The Coffee Boom in Odessa, Texas

Six years ago, Odessa, an oil-rich town in West Texas, was primarily recognized for its high school football team that inspired the acclaimed series “Friday Night Lights.” At that time, the city had a mere 17 coffee and tea establishments. Fast forward to today, and that number has skyrocketed to around 55.

Starbucks has established a significant presence in the community with eight outlets, and an additional one is expected to open by the end of this year. Adding to the local coffee scene, a regional brand from Arkansas, 7 Brew, has introduced three drive-through coffee stands. They offer an array of unique beverages, including Funnel Cake Macchiatos, Pixie Stick energy drinks, and wild berry smoothies. Furthermore, popular coffee brands from Oregon, such as Dutch Bros and The Human Bean, have also made their way into Odessa, complementing a growing number of independent coffee shops that have emerged in recent years.

“In Texas, almost every community comparable in size to Odessa is experiencing a similar trend: an explosion of what we refer to as the three C’s: Car washes, Chicken joints, and Coffee shops,” stated Javier Joven, Odessa’s mayor. He made this remark shortly after ordering his customary Starbucks beverage: a venti caramel macchiato, upside down, extra hot, with soy milk.

This coffee surge is not an isolated occurrence in Odessa. Nationwide, cities of all sizes are witnessing a rapid increase in cafes and drive-throughs specializing in coffee and tea, making this one of the fastest-growing segments in the restaurant industry regarding the number of establishments.

The 7 Brew stand in Odessa represents a larger trend. The company started with a single drive-through kiosk in Rogers, Arkansas, seven years ago and has since expanded to over 190 locations, stretching from Casper, Wyoming, to upstate New York.

Moreover, it’s not just the industry giants like Starbucks and Dunkin’ that are vying for consumer attention. A multitude of regional brands are racing to expand their reach in areas like the Midwest and South, regions they believe are underserved in terms of caffeine options. For instance, Scooter’s Coffee, hailing from Nebraska, has seen impressive growth, increasing from 170 shops in 2018 to an anticipated 770 by the end of this year, as reported by Datassential, a market research firm based in Chicago.