When you walk into the new location of the Southern Ground Coffee Shop at 1037 N. Breazeale Avenue in Mount Olive, NC, you immediately notice it is not your normal commercial experience. Farmhouse style home decor, handmade hardwood tables, a corner booth filled with pillows, and plush, earth tone couches and chairs welcome you. Girls behind a long colonial blue beadboard counter with coffee beans epoxied into the top greet you by name and take your order. These girls are more than baristas; they are family to the owners, Amy and Robbie Brogden. The personalized care they put into their service is a trademark quality of the location. They don’t just know their regulars by name, they know what they want to drink and what temperature they want to drink it.
The Journey Here
Before we can celebrate where Southern Ground is today, we need to tell the story of where they have been. Owners Amy and Robbie Brogden did not see coffee in their future when they met and started dating 8 years ago. Amy was a successful independent woman in the securities industry in Wilmington. Robbie was a father with four teenagers and his own construction business in Mount Olive. Though they saw the potential for partnership in each other, they took their time getting to know each other before they were ready for marriage. When they did marry, Amy took a position in insurance sales in Duplin county. Amy’s manager encouraged her to increase her sales by working from a local coffee shop and letting the busyness lead conversations and potential sales to her. The problem was that there were no coffee shops in Mount Olive. That need birthed the idea for Southern Ground.
When Amy told her husband about the advice from her manager and the idea of a coffee shop, he took her driving around the town of Mount Olive. Coming from a family with deep roots in the community and over fifty years of knowledge serving it himself, Robbie knew that the right location for a business like that would be near Interstate 117 and the University of Mount Olive. With no business plan and no money in the bank to fund it, they found the perfect location, made the decision to act on it, and did every sort of odd job they could to pay for it.
My husband is the kind of person that you don’t tell something to unless you really want it. He is an encourager and will move heaven and earth to make that thing come true for you even if it means he has to work hard, long hours to do it. His confidence empowers me. We are a team, and when we work together, the dream happens.Amy Brogden
I’m not scared to take a chance. If you don’t play the game, you know you’re going to lose. I make a decision and live in the reality of it, not the fairytale.Robbie Brogden
Faith in Business
Both Amy and Robbie Brogden were raised in Christian homes, and that faith is the root of their business. Southern Ground is not overtly religious nor does it hound guests with the Bible, but neither are they ashamed of who they are and hiding it. Most of the girls serving are Christians as well as the owners, and they are kind and respectful to everyone. They genuinely don’t want to hurt anyone’s feelings; nevertheless, what you see is what you get with them. They won’t sugar-coat things or change who they are to please others. Southern Ground knows they won’t be liked by everybody, and that’s okay.
The Brogdens are also hard-workers with giver mindsets. Often working 80-100 hour weeks, they give most of what they make to the community because it is what they feel they are supposed to do. They are not perfect people. “I disappoint God everyday,” Amy says. “I am so not worthy. But He knows we are trying hard, and He is honoring that not just for us, but for the others that come in here.”
How Covid Affected Their Business
While Covid-19 caused many small businesses to close their doors, Southern Ground found its start in it. Campus closures and quarantine caused less traffic to come in from the university and businesses, but something surprising happened to fill the gap: Google. People began to intentionally Google search for them because they wanted to support a local small business. From this traffic, a loyal following developed, and many of those people still patron the business today.
Supernatural favor protected and blessed Southern Ground because God wanted them to be there. Far more than a cup of coffee, they are a place of service and ministry to the community. At Southern Ground, students congregate and study, small groups meet, and families hold celebrations. Southern Ground is a launching place for fellowship and wholesome, healing community. The impact of their business has only just begun.
Supporting Small Business
When they were just starting out, Amy had to learn everything she could about coffee. She researched the business and learned how to operate her business well. Amy and the girls on her team were mentored by other established coffee shops. They learned how to properly make and serve gourmet coffee and smoothie drinks, play with the ingredients, and make their own recipes. Those recipes are featured on their menu today, and Amy is now mentoring two women wanting to open two coffee shops in eastern North Carolina.
Southern Ground supports many small businesses and an example of this is in the fact that they source everything they can locally. “We are a small business and couldn’t make it without the small businesses supporting us,” says owner, Amy Brogden.
Southern Ground takes pride in the uncompromised quality of their products. Their coffee is exclusively sourced from a North Carolina roaster, Cactus Creek. Part of their partnership includes a proprietary blend, Southern Sunrise, that can only be purchased at Southern Ground Coffee Shop. The milk used is sourced locally from Simply Natural. Cinnamon rolls and other pastries come from local bakers, many of whom are in-home makers. Supplies used to remodel their shop came from local hardware stores including Jones True Value. Even their social media presence supports a local business, Daily Testify.
The First Location
The first location at 997-E Henderson Street, Mount Olive, was a beautiful hole in the wall that opened in 2020 and holds a lot of fond memories. Everyone at Southern Ground recalls times when the whole shop–every guest and employee–contributed to the same conversation. They loved that sense of community engagement, and they hope the new location will see more not less of it.
The first location was the place where standards of excellence in customer service and branding were established. In this place, Southern Ground Coffee Shop became known as a home away from home with Farmhouse Style similar to Chip and Joanna Gaines’ Fixer Upper and Magnolia Network. The commitment to make everything welcoming even extended to the bathrooms.
Advice for Business
Both Amy and Robbie agree that being in business for yourself is not for the faint of heart, but it’s worth it. The step of faith that started their business is still a step of faith today; all the profits from Southern Ground’s first location were put back into the business.
We knew God wanted us to open the shop because He kept putting the right people in our path to make it happen just when we needed them to be there.
When God does that, you have to go; don’t question it. It is a day-by-day step of faith and trust in Him. You figure it out along the way.Amy Brogden
The new location more than doubled the space for Southern Ground from 1200 sq. ft. to over 2600 sq. ft. That extra room brings some exciting new perks along with favorites from the old shop.
For example, the large round Magnolia Co. clock iconic from the first location fills part of the back wall while a new stone fireplace and magnolia log mantle fill the other.
A large black and white conference room sits tucked behind a warm rust wall to the left of the fireplace featuring the signature dry-erase board from the old location.
A new white board gives the shop the opportunity to celebrate the diversity of their patrons. Guests are welcomed to sign it and share where they are from.
A drive-thru window welcomes guests to get service on the go without leaving their vehicles.
What’s Coming Soon
- Artists from the Art Department at the University of Mount Olive are currently working with Southern Ground to put a mural on the side of the building.
- A copper framed hood behind the counter welcomes a stove to expand the menu. Later this fall, Southern Ground plans to add soup, sandwiches, and salads to their gourmet coffee and smoothie menu.
- Online ordering will soon make it possible to offer quicker service.
For the latest updates on Southern Ground, check out their social media on Facebook, Instagram, and Daily Testify.
Make plans to stop by the shop on Breazeale Avenue. They are closed on Sundays but open 7am-7pm Monday thru Friday and 8am-7pm on Saturday.