Founded in 2014 by former Green Beret Evan Hafer, Black Rifle Coffee Company (BRCC) is a specialty coffee business rooted in military values and a passion for high-quality brews. Based in Salt Lake City, Utah, the company is known for its dedication to supporting veterans, active-duty service members, and first responders.

BRCC has built a loyal following thanks to its bold, patriotic branding and ongoing efforts to give back to those who serve. Its product line includes premium coffee blends designed for both convenience and flavor.

Although the company previously offered franchise opportunities, BRCC halted new applications as of late 2023 to focus on optimizing operations at its company-owned locations. This strategic pause reflects its commitment to sustainable growth and brand consistency.

Training

Black Rifle Coffee provides an extensive training program to prepare franchisees and their key personnel for operating a BRCC Shop. Here are the core components of the training:

1. Initial Owner Training
   Conducted over four days, this program is tailored for owners who are not directly managing day-to-day operations. It is typically held in states like Texas, Tennessee, Florida, or Virginia, and includes classroom and practical training by certified BRCC trainers.
2. Initial Operator and Management Training
   This intensive four-week program is mandatory for the Operating Owner and Store Manager, focusing on operational procedures, brand standards, and customer service. Participants must complete the training at least 60 days before opening.
3. Additional Trained Personnel
   Franchisees may send up to two additional individuals to the initial training, with fees applicable for more attendees. Any replacement Operating Owner or Manager must also undergo the same training within a specified time frame.

Territory Protection

Black Rifle Coffee offers its franchisees a “Protected Area” as defined in their franchise agreement, where the franchisor agrees not to establish or authorize another BRCC Shop during the agreement term.

This area is specified in the Data Addendum and may vary based on demographics and geography. However, the agreement clarifies that the protected territory is not exclusive and may differ among franchisees depending on various factors.

Despite the presence of a Protected Area, Black Rifle Coffee retains extensive rights to operate or authorize others to operate in various capacities outside this defined zone. They can open BRCC Shops in non-traditional or captive market locations and sell branded products through grocery stores, e-commerce, or other channels.