JDE PEETS COFFEE

The Dime Cup that made a $185 Billion Dollar Industry. In 1966 the coffee industry sold: cheap, convenient and consistent ground coffee. A dime on the dollar as they say, then Peet's came in and turned that dime into $7. Against the industrialised coffee culture in 1966: Peet's Coffee 300 sq ft store in Berkeley, California sold home roasted coffee beans. It later expanded its operations in 1984 after Sal Bonavita sold to Jerry Baldwin, a Founder of Starbucks, for $3.8m. Then the 4 stores turned into 57, 57 turned into 196 and 196 turned into 550+ stores globally. In May 2026, KDP bought JDE Peet's for $18B, making the future Global Coffee Co. number one in pure-play coffee globally. $100B in US consumer spend and $185B globally, the coffee industry now rivals the GDP of New Zealand. However, with the purchase of JDE Peet's, the rise of price wars in China and a growing population of convenience-first consumers. This is a sign of a tired consumer economy... Our $7 crafted experience is now losing to the $1.50 app order.