Black Rifle Coffee Company Adds Chief Retail Officer to Maximize Outpost Growth Opportunities
March 17 2022 - 5:18PM
Business Wire
Heath Nielsen Adds to the Company’s Team of
Experienced Industry Leaders
Black Rifle Coffee Company (BRCC), a rapidly growing,
mission-driven premium coffee company founded to support Veterans,
active-duty military, and first responders, has appointed Heath
Nielsen to the newly created position of Chief Retail Officer.
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Heath Nielsen, Black Rifle Coffee Company
Chief Retail Officer (Photo: Business Wire)
Nielsen joins a deep and experienced BRCC executive team of
industry leaders who will help the company maximize growth
opportunities, including in its retail business, known as Outposts.
BRCC Outposts are redefining the brand experience, providing an
immersive retail experience to BRCC customers, including showcasing
premium products while building a community around the company’s
commitment to Veterans, active-duty military, first responders, and
those who love America.
BRCC is at the early stages of a multi-decade growth strategy
fueled by rapidly expanding its community and leveraging its
powerful omni-channel platform. BRCC plans to open 15 to 20 new
company-owned retail stores during 2022, plus an additional 5
franchisee-owned Outposts for a total of 20 to 25 total Outposts
during the year—a notable increase from 8 company and 8 franchised
Outposts at the end of 2021. The Outposts are not only growing in
number, but also in experiential impact as BRCC launches a new
prototype shop. The new design provides an elevated, brand-centric
customer experience and a reimagined retail merchandise section,
while improving back-of-house ergonomics and throughput.
“Heath is a creative, innovative leader who brings more than 25
years of senior leadership experience to our retail Outpost growth
platform,” said BRCC Founder and CEO Evan Hafer. “Heath will
further enhance the unique brand experience Outposts offer our BRCC
community, while building the capability to scale this business
segment to achieve the ‘white space opportunity’ we have identified
for more than 1,300 Outposts.”
Heath comes to BRCC from Just Food for Dogs, where he was CEO of
the fast growth omnichannel business with over 300 retail locations
across the United States. Heath previously led operations for
Nestle Coffee Partners’ Starbucks division as Senior Vice
President, U.S. and Canada where he oversaw the merger and
operations of Starbucks food service into the Nestle organization.
Prior to this, Heath led all Starbucks franchise café and
foodservice operations in North America as Senior Vice President,
U.S. Divisions and Canada Branded Solutions. He also served in
senior leadership roles at Sony Corporation and Vail Resorts.
“Prior to my experience in the business world, I began my career
in the U.S. Army 10th Mountain Division and it is an honor to be
joining Black Rifle Coffee—combining my passion for retail and
high-growth companies with a desire to give back to the Veteran
community,” said Heath on his appointment. “I’m excited to work
with such a purpose-driven company. Evan Hafer has articulated the
bold goal of hiring 10,000 Veterans. Outposts will be the key
growth driver in achieving that objective.”
Heath’s responsibilities include leading all Outpost innovation,
planning, construction, and operations for this fast-growing
component of the BRCC omni-channel flywheel. Reporting to Heath
will be Kim Ellis, SVP Development and Dan Kaepernik, VP Retail
Operations.
To learn more about BRCC, the company’s premium coffee, and
management team, visit www.blackriflecoffee.com.
About Black Rifle Coffee
Company
Black Rifle Coffee Company (BRCC) is a Veteran-founded coffee
company serving premium coffee to people who love America. Founded
in 2014 by Green Beret Evan Hafer, Black Rifle develops their
explosive roast profiles with the same mission focus they learned
while serving in the military. BRCC is committed to supporting
Veterans, active-duty military, first responders, and the American
way of life.
To learn more about BRCC, visit www.blackriflecoffee.com, follow
BRCC on social media, or subscribe to Coffee or Die Magazine's
daily newsletter at coffeeordie.com/presscheck-signup.
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version on businesswire.com: https://www.businesswire.com/news/home/20220317006000/en/
Media Contact: Stephanie Reynolds +1.415.320.6143
BRCC@trailrunnerint.com
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