Welcome to our Building in Public series—an unfiltered, behind-the-scenes look at what it really takes to build a regenerative commerce startup rooted in independent coffee culture.
In this episode, we’re sharing how Joe Coffee is fundamentally different from horizontal POS platforms like Square and Toast—and why our vertical, coffee-first approach is unlocking growth and resilience for small coffee shops everywhere.
We’re not just building software. We’re building a movement—designed to help café owners grow with intention, connect with their communities, and reclaim ownership of their craft.
Key Moments:
Absolutely.
“Our confidence comes from our intentions.”
Why it matters to owners: Unlike Square or Toast, which serve every kind of small business, Joe is built specifically for coffee. That means the platform understands the nuance of running a café—rituals, rhythms, community dynamics—not just transactions. Owners can finally use a system that’s built with their reality in mind.
“We’re not vendors—we’re partners in a shared movement.”
Why it matters to owners: Horizontal platforms commoditize the café experience. Joe empowers shops to elevate it—preserving authenticity, fostering deeper customer relationships, and telling their story in a crowded market.
“We’re focused—by design.”
Why it matters to owners: Joe isn’t trying to be everything for everyone. That means every product decision, customer interaction, and support experience is made with the independent café in mind. Owners feel seen, heard, and prioritized.
“So much of this journey is learning how to feel content in continuous improvement.”
Why it matters to owners: Many tech companies chase shiny features or trends. Joe prioritizes reliability, human-centered design, and iterative improvement based on real café feedback. That builds trust and long-term partnerships.
“We’re not just building software. We’re building a movement.”
Why it matters to owners: Coffee shops are the social heart of their communities. Joe’s regenerative model—designed to return value to the owners, baristas, and neighborhoods—helps cafés grow in ways that actually feel good.