Sugar Shack to open downtown location early next year
The popular doughnut shop will open a more coffee-centric spot (don’t worry, they’re bringing doughnuts with them).
Sugar Shack Donuts will expand into downtown in early 2014 when Sugar Shack Coffee opens at 1110B E. Main Street.
“It screams high end coffee shop,” said Ian Kelley, who hopes to open the business in late January. The new location is the former site of Les Crepes. “There’s not really any coffee shops [in the area].” The closest, Kelley said, are a Starbucks in The James Center and a nearby 7-11.
Kelley wanted to create an in-house coffee when he and friend Casey Ward opened Sugar Shack in June. The problem–albeit a good one–was that the doughnuts proved to be so popular the pair had to devote their attention to producing circular confections rather than brewing their own joe. “So I had in the back of my mind to do a Sugar Shack Coffee,” Kelley said.
Whereas Sugar Shack sidelines the espresso machine in the Carver shop away from the doughnut display case, Kelley said the new shop will put the Italian-made espresso machine front and center. “We’ve really put the espresso machine right in your face,” he said.
Sugar Shack Coffee will also offer offer a pour over bar, focus more on cold drip coffee, fresh daily juice, fruit smoothies, and milkshakes. There will also be roughly 20 varieties of bagged coffee for sale. Baltimore-based Zeke’s Coffee will supply the beans.
Kelly said Sugar Shack Coffee will offer roughly 20 seats and cater more toward the downtown suit-and-tie crowd compared to the high school and college regulars at the Carver location. “It’s certainly a different clientele,” Kelley said. Although Sugar Shack Coffee won’t have quite the doughnut selection that the Carver spot does, Kelley anticipates the doughnuts will still pull a sizable crowd. “I definitely think the doughnuts will be the main draw,” he said.
The downtown expansion is likely the first of several to come. Kelley said he’s eyeing Midlothian and maybe even Hanover. “After that we might consider Baltimore or Asheville, NC,” he said.
Sugar Shack Coffee will open at 1110B E. Main Street in early 2014.
Related
- A sweet start for Sugar Shack Donuts; RVANews
- Doughnut shop takes its act downtown; Richmond BizSense
photo by Anne-Aurelia Lewis
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Nathan Cushing
Nathan Cushing is a writer, journalist, and RVANews Editor.
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Shockoe Espresso has been in the neighborhood since way before Starbucks or 7-11.
There is also the new and wonderful Sefton Coffee Shop on 8th betw. Franklin and Main, too.
Those of us who work near 12th and Main are looking forward to having you in the neighborhood!
Sugar Shack, shaking your hand and congratulating and thanking you for all you do. You guys are marketing geniuses.