Ellis and Capitol: Two Family Legacies, One Shared Vision

When Capitol Coffee and Ellis Coffee partnered in 2019, it wasn’t just about beans and brewers - it was about building a shared vision for better customer experiences. What started as a modest coffee supply relationship quickly grew into a collaborative force transforming convenience stores, resorts, universities, OCS, food service and beyond. Together, these two family-owned companies are proving that long-term partnerships rooted in service, innovation, and trust are what truly elevate the breakroom.

Capitol Coffee, with a territory stretching from Pittsburgh to Savannah and deep roots across Virginia, West Virginia, and the Carolinas, has built its name on white-glove service and responsive delivery. From double-shift hospitals to bustling office parks, their teams rise before sunrise to serve clients with precision and care.

Ellis Coffee, founded in Philadelphia and steeped in 171 years of coffee roasting tradition, complements Capitol’s customer-first approach with a robust product portfolio, strategic insights, and co-branded marketing solutions.

“Ellis Coffee has allowed us to stay competitive by providing turnkey solutions” says Robert Lazorik, VP at Capitol Coffee. “We’ve been able to enhance product lineups and refresh programs while improving quality.”

What bonded the two teams was more than logistics - it was legacy.

“Both companies are family-owned and understand the importance of long-term thinking, consistency, and putting the customer first,” says Becky Day, VP of Sales at Ellis Coffee. “It made the alignment natural from the start.”

Challenge & Opportunity: Filling Gaps in Service and Selection

Before partnering with Ellis Coffee, Capitol faced the challenges many distributors know too well:

• Limited product variety
• Recurring inventory shortages
• Little to no marketing support

Beyond solving those pain points, Ellis Coffee shared Capitol’s values as a family-owned, multi-generational business. That alignment created a stronger foundation—one built on personal relationships, hands-on support, a diversified product portfolio, and a true commitment to growth.

With an expansive product range and flexible support models, Ellis delivered far more than coffee beans. They brought insight, agility, and boots-on-the-ground collaboration—helping Capitol strengthen both their offerings and their customer connections.

Strategic Conversions Across Key Verticals

Together, Capitol and Ellis have executed high-impact conversions across multiple industries:

• Convenience Stores: Over 97 locations across the Carolinas have been upgraded, including PMG and Short Stop sites. These conversions not only improved product quality but refreshed branding, signage, and overall customer experience.
• Hospitality: Capitol is now the exclusive provider at three major resorts in West Virginia - Stonewall Resort, Glade Springs, and a high-profile but unnamed luxury property. An upcoming conversion at Massanutten Resort is underway.
• Colleges & Universities: Longwood University and Lynchburg College have seen successful transitions, aligning student demand with premium beverage options.
• Senior Living: The Virginian, a retirement community in Virginia, is a standout success - originating from a Google search that led to a lead handoff from Ellis to Capitol. It now generates
• Apartment Living: (Waiting on example)
• Workplace/OCS: (Waiting on example)

“We’re converting accounts fast,” says Mike Mowbry, Capitol’s Mid-Atlantic Sales Manager. “If I’ve got the equipment, installs happen within a week.”

Execution & Value-Add Support

What makes this partnership unique isn’t just product - it’s execution. Ellis provided:

• POS Support & Signage – Modern, custom branding kits tailored to each location such as wall panels, hanging menu boards, window clings and more.
• Co-Branded Marketing Tools – Ellis’s in-house marketing team custom designs co-branded marketing tools designed to support operators with promo assets and visuals.
• Streamlined Installations – Efficient deployment for minimal downtime.
• Lead Gen Collaboration – When a business within Capitol’s territory expresses interest in switching to Ellis Coffee, the lead is passed to Capitol (as was the case with The Virginian). Expanding Capitol’s service footprint and customer base helps benefit both organizations.

“We weren’t just swapping products,” Day says. “We reviewed customer segments, evaluated product usage, led field testing, and offered on-site training. It was a full-service rollout that prioritized customer experience from day one.”

Results: Growth Fueled by Partnership

Since formalizing their partnership, Capitol Coffee has:

• Achieved up to 80% converted accounts in the beverage category
• Converted dozens of high-volume accounts across hospitality, education, C-store, OCS and food service
• Gained marketing support that improves brand perception and drives in-store engagement
• Strengthened customer loyalty through better-tasting, better-looking coffee programs

“Ellis gives us an edge,” says Lazorik. “We’re able to deliver top-notch service backed by products that taste great and perform well in every type of location.”

What The Leaders Think

“We’re aligned not just in service, but in values. It’s easy to win when you trust your partner to show up, deliver, and care about your customer as much as you do.”

Becky Day, VP of Sales, Ellis Coffee

“From roadside stops to five-star resorts, Ellis helps us elevate every cup we serve. It’s more than coffee - it’s a partnership that grows with us.”

Robert Lazorik, VP, Capitol Coffee

Ready to Partner with Capitol & Ellis?

If you’re in the Virginia, West Virginia, and the Carolinas and want to experience firsthand the benefits of the Capitol/Ellis partnership, let’s talk about how we can service your business.

👉 Schedule A Consultation with Capitol today → [Contact Us]