How a Houston Café Built a Local Following via Twitter

When you’re running a neighborhood coffee shop, standing out isn’t just about great espresso—it’s about being part of the daily rhythm of your customers’ lives. But in a city full of options, how do you get people to choose your café over Starbucks or the chain down the street? For one Houston coffee spot, the answer wasn’t more ads or fancy décor. It was Twitter.

In 2008, within months of launching its Twitter account, Houston’s CoffeeGroundz built strong local ties, pioneered Twitter-based food orders, hosted regular tweetups, and significantly boosted business—all without a massive follower count, but with genuine, consistent engagement.

A Neighborhood Coffee Shop with Big Social Ambitions

CoffeeGroundz is a popular, affordable independent café located in downtown Houston. The shop serves locally roasted coffee, tea, pastries, sandwiches, and alcoholic drinks. With 16 indoor tables, 10 on the patio, and cozy seating, it’s designed for lingering. General Manager Kohan made it his mission to make every customer—whether grabbing lunch or working remotely—feel at home. His goal? For locals to think of CoffeeGroundz first when they wanted a great cup of coffee or a bite to eat.

Why Twitter? Competing with Starbucks on Customer Experience

While Starbucks offered Wi-Fi (for a fee), CoffeeGroundz provided it for free—with plenty of power outlets for laptops. But Kohan knew free Wi-Fi alone wouldn’t win the local crowd. When pressured by an angel investor, he launched @CoffeeGroundz on Twitter in September 2008, just a month after Starbucks joined the platform. At first, Kohan had no strategy, didn’t even know what a Direct Message (DM) was, and saw little immediate impact. But he quickly realized Twitter could be a powerful tool for connecting with the community.

From DMs to Drive-Thrus: Twitter as a Service Channel

Kohan began engaging directly with followers. He encouraged locals to visit, learned their names, and even let customers place to-go orders via DM—including arranging a drink for someone’s dog. One pivotal moment came when regular Sean, in a rush, sent a DM asking if CoffeeGroundz could prepare a burrito for him at the drive-thru window. Kohan replied, “What else do you want?” That interaction marked what blogs called the first-ever Twitter-based food order. Realizing the potential, Kohan promoted the idea, and soon the drive-thru line grew.

Tweetups, Media Buzz, and a Loyal Nightlife Crowd

The café began hosting monthly tweetups—real-life meetups organized through Twitter—for Houston’s tech-savvy Twitter community (known as “tweeps” or “twibe”). These gatherings, usually held in the evening, attracted over 200 people, many first-time visitors who often returned as regulars. The events boosted evening sales with added food, drinks, and ice cream. One election night party drew 250 people. Local media covered the café’s innovative use of Twitter, further amplifying its reach. By June 2009, @CoffeeGroundz had around 6,200 followers—far fewer than Starbucks’ 200,000—but Kohan’s Twitter-savvy approach won over the local audience, driving more foot traffic than the global giant ever did in Houston.

Frequently Asked Questions

What is CoffeeGroundz and where is it located?

CoffeeGroundz is an independent, affordable café in downtown Houston, Texas. It serves locally roasted coffee, tea, sandwiches, pastries, and alcoholic beverages. The space includes 16 indoor tables, 10 on the patio, and ample seating for customers to relax.

How did CoffeeGroundz start using Twitter for business?

In September 2008, under pressure from an investor, the café’s general manager Kohan launched @CoffeeGroundz on Twitter. Initially unsure how to use the platform, he began by chatting with customers directly and quickly saw its value for building local connections.

What was the first Twitter-based food order at CoffeeGroundz?

A regular customer named Sean sent a DM asking if he could get a burrito at the drive-thru window. Kohan replied, “What else do you want?” This interaction, documented by blogs, is recognized as the first Twitter-based food order.

Did CoffeeGroundz host events through Twitter?

Yes. The café organized monthly tweetups—real-life meetups for Twitter users—which typically drew over 200 attendees. These evening events included food, drinks, and ice cream, significantly boosting late-night sales and attracting new customers.

How did CoffeeGroundz compete with Starbucks on Twitter?

While Starbucks had over 200,000 Twitter followers, CoffeeGroundz focused on localized engagement. By June 2009, @CoffeeGroundz had around 6,200 followers, but these were mostly local Houston residents who chose the café over Starbucks due to its personal service and Twitter interactions.

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