NEWRICH Coffee Opens Its First Coffee Counter Inside Bad As’s in Milk District

If you grew up eating farina for breakfast, Ryan Plaza would like you to try drinking it instead. Plaza, founder of NEWRICH Coffee Co., has opened the Orlando coffee brand’s first physical coffee counter inside Bad As’s Sandwich at 207 N. Primrose Drive in the Milk District. And no, Plaza does not want you calling it a coffee shop. At least not yet. “Now here we are, our first official coffee counter. Not coffee shop!” Plaza told Bungalower. “That will come.” Credit: Instagram @newrichcoffee NEWRICH started online in 2024, selling whole and ground coffee, and Plaza says the company has sold more than 2,000 pounds since launching. The company was inspired by Plaza’s grandfather and the conversations they shared over coffee on the porch. Plaza was born in New York and spent summers in Puerto Rico with his father, and says coffee became something that connected him more deeply to his grandfather. After his grandfather died, he wanted to honor him. That became José B