Sur

This might just change your routine: Sur Coffee is rewriting the rules of coffee in Southern California. While corporate chains churn out identical brews with robotic efficiency, this coastal roaster is building a movement—one cup at a time. With roots in surf culture and a mission to honor the people behind every bean, Sur Coffee isn’t just expanding its footprint. It’s redefining what it means to belong to a community. The brand’s strategy is simple but radical: prioritize connection over convenience. In a market flooded with drive-thru speed and algorithm-driven orders, Sur Coffee is betting on something older and more…