Merit Coffee Expands Footprint in DFW

Merit Coffee in Lakewood | Image by Merit Coffee

Merit Coffee has opened a brand-new cafe in Lakewood.

National Coffee Day on October 1 may have already come and gone, as previously reported in The Dallas Express, but that’s no reason to put the brakes on indulging in a buzz-worthy coffee experience at what one of Merit’s executives called “the most beautiful cafe we’ve ever done.”

With its grand reveal on October 20, the new location became the fifth for this San Antonio-based coffee brand in Dallas-Fort Worth and 13th overall.

Since forming in 2009, Merit Coffee has brought its high demand for quality and hospitality to the Texas metros of San Antonio, Austin, and Dallas. While there are no plans to expand the brand beyond Texas just yet, its vice president of sales and marketing Charlie Paulette told The Dallas Morning News that it is eyeing yet another location in either Fort Worth or McKinney.

According to Paulette, the plan is to expand Merit’s footprint to reach “everyone in the state, but we don’t want to lose its identity.”

Alongside a guarantee of a delicious cup of joe and a warm smile, Merit Coffee offers a memorable experience at each of its locations.

“We really work hard to make sure we’re creating a community space that’s unique. And to that end, no two cafes are the same,” Paulette explained.

The new location at 4124 Abrams Rd., close to White Rock Lake, is particularly stunning, with a sleek contemporary design featuring exposed concrete flooring, towering white ceilings, and blue tiles. Yet beware — there is no drive-thru.

Merit focuses on serving up lattes, frozen brews, and more to guests who can then enjoy them within a venue instilled with positive energy.

“It’s our job to be the light in our community and the bright spot to our customers,” Paulette said.

The company has a laser focus on coffee that Paulette likened to that which brewers have for craft beer, a domain he worked in for 25 years. Its team travels to farms in Central and South America to hunt for the best beans. Making arrangements directly with the farmers, beans are shipped to Texas, where they are roasted in a custom-built German Probat roaster.

At Merit Coffee locations, customers can order their preferred brew alongside some food fare sourced from popular local establishments. Dallas-Fort Worth locations feature bakery items from Bisous Bisous Patisserie and bagels from Starship, among others.

Merit has been diversifying its reach by supplying beans to leading Texas grocery chains, hotels, and restaurants. For those purchasing beans to brew at home, the company has a series of videos to help guide customers to making the perfect cup of coffee, no matter the method.

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