Two Obsessions, One Company
COFFEE SHOP SEARCH EXPERTS
How This Started
ONE GAP, COAST TO COAST
Hillcane started in the Southeast, where we noticed something odd: some of the best specialty coffee shops around were nearly invisible in Google search and Maps. We ended up scoring more than a thousand shops nationwide, and the story was the same from the Southeast to the West. Most owners had built what they could in a drag and drop website builder while running a cafe, a roastery, and everything else, understandable, but it left search unable to tell they were a coffee shop, let alone a specialty one. Listicles, Reddit threads, and tourism pages were winning the searches that should belong to the shops themselves.
Our Mission
THE OWNED CHANNEL
Hillcane was founded by Jacob Mishalanie and Thomas Garner, one who lives coffee culture and one who lives modern search and Google. We ran a nationwide audit of over 1,000 specialty shops, and most were structurally invisible online, with almost no blog or content footprint at all. Search results for "best coffee shops" are usually owned by listicles, Reddit threads, and tourism boards, real and valuable, but never things a cafe controls. A shop's website and Google Business Profile are the one channel that's actually theirs. Hillcane exists to build that channel properly, so a great cafe shows up as more than a pin on a map.
