2080)
- akta.pro primary industry
- Coffee Roasters with Cafe (Roastery Cafes) (THAFADAE)
- akta.pro secondary industries
- Specialty Coffee & Tea Retail (Beans, Leaves, Accessories) (CRAHAGAI), Cafe-Bakeries (Coffee + Pastry Focus) (THAFADAG)
Keywords
Where Backroads Coffee is headquartered
LocationHeadquarters
- HQ city
- Hayward
- HQ country
- United States
- HQ region
- North America
Offices5 records
Markets served
Backroads Coffee business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Operations, Infrastructure, Marketing or Sales, Technology or R&D
Revenue model
- Retail Coffee Sales: In-store sales of craft coffee, espresso beverages, and specialty drinks at five physical locations in the Hayward, WI area
- E-commerce Coffee Sales: Online sales of roasted coffee beans, teas, and gift baskets shipped to customers across the United States through Shopify storefront
- Coffee Subscription: Recurring subscription service delivering fresh roasted coffee on scheduled basis with 10% discount for subscribers. Orders placed through subscription portal and billed on shipment date
- Food Service: Scratch-made bakery items, lunches, paninis, wraps, salads, and daily soup offerings at cafe locations
- Gift Baskets: Pre-packaged gift basket combinations featuring coffee, cocoa, mugs, and accessories sold at various price points from $24.99 to $99.99
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard 12oz coffee bags |
| Subscription | Pay-as-you-go | Subscription discount tier |
| Other | Pay-as-you-go | Free shipping threshold |
| Unit Pricing | Pay-as-you-go | Gift basket options |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels7 records
Backroads Coffee product offering
Product offeringCore offering
Backroads Coffee is a small-batch coffee roaster and cafe operator founded in 1987 in Hayward, Wisconsin. The company roasts coffee daily in small batches and sells roasted coffee beans, loose leaf teas, gift baskets, and bakery items through five physical cafe locations in the Hayward area, plus a nationwide e-commerce storefront and a recurring coffee subscription delivery service.
Product overview
Backroads Coffee is a small-batch coffee roaster and cafe chain based in Hayward, Wisconsin, operating since 1987. The company offers a diverse portfolio of products centered around roasted coffee and loose leaf tea. The core offerings include signature blends (Backroads Blend, House Blend), regional favorites (Scandinavian Blend, Woods-N-Water, Campfire Joe), flavored coffees (Butterscotch Toffee, Hazelnut, Highlander Grog, Bavarian Chocolate), and a selection of 12 single-origin coffees sourced from countries including Colombia, Ethiopia, Guatemala, and Kenya. The tea collection features Black Tea, Green Tea, Red Tea (Rooibos), and Herbal varieties. Complementary products include gift baskets at various price points and a subscription service offering 10% savings with flexible delivery scheduling. Associated with Vibes Bakery for fresh-baked goods at the downtown location, the company operates five physical locations in the Hayward, Wisconsin area.
Differentiator
Problem solved
Functional benefit
Products and services
- Roasted Coffee Beans Small-batch daily roasted coffee including signature blends (Backroads Blend, House Blend), regional favorites (Scandinavian Blend, Woods-N-Water, Campfire Joe, Hayward House Blend), flavored varieties (Butterscotch Toffee, Hazelnut, Highlander Grog), dark roasts (French Roast, Midnight Moon), and 12 single-origin coffees from Colombia, Ethiopia, Guatemala, Mexico, Costa Rica, Sumatra, Kenya, Papua New Guinea, Brazil, and Peru. Sold in 10oz-12oz bags priced $15.00-$19.95.
- Loose Leaf Tea Collection Loose leaf teas including Black Tea (Earl Grey, Assam, Ceylon), Green Tea (Blueberry Hibiscus, China Jasmine, Japanese Sencha), Red Tea (Rooibos), and Herbal Tea (Chamomile, Peppermint) varieties sold through the e-commerce storefront.
- Gift Baskets Pre-packaged gift baskets featuring coffee, cocoa, mugs, and accessories at multiple price points: Small Roast Gift Basket ($24.99), Medium Roast Gift Basket ($49.99), Large Roast Gift Basket ($74.99), and Full Pot Gift Basket ($99.99).
- Coffee Subscription Service Recurring coffee delivery subscription offering 10% off every bag with flexible scheduling (weekly, every 2 weeks, monthly, every 3 weeks, or every 6 weeks). Managed through the Subi subscription portal; orders can be skipped or canceled anytime. Freshly roasted coffee delivered nationwide via USPS or UPS.
- Vibes Bakery Products Artisan scratch-made baked goods including croissants, seasonal pies, custom cakes, and cupcakes, crafted fresh daily at the downtown Hayward cafe location.
- Cafe Beverages and Food Service In-store cafe service at five physical Hayward-area locations (downtown cafe, Tamarack Health hospital cafe, Telemark Resort MTV Hub, Hwy B Drive-Thru, and OO Trailhead) offering craft coffee, espresso beverages, specialty drinks, Epic Acai Bowls & Smoothies, and food items including paninis, wraps, salads, and daily soups.
Quantifiable outcome
- 500+ 5-star reviews across all locations demonstrates customer satisfaction and loyalty
- +1 more outcomes
Companies that use Backroads Coffee
Customer profileNamed customers7 records
Segments5 records
Ideal customer profiles5 records
Backroads Coffee technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration5 records
Feature1 record
Backroads Coffee partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered minor and core.
- Hayward Sport CenterminorOfficial Hot Beverage provider for Hayward Sport Center fitness and recreation facility. Designation as 'Official Hot Beverage of the Hayward Sport Center' indicates preferred vendor relationship with local recreation center.
- American BirkebeinerminorOfficial Brew designation for the American Birkebeiner, a premier cross-country ski event held annually on the Birkie Trail near Hayward, WI. Serves as designated coffee provider for event participants and spectators.
- Vibes BakerycoreScratch-made bakery brand operated at the downtown Hayward Backroads location. Produces fresh daily baked goods including croissants, seasonal pies, custom cakes, and cupcakes. 'Baking the World a Better Place' tagline aligns with Backroads community mission.
- Telemark ResortcoreBackroads Coffee operates a location inside the MTV Hub at Telemark Resort. Strategic presence at this outdoor recreation resort serves hikers, bikers, and skiers using the Birkie Trail system.
- Tamarack Health (Hayward Medical Center)coreBackroads Coffee shop operates inside the lobby of Hayward Medical Center (Tamarack Health). Serves hospital staff, patients, and visitors with craft coffee and bakery items.
- ShopifycoreE-commerce platform powering the online store. Shopify provides the website infrastructure, product catalog, shopping cart, checkout, and order management system.
- Subi (Subscription Portal)coreSubscription management platform (portal.subi.co) enabling customer subscription accounts, order automation, delivery scheduling, and account management for the coffee subscription service.
- USPSminorUnited States Postal Service shipping carrier. Provides shipping options including USPS Priority and USPS Ground Advantage for domestic order delivery.
- UPSminorUnited Parcel Service shipping carrier. Provides shipping options including UPS Ground and UPS Standard for domestic order delivery.
Scale indicators5 records
Recent moves6 records
Expansion highlights6 records
Backroads Coffee competitors and assessment
Company assessmentDirect peers
- Verve Coffee Roasters: Specialty roaster combining cafes, e-commerce, and subscription. Comparable to Backroads on single-origin focus, cafe-plus-DTC model, and lifestyle/community-driven branding.
- Colectivo Coffee: Wisconsin-based specialty roaster with multiple cafes, wholesale accounts, and an e-commerce store. Mirrors Backroads' roastery-cafe model, regional Midwest identity, and omnichannel (retail, wholesale, online) distribution.
- Kicking Horse Coffee: Canadian small-batch specialty roaster with strong DTC/subscription business and grocery distribution. Comparable to Backroads on small-batch roasting focus, bean-forward portfolio, and direct-to-consumer emphasis.
- Coffee Beanery: Franchise small-batch roaster-cafe concept with in-cafe roasting. Comparable to Backroads on small-batch roasting brand promise and cafe-retail distribution model.
- Dunn Brothers Coffee: Franchised small-batch roastery-cafe chain where each location roasts coffee on-site. Comparable to Backroads in small-batch roasting philosophy and cafe-retail format, though at greater geographic scale.
- Stone Creek Coffee: Milwaukee-based specialty small-batch roaster operating a roastery-plus-cafe model in the Upper Midwest. Highly comparable to Backroads on geography (Wisconsin/regional), roastery-cafe format, and community-anchored positioning.
Broad incumbents
- Caribou Coffee: Upper Midwest-rooted specialty coffee chain with broad cafe footprint and packaged retail. Comparable as a larger, multi-region incumbent in the same specialty coffee category Backroads competes in.
- Intelligentsia Coffee: Premium third-wave roaster with cafes and wholesale distribution focused on direct trade. Directly comparable to Backroads on single-origin/third-wave philosophy and cafe-plus-DTC mix, though national in scope.
- Stumptown Coffee Roasters: Specialty roaster with cafes, wholesale, and a robust DTC subscription business. Comparable to Backroads on third-wave positioning, cafe-plus-subscription model, and single-origin emphasis, at significantly larger scale.
Regional players
- Cafe Britt: Costa Rica-rooted single-origin and gift-basket coffee brand with strong e-commerce and resort-channel presence. Comparable to Backroads on single-origin roster, gift basket offering, and tourism-adjacent distribution.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Backroads Coffee social profiles
Digital presenceBackroads Coffee financial estimates
Financial estimateRevenue estimate
Valuation estimate
Backroads Coffee leadership team
Management profileNumber of profiles
Backroads Coffee funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Backroads Coffee 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 Backroads Coffee
What does Backroads Coffee do?
Backroads Coffee is a small-batch coffee roaster and cafe operator founded in 1987 in Hayward, Wisconsin. The company roasts coffee daily in small batches and sells roasted coffee beans, loose leaf teas, gift baskets, and bakery items through five physical cafe locations in the Hayward area, plus a nationwide e-commerce storefront and a recurring coffee subscription delivery service.
Is Backroads Coffee a public or private company?
Backroads Coffee is a private company. It is classified as family owned and is currently operating.
When was Backroads Coffee founded?
Backroads Coffee was founded in 1987. It employs 11 to 50 people.
Where is Backroads Coffee based?
Backroads Coffee is headquartered in Hayward, United States, in the North America region.
How does Backroads Coffee make money?
Five revenue lines are on record. Retail Coffee Sales are the primary driver. The others are E-commerce Coffee Sales, coffee Subscription, food Service and gift Baskets.
Who are Backroads Coffee's main competitors?
Direct peers on record are Verve Coffee Roasters, Colectivo Coffee, Kicking Horse Coffee, Coffee Beanery, Dunn Brothers Coffee and Stone Creek Coffee. Broad incumbents are Caribou Coffee, Intelligentsia Coffee and Stumptown Coffee Roasters. Cafe Britt is listed as a regional player.
Does Backroads Coffee have an API?
No public API is recorded for Backroads Coffee.
What industry is Backroads Coffee in?
Backroads Coffee's product category is Specialty Coffee Roastery and Cafe. Its primary akta.pro industry code is THAFADAE, Coffee Roasters with Cafe (Roastery Cafes), with a secondary code of CRAHAGAI, Specialty Coffee & Tea Retail (Beans, Leaves, Accessories). Its NAICS code is 311920 and its SIC code is 2080.