The Coach Store has a coffee shop to fuel your bag purchase
Photo by Lisa Petty for Dallas Observer
Coach’s new New York diner-inspired space serves coffee drinks, pastries, and other sweets, plus logo-stamped merch. This is Coach’s seventh café in the U.S., bringing the current total to more than two dozen around the world.
Though they’re a recent portfolio addition for this particular accessories brand (the first Coach Coffee Shop opened in Indonesia in 2024), the idea of a café-as-marketing-tactic isn’t new. See also: Capital One Café, Café Dior, The Rooftop at Restoration Hardware, etc.
Why the boom? Well, in a world where brick-and-mortars are often skipped in favor of apps, a café can give shoppers another reason to maybe actually go out. There’s also that nice, steady stream of incremental revenue and free portable advertising via branded takeout cups. Plus, the longer shoppers linger on premises while gazing about in acquisitive lust, the more likely they are to spend on bigger ticket items.
Coach Coffee Shops can be found inside both outlet and full-price retail stores. According to Marcus Sanders, Coach VP of Global Food & Beverage, location determining factors include strong foot traffic and the ability for the café to “become part of someone’s routine.” In addition, the brand is betting on these new shops as a way to attract a younger demographic.
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“Coffee culture is such a big part of how people connect, especially younger customers,” says Sanders. “When we choose a location, we look at where our community already gathers, especially our Gen Z customers.”
Representing people of (roughly) high school age through late 20s, the coveted Gen Z consumer group coined the phrase “little treat.” They’re also bringing back the branded beverage as a fashion statement like we haven’t seen since the Olsen twins with their Starbucks cups in the aughts. So, yeah, nice plan, from a marketing perspective–but what exactly is on the menu?
Coach’s coffee is a proprietary blend created in partnership with Stumptown Coffee Roasters (owned by Keurig Dr. Pepper). It’s used in sweet blended drinks like Pumpkin Spice and Tiramisu lattes. Treats also lean sweet, including an edible, Tik Tok-ready take on the Coach Tabby handbag, complete with quilted icing and a “C” logo. Merch features the cute, long-lashed “Lil Miss Jo” mascot. And, just for Allen kids, a new Dallas leather hang tag is available in-store to adorn real Coach handbags (collect ‘em all).
Coach Coffee Shop, 820 W. Stacy Rd., Spc 190, at Allen Premium Outlets. Open daily (hours of operation are yet to be announced)