Podcast Summary:

Digital Social Hour — Episode #1711: Danny Evans: Why Starbucks Doesn’t Connect With Gen Z Anymore
Host: Sean Kelly
Guest: Danny Evans (CEO, 27 Club Coffee)
Date: December 27, 2025

Overview

This episode features Danny Evans, the CEO of 27 Club Coffee, discussing the rapid evolution of coffee culture among younger generations and how major chains like Starbucks are losing touch with Gen Z. The conversation covers innovation in the coffee space, the integration of culture and streetwear into beverage brands, consumer health trends, and how 27 Club Coffee (founded by Machine Gun Kelly) is positioning itself both as a product and as a cultural hub.

Key Discussion Points & Insights

1. Trends in Beverage Consumption and Gen Z Preferences

• Shift Away from Alcohol:
  Evans highlights how younger generations are drinking less alcohol and searching for fun, meaningful connections with non-alcoholic beverages, particularly coffee.
  • Quote (Danny Evans @00:00):
    "There's so many kids out there now. Like, the world's evolved and kids want something different. Like they're looking for a void in the coffee space... the youth is drinking less and less alcohol. They're looking towards other beverages that can kind of still provide them with a fun lifestyle and a connection to the product."

2. The 27 Club Coffee Story and Approach

• Brand Origins & Unique Angle:
  • 27 Club Coffee was started by Machine Gun Kelly; Evans now runs the business.
  • The company incorporates streetwear and music culture into its branding, blending the "cool" factor of apparel with high-quality coffee.
  • Quote (Danny Evans @00:53):
    "I have a history in the apparel business, which... works well with what we're trying to do at 27 Club. Just with, like, blending a little bit more of... the streetwear style, the streetwear culture into coffee. Making coffee fun, doing cool collaborations..."
• Standing Out in a Crowded Market:
  • Focus on product quality and visual appeal draws in younger, culturally engaged consumers.

3. Sustainability and Health Movements in Coffee

• Innovative K-cup Pods:
  • Launching soon: natural, compostable K-cup pods—an alternative to plastic-heavy competitors.
  • Quote (Danny Evans @01:20):
    "We’ve got coffee pods... no plastic, all natural, compostable... they stand out from the other pods that are on the shelf."
• Health-Conscious Menu:
  • The Cleveland cafe offers a menu catering from health-forward vegan options to indulgent treats.
  • Quote (Danny Evans @05:08):
    "We have a full vegan menu in Cleveland and we've got something for people who are super, super health conscious. And then we have stuff that's a little more, you know, sugar based and want to have something that just tastes delicious..."

4. Physical Presence & Expansion Plans

• Cleveland as Flagship:
  • The only current physical location is in Cleveland, chosen for MGK’s hometown connection.
  • Plans for further expansion in other cities slated for 2026 and beyond.
  • The cafe features a full menu and bar, striving to be a vibrant community space rather than just another coffee shop.
  • Quote (Danny Evans @02:38):
    "It's a really vibe out. Awesome location. So anybody's ever in Cleveland, like, they should really go and try and check."

5. Why Starbucks Doesn’t Connect with Gen Z

• Cultural Disconnect:
  • Evans notes Starbucks and legacy brands are missing the mark with younger consumers, who crave authenticity, innovation, and cultural connection.
  • Quote (Danny Evans @03:14):
    "You have people that... live and die by Starbucks. But there's so many kids out there now... kids want something different. Like they're looking for a void in the coffee space."

6. Influence of Celebrity & Leadership

• Machine Gun Kelly's Involvement:
  • MGK is highly involved beyond branding, investing creatively and operationally.
  • Evans stresses MGK’s commitment to vision and detail, avoiding superficial, purely financial celebrity endorsements.
  • Quote (Danny Evans @05:38):
    "He won't get involved with a product or a brand, you know, just because they're writing him a check or for financial reasons... we have a vision for what success looks like and, you know, we want to stick with that with the coffee company."

7. Retail, Merch, and Collaborations

• Sales & Distribution:
  • 27 Club Coffee products are sold online and recently partnered with Kroger in the Midwest; expansion of both retail and merchandise is ongoing.
  • Cross-overs with music and fashion (streetwear merch/collaborations) attract culturally engaged fans.

Memorable Quotes

• On Gen Z & Coffee:
  "Kids want something different. Like they're looking for a void in the coffee space."
  — Danny Evans (@00:00, @03:14)

• On 27 Club Coffee's Unique Vibe:
  "Making coffee fun, doing cool collaborations, making it as much about... the quality of the product and also visually..."
  — Danny Evans (@00:53)

• On Sustainability:
  "No plastic, all natural, compostable... those are, you know, they stand out from the other pods that are on the shelf."
  — Danny Evans (@01:20)

• On MGK’s Leadership:
  "He won't get involved with a product or a brand... just for financial reasons... we have a vision for what success looks like and... we want to stick with that..."
  — Danny Evans (@05:38)

Timestamps for Major Segments

• 00:00–01:14 | Gen Z beverage preferences & origin story of 27 Club Coffee
• 01:14–02:24 | Differentiators: Quality, sustainability, and cultural branding
• 02:24–03:11 | Location, physical presence, and experience at 27 Club Coffee Cleveland
• 03:11–03:43 | Starbucks vs new generation — Why legacy chains are falling behind
• 05:05–06:22 | Menu offerings, health focus, and working with Machine Gun Kelly
• 06:22–06:53 | Sales channels, merch, expansion, and community involvement

Episode in a Nutshell

Danny Evans explains the cultural, environmental, and product-driven strategies that set 27 Club Coffee apart in a saturated industry. By turning coffee consumption into a lifestyle anchored in music, art, and sustainability—and by deliberately addressing the needs and desires of Gen Z and health-conscious consumers—27 Club Coffee positions itself as a viable and vibrant alternative to old-guard brands like Starbucks. Machine Gun Kelly’s deep involvement reinforces the authenticity and vision behind the brand.