How this popular Fort Worth coffee shop beat Starbucks out of a prime DFW Airport spot
Ampersand, a Fort Worth coffee shop, has beat out the big boys in the cafe game — name brands like Starbucks, Pete’s, and Dunkin’ — for a coveted corner of the Dallas/Fort Worth Airport concourse.
Fort worth readers should be familiar with Ampersand, they voted it best coffee in town.
If you would have told Toan Luong ten years ago that he would open a $2 million dollar coffee shop in the second busiest terminal in the U.S., he would have never believed you.
It’s literally a dream come true.
“For us, this was a huge competition, we had to beat the who’s who, we are here to prove that we have what it takes to compete with the big boys,” the 34-year-old Luong told the Star Telegram. “Right now, we are under the microscope but we are glad we have the opportunity to put the city on our back and make a strong representation of Fort Worth.”
The journey took seven years: From Luong’s opening its first cafe in the West 7th Entertainment District to the remodel of the University Drive location, he and his team are still pinching themselves that the airport board believed in them.
In less than a week, the hard work will pay off. On April 1, Ampersand at DFW Airport will open with a soft launch, kicking into full swing its dream of expansion and growth.
“It feels surreal, we just hope to make you guys (Ampersand lovers) proud. Whenever you visit, just remember that we are a local brand from Fort Worth.” said Luong.
How did Fort Worth’s Ampersand secure a spot in the DFW Airport?
Mimi Lu, 34, Luong’s business partner, and Luong have known each other ever since attending Arlington’s Sam Houston HIgh School. They never planned on working together or, let alone, opening a coffee shop and bar together.
They’ve been in business, through various capacities, for seven years. For the last five years, they have worked hard to win the airport contract.
“This project has been the most cost intensive project ever, most detailed ever, and most obstacles that we have ever run into ever,” said Luong.
They not only had to beat out the who’s who in North Texas, but they also had to contend with national and international brands. The big guns had deep pockets to prop up yet another franchise. They did not.
Winning the airport contract was a David vs. Goliath story.
Ampersand, as a small business, had to eke out a loan to jump into the fray. Complicating matters, their lender pulled out a chunk of their money late in the game. Now, they needed to raise money. Fast.
“We were able to raise about $2 million in a matter of three months,” said Luong. “This is a testament not only to the hard work and grit of my own team but also the DFW Airport’s leadership, and the Fort Worth community who has our back.”
DFW Airport Vice President Ken Buchanan said he believes in this small business.He believes in Luong. Buchanan explained part of his mission is to incorporate “only small businesses” in the airport’s newest section of Terminal C. It is a point of pride for him to note that Ampersand is the only coffee shop from Fort Worth in this part of the airport.
Weary travelers passing through DFW can at least experience local coffee, Buchanan said his thinking went.
