Dallas is one of the fastest-growing markets for the San Antonio-based indie coffee company.
Merit’s fifth shop in Dallas proper opened Oct. 20, 2023 in Lakewood, a neighborhood near White Rock Lake. It’s the 13th Merit in Texas.Although all Merit Coffees share DNA — and coffee beans, all roasted in the same San Antonio facility — the Lakewood shop is “the most beautiful cafe we’ve ever done,” says Charlie Paulette, vice president of sales and marketing.
The shop took over a former nail salon at the southeast corner of Mockingbird Lane and Abrams Road, next to Hudson House. The cafe has exposed concrete floors and high white ceilings, with ocean blue tiles on the wall. It’s easy to soak up the “good energy,” a phrase branded in the concrete near the checkout counter. For those who want a photo opp, and many will, there’s a blush-pink logo outside..
today. Ask a coffee aficionado, and he or she might mention a different favorite: LDU, White Rock, Fiction, Full City Rooster, Noble Coyote, La Reunion, Ascension, Window Seat, Eiland and so on.As Merit grows, Paulette says the idea is to reach “everyone in the state, but we don’t want to lose its identity.”He came from a craft beer background, with 20 of his 25 years in beer spent at Texas’ historic Shiner brewery. He likens it to the Merit story.
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