Today we’d like to introduce you to Jeff Bonasia.
Thanks for sharing your story with us Jeff. So, let’s start at the beginning and we can move on from there.
The initial idea for Fuel America came as we were coming out of the financial crisis of 2007-2008. The country was in bad shape and felt the taxing effects of years of US involvement in the wars in the Middle East. There seemed to be a negative feeling in the country. We had an inspiration to help change that mindset – in our own personal way.
We felt there was a need for a “New American Coffeehouse”. A place that celebrates this country’s “Can-Do Spirit” and the diverse American “melting pot”. A place for those who share friendships and seek inspiration, who work hard and play hard – who live their lives to the fullest every day.
Fuel America is a gathering place where we pay homage to our American heritage by displaying vintage photo images of everyday Americans that were the backbone of this country – the ones that “built” the country we enjoy today. We also feature images of American writers, actors, musicians, poets, business leaders and storytellers. We see ourselves and our country in them and ……in doing so, are reminded we’re each on our own personal journey every day.
At Fuel America, we live to “Ignite Your Journey”.
Overall, has it been relatively smooth? If not, what were some of the struggles along the way?
It’s always challenging starting a new business – especially in the highly competitive coffeehouse-cafe category.
We felt that our combination of great coffees & food offerings, combined with a brand aesthetic that people could relate to were keys to our success. But perhaps most important is the way we approach customer service in the specialty coffeehouse space.
We feel that some coffeehouses often have an attitude that is sometimes misunderstood by customers. Some visiting often may feel like an outsider – not included or part of the coffee culture. At Fuel America, we work hard to be inclusive and treat every customer with respect and care. Creating a great concept may attract folks once, but excelling at customer service builds loyalty, friendships and generates positive word of mouth. That’s our key to long-term success. We work hard to make that the essence of our culture.
Fuel America – what should we know? What do you guys do best? What sets you apart from the competition?
At our core we are a coffeehouse, serving high quality drip coffees and espresso-based drinks, single-country origin pour over & cold brew coffees as well as Nitro coffee. All of or creams & milks come from Shaw Farm Dairy in Dracut, MA.
We offer Fuel America drip & single origin pour over coffees, Nitro & Cold Brew coffees along with a wide assortment of Espresso drinks. All of our milks & creams are locally sourced from Shaw Farm Dairy in Dracut, MA. Beyond coffee drinks we have Fruit Smoothies, Modern Seltzer drinks (i.e. better-for-you seltzer drinks that include ingredients like Apple Cider Vinegar, Basil, Mint, Lime & Lemon, among others). We also offer fresh “pressed to order” juice drinks.
In addition, we have 14 different kinds of loose leaf teas. We pride ourselves in our freshly prepared foods: fresh-baked Baked Goods & Cookies, Pressed AM & PM handmade Sandwiches alongside fresh Salads & seasonal Soups.
But as I previously stated, we work very hard to be inclusive and treat every customer with respect and care. Our attitude is to provide the highest quality coffeehouse-cafe experience in a way that’s welcoming for all Americans.
We will never have an off-putting specialty coffeehouse attitude. We work hard daily to build friendships and trust with customers – it’s our culture.
Additionally, over the last year we have grown as a company and are now also selling our ground and whole bean coffees in virtually all 80 Market Basket supermarkets in MA, NH & ME. We offer hot & iced coffee tastings three days a week in Market Basket supermarkets all over New England. We discuss our coffees, introduce Market Basket customers to a great local brand while building awareness & trial for our products.
Importantly, people love to hear a great local business story. Many folks want to support local businesses – as long as what you’re offering is high quality and a good value.
What is “success” or “successful” for you?
George Nadaff, the famed Founder of Boston Chicken (originally Boston Market) once told me, “Love what you do and you’ll never work a day in your life”. He was right. Personally, the core partners that make Fuel America tick all greatly enjoy the brand, our “crew” and our individual core areas of focus – branding/marketing, operations & development.
Our markers of success include growing the business in ways that builds a great brand and provides stability for manageable growth & improved profitability.
Contact Info:
- Website: www.fuelamerica.us
- Phone: (617) 782-0999
- Email: info@fuelamerica.com
- Instagram: https://www.instagram.com/fuelamerica/
- Facebook: https://www.facebook.com/fuelamericacoffeehouse.cafe/
- Yelp: https://www.yelp.com/biz/fuel-america-brighton
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