Black Rifle Coffee Veteran Hiring Promise vs Reality
Black Rifle Coffee Company (BRCC) rose from a Salt Lake City garage to a billion-dollar brand, yet its current headcount reveals a stark contrast to its initial promises. While the company pledged to hire ten thousand veterans in 2017, recent figures show only about 150 veterans among its nearly 500 employees.
This gap raises questions about the sustainability of a brand built on military camaraderie. As BRCC navigates public markets and cultural controversies, the tension between its patriotic narrative and operational reality has become a defining feature of its corporate journey.
- BRCC pledged to hire 10,000 veterans in 2017 but currently employs only about 150.
- The company reached a $1.7 billion valuation after merging with SilverBox Engaged Merger Corporation.
- Controversies include the Capitol riot association and a partnership with the Dallas Cowboys announced near the Highland Park shooting.
From Garage to Billion-Dollar Brand
Evan Hafer, a Green Beret, started the brand in December 2014 with a one-pound roaster in his Salt Lake City garage. He joined co-founders Jarred Taylor, Richard Ryan, and Mat Best, forming a team focused on giving back to veterans. By 2017, the subscription list exceeded 100,000 users, signaling strong market potential to investors.
The company scaled rapidly, adding warehouses and larger roasters. In 2018, BRCC invested $6 million in a new roasting plant in Manchester, Tennessee, and reported $30 million in gross revenue. That year, more than half the workforce consisted of former service members, reinforcing the brand’s core identity of military support.
The 10,000 Veteran Pledge
In February 2017, BRCC declared a bold pledge to hire 10,000 veterans within a year. This announcement coincided with a social media campaign featuring a meme comparing ISIS fighters with Starbucks cups to American soldiers. At the time, BRCC had only 52 employees, 75 percent of whom were veterans, making the scale of the promise seem ambitious compared to Starbucks, which had hired 8,000 veterans since 2013.
Critics noted the imbalance between a niche company and a global titan. However, BRCC leadership viewed the narrative as a way to resonate with a loyal veteran audience. The pledge became a central part of the brand’s identity, promising that every cup sold would support military families through employment.
SPAC Merger and Public Scrutiny
In November 2021, BRCC merged with SilverBox Engaged Merger Corporation, a SPAC deal that closed in February 2022. This merger lifted the company’s valuation to $1.7 billion, bringing it into the public market. By this time, the company had 550 employees, half of whom were veterans, spouses, or reservists. A New York Times article highlighted plans for retired NCOs to run franchises.
The public listing brought intense scrutiny from analysts who examined margins and supply chain costs. The board faced a dilemma: continue rapid expansion fueled by the high valuation or pause to stabilize the foundation for veteran-owned stores. The influx of capital was a double-edged sword, offering liquidity but demanding consistent performance in a competitive coffee market.
Cultural Controversies and Brand Image
The brand’s image became entangled with political events. During the January 2021 Capitol riot, BRCC logos were seen on clothing and helmets of participants. Later, symbols associated with the brand were linked to Kyle Rittenhouse. In response to backlash, BRCC attempted to distance itself from the far-right, though its ties to conservative media figures like Sean Hannity and Donald Trump Jr. remained visible.
In 2022, BRCC announced a partnership with the Dallas Cowboys just one day after the Highland Park parade shooting. The company claimed the timing was intentional to coincide with Independence Day and that discussions predated the tragedy. Critics questioned the sensitivity of the timing, while the deal expanded BRCC’s visibility through stadium screens and merchandise.
The Widening Gap in Hiring
Despite the $1.7 billion valuation, the data shows a widening gap between the 2017 pledge and current reality. Late in 2025, the company employed just under 500 people, with only about 150 veterans on staff. This fraction of the original 10,000-person target highlights the challenges of scaling a mission-driven brand.
The brand continues to sponsor high-profile figures, including NASCAR drivers and extreme sports star Travis Pastrana, who signed a personal endorsement deal in 2022. These partnerships position BRCC as a sponsor for adrenaline-driven icons, yet the core promise of veteran employment remains unfulfilled on a large scale.
Frequently asked questions
- How many veterans has Black Rifle Coffee hired?
- As of late 2025, Black Rifle Coffee employs just under 500 people, of which only about 150 are veterans. This is significantly lower than the 10,000 veteran hiring pledge made in 2017.
- What is Black Rifle Coffee's current valuation?
- The company reached a valuation of $1.7 billion following its merger with SilverBox Engaged Merger Corporation, which closed in February 2022.
- Did Black Rifle Coffee partner with the Dallas Cowboys?
- Yes, in the summer of 2022, the Dallas Cowboys announced a partnership with Black Rifle Coffee Company. The announcement came one day after the Highland Park parade shooting.
The bottom line
Black Rifle Coffee has successfully built a high-value brand but faces criticism for its unmet hiring pledges. The gap between its $1.7 billion valuation and its actual veteran headcount remains a key point of contention. Its cultural ties to controversial events and figures have further complicated its public image. The brand continues to expand through major sponsorships, yet the core mission of large-scale veteran employment remains largely unfulfilled.
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