Durango Joes Beginnings

From Montana to Durango: Deep Roots and Early Inspirations

Joe Lloyd’s connection to the 4 corners runs deep. Though he grew up in Montana, his family history was firmly planted in the vibrant Colorado town of Durango. His grandfather, a respected local doctor, moved to Durango in 1934 and helped establish one of the first hospitals in the area. Joe spent summers in the town, making connections and giving him roots in this community beyond his family ties.

Coffee wasn’t a major part of Joe’s early life. Growing up, the coffee in the Lloyd household was simple, cafeteria-style black coffee—something he wasn’t drawn to. That changed in 1988 when he visited Seattle for the first time. Walking the streets near the Seattle Art Institute, he discovered a coffee cart selling flavored lattes. He ordered a vanilla latte and took a sip that would forever alter his perspective. “This is not my dad’s coffee,” he thought, and from that moment on, he was hooked.

Despite his newfound love for coffee, Joe didn’t immediately dive into the coffee business. Instead, he pursued a degree in psychology and theology at Northwest University in Seattle. He and his wife, LeAnna, dedicated 15 years of their lives to working with youth, organizing camps, retreats, and programs for at-risk kids and church communities.

During this time, Joe was introduced to Dutch Bros Coffee in Grants Pass, Oregon. The company’s unique drive-thru model and commitment to customer service intrigued him. He began to see coffee shops as more than just places to grab a drink—they were hubs for community, conversation, and connection. Over the next seven years, the idea of owning his own coffee shop simmered in the back of his mind.

Every great coffee shop has a story, and for Durango Joes, it all began with a man who loved community as much as he loved coffee. Joe Lloyd, founder and CEO of Durango Joes, had an unconventional path to entrepreneurship, one fueled by a deep-rooted love for Durango, a passion for people, and a life-changing sip of a vanilla latte.

At the heart of Durango Joes is a simple but powerful mission: to create a welcoming space where people can connect, enjoy a great cup of coffee, and experience legendary service. From the very beginning, Joe envisioned Durango Joes as more than just a coffee shop—it would be a community hub, a place where relationships are built and meaningful conversations unfold. This commitment to people and community has guided every step of the company’s journey. This is embodied in the company’s core belief: "Love People. Love Coffee." and our belief that everyone deserves a smile, a warm greeting, and a great cup of coffee.

For Durango Joes, "Love People. Love Coffee." is more than just a slogan; it’s a way of life. It means that every cup of coffee is served with kindness, every customer interaction is an opportunity to brighten someone’s day, and every store is a welcoming space for all. Whether it’s supporting local initiatives, fostering a positive work environment, or simply making someone’s morning a little better, Durango Joes is dedicated to living out this philosophy in everything they do.

By 2002, Joe could no longer ignore his calling. He and his wife made the bold decision to return to Durango and start a coffee business. However, they quickly realized that passion alone wouldn’t be enough—they needed capital.

With little money of their own, Joe sought out investors. His brother, John, who worked in finance, and entrepreneur Keith Smith became key partners. Each put in $5,000, creating a $15,000 foundation that allowed them to secure a business loan. Even with financial backing, finding the perfect location proved challenging.

Joe eventually set his sights on a former 7-Eleven on College Drive. When he approached the property owner, Bonnie Frazier, she initially turned him down. “If all we sold in our 7-Eleven stores was coffee, I’d be broke,” she told him. Determined, Joe reached out to her son, who convinced her that the specialty coffee industry was thriving. She relented, offering him a lease at a steal—$1,300 per month, with no rent increases for ten years.

“She wanted me to succeed,” Joe recalls, acknowledging that Bonnie Frazier played a crucial role in getting Durango Joes off the ground.

In April 2004, Durango Joes opened its doors. The name wasn’t Joe’s first choice—it was suggested by a group of college students during a brainstorming session. At first, he resisted the idea of putting his name on the business, but eventually, he realized that “Durango Joes” had the timeless, welcoming feel he wanted.

The first location was far from glamorous. “It looked hideous,” Joe admits. The branding was simple, put together with help from a college graphic design student. But what Durango Joes lacked in aesthetics, it made up for with heart. The staff fostered an environment where customers felt at home, creating a culture of kindness and community.