Dutch Bros, 7 Brew, and Scooter's each run exactly one Florence location. The real competitive risk is not being outnumbered. It is being outranked online.

A coffee drinker who searches coffee shop The Shoals sees directory pages for Muscle Shoals, a news story, and even pages about Atlanta. Here is what each result is, why a region nickname confuses search, and what an independent cafe can do.