Since Citizens Coffee first set foot in New York City in 2016, the brand has been captivating Americans with a taste of Australia’s laid-back, quality-focused coffee and brunch culture. Now, they’re turning up the heat with a Series B public crowdfunding campaign, inviting both longtime fans and new investors to join a mission to transform the U.S. breakfast and coffee scene.
After breaking records with their Series A campaign on Republic in 2021, Citizens has continued to grow, achieving a 170% increase in lifetime revenue. With investors like Randi Zuckerberg onboard, Citizens is now targeting $100 million in annual sales by 2029, with plans to open 40 locations across the U.S., beginning with an Austin café by the end of this year. CEO Justin Giuffrida emphasizes their methodical approach to expansion, saying, “It’s important for us to scale while staying true to how we’ve grown the business since day one. Since opening the original Citizens store in Chelsea, New York, we’ve been incredibly intentional in our approach to hospitality, and our growth strategy is no different.”
Citizens Coffee’s Rise to Fame
Citizens isn’t your average coffee shop. From its cozy cafés in New York’s Chelsea, Soho, and Gramercy neighborhoods to its most profitable spot in Houston, Texas, the brand has built a loyal following. Co-founders Justin Giuffrida and Andrew Geisel have cultivated a brand that’s more than just a coffee shop; it’s a community hub that embodies the spirit of Australian hospitality. Citizens’ commitment to quality, innovation, and community engagement has garnered a loyal customer base and set the stage for national expansion. “We have identified a gap in the market – Americans are hungry for better breakfast. Consumer behavior is reflecting that, and we are excited to be the change that the market is craving,” said Giuffrida.
The Series B Campaign: Fueling National Expansion
For their Series B round, Citizens is once again turning to crowdfunding, this time on StartEngine, where they’ve already raised nearly $450,000 in a matter of days. This campaign not only aims to fuel Citizens’ growth in Texas and New York but also extend into more East Coast and Southern markets. Investors in this campaign have perks ranging from free brunches to equity bonuses, depending on their level of involvement. With investments as low as $250, fans and coffee aficionados alike have an opportunity to be part of Citizens’ journey to becoming a household name.
Specialty Coffee Meets Community-Driven Business
In an industry that’s booming, Citizens stands out by blending specialty coffee and quality breakfast with a dedication to community engagement. Their stores boast an impressive average unit volume (AUV) of $2.4 million, even surpassing household names like IHOP and Firstwatch. To give an idea of the growth trajectory, Blue Bottle—a brand that Citizens aspires to emulate—reached a $700 million valuation with 75 stores before being acquired by Nestlé.
But Citizens isn’t stopping at brick-and-mortar. The brand is launching Citizens At Home, a line that will bring its premium coffee directly into people’s kitchens through coffee beans, pods, and K-cups. As pod coffee surpasses instant coffee in popularity, this move broadens Citizens’ reach and reinforces the brand’s identity as a quality-focused, specialty coffee provider.
Beyond expansion, Citizens is committed to staying true to its roots as a community-centered brand. Earlier this year, they launched the “Local Legends” initiative, partnering with local groups and nonprofits to give back. Each month, Citizens donates a portion of their sales to community organizations, with a long-term goal of becoming a certified 1% company, contributing 1% of their revenue to local causes by 2026. “At its core, Citizens is a people-based business. We’re in the business of making our locals’ days better through great food, coffee, and hospitality. We spend time learning about the communities we enter and seeing how we can make an impact,” said Geisel.
With their Series B campaign, Citizens is inviting investors to join them in reshaping the American breakfast landscape. For those looking to be part of a brand that marries quality with a strong sense of community, Citizens Coffee offers a unique investment opportunity that’s hard to pass up.
Jordi Lippe-McGraw is a News Columnist at Grit Daily. A multi-faceted NYC-based journalist, her work on topics from travel to finance have been featured in the New York Times, WSJ Magazine, TODAY, Conde Nast Traveler, and she has appeared on TODAY and MSNBC for her expertise. Jordi has also traveled to more than 30 countries on all 7 continents and is a certified coach teaching people how to leave the 9-to-5 behind.
