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When professional restaurateur and personal coffee nerd Diana Willis first experienced Florida-based Foxtail Coffee Co., she was impressed with the brand’s meticulousness and how well every detail was thought out. Most importantly, she loved the craft brew.   

“I just love the coffee so I fell in love with it. I went to check it out and fell in love with the story and what they’re about,” said Willis, who plans to open 11 franchise locations of Foxtail Coffee Co. in Southwest Florida with her husband, Scott. The local couple also own and operate four locations of Jason’s Deli in the area.   

“We’ve got such a vast experience that this would be something that we can launch in Southwest Florida. So, we’re doing that,” Diana Willis said. “We’re hospitality people through and through, and the quality of our product and what we do in the community is very important to us. So, when we’re going to align ourselves with a brand, we wanted to make sure it was the same kind of quality.” Foxtail Coffee Co. in North Naples

Their first location for Foxtail Coffee opened Monday in Uptown Plaza on Immokalee Road in North Naples. They built their first nearly 1,000-square-foot coffee shop along the northern edge of Jason’s Deli, which they have operated for about 20 years.    

“We had over 5,000 square feet of space there, almost 5,200, and so it was more than we needed,” Willis said.   

An open doorway near the front connects the two businesses.   

“When you walk in the front entrance, you will see you can go left to the entrance of Foxtail. And it will be designated Foxtail and it looks completely different. It doesn’t look like the deli,” she said.   

In fact, Foxtail franchisees aren’t really cookie-cutter venues, so they don’t look exactly the same. The North Naples location is the 50th for Foxtail, founded in 2016 in Central Florida.

Foxtail Coffee Co. in North Naples

“One of the things you’ll learn when we start rolling out Foxtails is that they’re all so uniquely different but when you walk in, you know you’re in a Foxtail Coffee Co. So, there’s some real distinguishing brand elements,” Willis said. “But the coffee is consistently amazing and that’s the meticulous part of it. It’s really an exacting roast and water content and grind, and it’s really just good coffee. We try to make the coffee an experience and when you come in to Foxtail, you’ll notice the difference. It’s definitely a cool vibe and an inviting, welcoming place.”   

The North Naples cafe has about 36 seats inside as well as covered outdoor seating under a porch overhang on the front and side. A lounge area is positioned beneath a colorful mural of Naples Pier and tropical foliage in a rustic setting.   

A soft launch in the slower summer months will be a good opportunity to really learn more about the new venture before expanding into possible locations in Bonita Springs, Estero, Fort Myers, Cape Coral and Lehigh Acres, Willis said.   

“We’re searching for locations in Lee County now. In fact, I have one that’s close to being announced. It’s new construction that will be a full Foxtail Coffee Co. with Kelly’s Ice Cream and beer and wine and things like that, as well,” Willis said. “We’re excited to bring Foxtail Coffee Co. to Southwest Florida and launching the first one in North Naples and building out in Lee County right now. I think it’s a coffee experience that people are going to find different than what they’re used to.” Foxtail Coffee In addition to serving Foxtail’s full coffee menu with its unique approach to craft coffee beverages, the new local spot will offer Foxtail Coffee breakfast products, light lunch offerings and merchandise such as mugs and T-shirts.  

“Some of our most popular items, obviously, would be some of our single-origin coffees, as well as some of our tea shakers. We have something for everybody,” Willis said. “Obviously, the lattes and cappuccinos are very, very popular and the cafe con leche, banana chai latte and raspberry rose tea are quite popular. Plus, you’ll find some slow-pour experiences with French press, pour over and even a siphon if you want to have a unique coffee experience.”   

The coffee shop is open 7 a.m. to 7 p.m. daily at 2700 Immokalee Road, Suite 1. “We have a Foxtail Coffee app so you can order ahead and come by and pick it up, as well,” Willis said. 

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