Peet’s Coffee Names Stuart Heflin as New President Amid US Growth Push
Dubai – Qahwa World
Peet’s Coffee, the iconic Californian specialty coffee brand, has appointed Stuart Heflin as its new President, marking a fresh chapter for the US coffee pioneer. Heflin succeeds Eric Lauterbach, who stepped down as President and CEO after three-and-a-half years at the helm.
Heflin joins Peet’s from Colorado-based food group Simply Good, where he served as General Manager of its Quest Nutrition division. In his new role, he will oversee all domestic and international Peet’s operations, including 250 company-owned stores in the US and 250 licensed outlets across China, the UAE, and Saudi Arabia. Heflin will also lead Peet’s specialty coffee brands Stumptown Coffee and Intelligentsia Coffee, both acquired by Peet’s in 2015.
“I’m confident that Stuart, with his deep appreciation for brands with soul and proven ability to lead with both vision and heart, is the right leader for this next phase,” Lauterbach said. Lauterbach, who joined Peet’s in 2010, guided the company through its transition from public to private ownership under JAB Holding Company and the formation of JDE Peet’s in December 2019.
The leadership change coincides with Peet’s strategic shift towards a franchise-led growth model in the US. Most of Peet’s 250 US stores remain company-owned, primarily in California, but the company is now seeking new franchise partners to expand across eastern US states. Peet’s is also increasing investment in consumer packaged coffee products, including ready-to-drink beverages, concentrates, and instant coffee.
These moves form part of JDE Peet’s “Reignite the Amazing” strategy, unveiled to investors in July 2025, and one of its three major growth priorities alongside the French coffee brand L’OR and a portfolio of heritage brands led by Jacobs. The strategy gains added significance as JDE Peet’s prepares for acquisition by Texas-based Keurig Dr Pepper in an $18.2 billion deal, with plans to invest heavily in premium and profitable coffee categories.
Founded in 1966 with its first café in Berkeley, California, Peet’s continues to blend its legacy as a US specialty coffee pioneer with an ambitious plan for national and international expansion under Heflin’s leadership.
