LINCOLN – In the words of Edward Sullivan III, the goal of We Roast Coffee is to “unlock a special coffee experience for everybody” who walks through the door.
Sullivan hosted a soft opening over the weekend at We Roast Coffee, located at 276 Front St. next to Lincoln Creamery. The space was most recently home to Maplehurst Diner, which closed during the pandemic.
Sullivan, a 24-year-old Lincoln High School graduate, said he spent several years in the hospitality industry after college before returning home to Lonsdale. He has a passion for coffee and sharing that love with others, so opening We Roast Coffee has felt like a dream come true, he said.
While Sullivan’s plan is to serve up hot and iced coffee concoctions, the focus of the business is actually retail. We Roast Coffee carries a variety of specialty coffee beans, along with at-home coffee roasting and brewing equipment so customers can make the perfect cup at home.
“We’re giving people the tools to unlock their inner barista,” Sullivan said. “We want to make specialty coffee available to everybody.”
His coffee beans are specially sourced and brewed in fresh batches at the store. Sullivan said We Roast Coffee partners with farms that are focused on sustainability, pay fair and living wages and engage in community growth.
“I want to feel proud of where the coffee is coming from,” he said, adding that he’s thrilled to be able to highlight the names to teach people about the origins of their coffee.
Customers are invited to come in for a cup, to check out the equipment available and to ask questions about brewing delicious coffee drinks at home. Sullivan has been studying up on the ins and outs of coffee brewing for years and said he’s ready and willing to help.
For Sullivan, “it’s about empowering folks to enjoy their coffee the way they like to enjoy it.”
He described the brick-and-mortar shop as “an elevated cafe space” where specialty cafe drinks and some pastries will be served. We Roast Coffee uses a zero-emissions roaster, meaning there will be no offensive odors emitting from the shop, he said.
While the shop is currently open every day from 6 a.m. to 3 p.m., it will stay open later after the official grand opening, expected to be at the end of the month or early October. For more information closer to the grand opening, find them on social media or at www.weroast.coffee .