A coffee chain in Johnson County is rebranding from Coffee Emporium to Midnight Coffee to unify its locations and enhance customer experience. Co-owner Alex Nelson aims to create a cohesive brand identity while emphasizing local partnerships and community engagement. The new name reflects a darker, moodier ambiance and aligns with Nelson's other business ventures.
• The rebrand aims to unify the shops under one name, creating a consistent experience.
• Midnight Coffee will offer new food items, including sandwiches and signature drinks.
• Local vendors will supply ingredients, enhancing community ties and supporting local businesses.
• The coffee quality will improve by partnering with multiple roasters, ensuring a better selection for customers.
This change matters because it fosters a sense of community and supports local businesses, which can lead to a stronger local economy. By creating a welcoming space for customers, Midnight Coffee hopes to be more than just a coffee shop, becoming a hub for local events and gatherings.
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