MoonGoat

What MoonGoat does

MoonGoat Coffee Roasters is a specialty coffee company founded in 2018 and headquartered in Santa Ana, California, operating five owned cafes across Orange County (Costa Mesa flagship, Greenhouse, Garden Grove, Laguna Beach, and a UCI campus location) alongside an in-house roastery at the same Santa Ana address. The business sells freshly roasted single-origin coffees and blends at $20-$26 per bag, ready-to-drink canned cold brew at $5.95, ceremonial-grade matcha and hojicha under the MatchaBot sister brand, loose-leaf tea, brewing equipment, and branded merchandise. Distribution runs through retail cafes, a Shopify-powered e-commerce storefront offering nationwide US shipping (free over $50), a recurring monthly coffee subscription with Batch Brew and Spro tiers, and a B2B wholesale program supplying cafes, restaurants, hotels, and offices with coffee, training, and equipment support.

Revenue is generated from one-time retail and e-commerce purchases, recurring subscription deliveries, wholesale coffee supply, mobile coffee-cart catering, Costa Mesa venue rentals, gift cards in $25-$200 denominations, and merchandise. Customer segments are split between individual specialty coffee consumers (primary), hospitality and office B2B buyers (secondary), and event/catering customers (secondary), with a horizontal segmentation approach. Operational technology is intentionally minimal: Shopify for commerce, an in-house roastery for green-bean-to-bag production, and no public API, app, or documented third-party integrations. The company has no disclosed outside funding rounds and appears founder-owned.

Name

MoonGoat

Legal name

MoonGoat Coffee Roasters

Website

https://moongoat.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

101–250 employees

Short description

MoonGoat Coffee Roasters is a vertically integrated specialty coffee roaster and cafe chain operating five Orange County, California locations plus a Santa Ana roastery, selling single-origin coffee, matcha under the MatchaBot sub-brand, subscriptions, and wholesale coffee to hospitality businesses nationwide via Shopify e-commerce.

Ownership category

akta.pro rank

Product category

Specialty Coffee & Cafés

NAICS

Coffee and Tea Manufacturing (311920)

SIC

Retail-Eating Places (5812)

akta.pro industry

PRIMARYTHAFADAE

Coffee Roasters with Cafe (Roastery Cafes)

Travel & Hospitality/Foodservice & Beverage (Restaurants, Cafes, Bars)/Cafes & Coffee Shops

Keywords

• Specialty coffee roasting
• Café chain operations
• Coffee subscription service
• Wholesale coffee distribution
• Matcha and tea retail

Headquarters

HQ city

Santa Ana

HQ country

United States

HQ region

North America

Offices7 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Coffee and Tea Sales: Direct sales of freshly roasted single origin coffees, blends, and tea products through 5 cafe locations and e-commerce platform. One-time purchase model for individual products.
2. Coffee Subscriptions: Recurring subscription service delivering freshly roasted coffee monthly with three options: Batch Brew (filter coffee), Spro (espresso), and customizable plans. Generates predictable recurring revenue.
3. Wholesale Coffee Program: B2B sales of roasted coffee to hospitality businesses including cafes, restaurants, hotels, and offices. Includes training, operational support, and equipment service.
4. Merchandise Sales: Sale of branded merchandise including apparel, hats, drinkware, and accessories through retail and e-commerce channels.
5. Ready-to-Drink Coffee: Canned cold brew and ready-to-drink coffee products including Peruvian Punch Cold Bru sold individually at $5.95.
6. Catering and Events: Mobile coffee cart catering services and venue space rental at Costa Mesa flagship location for events.
7. Gift Cards: Digital and physical gift cards sold in denominations of $25, $50, $100, $150, and $200. Drives upfront cash with deferred revenue recognition.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels7 records

Core offering

MoonGoat is a specialty coffee roaster and café chain operating five retail locations across Orange County, California, plus a roastery facility in Santa Ana. The company roasts single origin and blend coffees in-house, sells them through its cafés, an e-commerce storefront, a subscription delivery service, and a B2B wholesale program for hospitality businesses. Complementary offerings include ceremonial-grade matcha and loose leaf tea under the MatchaBot sister brand, brewing equipment, merchandise, gift cards, mobile coffee cart catering, and venue space rental.

Product overview

MoonGoat is a specialty coffee roaster and café chain operating multiple retail locations across Southern California (Costa Mesa, Greenhouse, Garden Grove, Laguna Beach, and Irvine). The company offers a unified product portfolio centered on freshly roasted coffee (single origins and blends), matcha and tea under the MatchaBot sub-brand, brewing equipment and accessories, and a subscription delivery service. Complementary offerings include ready-to-drink cold brew, merchandise, gift cards, and food/plant-based milk add-ons (Koatji Oat & Koji Milk). B2B services encompass wholesale coffee programs, mobile catering, and venue rental. The entire offering is powered by a Shopify-hosted e-commerce platform with no API integrations.

Differentiator

Problem solved

Functional benefit

Brands

• MatchaBot: MoonGoat's sister brand specializing in ceremonial-grade matcha and hojicha tea products sourced from Nishio, Japan
• MatchaBot

Products and services

• Fresh Roasted Coffee Single origin coffees and blends sourced from producers worldwide, roasted in-house at the Santa Ana roastery. Available as whole bean or ground for retail customers and wholesale partners.
• Ready to Drink Coffee Pre-packaged cold brew and canned coffee beverages (including Peruvian Punch Cold Bru) for on-the-go consumption, sold individually at $5.95 per can.
• Matcha (MatchaBot) Ceremonial-grade matcha sourced from Nishio, Japan, sold under the MatchaBot sister brand. Crafted for clarity, balance, and taste.
• Loose Leaf Tea Tea and botanical offerings including hojicha (roasted tea) from the MatchaBot brand.
• Coffee Subscription Monthly delivery service providing freshly roasted coffee with three options: Batch Brew for everyday filter coffee, Spro for home baristas, and customizable plans generating predictable recurring revenue.
• Wholesale Program B2B coffee program for businesses including cafes, restaurants, hotels, and offices, providing roasted coffee supply, barista training, equipment, and ongoing service support.
• Mobile Coffee Cart Catering On-site coffee catering service for corporate events and private events with mobile coffee cart setup.
• Venue Space Rental Event venue space rental at the Costa Mesa flagship location for private events.
• Brewing Equipment Coffee brewers, grinders, and accessories for home coffee preparation.
• Gift Cards Digital and physical gift cards available in denominations from $25 to $200.
• Merchandise Apparel, hats, and drinkware branded with the MoonGoat logo, sold through retail and e-commerce channels.
• Koatji Oat & Koji Milk Organic, non-GMO oat and koji rice milk used in beverages at all MoonGoat locations and sold retail for $9 per carton. Koatji uses koji fermentation for low glycemic impact and froths well for coffee.
• MoonGoat Ceramic Tumbler NASA-inspired ceramic-coated double-walled stainless steel tumbler (12oz) made in partnership with St. Anthony Industries, priced at $27.

Quantifiable outcome

• Green coffee prices increased 128% in past year, prompting price adjustments

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Three partnerships are on record, tiered core.

• James Hoffmann's The Decaf ProjectcoreStrategic or Co-development Partner · 20 November 2024Partnership bringing James Hoffmann's The Decaf Project to MoonGoat locations, offering high-quality decaf coffees that showcase different decaffeination methods. This collaboration positions MoonGoat as a destination for specialty decaf coffee.
• Koatji Oat & Koji MilkcoreTechnology or IntegrationKoatji Oat & Koji M*lk is the new default oat milk option at MoonGoat cafes, replacing previous oat milk. Koatji is organic, non-GMO, uses koji fermentation for low glycemic impact, and froths excellently for coffee. Available both in-cafe and for retail purchase at $9/carton.
• MatchaBotcoreStrategic or Co-development PartnerMatchaBot is MoonGoat's sister brand specializing in ceremonial-grade matcha and hojicha from Nishio, Japan. Products include MatchaBot ceremonial matcha and hojicha tin. MatchaBot represents MoonGoat's expansion into premium tea offerings.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Philz Coffee: Specialty coffee retailer with strong cafe presence, custom blends, and DTC. California-rooted specialty chain with retail-first model comparable to MoonGoat's cafe-led growth strategy.
• La Colombe Coffee Roasters: Specialty coffee roaster with cafes, draft latte RTD products, wholesale, and DTC. Comparable in product diversification (RTD, branded merchandise) and channel mix to MoonGoat.
• Verve Coffee Roasters: Specialty coffee roaster with multiple cafes, e-commerce storefront, subscription service, and rotating single-origin program based in California. Highly comparable to MoonGoat in operating model and target consumer.
• Intelligentsia Coffee: Specialty coffee roaster with direct trade sourcing, cafes, wholesale program, and subscription. Directly comparable to MoonGoat's specialty coffee positioning and B2B+B2C hybrid model.
• Counter Culture Coffee: Specialty coffee roaster with strong focus on sustainability, transparency, education, and wholesale relationships. Comparable to MoonGoat's value proposition of transparency (roasted %, caffeine labels) and B2B wholesale training program.

Emerging players

• Ippodo Tea Co. Premium Japanese tea company selling matcha, loose leaf, and tea accessories with US e-commerce. Closest direct comp to MoonGoat's MatchaBot sub-brand positioning in ceremonial-grade matcha from Japan.
• Onyx Coffee Lab: Specialty roaster known for competition-grade coffee, transparency in sourcing, and modern brand. Comparable emerging specialty roaster with similar attention to product transparency and direct trade relationships.

Broad incumbents

• Stumptown Coffee Roasters: Specialty roaster with cafes, wholesale, RTD products, and subscription service. Owned by Peet's/LVMH. Comparable in product breadth (coffee, RTD, equipment) and channel mix to MoonGoat.
• Peet's Coffee: Major specialty coffee chain with extensive retail and wholesale operations. Broader incumbent providing competitive context for specialty roasters like MoonGoat in the California market.
• Blue Bottle Coffee: Specialty coffee roaster with extensive cafe network and direct-to-consumer subscription service. Now owned by Nestle, it is the closest scaled analog to MoonGoat's roastery-cafe-subscription model, with a much larger footprint and brand recognition.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/moongoatcoffee
• YouTubeyoutube.com/channel/UCrfImevw1R-jwsvKQuzxCog
• Facebookfacebook.com/moongoatcoffee
• Instagraminstagram.com/moongoatcoffee
• TikToktiktok.com/@moongoatcoffee
• LinkedInlinkedin.com/company/moongoat-coffee

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 MoonGoat