Analytics Platform Helps Online Coffee Startup Raise Its Decision-Making Game


Many corporations have mission statements posted on their websites, but few firms live up to those ideals as closely as Black Rifle Coffee Co., a Salt Lake City-based startup that is founded and staffed by combat veterans.

Its branding begins with the company’s mantra—”Black Rifle Coffee Company serves coffee and culture to people who love America”—and extends throughout the photos, memes, and videos it shares on its social media accounts. The business was launched in 2014 by former Green Beret and CIA operative Evan Hafer, who describes his approach to business this way: “Black Rifle Coffee Company is quite literally the combination of my two favorite passions. I take pride in the coffee we roast, the veterans we employ, and the causes we support.”

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