Foxtail franchisees pursue SWFL coffee culture

After Diana Willis visited a friend’s Winter Park coffee shop, Foxtail Coffee Co., she initially considered representing the growing company as a real estate agent. Soon, however, she wanted to become more involved in the business, which began franchising in 2019. 

A self-described coffee nerd and experienced restaurant franchisee, Willis and her husband, Scott Willis, saw an opportunity to bring the Foxtail brand to Southwest Florida. The couple is known for launching the region’s Jason’s Deli franchise 25 years ago after selling their McDonald’s chain in Arkansas. 

They are now expanding Foxtail’s community-oriented, craft coffee concept. They opened their first location in 2023, carving out space inside their Jason’s Deli in North Naples to accommodate baristas, ethically sourced beans and conversation. 

“(We) felt like there was a need, and we really felt like it was something we could do really well,” she said. “So that’s what we’re here to do.” 

That led to a second location in North Cape Coral and a third that opened April 14, the first business in the new Estero Plaza, 9985 Estero Oaks Drive, in south Fort Myers. 

A fourth Foxtail location is now under construction at Latimer Crossing, an apartment community in Fort Myers. That will bring the number of Foxtail and Jason’s Deli locations in the region to parity. 

Willis said the couple plans to continue expanding but at a measured pace. 

“I can see us developing the Foxtail concept at a few other locations, but right now we’re enjoying the fact that we’re learning a new brand,” she said. “We’re honing in on the operational part of it and we’ll see where that takes us.” 

The Southwest Florida expansion has faced common headwinds, including construction delays, tariffs on imported beans and rising costs for commodities, such as packaging and fuel. Willis largely views those challenges as part of doing business. 

“[It] is always going to have its cycles of being up and down,” she said. 

Competition is also strong, from national chains, such as Starbucks and Dunkin', to local shops like Forever Grounded Coffee. 

“We like that,” Willis said. “We like that it’s going to create more of a coffee culture, which we enjoy.” 

Willis said Foxtail’s appeal lies in its balance of consistency and individuality. 

“I like the creativity that Foxtail brings to the brand,” she said at the Estero location, which is drawing nearby Florida Gulf Coast University students, among others. “They’ll each take on a feel of the neighborhoods that we serve, but they still look like Foxtail.” 

That sense of discovery, she said, mirrors her experiences visiting coffee shops while traveling 

“It’s hard to beat Italy for great coffee,” she said. “They take their coffee so seriously that even if you get it at a convenience store off the highway, it’s going to be served in a porcelain cup and it’s going to be fresh ground and made to order. It’s just an experience. 

“But I think sometimes I choose a place because of the vibe or because of the way it feels when you walk in the door. It’s really the energy that it gives, and I feel like something with a little character is always a lot more fun.”