Matthew O'Dell gives the thumbs up after hanging a temporary sign March 5, 2013, outside his new coffee shop, Reveille Joe Coffee Co., in Murfreesboro, Tenn. (Photo courtesy of Facebook)
Murfreesboro’s historic Square is adding yet another newcomer to its growing list of locally owned businesses.
A new coffee shop, Reveille Joe Coffee Co., is slated to open its doors Wednesday, May 1, in the former PJs Pizza location, owner Matthew O'Dell confirmed.
His desire to start a café started some 10 years ago, but only recently did O’Dell decide to make his dream a reality.
“I love coffee, but not as much as I like the atmosphere of a coffee shop,” he said. “I want this to be safe haven away from work. That few minutes you have alone during the day, or that few minutes you have alone with your friends. There are plenty of bars in the downtown area, but this is one of those places where you can come and feel safe.”
The name stems from O’Dell’s background as a U.S. Marine being awakened every morning to the brass sounds of the reveille, which he pronounces without the French accent.
“It meant it’s time to raise the flat, it’s time to get up, we have things to do,” he recalled, adding that reveille is also the French word meaning “to wake up.”
While joe is another name for coffee, it has several meanings for O’Dell.
Joe is his grandfather’s name – a man who inspired O’Dell to join the military and instilled the confidence necessary to be successful. It is also his best friend’s name, and a generic name for a soldier.
O’Dell has plans to commemorate local military veterans with his coffee shop with a Wall of Heroes and dedicated table space.
“It’s a way for the community to be involved,” he said. “I don’t think there’s enough notice for the people in this community who have died.”
Most of all, he wants the coffee shop to feel homey, earthy and organic and for it to embrace customers as they walk in the door.
“I want a place where you walk into and are lulled by smells and sounds,” he said. “I want it to really embrace you … that I’m a spirit standing by the door giving you a hug – the best hug you’ve ever had in your life.”
As for the coffee, O’Dell plans to serve 100 percent USDA approved organic coffee from Organic Grounds Roasting Company, which is based in Franklin.
For information or to watch the coffee shop’s progress, visit www.reveillejoe.com.