If you’ve ever taken the scenic route to Zion, there’s a good chance you’ve passed River Rock Roasting Company perched above the Virgin River, just outside La Verkin. And if you haven’t stopped yet—do yourself a favor.
I’ve been here plenty of times before, usually for coffee and a breakfast bite, which are both reason enough to stop, but for this month’s visit to write The Dish, I decided to switch it up and meet friends for a laid-back Sunday lunch. We snagged a table with a view, enjoyed the latest local art show lining the walls, and dug into a few familiar favorites. I went for the burger, hearty and juicy, built on the kind of no-shortcuts flavor that proves they get the basics right. My friends split a pizza and salad over cold beers, one of my go-to combos at River Rock. We also grabbed a couple of smoothies to round things out, and yes, we absolutely took home the leftover ranch dressing (as always). It’s that good.
But food is just part of the story here.
A Desert-Rooted Dream
River Rock was born during the tail end of the recession, when owner Jim pivoted from construction into a full-fledged coffee roasting business. Inspired by the solitude of the desert and the quiet power of Southern Utah’s wild beauty, he and his partner Naomi, in both life and business, started roasting beans in their garage and selling coffee at the Springdale farmers market.
With Naomi baking and Jim manning the roaster and front counter, the couple launched River Rock in 2012. The original plan was wholesale-only, but Naomi wisely insisted on a public-facing café, and the community’s response quickly proved her right.
“Once we were open, and saw members of the community from all walks of life feel like they had a place they could go and feel at home,” Jim says, “that is what drove us to continue to expand our offerings.”
Familiar, Yet Inspired
The menu is as eclectic as it is comforting: baked goods, breakfast plates, burgers, pizzas, big salads, and vegan soups in cooler months. What ties it all together? A simple philosophy: “What would we want to eat?”
Profit was never the goal. Instead, Jim and Naomi focused on creating something memorable and accessible, drawing on years of experience in restaurants and cafés. Their house pizza, for example, was months in the making, with each dough batch tested, tweaked, and graded like a science experiment until the perfect chewy, flaky sourdough base was born.
And of course, there’s the coffee. The roasting program that started it all is now helmed by Fred and Tomi, who continue to evolve the craft with dedication and precision.
Local Roots, Lasting Impact
From reclaimed wood sourced from old barns and pioneer homes to rotating exhibitions of local artists, currently curated by Greg Istock, everything about the space tells a story. Cozy in winter, breezy in summer, and always filled with life, River Rock reflects the heart of its founders and staff.
While live music is tricky to host due to Utah’s liquor laws, the team has always found ways to celebrate creativity. Their food, after all, is as much a labor of love as any song or painting.
Most importantly, the entire River Rock crew, from longtime staff like Brandi to their multi-talented operations manager Dani, bring a shared vision to life every day. “Our goal is that every customer leaves us thinking that was one of the best dining experiences they’ve had,” says Jim, “and can’t wait to come back.”
Plan Your Visit: River Rock Roasting Company is located at 394 S State St, La Verkin, UT. Open daily from 6:30 AM to 9 PM, 364 days a year. No reservations, but plenty of space. Learn more at riverrockroasting.com.