Bella Goose Coffee

What Bella Goose Coffee does

Bella Goose Coffee is a privately held, founder-owned specialty coffee company founded in 2014 and headquartered in Wisconsin Dells, Wisconsin. It operates three differentiated retail locations — Cafe on the River (flagship with full breakfast/lunch menu overlooking the Wisconsin River), Downtown Dells (espresso bar with protein shakes and refreshers), and Briggsville (lakeside roastery and retail on Lake Mason) — plus sister shops in Chiang Mai, Thailand under its Freedom & Coffee anti-exploitation initiative and the affiliated Gateway non-profit (established 2020) which provides transition housing and skills training.

The company is vertically integrated around its Briggsville roastery, where it small-batch roasts single-origin coffees from Thailand, China, Guatemala, Honduras, Mexico, Ethiopia, Colombia, and Brazil, and produces house-made syrups using organic cane sugar with no preservatives, corn syrup, dyes, or artificial flavorings. The product portfolio spans signature and single-origin coffees (Ugly Gosling Blend, Liberator Blend, Red Alpha Gateway Blend, Roaster's Choice, plus Guatemalan, Honduran, Mexican, and Ethiopian Yirgacheffe lots), eight flavored syrups with bulk 32oz SKUs, branded apparel and drinkware, and home goods such as waffle mix, gluten-free waffle mix, and granola.

Revenue is generated through five streams: in-person cafe sales, nationwide e-commerce (coffee roasted to order and shipped on Tuesdays), a B2B wholesale program for other cafes and businesses, venue rental ($100-$200/hr or $600 for 4-hour blocks, with a 25% non-profit discount), and ticketed community classes and events ($0-$50). Distribution is multi-modal via retail cafes, an own-site e-commerce storefront, an iOS mobile ordering app, and a wholesale portal. Marketing is primarily organic: Instagram, recurring community events (Mother Goose Story Hour, Coffee Run Club on Strava, worship nights, latte art throwdowns), and CEO-led email newsletters. The company explicitly ties portions of product revenue (Liberator Blend, Red Alpha Gateway Blend) to anti-exploitation programs through Gateway.

Name

Bella Goose Coffee

Legal name

Bella Goose Coffee

Website

https://bellagoosecoffee.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

Bella Goose Coffee is a privately held, vertically integrated specialty coffee company operating three retail cafes and a roastery in Wisconsin Dells, Wisconsin, with a house-made syrup line, nationwide e-commerce, B2B wholesale, and sister shops in Chiang Mai, Thailand tied to its Freedom & Coffee anti-exploitation mission.

Ownership category

akta.pro rank

Product category

Specialty Coffee Retail & Roasting

NAICS

Coffee and Tea Manufacturing (31192), Snack and Nonalcoholic Beverage Bars (722515)

SIC

Beverages (2080), Retail-Eating & Drinking Places (5810)

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)

Keywords

• Specialty coffee roasting
• Cafe operations
• House-made syrups
• Coffee wholesale
• E-commerce coffee retail

Headquarters

HQ city

Wisconsin Dells

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Cafe Sales: In-person beverage and food sales at three Wisconsin Dells area locations (Cafe on the River, Downtown Dells, and Briggsville). Includes espresso drinks, seasonal specialties, breakfast, and lunch items
2. E-commerce Retail: Online sales of roasted coffee beans, house-made syrups, merchandise (apparel, mugs), and home goods (waffle mixes, granola). Coffee roasted to order and shipped on Tuesdays
3. Wholesale: B2B sales of coffee and syrups to other cafes and businesses
4. Venue Rental: Rental of cafe spaces for private events including birthday parties, book launches, baby showers, meetings. Also offers ticketed classes and events (floral arrangement, latte art, clay workshops)
5. Social Impact Donations: $2 from every pound of Liberator Blend sold and $3 from every Red Alpha Gateway Blend bag sold goes directly to anti-exploitation programs through their Gateway nonprofit movement

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

Bella Goose Coffee operates a specialty coffee business centered on small-batch in-house roasting and house-made syrups, served across three Wisconsin Dells cafe locations and a national e-commerce shop. Its portfolio spans signature and single-origin coffee beans, flavored syrups, apparel and home goods, plus food and beverages sold in cafes. The company also runs a wholesale program supplying other cafes, an iOS ordering app, and event/venue rentals, while supporting anti-exploitation programs in Thailand through its Freedom & Coffee initiative.

Product overview

Bella Goose Coffee is a multi-location specialty coffee company operating cafes in Wisconsin Dells, Wisconsin (Cafe on the River flagship, Downtown Dells, and Briggsville roastery location) plus sister shops in Thailand. The business operates as a vertically integrated coffee company with small-batch roasting on-site and house-made syrup production. The core product portfolio includes: (1) Coffee - featuring signature blends (Ugly Gosling Blend, Liberator Blend, Red Alpha Gateway Blend) and single-origin offerings (Guatemala, Honduras, Mexico, Ethiopia Yirgacheffe) plus rotating Roaster's Choice; (2) House-made Syrups - eight flavored syrups (Vanilla Bean, Caramel, Chai Tea, Butter Pecan, Lavender, Chocolate, Mint, Pumpkin seasonal) plus bulk 32oz options and variety packs; (3) Merchandise - apparel (t-shirts, hoodies, crewnecks, hats), drinkware (mugs), and food products (waffle mix, granola); (4) Food & Beverage Service - full breakfast and lunch menus at cafe locations featuring espresso drinks, protein shakes, refreshers, seasonal offerings, and baked goods; (5) B2B Wholesale - commercial coffee and syrup supply; (6) Freedom & Coffee Social Impact - anti-exploitation initiative with Gateway non-profit movement supporting employment and transition housing in Thailand; (7) Venue Rental and Events. The company also offers an iOS mobile app for online ordering.

Differentiator

Problem solved

Functional benefit

Brands

• Freedom & Coffee: Anti-exploitation initiative combining specialty coffee with efforts to combat human trafficking in Southeast Asia through employment and empowerment programs.

Products and services

• Ugly Gosling Blend
• Liberator Blend
• Guatemala Single Origin Coffee
• Honduras Single Origin Coffee
• Mexico Single Origin Coffee
• Decaffeinated Mexico Single Origin Coffee
• Ethiopian Yirgacheffe Single Origin Coffee
• Roaster's Choice Subscription
• Red Alpha Gateway Blend
• Vanilla Bean Syrup
• Caramel Syrup
• Chai Tea Syrup
• Butter Pecan Syrup
• Lavender Syrup
• Chocolate Syrup
• Mint Syrup
• Pumpkin Syrup
• Bella Goose Besties Syrup Variety Pack
• Wholesale Coffee and Syrup Supply Program
• Venue Rental and Private Events
• Bella Goose Coffee Mobile App (iOS)
• Bella Goose Waffle Mix
• Gluten-Free Waffle Mix
• Homemade Granola
• Freedom & Coffee Social Impact Program

Quantifiable outcome

• Shelf-stable syrups last up to 1 year unopened, 30+ days refrigerated after opening

Segments4 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Gateway (Non-profit Movement)coreStrategic or Co-development PartnerGateway is a non-profit movement created by Bella Goose Coffee to provide holistic support for people at risk of or who have experienced exploitation. Through Gateway, individuals can live in safe transition housing and receive social care services in addition to job and skills training at Bella Goose Thailand locations.
• Freedom & Coffee Thailand PartnerscoreStrategic or Co-development PartnerPartners who play vital roles in helping people find freedom through rescue and aftercare efforts, as well as preventative measures like family strengthening and education programs in Southeast Asia.
• Lake Effect CoffeeminorGTM or Marketing PartnerCo-sponsor of Bella Goose's Latte Art Throwdown event, along with Tiffany's Buds and Beans and Roots Coffeehouse.
• Tiffany's Buds and BeansminorGTM or Marketing PartnerCo-sponsor of Bella Goose's Latte Art Throwdown event.
• Roots CoffeehouseminorGTM or Marketing PartnerCo-sponsor of Bella Goose's Latte Art Throwdown event.
• Blackburn's GreenhouseminorGTM or Marketing PartnerPartner for floral arrangement classes hosted at Bella Goose Downtown Dells location.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Kickapoo Coffee: Wisconsin-based specialty coffee roaster with cafes and a strong mission-driven brand identity. Closely matches Bella Goose's specialty-plus-purpose positioning.
• Colectivo Coffee: Wisconsin-based specialty coffee roaster operating multiple cafes across the state. Most directly comparable to Bella Goose in scale, geography, and roastery-plus-cafe model.
• Ruby Coffee Roasters: Wisconsin (Mt. Horeb) specialty roaster with cafes. Similar third-wave, single-origin focus and comparable scale to Bella Goose.
• Anodyne Coffee Roasting Co. Milwaukee-based small-batch roaster with retail cafes. Third-wave single-origin positioning and cafe operations closely mirror Bella Goose's model.
• Square One Coffee Roasters: Wisconsin (Milwaukee area) small-batch roaster with retail cafes. Comparable size, single-region presence, and third-wave single-origin approach.
• Wonderstate Coffee: Wisconsin specialty coffee roaster with cafes and a strong sustainability/social-impact brand. Comparable third-wave positioning and small-chain scale.
• Stone Creek Coffee: Milwaukee-headquartered specialty roaster with cafes throughout Wisconsin. Comparable vertical integration (own roastery + cafe locations) and similar regional footprint.

Broad incumbents

• Verve Coffee Roasters: Specialty roaster with multiple cafes and strong DTC subscription business. Comparable third-wave ethos and cafe-plus-roastery model, but at larger scale.
• Intelligentsia Coffee: Specialty coffee roaster with cafes across multiple US cities. Similar premium single-origin positioning but materially larger scale and footprint.
• Stumptown Coffee Roasters: National third-wave specialty coffee pioneer with cafes and wholesale. Much larger scale but same third-wave single-origin positioning as Bella Goose.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/bellagoosecoffee
• LinkedInlinkedin.com/company/bella-goose-coffee

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Bella Goose Coffee