Published on 31 Mar 2022 Time 4 min read Last update by 29 May 2024

Is Black Rifle Coffee Franchise a Worthwhile Investment? (2024)

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This article is based on the video featured above, originally recorded for Vetted Biz Youtube Channel

The Black Rifle Coffee Franchise is a Veteran-Owned coffee company based in Salt Lake City, Utah. They focus on selling coffee that supports the Second Amendment and their troops. Also, the company is known for producing entertaining content on its active social media platforms such as facebook and Instagram. Which continues to garner a huge audience.

As of 2020, the company had over 100,000 subscribers in its online, direct-to-consumer coffee subscription service.


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It gained national attention in 2017, when it employed about 50 people, after pledging to hire 10,000 veterans in response to Starbucks’s pledge to hire 10,000 refugees.

The company has a valuation of approximately $1.7 billion.

Black Rifle Coffe Franchise History

It was founded in 2014 by former Green Beret Evan Hafer who currently serves as the CEO.

Evan started selling a small volume of his “Freedom Roast” coffee through a friend’s apparel website before launching his own brand and website to sell the coffee and his branded accessories. Since then, the company has grown to serve premium coffee and content to active military, veterans, first responders, and the general American public.

In addition to online sales, Black Rifle Company has physical coffee shops in Layton and Salt Lake City in Utah and Boerne and San Antonio in Texas. More recently, Black Rifle Coffee has made coffee shops available to prospective franchisees.

black rifle coffee


BRCC opened a new coffee roasting facility in Manchester, Tennessee in 2018, as part of a $6 million investment in the state.


In November 2021, Black Rifle Coffee merged with SilverBox Merger Corporation through a special purpose acquisition company in an effort to raise funds for expansion and eventually go public.



How Much Is a Black Rifle Coffee Franchise?

Since Black Rifle Coffee is privately owned, there are limited details on the initial investment and the fees to expect. However, from our research, a potential franchisee should have liquid capital of $250,000 and a net worth of $500,000 in order to open and operate a Black Rifle Coffee franchise.


  • A potential franchisee should have liquid capital of at least $250,000
  • A net worth of at least $500,000 is also a requirement for potential franchisees


How Much Does Black Rifle Coffee Make?

Total revenues grew by 40% from $163 million in 2020 to $230 million in 2021. The revenues are also projected to rise another 35.4% to $311.4 million in 2022 and rise another 38.2% in 2023 to $430.4 million.

The image below indicates the financial summary of Black Rifle Coffee over the last three years and the projected incomes and revenues for 2022 and 2023.

Financial Summary

Summary P&L ($ in millions) 2019A 2020A 2021E 2022E 2023E
DTC 73.6 137.7 163.2 184.2 199.4
Wholesale 7.7 23.4 55.3 90.6 141.9
Outposts 0.8 2.8 11.5 36.6 89.1
Total Revenue $82.1 $163.9 $230.1 $311.4 $430.4
(%) Growth 99.6% 40.4% 35.4% 38.2%
COGS ($46.4) ($94.5) ($138.4) ($182.8) ($243.1)
(%) Sales 56.5% 57.7% 60.1% 58.7% 56.5%
(%) Margin 43.5% 42.3% 39.9% 41.3% 43.5%
Marketing ($13.3) ($25.5) ($33.7) ($37.9) ($45.2)
(%) Sales 16.3% 15.6% 14.7% 12.2% 10.5%
SG&A ($22.5) ($37.5) ($64.4) ($99.5) ($139.6)
(%) Sales 27.4% 22.9% 28.0% 32.0% 32.4%
Non-Recurring Transaction Expenses ($0.6) ($3.7) ($1.5)
Operating Income
($0.1) $5.8 ($10.2) ($10.4) $2.5
(%) Margin (0.1%) 3.5% (4.4%) (3.3%) 0.6%
Other Income (Expense) $0.1 ($0.2)
Depreciation & Amortization $0.9 $1.4 $2.3 $3.8 $6.7
EBITDA $0.9 $6.9 ($7.9) ($6.6) $9.2
(%) Margin 1.1% 4.2% (3.4%) (2.1%) 2.1%
Adjusted EBITDA $1.3 $11.4 $0.6 $0.6 $15.1
(%) Margin 1.5% 6.9% 0.3% 0.2% 3.5%
Retail Capex ($1.4) ($9.5) ($20.4) ($40.8)
Other Capex ($1.0) ($8.4) ($10.3) ($13.3) ($13.3)
Total Capex ($1.0) ($9.8) ($19.8) ($33.7) ($54.1)

The gross profit margins rose by about 40% from $69.4 million in 2020 to $91.7 million in 2021.

Number Of Franchise Outlets

Black Rifle Coffee is active in over 1,700 retail locations across the country. It also has a growing wholesale business, and it recently launched a ready-to-drink canned iced coffee which is one of the top brands in the market at the moment.


This is a rapidly growing and mission-driven premium coffee company with the potential to reach a broad and diverse audience.

Approximately 50% of its employees are veterans or military spouses. Its focus on supporting Veterans and active-duty military makes it a special company.

If you are interested in owning this Franchise, we advise that you speak to at least 5 franchisees to learn more about their business.


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