Anecdotal evidence of macro trends aside, it isn't clear to me what value Joe Coffee provides. It seems like they are a SaaS reseller for a particular vertical (coffee shops), and have some amount of custom software. My local, Barrett's Coffee in Austin (they are excellent, btw), seems to use Shopify on their website, and I suspect that the iPad-like PoS system in the shop is backed by the same inventory and sales management system. I don't really see the value in using a middle-man that's specific to coffee when it seems like a reasonably smart owner plus a general sales platform should do the trick.