The Pinery Coffee Co.
The Pinery Coffee Co. brings locally roasted coffee and community connection to the heart of Downtown Wausau. Serving up house-roasted single origin and custom blends, it’s a space built for conversation, creativity, and collaboration. From game nights and book clubs to jazz jams, carving clubs, and coffee classes, there’s always something brewing. The Pinery also offers space rentals, catering, and supports a new local cause each month — because they believe there’s a little hope in every cup.
How, when, and why did you start your business?
The Pinery Coffee Co. opened in November 2023, and it all started with a love for great coffee and a passion for creating a space where people can connect. We didn’t just want to serve coffee…we wanted to build community. Roasting our own beans means we get to craft a high quality experience while staying true to who we are.
What makes your business unique?
We roast all our own coffee in-house, ensuring it’s always fresh and full of flavor. But beyond that, we focus on community. From our Cause of the Month initiative that supports local nonprofits to creating a welcoming space for artists, entrepreneurs, and neighbors, The Pinery is more than just a coffee shop: It’s a place for people belong.
What product/service is your most popular, or what are you known for?
Our Douglas Latte (a pecan pie latte named after one of owner’s older brother who passed away) is a fan favorite. People also love grabbing a bag of our freshly roasted beans to take home and signing up for our Unlimited Drip Subscription, which gives coffee lovers all the drip coffee they can drink in the shop for one low monthly price.
Why did you locate your business in the Wausau River District?
Because downtown Wausau is the place to be! It’s the heart of the community, full of life and energy, and we wanted to be part of that. Honestly, we don’t think Wausau always realizes just how great it is. We see so much potential here, and we want to be a part of helping our community thrive. Whether it’s through creating a welcoming space, partnering with local businesses, or supporting nonprofits, we love investing in what makes Wausau special.
What motivates you as a business owner?
The people. Hands down. Seeing customers come back, getting to know their stories, and watching friendships form over a cup of coffee makes it all worth it. We’re also driven by making an impact — whether it’s mentoring our team, supporting local causes, or just creating a place where people feel welcome.
How do you measure/define success?
For us, success isn’t just about numbers…it’s about making a difference. If The Pinery is a place where people feel at home, where employees grow as leaders, and where we can invest in the community, that’s a win in our book. Of course, sustainability and growth matter, but people come first.
How do you generate new ideas?
Honestly, a lot of ideas come from our customers! We love listening to their feedback and seeing what excites them. We also collaborate with our team, local businesses, and community organizations to keep things fresh and creative. And let’s be real, some of the best ideas happen over a great cup of coffee.
Talk about your staff.
We’ve got an incredible team. They’re not just here to make coffee, they’re here to create an experience. Each person brings something unique, from creativity to caring for customers, and we love watching them grow in confidence and leadership. They’re the heart and soul of The Pinery.
What excites you most about the future of downtown Wausau?
The energy! Wausau is growing, evolving, and supporting small businesses like never before. Whether it’s new events, creative spaces, or businesses coming together, we love being part of a community that values both its history and its future. We’re excited to keep growing with it!
“Honestly, we don’t think Wausau always realizes just how great it is. We see so much potential here, and we want to be a part of helping our community thrive.”
Daniel Tyler, Owner of The Pinery Coffee Co.