The Vault Coffee and Pour House Opens in Carolina Beach, North Carolina through Crimson Cup’s 7 Steps to Success Coffee Shop Startup System

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The Vault Coffee and Pour House opened November 21, 2022, in Carolina Beach, North Carolina, through Crimson Cup’s 7 Steps to Success coffee shop startup program. The shop at 612 North Lake Park Boulevard North plans grand opening celebrations in March 2023.

Owners Jeff Hogan and Jenn Taylor outside The Vault Coffee and Pour House in Carolina Beach, North Carolina

Owners Jeff Hogan and Jenn Taylor outside The Vault Coffee and Pour House

“The training ... reinforced why it was so important we selected Crimson Cup as our coffee partner. Opening The Vault wouldn’t have been possible without Steve Bayless. We could have watched a million YouTubes and it wouldn’t have been right.” - Jeff Hogan, Owner, The Vault Coffee and Pour House

The Vault Coffee and Pour House is the newest addition to Carolina Beach, North Carolina's beverage scene! Made possible with training and support from Crimson Cup Coffee & Tea, The Vault opened its doors in style on November 21.

The new beverage shop at 612 North Lake Park Boulevard North offers a full menu of hot, iced and frozen espresso coffee drinks, plus local craft beers on tap and a robust wine selection.

Owners Jeff Hogan and Jenn Taylor are passionate entrepreneurs with a mission: bring quality coffee to their community. Before the shop’s opening, the closest drive-thru coffee house was eight miles away.

“Now Carolina Beach coffee lovers can enjoy great-tasting brews without ever having to leave town!” Hogan said.

“We’re excited to welcome Jeff and Jenn to Crimson Cup,” said Founder and President Greg Ubert. “Helping entrepreneurs develop unique businesses is a big part of our mission as a coffee roaster and coffee shop franchise alternative.”

Serial entrepreneurs Hogan and Taylor own several other local businesses, including Celtic Creamery Ice Cream, Hang Ten Grill, a tax service, three AT&T stores, two soccer stores and 30 rental properties.

“We saw an opportunity to bring terrific coffee to Carolina Beach,” Taylor said. “We loved the property and thought Carolina Beach needed both better coffee and a drive thru.”

They forged ahead despite a lack of coffee industry experience. “I get a thrill from going into new businesses,” Hogan said. “It keeps my mind fresh!”

While searching the Internet for information on how to open a coffee shop, the couple discovered Crimson Cup.

A one-stop shop for independent coffee shops, the Columbus-based roaster supplies award-winning coffee, drink recipes, coffee business expertise, hands-on training and industry-leading coffee shop supplies.

After talking to two other coffee companies, the couple bought Ubert’s book, Seven Steps to Success: a Common-sense Guide to Succeed in Specialty Coffee.

As the foundation of the roaster’s 7 Steps to Success coffee shop startup system, the book has launched over 300 local coffee shops in 30 states. This proven system turns entrepreneurs with little or no coffee experience into owners of thriving coffee shops.

A call with Scott Fullerton inspired Hogan and Taylor to visit the Crimson Cup Innovation Lab in Columbus, Ohio. As 7 Steps Sales Leader, Fullerton helps aspiring coffee shop owners like Hogan and Taylor evaluate whether a coffee business makes sense for them.

After the visit, the partners were sold on the 7 Steps system, which offers comprehensive training and ongoing support.

Crimson Cup’s team of 7 Steps coffee shop startup consultants guides new owners through every step, from writing a coffee shop business plan and choosing a winning location to designing a store layout, choosing equipment, hiring and training baristas and more.

With over 30 years of coffee experience himself, Ubert said hands-on training and ongoing support are crucial to opening a successful coffee shop. “After helping hundreds of entrepreneurs, we’ve found it takes more than a short-term course at a coffee school or a package you can download on the Internet,” he said.

“With Crimson Cup, you learn to prepare drinks using the equipment in your shop,” he added. “And long after initial training might fade from memory, our 7 Steps consultants are here to help you solve the inevitable challenges of running a profitable business.”

Hogan and Taylor agreed, saying Step 5, Focus on Training, was the most valuable aspect of the 7 Steps. “The training has been very thorough,” Hogan said. “We had no idea how involved it was to learn how to make great drinks.”

“In fact, the training reinforced why it was so important we selected Crimson Cup as our coffee partner.”

7 Steps Trainer and Project Manager Steve Bayless helped the couple design The Vault, then traveled to Carolina Beach the week before its soft opening. There, he taught Hogan, Taylor and their baristas to prepare drinks and run the coffee house, staying through opening day to ensure everything ran well.

Hogan said the training was invaluable. “I had to wing it with Celtic Creamery and Hang Ten Grill,” he recalled. “I didn’t have anyone to guide me with the layout and products.”

“Opening The Vault wouldn’t have been possible without Steve Bayless,” he added. “We could have watched a million YouTubes and it wouldn’t have been right.”

Asked if he had any advice for other entrepreneurs who are thinking about opening a coffee shop, Hogan said, “Only use Crimson Cup, because the training is great!”

A 7 Steps Customer Growth Rep will return to The Vault in March to help ensure the shop’s grand opening is a success. “Meanwhile, our 7 Steps team is just a phone call away to answer questions and help resolve any challenges that crop up,” Ubert said.

Hogan and Taylor invite everyone in Carolina Beach, Pleasure Island, Wilmington and beyond to visit The Vault Coffee and Pour House.

Their new coffee and pour house adds to the allure of a coastal community that entices visitors with a vintage beachside boardwalk, state park, miles of pristine beaches, first-class fishing, live music and more.

“Whether you want to come in, relax and stay awhile, or speed through our drive thru, we’re confident you’ll be back!” Hogan said.

The coffee and drink recipes, supplied by Crimson Cup, are winning positive feedback from Carolina Beach coffee lovers.

“The gingerbread white mocha was so great!” wrote one Google reviewer. “So nice to have a drive through coffee shop at CB.”

Crimson Cup coffee ranks among the best in the nation. The roaster is one of a handful in the nation to win the coveted Macro Roaster of the Year from Roast magazine and multiple Good Food Awards, which recognize the country’s best-tasting and most sustainably sourced coffees.

The signature Vault Mocha, which melds espresso and white chocolate with a swirl of caramel, has become an early customer favorite.

The Vault Coffee and Pour House is open at 612 North Lake Park Boulevard in Carolina Beach. Follow the shop’s Facebook page for news about hours, menu items, events and March 2023 grand opening celebrations.

About Crimson Cup Coffee & Tea

Founded in 1991, Crimson Cup is at the forefront of the coffee industry. Its attentive roasting, startup support and global partnerships are consciously designed for the greater good of communities around the world. Among other national recognitions, the company has earned 2020 and 2017 Good Food Awards, the 2019 Golden Bean Champion for Small Franchise/Chain Roaster and Roast magazine’s 2016 Macro Roaster of the Year.

Crimson Cup travels the world searching for the perfect cup – driven by meaningful relationships, honesty and a shared vision for the future. Its Friend2Farmer initiatives foster respect and decency through mutually beneficial collaboration across local and global communities.

Through its 7 Steps to Success coffee shop startup program, the company teaches entrepreneurs how to open and run independent coffee houses in their local communities. By developing a coffee shop business plan, entrepreneurs gain insight into coffee shop startup costs.

Crimson Cup coffee is available through over 350 independent coffee houses, grocers, college and universities, restaurants and food service operations across 30 states, Guam and Bangladesh. The company also owns several Crimson Cup Coffee Shops and a new CRIMSON retail flagship store. To learn more, visit, or follow the company on Facebook and Instagram.

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Cheryl Claypoole
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