Competition is brewing in Evans between a corporate Starbucks and a Mom-and-Pop coffee shop owned by a mom and daughter.
In February 2018, the duo opened Rooted just outside their bedroom community of Riverwood— the last major subdivision off Washington Road before driving west to Appling and Lake Thurmond.
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“We always knew as the area grew another coffee shop would open nearby. We just didn’t think it would be in our center,” said Ali Kocher, co-owner of Rooted Coffeehouse with her mother, Heather Needles.
Now, they’re facing competition from Starbucks, the industry powerhouse, which is building a new store in an outparcel of land adjoining the Market at Riverwood.
Building on out-parcels of land near shopping centers is common, and often, tenants such as Rooted negotiate exclusivity in their leases to prevent competitors from opening in the shopping center. Shopping center tenants, however, are not protected from having a competitor build on an out-parcel of property. The Market at Riverwood has a number of properties on out-parcels, including those where Mi Rancho’s restaurant, Security Federal Bank and Riverwood Dental Center are located.
Recently, Rooted put out a newsletter that made the rounds on social media outlining the co-owners’ plans and frustrations. An article in the newsletter said that 2020 “also left us with a few sucker punches…like the news of Starbucks becoming our neighbors…the news of many small businesses closing due to COVID.”
Yes, Starbucks is in the midst of building a prototypical, 2,500 square foot store on an out-parcel of land about 50 yards from Rooted Coffeehouse.
“We’ve been in Augusta many years and are very excited to be part of the Riverwood Community,” said Dexter Patterson, the store development manager for Starbucks corporate, based in Atlanta.
The closest Starbucks is a ten-minute drive east on Washington Road at the Mullins Crossing Shopping Center where it is not uncommon for there to be cars lined up, waiting to enter the drive thru line.
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The Riverwood\Hardy McManus\William Few Parkway Nextdoor Neighbor App was abuzz with comments and rumors when land between the McDonald’s and CVS at the entrance to the Riverwood market was cleared in the fourth quarter of 2020.
“I love Starbucks more than is likely healthy or socially acceptable. That being said, I would hope that’s not the case with Rooted being so close (and so wonderful),” said Jen Nolin, from Riverwood.
Once the new Starbucks was confirmed before Christmas, posts flooded in with coffee connoisseurs picking their favorites in this classic case of David vs. Goliath. Comments on the app ranged from support for a local coffee shop to concern about their service to thoughts on the industry giant.
“There’s never enough Starbucks,” said one neighbor.
Another commented: “I hope people will flood Rooted with business. I hate to think these chains will shut them down.”
“Rooted takes so long to make a simple cup of coffee. Will be nice to get in and out with a cup of Joe and not wait 20 minutes,” said another neighbor.
Ali Kocher and her co-owner mom, are preparing for Starbucks by getting their coffeehouse in order.
In their newsletter they listed these 2021 goals:
*Implement new drive thru processes to improve speed
*Continue to make every product at time of order and never compromise product quality and integrity (they prepare healthy food alternatives like Avocado Toast, Smoked Salmon on a bagel, and various paninis)
*Introduce new drinks like CBD tea, cold foam and a cereal latte.
*Establish partnerships with local small businesses
“We’re so thankful for our great customers who choose local,” said Ali Kocher.
Feels like some competition is brewing in advance of the July 2021 opening of Starbucks.
Neil Gordon is a business contributor with The Augusta Press. Reach him at neil.gordon@theaugustapress.com.
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