Gold Cup Services

What Gold Cup Services does

Gold Cup Services is a privately held breakroom and beverage service company headquartered at 145 W Crystal Ave, Salt Lake City, Utah, operating since 1994 across the Intermountain West (Utah, Nevada, and Idaho). The company serves offices, car dealerships, gas stations and convenience stores, hotels, motels, restaurants, and cafes with turnkey coffee, water, and breakroom solutions delivered through dedicated Account Representatives. Its offering is bundled: monthly equipment rental with included maintenance, bi-weekly delivery and restocking of consumables, and on-demand repair service with a stated 24-hour response time, all sourced through a single supplier relationship.

The product portfolio spans commercial coffee equipment from bean-to-cup machines (VKI Excellenza, De Jong Duke Virtu, Bravilor Sego 12) to traditional brewers (Bunn, Curtis) and self-serve capsule systems (Flavia, Nespresso, Keurig); plumbed water and ice dispensers with Reverse Osmosis filtration (Wellsys, Follett, Water Logic); specialty beverage systems for cappuccino, frozen, and iced drinks (Curtis PCGT3, Bunn Ultra NX, Bunn JDF-4S); and commercial popcorn machines (Gold Medal Ultra 60). Gold Cup differentiates through in-house coffee roasting under the "Gold Bean" brand, produced on Loring smokeless roasters at its Salt Lake City facility across blends such as Mountain Blend, Colombian, French Roast, and Espresso. Supporting consumables include creamers (International Delight, Coffee Mate), Torani syrups, Powder Mountain solubles, Bigelow teas, and a full range of cups, lids, and breakroom supplies.

The business runs on a recurring subscription model: monthly equipment rental with repairs included, bi-weekly consumable restocking, and on-demand repair services, with pricing quote-based and not publicly disclosed. Go-to-market is consultative and relationship-driven, with a single phone number (801-486-3714), "Talk to a real person" call-to-action, and dedicated Account Representatives serving as the primary customer interface. No funding rounds, acquisitions, parent company, patents, certifications, or AI/ML capabilities are documented in the available sources, and the company appears to be independently owned with 11–50 employees.

Name

Gold Cup Services

Legal name

Gold Cup Services

Website

https://goldcupservices.com

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

11–50 employees

Short description

Gold Cup Services is a privately held Salt Lake City company that provides turnkey coffee, water, and breakroom equipment rental and supply services to offices, dealerships, C-stores, and hospitality businesses across Utah, Nevada, and Idaho, supported by in-house coffee roasting.

Ownership category

akta.pro rank

Product category

Office Coffee and Breakroom Services

NAICS

Coffee and Tea Manufacturing (311920), Beverage Manufacturing (3121)

SIC

Beverages (2080), Services-Help Supply Services (7363)

akta.pro primary industry

Beverage Service (Coffee/Tea/Juice) & Refreshment Stations (HSACAGAJ)

Keywords

• Office coffee services
• Breakroom supplies
• Beverage equipment rental
• Water filtration systems
• Commercial coffee roasting

Headquarters

HQ city

Salt Lake City

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Equipment Rental & Service: Monthly equipment rental with repairs and maintenance included. Complete coffee, beverage, and breakroom solutions provided to offices, dealerships, C-stores, and hospitality businesses.
2. Product Delivery & Restocking: Bi-weekly delivery and restocking of coffee, supplies, and consumables. Account Representative manages ongoing product supply.
3. Fast Repair Services: Equipment breakdown repairs with 24-hour response time, usually within 24 hours as stated on website.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Gold Cup Services is a B2B office coffee and breakroom supply provider that places and services commercial beverage equipment, delivers locally roasted Gold Bean coffee and water filtration solutions, and supplies a portfolio of partner beverages (Dr. Pepper, Pepsi, Red Bull, Primo) and breakroom consumables on a recurring basis. The company supports customers with 24-hour equipment repair response and dedicated account representatives.

Product overview

Gold Cup Services is a physical products and equipment distribution company (not a software platform) providing coffee, beverage, and breakroom solutions across the Intermountain West since 1994. The portfolio consists of commercial equipment (coffee machines, water/ice dispensers, specialty drink machines, popcorn machines) sold alongside consumable products (Gold Bean fresh roasted coffee, creamers, cups/lids, powders) and bundled service programs (breakroom solutions, C-store programs, hospitality services). Equipment brands offered include Flavia, Nespresso, Keurig, Bunn, Curtis, VKI, De Jong Duke, Bravilor, Franke, Wellsys, Follett, and Water Logic. All service programs include monthly equipment rental, bi-weekly restocking, repairs, and dedicated account representative support.

Differentiator

Problem solved

Functional benefit

Products and services

• Gold Bean Coffee

Quantifiable outcome

• Service response within 24 hours for equipment breakdowns
• +1 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Two partnerships are on record, tiered core.

• LoringcoreTechnology or IntegrationLoring provides smokeless roasters used by Gold Cup Services for in-house coffee roasting. Top of the line Loring smokeless roasters enable production of the freshest coffee in the Mountain West.
• Gold MedalcoreTechnology or IntegrationGold Medal provides popcorn machines (Gold Medal Ultra 60) and supplies including bags, tubs, and kernels. Gold Cup Services resells and services Gold Medal equipment.

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Emerging players

• Office Depot (The ODP Corporation): Office supplies retailer expanding into breakroom and pantry services (coffee, water, snacks) for SMBs via subscription delivery—competes with Gold Cup for office breakroom wallet share through a digital ordering model.

Broad incumbents

• Sodexo: Global workplace and foodservice services company with coffee, vending, and breakroom management offerings across offices, healthcare, and education—directly competitive with Gold Cup's office breakroom segment.
• Keurig Dr Pepper: Major national office and home coffee/beverage company offering Keurig brewers, K-Cup pods, and Dr Pepper/Snapple beverage lines that compete directly with Gold Cup's office coffee program and beverage supply offering.
• Coca-Cola Consolidated: Largest U.S. Coca-Cola bottler providing fountain, bottled, and canned beverages plus equipment service to offices, C-stores, and hospitality—directly competitive with Gold Cup's beverage equipment and consumables offerings.
• Nestlé Professional: Operates the Nespresso Professional and Nestlé beverage brands for offices, hotels, and restaurants, offering premium capsule coffee and bean-to-cup machines that compete with Gold Cup's bean-to-cup offerings.
• Aramark: Large workplace, hospitality, and foodservice provider offering coffee, water, and refreshment programs across offices, hotels, and entertainment venues—competing with Gold Cup in the hospitality and office segments.

Direct peers

• Canteen (Compass Group): Vending and workplace refreshment services provider offering coffee, water, snack, and micro-market programs to offices and breakrooms, directly overlapping Gold Cup's C-store and office beverage segments.
• Farmer Brothers: Coffee roaster and direct-store-delivery distributor serving offices, foodservice, and convenience stores with roasted coffee, equipment, and service—closely mirroring Gold Cup's vertically integrated model of roasting plus equipment/service.

Others

• Bunn-O-Matic Corporation: Major commercial coffee brewing equipment manufacturer (Bunn Ultra NX, Bunn JDF-4S, Bunn Fast Cup), an equipment partner of Gold Cup that also sells direct to foodservice and convenience operators.
• Franke Coffee Systems: Global manufacturer of commercial espresso and coffee machines (Franke A800 with FoamMaster), currently a key Gold Cup equipment partner but could disintermediate by selling direct to end customers.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/brog-distributors

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 Gold Cup Services