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In Northwest Arkansas, Doomsday Coffee is more than just a place to get your caffeine fix. What started in 2017 as a single shop in Fayetteville’s Evelyn Hills Center has grown into a local favorite with two successful locations, fueled by determination, heart and community.
For owners Jason and Rosie Collins, Doomsday Coffee signifies a new chapter in their lives, centered on legacy and building something meaningful together. Jason, a U.S. Army veteran and former federal special agent and Rosie, who brings her Mexican heritage and warmth to every aspect of the shop, have created a space that feels personal and genuine.
“I love this place,” Jason said. “I’m here all the time, and I’m not above any part of it. From wiping tables to roasting beans, we’re involved in every step together.”
Hard Work Pays Off
After serving 10 years in the military and another decade in federal intelligence, Jason was ready to take a completely different path. His love for coffee grew after experiencing what he calls a “magical cup of coffee” while stationed overseas. However, the idea for a coffee shop really took shape after a difficult day at work, when he was contemplating doing something entirely different from his usual routine.
Without any prior experience in coffee or business management, he used some of his military retirement savings to purchase a roaster and establish a small shop.
“It seemed risky, maybe even a little crazy at the time,” he said, laughing. “But it turned out to be one of the best decisions I’ve ever made.”
From that first Fayetteville store, Doomsday expanded quickly. Today, the brand is well-known across Northwest Arkansas for great coffee, friendly service and a relaxed atmosphere that reflects the Collins family’s work ethic. “If you work hard enough, it will pay off,” Jason said. “It’s the hardest thing I’ve ever done, but it’s worth it.”
Coffee with a Conscience
Doomsday Coffee’s approach to coffee begins with responsible sourcing. The Collinses have established direct relationships with farmers in Colombia, Ecuador, Brazil, and Vietnam, ensuring sustainable and ethical harvesting practices. They personally visit these regions to connect with producers and bring high-quality beans back to Arkansas.
“We want to know where our coffee comes from,” Jason explained. “Our goal is to keep prices reasonable, support the growers, and serve a product that people can feel good about drinking.”
Even with specialty beans and small-batch roasting, Doomsday keeps prices affordable; a regular latte still costs about $4 because that’s what young professionals and college students can afford. “We know who keeps the lights on,” Jason said. “Our customers matter to us.”
More Than Coffee: Food Worth Talking About
While coffee is the main draw, the food has carved out its own identity. The kitchen serves an all-day lineup of tacos, quesadillas, and breakfast options that keep regulars coming back.
“The food wasn’t part of our original plan,” Jason admitted, “but we realized early on that people wanted it. And now, it’s a big part of who we are.”
When asked why tacos, it was simple – “my kids were in the shop one day and were really hungry, so I cracked an egg and put the tortillas on the grill to warm them up. They went crazy over them and kept asking for more.”
So, they added tacos to the menu, and customers started ordering large takeout orders. “We couldn’t keep up with the small grill we had, so I had to call and purchase more kitchen equipment. It cost a lot, but it changed our capacity, and the college kids love them.”
Rosie’s influence is evident in the flavors – fresh, spicy, and truly authentic. Favorites include the chicken bacon taco, the avocado tostada and a vegan cauliflower-avocado taco that customers rave about. My personal favorite is the buttery breakfast quesadilla, large enough to share with a friend!
All About the People
Beyond coffee and food, Doomsday centers on connection. Jason and Rosie intentionally created their shop as a place to slow down and linger, not a drive-thru, but a destination to sit and gather.
In the U.S., we’ve turned coffee into a quick, on-the-go experience,” Jason said. “But in much of the world, coffee is a reason to sit down with friends and chat. That’s what we wanted to bring here. Sometimes in our culture, we need a reason to meet up with someone; we have plenty.
The shop’s walls feature work by local artists, many of whom also work behind the counter. Longtime employees, some of whom have been part of the Doomsday family for nearly eight years, help foster a sense of belonging. Regulars often describe it as their “third space,” not home or work, but somewhere in between, where conversations and community naturally develop.
A Legacy of Connection
Nearly eight years into their business, Doomsday is something special: a space that celebrates both hard work and human connection. Whether it’s students studying over a latte, families gathering for breakfast before game day, staff meetings or veterans connecting, Doomsday Coffee continues to live up to its name in a surprising way: inspiring hope and community where people least expect it.
Doomsday Coffee
2 locations:
436 W. Watson Street, Fayetteville
7253 W. Sunset Avenue, Springdale
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