Connan Moody, the founder of Academy Coffee, has introduced a new venture in Atlanta’s West End with the launch of Auxiliary Coffee. The innovative coffee shop officially opened on October 23, 2023, at 945 Allen Ave, marking a new chapter in Moody’s efforts to reshape the coffee experience in the area.
When Moody first established Academy Coffee in 2018, his mission was to offer a fresh perspective on specialty coffee in Atlanta. “Academy is a beautiful concept because, at least when we first started, we were bringing a unique concept to the coffee scene,” Moody stated in an interview with What Now Atlanta. He noted the lack of specialty beverage options at the time, which allowed Academy Coffee to stand out with its creative flavor blends.
With Auxiliary Coffee, Moody aims to embrace innovation once more, but this time, he faces a more competitive landscape. The specialty coffee sector has seen a significant surge in popularity, prompting him to explore new methods to captivate customers. “We wanted a really tailored experience, and the way we’ve struck out to do that is through an elevated concept of innovation in the brewing form,” he explained.
New Offerings and Community Focus
The menu at Auxiliary Coffee is intentionally streamlined, focusing on core offerings such as drip coffee and espresso. Moody plans to introduce a pour-over program featuring rare coffee varieties and is also developing a tea service for non-coffee drinkers, which will include items like matcha and chai.
Auxiliary Coffee represents a shift towards a sit-down café model for Moody, allowing for deeper engagement with customers. “Having the ability to really engage with our customer base in a slower, more educational setting, we’re able to really lean into getting people comfortable with new ways of imbibing coffee,” he noted.
Beyond its beverage offerings, Auxiliary Coffee is envisioned as a creative space that promotes artistic expression. “Auxiliary in its initial concept was going to be a space for creativity in all forms,” Moody shared. He emphasizes the importance of community involvement, inviting patrons to make the space their own. “Obviously I can make coffee to the best of my ability, but once I pass it over the bar, it’s on you to really take that experience a little further,” he added.
Future Aspirations
As Auxiliary Coffee continues to develop, Moody expresses enthusiasm about its potential. He is currently in a phase of exploration, aiming to see how the concept evolves. “As far as the longevity goes, right now we’re in the phase of let’s let it walk to see it run, and hopefully it will take on its own identity and concept,” he stated.
Moody’s commitment to innovation and community engagement reflects a broader trend in the coffee industry, where customer experience and creative environments are becoming increasingly important. As Auxiliary Coffee establishes itself in the West End, it stands poised to contribute to Atlanta’s vibrant coffee culture.
