What debeen espresso does

DeBeen Espresso is a privately held, independent specialty coffee shop operator founded in 1997 and headquartered in High Point, North Carolina. The company runs two retail storefronts — one in High Point (709 West Lexington Avenue) and one in Winston-Salem (231 East 5th Street) — and serves local consumers in the Piedmont Triad region seeking specialty coffee, tea, smoothies, vegan bakery items, house-made gelato and sorbets, and on-tap kombucha. Its menu spans hot, iced, and frozen espresso-based drinks, cold brew and nitro cold brew, frozen blender drinks, Smartfruit smoothies, and signature house beverages (e.g., Brown Sugar Latte, Ironman Latte), with pricing tiered from $1.75 (8oz drip) to $7.00 (frozen/smoothie premium sizes).

The business relies on commodity technology rather than proprietary infrastructure. Square provides the company's entire digital commerce stack — e-commerce storefront, online ordering for pickup, e-gift card sales, and POS — while coffee roasting is outsourced to Fortuna Enterprises in Greensboro, NC, under a supplier partnership. The High Point location co-hosts Pure Light Yoga, creating an integrated wellness-and-cafe ecosystem, and the Winston-Salem location features a kombucha tap wall (UpDog and Tribucha). The company also sells whole coffee beans (claiming the largest flavored coffee bean selection in its market) through both in-store retail and online ordering.

Revenue is generated primarily through unit-priced in-store beverage and food transactions at the two locations, supplemented by retail coffee bean sales (in-store and online) and digital gift cards. The customer base consists entirely of walk-in and online retail consumers — no enterprise, wholesale, or B2B channels are disclosed. DeBeen Espresso operates without external investors, has no disclosed funding history, and shows no recent M&A, executive changes, or geographic expansion beyond its two established North Carolina locations.

Name

debeen espresso

Legal name

DeBeen Espresso

Website

https://debeenespresso.com

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

11–50 employees

Short description

DeBeen Espresso is a privately held independent specialty coffee shop operator founded in 1997, running two retail locations in High Point and Winston-Salem, North Carolina. It serves local Piedmont Triad consumers with espresso drinks, tea, smoothies, vegan bakery, gelato, kombucha, and roasted coffee beans via Square-powered online ordering.

Ownership category

akta.pro rank

Headquarters

HQ city

High Point

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. In-Store Beverage Sales: Retail sales of specialty coffee drinks, espresso beverages, tea, and specialty frozen/blended drinks consumed on-premises or for takeaway at two North Carolina coffee shop locations.
2. Bakery and Food Items: Sales of in-house vegan bakery items including sweet and savory items, house-made vegan gelato and sorbets.
3. Retail Coffee Beans: Online and in-store sales of whole coffee beans, including their largest flavored coffee bean selection. Beans are sourced from Fortuna Enterprises (roasted in Greensboro NC) and sold as retail products.
4. E-Gift Cards: Digital gift cards sold through Square platform for gifting purposes, driving pre-paid revenue.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

DeBeen Espresso operates two retail coffee shops in North Carolina (High Point and Winston-Salem) selling specialty espresso-based beverages, drip coffee, cold brew, tea, frozen blended drinks, smoothies, kombucha, in-house vegan bakery items, gelato and sorbets, and retail whole coffee beans. Beans are locally roasted by Fortuna Enterprises in Greensboro, NC.

Product overview

DeBeen Espresso is a local North Carolina coffee shop chain operating since 1997, offering specialty coffee drinks, tea, frozen beverages, smoothies, and food items across two locations in High Point and Winston-Salem. The core product portfolio includes hot and iced espresso-based drinks (Latte, Cappuccino, Mocha, Macchiato), cold brew and nitro cold brew, signature house drinks (Brown Sugar Latte, Ironman Latte), frozen blender drinks, tea beverages, and Smartfruit Smoothies. Complementary offerings include the largest flavored coffee bean selection in NC (available for online ordering), in-house vegan bakery items, gelato and sorbets, and kombucha on tap. The company sources organic fair-trade coffee beans locally roasted in Greensboro, NC, and provides a comfortable coffee shop setting with free Wi-Fi.

Differentiator

Problem solved

Functional benefit

Products and services

• Hot Coffee and Espresso Beverages Hot beverages including drip coffee, Americano, Latte, Cappuccino, Macchiato, Mocha, White Mocha, Breve, and Steamer. Available in 8oz ($1.75-$2.00), 12oz ($3.00-$3.75), 16oz ($3.25-$5.25), and 20oz ($4.00-$6.00) sizes. Targeted at retail customers seeking specialty hot coffee.
• Iced Coffee and Espresso Beverages Iced versions of the hot drinks including Iced Drip, Iced Americano, Iced Latte, Iced Cappuccino, Iced Mocha, Iced White Mocha, and more. Available in 16oz, 20oz, and 24oz sizes at $3.75-$7.00. Targeted at retail customers preferring cold coffee.
• Cold Brew and Nitro Cold Brew

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Fortuna EnterprisescoreStrategic or Co-development PartnerCoffee beans are locally roasted in Greensboro NC by Fortuna Enterprises. This is a strategic supplier partnership ensuring fresh, locally roasted coffee supply for DeBeen Espresso's operations.
• Pure Light YogaminorStrategic or Co-development PartnerPure Light Yoga studio is nestled inside the High Point DeBeen Espresso location, creating a unique co-location arrangement. Provides a welcoming yoga community to High Point customers.
• UpDog KombuchaminorChannel Partner/ Reseller/ DistributorUpDog Kombucha served on tap at Winston-Salem location and available as ice cold cans in High Point.
• Tribucha KombuchaminorChannel Partner/ Reseller/ DistributorTribucha Kombucha served on tap at Winston-Salem location alongside UpDog Kombucha.
• SquarecoreTechnology or IntegrationSquare provides e-commerce platform for online ordering, pickup orders, retail store, and e-gift cards. Critical technology infrastructure for their digital commerce operations.

Scale indicators3 records

Recent moves5 records

Expansion highlights3 records

Broad incumbents

• Starbucks: Global coffee chain and dominant incumbent in the US specialty coffee category. Competes with DeBeen for daily coffee occasions but operates at vastly larger scale with mobile ordering, loyalty, and supply chain advantages.
• The Coffee Bean & Tea Leaf: Established specialty coffee and tea chain with broad menu including bakery items. Competes in the same premium coffee and bakery cafe category as DeBeen but operates at national scale.
• Dunkin': National coffee and donut chain with strong drive-thru and value positioning. Competes with DeBeen on convenience and price for the daily coffee occasion, particularly in suburban Piedmont Triad locations.
• Stumptown Coffee Roasters: Acquired specialty coffee roaster with cafes in major US cities. Comparable in specialty coffee focus and quality positioning, though at significantly larger scale and broader geographic reach than DeBeen.

Direct peers

• Counter Culture Coffee: Durham, NC-based specialty coffee roaster and cafe operator with strong coffee education and sustainability positioning. Comparable to DeBeen in NC regional specialty coffee focus, though Counter Culture has broader national wholesale distribution.
• Summit Coffee: North Carolina specialty coffee chain founded in 2003 with multiple locations across the Charlotte and Piedmont regions. Comparable regional multi-unit coffee shop model with similar community-focused positioning.
• Black & White Coffee Roasters: Winston-Salem, NC specialty coffee roaster and cafe with direct local overlap to DeBeen's Winston-Salem location. Operates a similar model combining in-house roasting with cafe service and a community focus.
• Cocoa Cinnamon: Durham, NC specialty coffee shop and chocolate bar offering craft beverages in a community-focused setting. Comparable independent cafe concept with specialty beverage focus in North Carolina.
• Krankies Coffee: Independent specialty coffee shop based in Winston-Salem, NC - a direct local competitor in the same Piedmont Triad market as DeBeen's Winston-Salem location, with a similar focus on community gathering and quality espresso.

Emerging players

• Foxtail Coffee Co. Florida-based specialty coffee roaster and growing cafe chain with multiple locations. Comparable emerging regional player in the specialty coffee category with similar artisan and community positioning.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/debeen-espresso

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 debeen espresso