Reveille Coffee Co. began in San Francisco's North Beach neighborhood and has since expanded across the city and into Berkeley. The decision to roast in house came from a desire for full control over quality and supply, with all production now running on a German made Probat roaster. Their focus is on single origin coffees with seasonal rotations, roasted on the lighter side to bring out balanced and complex flavors. That shift to self roasting marked a turning point in defining their own identity and coffee program.