Over the past year, Dash In, owned by La Plata, Maryland-based The Wills Group, has made significant strides in elevating its coffee experience by partnering with a new roaster to source premium beans and craft a refreshed cup guided by the thought: “Better beans. Better cups. Better coffee. Better experience.”
In December 2024, Dash In rolled out the new coffee across all locations, and the response has been overwhelmingly positive. Coffee sales are up nearly 10% year over year, achieved without any retail price increases—a clear sign that Dash In customers are noticing and appreciating the difference, the company said.
Category managers spending time in stores, engaging directly with customers and gathering real-time feedback has been instrumental in fine-tuning Dash In’s roast profiles to match customer preferences.
And, Dash In said, it’s just getting started. This fall, it’s launching a comprehensive campaign that will bring to life the story behind its improved coffee—“from sourcing to roasting to that final, perfect pour. It’s a celebration of quality, craft and the passion behind every cup,” the company said.
Customer comment: “The store was clean, and the coffee was fresh.”