Fostering a Community: The Story of GEORGE Coffee + Provisions
July 31st saw many flock to GEORGE Coffee+Provisions, a quaint cafe in the Dallas suburb of Coppell, Texas. People from all over the metroplex braved the Texas heat to take part in celebrating GEORGE’s 8th anniversary. But this was no ordinary celebration, GEORGE was hosting a latte art throwdown. A fierce competition pitting 37 of some of the best baristas in the DFW area for a coveted prize.
The journey to this landmark celebration was no easy feat; it took meticulous planning, passion, and, of course, a genuine love of coffee.
GEORGE owner Christian Hemberger’s journey in coffee starts out like many of us; sneaking sips of his day’s morning cup of joe. For Christian, the drink itself wasn’t memorable; it was his dad’s daily ritual: coffee at home, on road trips, and even camping. It was a way to pause, reflect, and connect. Years later, after high school, the coffee shop became that same kind of space: a place to rest between life’s moments. And over time, coffee came to mean something more: a means of connection, contemplation, and community. That spirit became the inspiration behind GEORGE.
A Gathering Place on Purpose
After years of traveling both in the U.S. and abroad, the founders of George were drawn to the idea of “common places”; where people go not because they have to, but because they want to. From the very beginning, GEORGE was designed to be a space where people could feel safe to rest, dream, and connect. But staying true to that vision wasn’t always easy.
“The biggest trial early on,” Christian reflects, “was sticking to the vision of GEORGE while so many well-meaning people told us what we should or shouldn’t do.”
Advisors encouraged high-traffic locations, drive-thrus, synthetic materials, and strategies designed for margins, not meaning. But GEORGE was built differently. And that intentionality shows in everything from the white walls and genuine materials to the green space that invites guests to slow down and stay awhile.
Enter Bellwether: A Better Way to Roast
When planning GEORGE, superior coffee quality was non-negotiable. But wholesale prices were rising fast, and Christian saw an opportunity.
He explored local roasting partnerships, but didn’t want the added liability or complexity. Then came Bellwether, a solution that offered ethically sourced green coffee, expertly developed roast profiles, and the ability to roast onsite with low emissions. It was a game-changer.
“My first inspiration [for buying a Bellwether Shop Roaster] was seeing the rising costs of wholesale coffee, and projecting just how much that COG was going to be over the next few years of business. I could see that the biggest expense was also the biggest opportunity to save.”
Coffee Quality Meets Operational Control
GEORGE has now been roasting with Bellwether for over seven years, exclusively sourcing green coffee through the Bellwether Marketplace and using preset roast profiles. “Sourcing and profiling aren’t my fields of expertise,” Christian admits, “but I still want the coffee to be excellent. Bellwether makes that possible.”
Christian says roasting onsite with Bellwether has not only transformed GEORGE’s coffee program by improving their coffee offerings beyond what local roasters could do, but it has also increased retail coffee sales, reduced labor costs, and improved their profit margins. “We save 50% over wholesale,” he explains. “Way better coffee, that we effortlessly roast ourselves onsite, for half the price; I’m for that every day.”
That control extends to freshness and quality. “We always have the coffee we want, roasted when we need it. We’re never stuck serving old coffee just because we bought too much. Everything we serve is fresh and delicious.”
Building a Community
If coffee is the product, people are the heart; that mantra is ever so present within the GEORGE and its ties to the community. “We’re very slow to hire,” Christian says. “We make sure we’re hiring people who share our values. We hire hearts, and train hands. Training coffee is easy. Changing a person’s character is not.” By protecting staff culture and investing in relationships, GEORGE creates an environment where employees feel safe and cared for, freeing them to serve guests with genuine hospitality.
This intentional approach is part of what helps George stand out in the competitive Dallas–Fort Worth coffee scene. “DFW has so many great shops; we’re honored to be part of it,” Christian says. “But our environment, our staff caring for each other and our guests, and our commitment to excellence, that combination creates something special.”
Eight Years In
GEORGE’s eighth anniversary latte art throwdown drew a packed house of baristas, coffee professionals, and community members. The competition was guided by an esteemed panel of including Bellwether Coffee’s own head roaster Zoe Gigas, Jonathan Hardwick, general manager of GEORGE and Kasey Headley, winner of the 2025 London Coffee Masters and saw Wendy Cho of Buzz and Bustle Coffee & Bodega take home the coveted grand prize, Maria Lockard of Edison Coffee Co. Roastery secured second, while John Holmquist of Seattle Coffee Gear earned third.
“It’s always encouraging to see how one’s work benefits others,” Christian reflects. “Seeing so many people get together, laugh, compete, celebrate each other, and leave refreshed; that’s priceless.”
Looking ahead, Christian hopes GEORGE will remain true to its mission. “In some ways, I hope we don’t change much at all. We’ll continue to adhere to our values and provide a place where people belong as they are and have space to become who they aspire to be. If we’re ever in a position to help others start their own shops, it would be an honor to serve in that way.”
Advice for New Café Owners
When asked if he had any words of wisdom for future cafe owners, Christian doesn’t hesitate. “Contact other local shops; you’ll be surprised how willing others are to share what they know. And contact Bellwether immediately. You don’t need a local roaster to depend on. Bellwether’s team will set you up, and you’ll be in a way better position to succeed.”
For Christian, George Coffee + Provisions is more than a business. It’s a living example of what happens when you build with intention, stay true to your values, and choose partners that make excellence possible.
