There’s a new coffee shop coming to downtown Carthage, but the owners, Allen and Johanna Williams, hope that you think of them as more than just another place to get coffee.
“What we are going for is hospitality,” Allen told Sandhills Sentinel, smiling as he showed off the new space. “We want it to be a place where, if someone comes in having a terrible day, we can help.”
In addition to beverages, the shop’s attractions will include small snacks, a kids’ corner, plenty of plants for sale, and authentic New York bagels.
This husband-and-wife combo both have backgrounds in the food industry, but this is their first foray into the world of business ownership. Both Johanna and Allen worked at Chick-fil-A in high school, so it will be their pleasure to make your visit to Moore Coffee Company one to remember.
The shop is like having “a dream come to life” for the Williamses. They have been talking about it for years: creating a space for people to connect, a place for people to sit down and share experiences together, a place that feels alive.
The pair met back in elementary school before moving away for missionary work, then later reconnected in high school when Johanna reached back out to Allen on social media.
After moving from the Charlotte area in 2021, they looked at a few different places to set up shop, but nothing ever panned out—not until they found their current storefront in Carthage. The current location feels like it was “meant to be,” and Allen says all of the nearby business owners and county employees have been incredibly supportive.
As plant lovers, the couple is particularly excited about their storefront and space.
“The windows are south and west facing—perfect for greenery,” explained Allen. This was a big deciding factor for the location, as they wanted to be intentional about where they put the plants, and the natural light would be perfect.
The natural light will be utilized by a wall of plants right there in the shop. Each plant will have a QR code so that potential buyers can find out what kind of plant it is and how to care for it. Allen says will be like adopting a plant, but with fewer unknowns and significantly less guilt.
Along with the standard cafe menu of coffee, tea, and matcha, Moore Coffee Company will offer small bites such as bagels, sandwiches, and pastries.
“It’s a minimal food menu, but enough that if someone’s hungry, there will be something for them,” said Allen.
He then laughed and added that northerners can rejoice: the bagels will be imported from New York.
The space will also feature a little nook for kids. Johanna is very passionate about creating a place for parents to bring their littles. The couple has three kids—twin 8-year-old girls and an almost 7-year-old boy—so they remember the days of trying to find something to do with them. There will be puzzles and toys to keep the little ones entertained.
The seating will be varied with tables, couches, and armchairs. They plan to potentially host some evening and community events, with one possibility being the occasional open mic night to bring some more evening entertainment to Carthage.
They are tentatively planning for a June 8 opening, pending any permits or inspections. If you have relational skills and know how to read people, then they want to hire you. As Allen said, “You can teach someone to make coffee, but you can’t teach them how to engage with people.”
If you are interested in applying, please click here.
The shop hours will be 7 a.m. – 3 p.m., Monday to Saturday, with plans to stay open later on Fridays and Saturdays if demand warrants.
Above all else, Johanna and Allen really appreciate the support they have already gotten from the community.
Find them at 4B Courthouse Square in Carthage.
Feature photo via Moore Coffee Company / Amber Leann Photography.
Megan Hall | Reporter
Written by Sandhills Sentinel reporter Megan Hall.
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