Core Values & Mission
OUR CORE VALUES
Lead by example
It's the only true way to lead. We won't ask others to do what we haven't done ourselves. We've been in the trenches, so we set the standard through our own experience. Real leaders roll up their sleeves, do the work, and set the standard through action—not just words.
Go the extra Mile
We push further for customers, colleagues, and the company. We aim to over-deliver with genuine enthusiasm, knowing it sparks word-of-mouth growth. Our actions prove it—we WOW through service, not just words.
Loyalty
We’ve got your back. We're committed to our customers because they give us purpose—they're why we exist. To our team, because we're in this together, working toward our mission. And to ourselves because upholding these values on a personal level guides us to real success.
Be disciplined
We stay locked in. From the big vision down to the smallest detail. Self-motivated and reliable. We hold ourselves accountable and deliver beyond expectations.
Extreme ownership
No finger-pointing. Ever. We own our actions, our results, and our mistakes. When something’s ours to handle, we see it through. Doing the right thing isn’t optional—it’s who we are.
Take Initiative
If you spot a problem and think "not my job," we all stay stuck. If you see it, you own it. Mess on the floor? Clean it. Something broken? Fix it. Someone needs help? Step up. We act on our values without waiting for orders or expecting applause.
Do It with Enthusiasm
Bring the energy. Every time. Negativity kills momentum and poisons the team. Life’s tough enough—why make it harder? People gravitate toward positive, fired-up energy. So that’s what we choose. Always.
Be a Lifetime Student
Know-it-alls stall out. We don’t. We chase knowledge, skills, and experience—not to look smart, but to become better. We're committed to continuously pursuing excellence, success, and true fulfillment.
We stay loyal, hustle hard, lead from wherever we are, own our shit, jump on opportunities, keep learning, and do it all with a full tank of enthusiasm. That’s how we roll.
OUR MISSION
To impact the culture of America through damn good coffee and the pursuit of personal excellence.
Coffee is more than a drink. It's a symbol of independence and American hustle. From the revolution, to the pioneer-age, to the post WWII economic boom, it has been a powerhouse in shaping our nation’s history.
Today: Coffee is fuel for our lives–woven into our social fabric, work ethic, and daily rituals. It is our day-to-day companion as we navigate life's highs and lows. Whether it be raising our families, building businesses, cultivating like-minded communities, or pursuing our own personal goals, a simple cup of coffee can be the catalyst to talk over new ideas, to reconnect with old friends, to reflect on the past, and to revitalize our outlook on the future.
At Viking Coffee Co. we believe pursuing personal excellence empowers others to do the same. We all have a fundamentally human responsibility to be our best. While the roadmap for each individual will look different, together we stand to elevate culture as a whole. Our core values set the standard for living better, happier, more fulfilling lives. When we live these values on an individual level, we influence those around us to do the same. Proverbs 27:17 puts it simply: “As iron sharpens iron, so one person sharpens another”.
Bottom line: By serving damn good coffee, we're not just caffeinating America; we're elevating its culture, one sip at a time.
Drink coffee. Work hard.