The Rush Coffee is a mobile coffee truck franchise founded in 2017 in Southern California. The brand started with a single mobile coffee truck and quickly expanded as demand grew.

It is headquartered in San Marcos, California, and began franchising in 2021. The concept was built to bring high-quality, handcrafted coffee directly to customers in a flexible and low-overhead format.

The Rush Coffee sells espresso drinks, drip coffee, teas, smoothies, frappés, Italian sodas, and a selection of pastries and baked goods. All products are prepared inside fully equipped mobile coffee trucks designed to operate at events, office parks, schools, and high-traffic locations. This model allows franchisees to serve customers wherever demand is strongest, without the challenges of traditional retail space.

The brand differentiates itself through its mobile-only system, which eliminates the need for costly storefronts and fixed schedules. Franchisees gain flexibility in choosing their hours, locations, and event opportunities.

Training

The Rush Coffee provides a structured and multi-tiered training program to ensure franchisees are adequately prepared to operate their mobile coffee business. This training is mandatory and must be completed before the franchise can begin operations. Below are the key components of the training program:

1. Initial Training Program
   Franchisees and their Designated Manager must attend and successfully complete an initial training program, typically held at the company’s headquarters in San Marcos, California. The program lasts up to two weeks depending on prior experience and covers operations, customer service, marketing, software, and business management. The franchisor does not cover travel or lodging expenses.
2. Training of Replacement Personnel
   If a Designated Manager leaves, the franchisee has 45 days to appoint a replacement who must also complete the franchisor’s training program. The franchisor may require any new personnel trained by the franchisee to attend the full initial training to ensure quality standards. All training costs in such cases are borne by the franchisee.
3. Ongoing and Refresher Training
   The Rush Coffee may mandate attendance at refresher courses, seminars, conventions, or additional training as needed. These can include both remote and in-person sessions, with costs (including travel and accommodations) paid by the franchisee. Failure to complete required training may result in termination of the agreement.

Territory Protection

The Rush Coffee grants its franchisees a protected territory, defined as either a 30-mile geographic radius or an area with a population of 250,000 people, whichever is smaller. While this area is protected for operating the franchised mobile coffee business, it is not exclusive—other franchisees or the franchisor may still market or conduct business nearby through other formats or channels.

Franchisees are prohibited from conducting business outside their territory without written approval, and any sales outside the territory still require the payment of royalties.

Although The Rush Coffee promises not to license the same vehicle-based “Model Concept” to others within a franchisee's protected territory, it does not guarantee exclusivity or protection from competing activity. The franchisor reserves the right to operate or authorize alternative formats—such as storefronts, pop-ups, or virtual outlets—even within the franchisee’s area.