William & Sons Coffee Co. USA

After one year on the west side people are still discovering we exist. We still haven’t gotten a sign put up on our building. One of these days. When we really get big we’ll put our name is lights. lol

What we do have more than brand identity is an amazing community of coffee farmers and west side people.

In all reality for any business community pulls rank on brand identity by serving as the living, breathing embodiment of a brand’s values and mission.

While brand identity establishes the visual and conceptual framework, it is the community that brings this framework to life through active engagement, advocacy, and loyalty.

Communities provide invaluable feedback, fostering a sense of belonging and shared purpose that transcends mere consumer relationships. They amplify brand messages organically through word-of-mouth and social proof, creating a dynamic and authentic presence that static branding elements alone cannot achieve.

In essence, a strong community can elevate a brand’s identity by continuously validating and enhancing its relevance in real-time interactions.

We have some amazing people that come every day to William & Sons Coffee Co. When we stop to think about it we are in awe, speechless, privileged, thankful.

See you tomorrow family! ❤️

The 100+ degree weather is here and our baristas put together some refreshing drinks 🍸 to cool you down.

Alicia did her secret lemonade recipe with fresh squeezed lemons 🍋. Don’t ask her the recipe.

We also have our fresh brewed loose leaf Taiwan Black Tea, amazing black or with a sweet shot of Smoked Maple Syrup. Or an Arnold Palmer if that wets your whistle.

Also, if you haven’t tried our new cold brew options on tap both the Honduras Belarmino Contreras Anaerobic Honey Parainema infused with C02&Nitrogen as well as the Guatemala Santa Rosa Natural El Tololoche infused with 100% Nitrogen are amazing.

The Honduras is already super fruity and over the top with a shot of Alicia’s Lemonade 🍋

Come on in and get yours

Need a last minute Father’s Day gift?

Give dad one of our new three coffee sampler gift boxes.

Three different farmers and three different roast levels from light to medium dark.

Coffee baristas who love to serve bring an exceptional energy to their craft.

Their passion for coffee and dedication to hospitality transform the simple act of ordering a cup of coffee into a memorable experience.

These baristas take pride in their ability to create the perfect brew, whether it’s a meticulously crafted espresso, a creamy latte with intricate latte art, or a farmer centered and aromatic pour-over experience.

Their love for serving is evident in their friendly interactions, personalized recommendations, and the genuine smiles and patience they offer with every cup. Even when a customer doesn’t like their coffee. They aim to please and are willing to customize when possible.

Baristas understand that coffee is more than just a beverage—it’s a ritual, a comfort, and a moment of connection.

By sharing their knowledge and enthusiasm, they not only enhance the flavors in the cup but also foster a warm and welcoming environment that keeps customers coming back for more.

We love our baristas at William & Sons Coffee Co. They are some of the world’s finest human beings.

See you on Saturday. 7am-4pm

Thank you to all who came out to celebrate our first year birthday at our little home away from home among the many happy homes on the West Side of Manchester.

“There’s no place like home” is a sentiment that resonates deeply with many.

Home is not just a physical space; it’s where we feel most comfortable and secure, surrounded by familiarity and loved ones. That chair, that sofa the hugs us after work each day. That cat or dog so happy to greet us at the door after a stressful job.

It’s a sanctuary where memories are made and cherished, where personal touches reflect our identity.

In the chaos of life’s challenges and adventures, home remains a constant source of comfort and grounding, a place where we can truly be ourselves and recharge.

The emotional attachment to home is profound and enduring, making it a uniquely special place in our hearts.

As we celebrated our birthday with you last Tuesday we all commented how it felt like we were home.

We look forward to the year ahead as we open each day to invite you into our coffee home and into our hearts.

See you on Monday!

Come try our new Cold Brew & Nitro Brew on tap.

Our first batch comes from our farmer Jamie Sanchez in Guatemala 🇬🇹 and is an amazing natural processed coffee.

Tasting notes: Fudge, blueberry, strawberry, heavy body

About This Coffee

Jaime Sanchez has a loud booming voice and a contagious laugh. He is 41 years old and his eyes sparkle when he talks about his farm or farms. While in land he has about 70ha but the problem is that is all small little pieces of land in different altitudes and regions. He grows Pache San Ramon, Catuai, Caturra, Costa Rica – 95, and Marsellesa.

This specific lot comes from the skirt of the Jumaytepece volcano and is 100% Marsellesa. Jaime’s full time job is working for the ministry of agriculture, but it is clear where his passion lies.

The name TO LO LO CHE comes from a truck… When Jaime was 13 his dad came back from working in Mexico with a truck. He gave the truck to Jaime as a gift. A few years later Jaime sold the truck and used the money to buy his first little plot of coffee which was about 2 hectares. The name stuck and that was his first little planting. From there they have weathered the storms of leaf rust, low prices, and other coffee farming challenges. His dad had 12 kids so as soon as Jaime could start making money he did.

Jaime and his son work closely together. They keep track of everything. Every little plot and variety is of course memorized. They also know the yield and quality of every picking. Jaime is one of the most data driven farmers we have met.

The West Side Story

May is a special month at William & Sons Coffee Co. because on May 12 we celebrate our first year birthday serving coffee at our bar on the West Side. Wow. We have so many people to be thankful for.

May 12 is Mother’s Day so we won’t dare steal the limelight from our amazing moms but the week following we are planing a week of celebration. Stay tuned.

The west side story has been a surprise. We didn’t expect so much movement and community so quick in our first year. While our mission has always been community our experience on the West Side of Manchester is really an outlier one. We’re we privileged to be at the right place at the right time? Do have really good coffee? Do we just have some amazing customers? Whatever the the cause we are humbled. We are blessed. Thank you friends.

The mission of William & Sons Coffee Company is to serve and support our community by working to source the best green beans directly from farmers, roast them with profiling methods and equipment that permit the highest level of control until we discover that perfect flavor our clients desire while at the same time bringing them back through transformational experiences and value added throughout the entire value chain: from the seed to the cup.

There is something special about sharing a cup of coffee with a friend. The warmth of the mug in your hands, the rich aroma filling the air, and the comforting taste of each sip all create a sense of joy and connection. As you sit and chat with a friend over coffee, you share stories, laughter, and moments of vulnerability. The simple act of coming together over a cup of coffee deepens your bond and strengthens your friendship. It is in these moments, surrounded by the warmth and comfort of coffee, that you truly appreciate the joy of friendship.

We love being a space where our amazing farmer’s coffee combined with the magic of friendship can flourish and bring this little moment of blessing. We ♥️ that you choose William & Sons Coffee Co. as your safe place.

See you on Wednesday!

William & Sons Coffee Co. had its humble beginnings in the city of Porto Alegre, Brazil.

You can follow our Brazil story here Today we have 4 stores in Brazil and some amazing clients that we consider family.

What a joy it was last week to have Jonathan’s business partner and long time friend Gustavo .albuquerque .lisandra and his beautiful family visiting us from Brazil.

They have been traveling around America for the first time. Getting to know our famous landmarks and history first hand.

They hope to be back in New Hampshire for three months to experience a New England fall. We can’t wait and you will be seeing more of them in our store.

Jonathan and Patty will be joining them this weekend in Chicago for the 2024 Specialty Coffee Expo. It’s always an important event for our industry as we meet and learn from the world coffee community.

See you all on Monday!

We’ve had a couple days already with our new Tempesta .attitude and we couldn’t be happier.

of Italy 🇮🇹 not only knows espresso since 1969 but the look, feel, ergonomics and presence of their Tempesta (Storm in Italian) has conquered our hearts.

Not surprising that it was chosen to be the official machine of the World Barista competition for 2022-2025.

We look forward to it’s presence for a long time to come on the west side of Manchester and in our future locations.

See you all on Friday 7am-4pm.

We’re excited for you to meet our new espresso machine arriving to Manchester, New Hampshire on Monday as it concludes its journey from its birthplace in Italy.

The Tempesta by Astoria .attitude has been a staple of our Brazil stores for several years. It was also chosen as the 2024 official machine for the World Barista Competition. Long before its recognition we have loved this machine.

The Tempesta has some amazing features for consistent espresso extraction which will allow our baristas to use several different coffee origins and roast styles at once through its programable profiling tools. Lighter roasts are always more difficult to dial in and the Tempesta allows for quick brew temp and time modifications.

We’re excited about serving more of our higher end light roasted coffees as espresso along with our Brazil Natural Single Origin which everyone has come to love in their lattes.

Thanks to the people at .coffee.usa we can finally get one of these beauties on the West Side of Manchester, NH.

Stay tuned!

An Expensive Toast

We are so thankful for our customers coming back every day to drink our coffee and consume from our simple food menu of three “coffee bites”. The Cinnamon Roll, the Cheese Roll, and the Blueberry Muffin.

We know our minimalist menu is great for those with “choice paralysis”. Having to choose from only three options can be a calming experience in a world of stressful decisions and endless choices.

But notice our little display case in the picture. Couldn’t there be room for three more items? Maybe six choices max would allow for more customer choice? Have you heard of the famous study of the jam stand that sold 24 choices vs the one with 6? :)

Many have asked of the day when we could offer a nice hot breakfast sandwich or some avocado toast or another rendition of the gazillion delights you can consume on a simple toast or open sandwich. With a cappuccino or espresso of course.

We would absolutely love to toast you but right now our old ex-fish market location and Jackie’s Barber shop wasn’t born as a commercial kitchen.

Per city code regulation, just to have simple toaster and even more, a small convection oven would require some very expensive building upgrades.

For starters a new electric service and panel to handle more equipment load. Then a type 2 venting system to allow heat and odors to exit our building.

It does get warm even in the winter with our espresso machine extracting and frothing with its powerful boiler. All these upgrades alone to host and toast would cost about $30,000.

Doing a simple business plan, would we sell enough breakfast sandwiches and avocado toast in our little neighborhood? Is it worth it? Well, now we are having “choice paralysis”.

One thing we do know is that we love this location and our beautiful community on the West Side of Manchester. The space has been amazing and we are thankful for what we can do and will keep doing to serve our best coffee every morning as the sun rises.

Thank you again for coming back for our simple menu of three.

It’s been great to feature some other bakeries in the state like and

See you all on Friday.

“The key to success is consistently exceeding customer expectations,” as stated by Danny Meyer in his book, Setting The Table.

This powerful quote highlights the fundamental principle that businesses should prioritize customer satisfaction and strive to go above and beyond in meeting their needs.

But if your like us on the West Side of Manchester it’s been you our customers who have “consistently exceeded our expectations” in delivering your daily presence and smiles.

Having your loyalty has been a surprise we don’t take for granted.

We’re working hard to source, roast, and serve some of the world’s finest coffees with all the love we have.

See you all on Friday!! It’s the weekend!!

Enjoyed a fantastic visit William & Sons Coffee Co. USA with Alderman Vincent, where we had the pleasure of meeting Jonathan Hutchins, the passionate owner behind this local spot! Manchester is truly blessed with incredible local businesses like this one.

Join us this weekend starting Friday at 8am for Pastries at William & Sons Coffee Co. We sold out by Saturday 12pm so don’t miss it. First come first serve.

Word of mouth (WOM) is a powerful and ancient form of communication that plays a crucial role in influencing behavior and shaping perceptions.

We got this sign about 5 months after we opened. We had read some comments on a social platform that we had all the marks of being a “front” for some other “operation” so we thought it was finally time to at least get an a-frame sign printed so people knew we existed. After all we had already paid the city ordinance fee to display a sign on the sidewalk.

Branding is important but we’ve discovered over time that stories told in small groups matter most.

A good name and personal testimonial of tasty coffee & pastry told in secret is rather to be chosen than great riches.

And the adventure continues as people are still discovering us on the West Side. Every day it seems that someone comes by saying they live right next to us and had no clue we existed.

We hope the element of surprise continues for years to come. And we were so thankful to all our loyal customers who continue to share the story of good coffee in small settings.

We still need to get our rusty metal letters installed somewhere conspicuous on the building. If you know a good company let us know.

See you all on Tuesday, 7-4pm

Little Sunday evening Post World War II coffee history to fuel your week and our week of grinding and brewing.

“Over second and third cups flow matters of high finance, high state, common gossip and low comedy. [Coffee] is a social binder, a warmer of tongues, a soberer of minds, a stimulant of wit, a foiler of sleep if you want it so. From roadside mugs to the classic demi-tasse, it is the perfect democrat”. —New York Times, November 14, 1949

“There’s every sign that coffee will remain the country’s leading beverage forever” —1952 Coffee Annual

“By the end of World War II, American coffee had become a standardized product, a roasted ground blend, based largely on average Brazilian beans. All coffee tasted pretty much the same. Despite the much-touted virtues of vacuum cans, the preground coffee gradually staled while sitting on the shelf. As the food writer M. F. K. Fisher wrote in 1945, “It comes in uniform jars, which we buy loyally according to which radio program hires the best writers, so that whether the label is green or scarlet the contents are safely alike, safely middling.” And though the drip method was gaining in popularity, Americans came out of the war drinking weak, overextracted percolator coffee. “Our national taste,” wrote one coffee lover, “is still for pallid, grounds-specked, boiled slops.” From this state of mediocrity coffee went from “safely middling” to awful within the next two decades. What happened? A confluence of economic, political, and technological factors joined to produce the bitter cup” pg 215, - “Uncommon Grounds: The history of coffee and how it transformed the world” by Larry Pendergrast

See you Monday!

One of the most famous quotes about French pastries is attributed to the renowned French gastronome and writer, Jean Anthelme Brillat-Savarin:

“Tell me what you eat, and I will tell you what you are.”

French pastries hold a special place in the culinary world, renowned for their delicate textures, intricate layers, and captivating flavors. From the flaky perfection of croissants to the decadent richness of éclairs, French pastry chefs have mastered the art of creating indulgent treats that tantalize the taste buds and delight the senses.

Would you believe that in the little historic mill town of Penacook, NH lives a woman named Kaye that we believe produces New Hampshire’s finest French pastries. Kaye Place

We’ve experienced pastries from around the world and believe that Kayes place is New Hampshires best kept secret.

Kaye is only open on weekends because of all the work involved in this level of baking. Like many others in Penacook we discovered Kayes place and we’re surprised by joy. You need to visit her bakery in Penacook.

We are honored as well to be the first commercial customer of Kaye’s decadent creations and look forward to bringing her work to the West Side of Manchester, NH.

Starting this Friday and Saturday we will be featuring Kaye’s pastries. Kaye is already working on 4 special pastries to launch our partnership. We are humbled that Kaye has chosen us. We can’t wait for you to experience this level of “made from scratch” culinary perfection. Stay tuned!

Our barista Heidi and her husband Jake are down this week in Costa Rica and visited our farmer Ricardo and his family during the 2024 harvest.

They were able to bring them their own coffee roasted by us, an amazing honey processed coffee with notes or Passion Fruit.

Ricardo and his family showed them that classic farmer hospitality. Farmers are a rare breed. Visiting a coffee farm you never are the same.

They’re bringing back 4 new green samples we will be roasting and cupping for possible future purchase.

Come in and taste our current offering from their farm. They produce some amazing coffees.

Check out our stories on Instagram for some more of their pictures.

We love our local neighbor (literally lives in front of William & Sons Coffee Co.) and Manchester West Side legend Scot Gibbs (2nd pic right to left). Scot Gibbs (yes, Scot with one "t")

Since we opened in May 2023 he's come in many Saturdays to pic his guitar and sing some of his original songs as our customers waited for their coffees.

We love local communities and all the stories we are learning on the West Side as we serve up coffee to our neighbors.

Today was an amazing day at William & Sons Coffee. We’re fortunate to have customers and visitors that grace us with their presence.

People from all over the world. People that have heard of us from the other side of the world. People that make this world such a palatable small world after all.

Today chef brought us a special coffee from India. We brewed it up and served it for whoever was setting around the bar. It didn’t matter who they were. A coffee shop becomes a living room.

As we talked we brewed several other coffees, the more caffeine we consumed the more our thoughts would run and flow.

We spent over an hour learning of far off places and traditions. Sharing the stories and history behind the most intriguing drinks and foods of the world.

While there are so many things in this world that divide people, setting down to talk of food and drink and the kind service, love and hospitality it involves unites us like nothing else.

In the end, we suspect that it will be around a warm meal of rich foods and a toast of drink that a world of peace will gather together as a family of one.

Here’s to more good talks and good days at William & Sons Coffee Co.

Looking forward to tasting more amazing chocolate with Loon Chocolate

We just had a fantastic coffee & great conversation with Jonathan Hutchins, the owner of William & Sons Coffee Co. USA in Manchester NH - Great to talk shop with Jonathan about the similarities between coffee & chocolate all while sipping on a fantastic Americano!

4 amazing coffees just dropped on our site and in our Manchester store. Try them at home or let us brew you a pour over.

February love mixology at William & Sons Coffee

Cayenne Mocha - We added a sweet aromatic spicy Cayenne pepper to our mocha. If that's "too hot for you to handle" try our Strawberry Mocha.

Cardamom Rose Latte - The perfect union of peppery, piney, eucalyptus, and menthol-like notes with sweet Rose. Opposites do attract.

Strawberry Espresso Spritzer - Our Brazil espresso iced with strawberry syrup and soda water.

Dead Beet Date Steamer - A steamy fusion of beet root powder, date syrup and ginger.

Come on in and feel the love!

The name “William” is related to the German given name Wilhelm. The Proto-Germanic name is a compound of a word that means “will, wish, desire” and another word that means “helm, helmet”.

In modern English, the name has evolved into the definition of “resolute protector” or “strong-willed warrior”. A name that became popular in 11th century England with the rise of William the Conqueror.

Today we just nickname most William’s irrespectively Bill or Billy, to make it easy or W***y or Willie to make it fun.

The name “William” of William & Sons Coffee Co. comes from founder’s late father. Just an imperfect humble “Bill” from Detroit, Michigan who while loving his coffee, faith & work cherished his wife and inspired his sons and daughters to love and serve others with their lives.

At William & Sons Coffee Co. our mission is to serve and support our community. A name and vocation that we “resolutely protect” like the “strong-willed warriors” we all dream to be. Love to all!