New look, menu aims for cohesion, consistency
Elijah Decious
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IOWA CITY — A growing chain of coffee shops across Johnson County is brewing something fresh under new ownership.
Coffee Emporium, purchased by North Liberty resident entrepreneur Alex Nelson in July 2024, will have a new name starting March 29: Midnight Coffee.
With a new look, a revamped menu and new local food partners, a different experience awaits new and loyal customers in Iowa City, Coralville, Tiffin and North Liberty.
“We’re focused on getting all the shops to be similar,” Nelson said. “Before, it was operating like four completely different shops. We don’t want it to be franchise copying and pasting, but there should be some brand consistency.”
If you go:
Midnight Coffee, previously known as Coffee Emporium, has four locations across Johnson County:
925 E 2nd Ave, Coralville
301 E Market St, Iowa City
710 Pacha Pkwy, Unit 6, North Liberty
1100 Andersen Place, Tiffin
What’s new?
One of the biggest changes with the rebrand will be upgrades to the menu.
“We want (customers) to think the same great coffee, but new name, new brand and higher quality,” Nelson said. “Our food is going to be a lot better than it was — it hadn’t been changed in a long time.”
Milk for beverages will now be supplied by Dan and Debbie’s Creamery in Ely, pastries are already being supplied by The Eat Shop, and Andy’s Pastry Shop in Tiffin will offer vegan and gluten-free options.
The food menu, which will undergo much greater changes than the coffee menu, will offer salads and a robust selection of sandwiches in the coming days.
In the future, Midnight Coffee hopes to bring back unique signatures to each location. Cocktails, previously available at Coralville’s Coffee Emporium, may make an appearance in Iowa City. Ice cream is envisioned for the North Liberty location, which previously served gelato.
With the same beans as before from Capanna Coffee Roasters, the new coffee menu will focus on quality through simplicity.
“We want to highlight just having great coffee,” Nelson said. “The bigger brands are geared toward the crazy specials with syrups and foams and sugary drinks.”
A new look
Iowa City and North Liberty, the older Coffee Emporium locations, have undergone the most renovations to give a new look consistent with the brand’s theme.
Iowa City’s Northside location has been refreshed with new sets of Edison bulb fixtures, all new tables and chairs, and a relocated fireplace between couch seating.
The location, 301 E. Market St., has a long history of coffee shop tenants. Before Coffee Emporium, it served as The High Ground Cafe and T Spoons.
The North Liberty location’s walls have been torn down for a more open concept complemented by fresh paint, new chairs and a redone fireplace.
Overall, Nelson aimed for a mood that’s darker, moodier and inviting enough to linger — a departure from prevailing trends in other large coffee chains. With new furnishings, Midnight Coffee plans to establish an aesthetic that is less secondhand looking than the average local café.
How it happened
Coffee Emporium’s four locations in Coralville, Iowa City, North Liberty and Tiffin were sold to Nelson by Abby Ochs. Nelson owns The Midnight Gem wedding venue in Swisher and Little Gems Baby Boutique in North Liberty with his wife, Jordan Nelson.
The sale and rebranding follows rapid growth under Ochs’ ownership.
She purchased the original Coffee Emporium location in downtown Cedar Rapids in January 2021. Later that year, she opened a Coralville location, before taking over High Ground Cafe in April 2023 and opening two more locations in Tiffin and North Liberty by the end of 2023.
Ochs also closed the struggling Cedar Rapids location, which first established the brand in 1991.
She has since moved to Texas, where she has started a family and hit substantial growth in her human resources consulting firm, Gro Consulting.
“Life has picked up in Texas, and the team deserves (local management),” Ochs told The Gazette in August 2024.
After spending time in the hospitality industry, the new owner hopes to use Midnight Coffee as an easy entry into an even more community-oriented business.
Over time, his vision includes expanding the brand with more locations outside of Johnson County, like the Des Moines metro or Cedar Rapids.
“We saw there was a good opportunity, a loyal customer base, and great coffee,” he said.
Comments: Features reporter Elijah Decious can be reached at (319) 398-8340 or [email protected].
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