Necessity Coffee Roasters is making a significant mark on the San Diego coffee scene with the recent relocation of its Encinitas cafe and the grand opening of a second, entirely new location in San Marcos. This dual expansion signifies a period of robust growth for the relatively young brand, demonstrating a strategic response to increasing demand and an opportunistic approach to seizing prime real estate.
Founded by Jon Runion, Necessity Coffee has quickly evolved from an online roasting operation to a tangible presence in Southern California. The Encinitas relocation, completed in January, saw the brand move to a more prominent corner location at 2nd and F Streets, just a few blocks from its original spot. This was swiftly followed in March by the debut of a second cafe in San Marcos, a strategic inland expansion that broadens the company’s reach.
"I wasn’t actively seeking two locations at the moment, but the opportunity for both was just too amazing to pass up," Jon Runion shared with Daily Coffee News. "One shop felt like a gift, but having two now is simply incredible. As a young person in my early twenties, the dream was to start a coffee shop. To fast forward ten years and have two cafes is beyond anything I could have imagined."
A Vision of Cream, Coral, and Caffeine
Both new Necessity Coffee locations are designed to offer a bright and inviting atmosphere, unified by the brand’s signature palette of cream and coral, complemented by subtle sage green accents. These aesthetically pleasing spaces serve as canvases for a carefully curated menu that balances classic coffee offerings with inventive, signature creations.
At the heart of each cafe’s beverage program are state-of-the-art La Marzocco Linea EE AV espresso machines. The Encinitas shop boasts a classic white machine, while its San Marcos counterpart features a vibrant pink model, adding a touch of personality to the operational hub.
Necessity Coffee is also pushing the boundaries with its creative drink specials. The "Smoke Is Rising" is a prime example, featuring an Ethiopian cold brew that undergoes a clarification process with whole milk, then receives a sophisticated finish with orange bitters, lapsang simple syrup, and a dramatic flourish of hickory smoke. Another intriguing concoction, the "Bloody Good Thyme," blends flash-brewed Colombian coffee with the bright zest of blood orange, the herbaceous notes of thyme, the subtle bitterness of chinchona bark, and a hint of Tajin, all served over ice.
For those who prefer to appreciate the unadulterated essence of coffee, Necessity Coffee utilizes Poursteady PS2 automatic pour-over machines. These advanced systems are designed to highlight the nuanced natural flavors of single-origin beans, with a particular focus on coffees that have undergone extended fermentation processes during their post-harvest stages. This commitment to showcasing the intricacies of coffee processing underscores Runion’s dedication to quality and exploration within the specialty coffee sector.
Culinary Pairings and Roasting Expertise
The Encinitas cafe, approximately 1,000 square feet, features an efficient kitchen designed to prepare a range of breakfast items. This kitchen also serves as a culinary hub, supplying ready-to-eat goods to the larger, 1,600-square-foot San Marcos location. The menu extends beyond pastries and loaves sourced from local partner Split Bakehouse, encompassing a variety of toasts, tartines, and breakfast sandwiches, all designed to complement the robust coffee program.
Runion’s passion for roasting is evident in his sourcing and production methods. He currently roasts Necessity Coffee’s beans on a San Franciscan SF-25 at the California Roasting Collective, a shared co-roasting facility located in San Marcos. This arrangement provides him with access to professional-grade equipment and a collaborative environment.
The company’s commitment to sourcing exceptional green coffee is equally rigorous. Necessity Coffee imports beans from experimentation-focused Colombian producers such as Elkin Guzman, Rodrigo Sanchez, Nestor Lasso, and Sebastian Ramirez, with logistical support from Ally Coffee. For Costa Rican offerings, Runion partners with Selva Coffee, and for Guatemalan greens, he collaborates with Onyx Coffee, among other esteemed suppliers.
"Every producer we work with is, in my belief, putting out some of the finest coffees in their respective countries," Runion stated. "These are individuals who are fully dedicated to the craft of producing exceptional coffee, and it’s a privilege to showcase their hard work."
A Decade of Growth and Experience
Runion’s journey in the coffee industry is marked by a decade of learning and hands-on experience. His career began in 2013 at Dark Horse Coffee Roasters in San Diego. He then relocated to the Phoenix area to join Union Coffee during its formative stages as it opened its first cafe. Returning to San Diego in 2021, Runion dedicated time to assisting with the launch of several other cafes, including a significant stint at Copa Vida in San Marcos, before establishing Necessity Coffee.
Necessity Coffee initially launched as an online roastery. The first brick-and-mortar cafe opened in Encinitas in 2023, operating with a two-year lease and a cart-based bar. The rapid expansion to a second location was significantly influenced by an unexpected opportunity. Just weeks after the Encinitas cafe’s reopening in January, Runion was presented with the keys to the San Marcos space, previously occupied by Copa Vida.
"I was already intimately familiar with the space. I had a clear vision for the ideal layout and how the bar should flow," Runion explained. "I essentially had a fully equipped cafe ready to go, stored in my garage. When the opportunity arose, I knew immediately that I was ready to implement it."
Strategic Shift and Future Outlook
In light of the expansion and the ever-shifting dynamics of global markets and tariffs, Necessity Coffee has begun to scale back its wholesale roasting operations. Runion’s strategic focus is now firmly on the two cafes, the continued growth of online retail sales, and achieving a healthier work-life balance.
"My priority now is to be fully present in both cafes and to genuinely connect with the communities we are serving," Runion emphasized. "Having two cafes feels like a wonderful equilibrium between my family life and my professional commitments. It represents a sweet spot for me, and my primary goal is to ensure these establishments thrive."
This strategic pivot allows Runion to concentrate his energy on cultivating the customer experience within his physical locations and maintaining the direct connection with his online customer base. The decision to reduce wholesale operations, while a significant change, reflects a pragmatic approach to managing growth and ensuring the long-term sustainability and success of Necessity Coffee. The brand’s trajectory, marked by thoughtful expansion and a commitment to quality, positions it as a noteworthy player in the burgeoning San Diego coffee landscape.
Necessity Coffee’s Encinitas location is situated at 687 2nd Street, while its San Marcos counterpart can be found at 250 North City Drive. These two distinct yet complementary spaces now serve as beacons for coffee enthusiasts seeking both expertly crafted beverages and welcoming community hubs. The brand’s journey from an online endeavor to a multi-location operation is a testament to Runion’s vision, dedication, and astute business acumen in the competitive specialty coffee market.