Jordan DeCicco started Super Coffee with a blender in his dorm room at Philadelphia University. He and his brothers Jim and Jake took it on Shark Tank and made Forbes 30 Under 30. By the end of 2020 it was the third most popular ready-to-drink coffee in America, behind only Starbucks and Dunkin'. In 2021 they raised $106 million at a valuation above $500 million, with Jennifer Lopez and Alex Rodriguez already on the cap table.

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Then the market turned. This week Jordan told me what came after the big round, down to the Sunday his CEO quit. The Practical Edge is the question that keeps his team lean.

If you are a founder doing $1 million to $40 million in sales and thinking about raising, reach out to us at Cutting Horse. Whether you want an investor or just advice from people who have been in your seat, we are glad to talk.

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There Are Always Moves Available

The Advantage · Mike Wystrach × Jordan DeCicco · 54 min

Jordan DeCicco is the founder and CEO of Super Coffee. I first connected with his brother back in 2021, right before the big round. I wanted to hear what came after it.

The plan was to double the business again. Then interest rates shot back up and the investors wanted profitability, fast. "We just burned 30 million dollars last year. How do you want us to get to profitability immediately?" They brought in a professional manager, cut the team, cut marketing and raised prices. "Revenue just went the complete opposite way."

He told me about the darkest day. It was 2024. They had maybe a month of cash and were trying to close a $5 million convertible note. The board-appointed CEO set up a Sunday strategy call to get ready for the week. "Boys, this is the end of the line for me."

Jordan thought he was joking. He gave himself an hour of shock. Then he called him back, asked him to put money in alongside his own, and stepped in as CEO.

A month later his oldest brother Jimmy had him and Jake over for Sunday dinner. Same words. A few weeks after that, the CFO. Jordan saw it two ways. He was losing a key player. He also had to cut costs.

He went back to the core. Fifty products became about fifteen. The team went from 150 people to 25 in a year and a half, and he kept the best and most loyal. In 2024 they lost $9 million on about $35 million in sales. In 2025, he said, they did about $45 million with a million dollars of EBITDA. This year a manufacturer hit them with a six-month out-of-stock on their core products. They are still profitable.