WIND GAP, Pa. – A specialty coffee roaster’s first statewide location is brewing at a familiar coffee spot in the Lehigh Valley.
A new location of Identity Coffee Co., a New England-based, family-owned specialty coffee company, is expected to open in early January at 855 S. Broadway in Wind Gap, franchisee Jason Velazquez told 69 News.
A new location of Identity Coffee Co., a New England-based, family-owned specialty coffee company, is expected to open in early January at 855 S. Broadway in Wind Gap.
Ryan Kneller
James Balliet and Michael Makhoul of The James Balliet Property Group represented both the landlord and tenant in the deal.
The Wind Gap site was previously home to a Dunkin’ eatery, which relocated across the street to 938 S. Broadway in 2024.
“Not to take anything away from the bigger coffee franchises, but we just want to bring a little bit different flavor to the area,” Velazquez said.
“We also want to give it a homey feel where people can come and feel comfortable, kind of like a ‘Cheers’ atmosphere. Sometimes you want to go where everybody knows your name.”
Six locations of Identity Coffee Co. operate in Massachusetts and New Hampshire, and the first Pennsylvania location is expected to open in January at 855 S. Broadway in Wind Gap.
Identity Coffee Co.
Six Identity Coffee Co. locations operate in Massachusetts and New Hampshire, and the Wind Gap location will be the brand’s 1st Pennsylvania location, Velazquez said.
The new Identity Coffee Co. location will feature indoor seating and drive-thru service.
“We definitely wanted to make sure we have a drive-thru,” Velazquez said. “It’s clearly a convenience for individuals who are traveling, especially those who are traveling early in the morning to Route 33.”
Hours for the new location are still being finalized, but Velazquez anticipates it operating six days a week, most likely 5 or 6 a.m. to 4 p.m. Monday through Saturday.
Identity Coffee Co. franchise owner Jason Velazquez plans to open the company’s first Pennsylvania location in January at 855 S. Broadway in Wind Gap.
Identity Coffee Co.
Velazquez, who resides in Macungie, also plans to open two additional Lehigh Valley locations – probably in the Macungie and Easton areas – within the next five years.
Identity Coffee Co. is dedicated to offering an “exceptional coffee experience” through a carefully curated selection of organic, ethically sourced coffee beans, according to a business description.
Customers can enjoy specialty coffee drinks such as iced maple Cubano, salted caramel mocha, honey lavender latte and brown sugar oat milk latte, along with a wide array of other beverages, including teas, smoothies, refreshers and frozen drinks.
There are also seasonal options such as a s’more latte, caramel apple chai and Earl Gray hot chocolate.
Food options include various soups, salads, sandwiches, wraps and bagels, with the latter available with an array of house-made cream cheeses, including chive and onion, sun-dried tomato and chipotle.
Menu highlights include grilled cheese and tomato bisque, a Cobb salad, California club wrap, an Identity B.L.T., a Tuscan chicken panini (pesto, roasted red pepper and mozzarella) and club sandwich (turkey, bacon, ham, chive and onion aioli, lettuce and tomato.
Six locations of Identity Coffee Co. operate in Massachusetts and New Hampshire, and the first Pennsylvania location is expected to open in January at 855 S. Broadway in Wind Gap.
Identity Coffee Co.
“Coffee is just the tip of the iceberg,” Velazquez said.
Identity Coffee Co. has a commitment to quality, sustainability and community, and its mission is to “craft exceptional coffee while supporting meaningful causes.”
“At Identity Coffee Company, we believe coffee should nourish both the body and the mind,” a message on the business’ website reads.
“But our coffee is more than just a healthy beverage—it’s an opportunity to connect, appreciate craftsmanship, and make a meaningful impact through our charitable initiatives. We’re dedicated to cultivating a culture of authenticity, mindfulness, and conscious enjoyment, where every cup not only satisfies but also contributes to a greater purpose.”