Corgi cafe. Image credit: X (Twitter)
The company had reportedly approved leases for 16 San Francisco locations before changing direction. The developments have now cast doubt on the wider expansion plan, which the company had described internally as targeting 100 cafes. Trevor Owens, Corgi’s head of cafe expansion, was among two employees whose services were terminated late last week, according to an email reported by the San Francisco Business Times. In an email to Corgi’s retail leasing adviser, Newmark Group, Owens said company leadership had changed direction after previously instructing him to pursue a large-scale expansion. “Throughout this process, I communicated and worked toward the plans leadership gave me. This is not the experience I intended for our partners.” Owens said Corgi had approved lease signings for 16 San Francisco cafes only a few weeks earlier.
Corgi had been pursuing cafes to build its brand among technology workers, founders and venture capitalists, with locations already operating or planned in cities including San Francisco, London, New York and Atlanta. I recognize the time, effort, and credibility your team invested with landlords on that basis,” Owens wrote. “You acted in good faith based on the information and direction we shared, and I regret the disruption these changes have caused. The company also reportedly backed out of a lease that was close to being finalised.
A San Francisco-based AI insurance startup, Corgi, has put its plans to open more than 100 round-the-clock cafes on hold. LeBlanc later deleted her X account, although Corgi confirmed that she remains with the company. According to Owens, Corgi leadership had repeatedly supported a target of 100 cafes. Given the funding available and potential marketing value, I viewed the cost of securing 100 leases as a comparatively small investment in that strategy,” he said. The cafe expansion changes came shortly after LeBlanc’s dating post went viral.
Corgi confirmed to the New York Post that LeBlanc remains employed by the company.
This move follows a series of setbacks, reportedly including a viral dating post by one of its senior executives and the departure of its head of cafe expansion. According to a report by the New York Post, Corgi’s head of community, Brooke LeBlanc, drew online attention after publishing a detailed list of qualities she wanted in a future partner. He said the first location had generated community engagement and brand visibility at a relatively modest cost. “The first cafe had generated substantial community engagement, brand recognition, and visibility at a relatively modest cost. Her list sought a man aged between 35 and 42 who was “healthy masculine,” smart, funny and lighthearted, with a “provider/protector mentality. She also said she wanted someone “post-economic (still hardworking),” kind, generous, and thoughtful, with no children but a desire to have them. Other requirements included being “on the healing path,” interested in therapy and retreats, while being “fit and sober.” LeBlanc later claimed she had identified five potential suitors who met her requirements.
The post included requirements around age, lifestyle, personality, finances, and family plans, prompting online criticism. She subsequently deleted her X account.
San Francisco cafe faced permit issue
The company, founded by Nico Laqua and Emily Yuan, has raised more than $430 million and was valued at $4 billion, according to Forbes. Owens said the company paused new lease signings the previous month but kept asking him to move discussions with landlords forward.
The San Francisco Department of Public Health reportedly shut the location for not having a valid health permit. Online reviews also raised complaints about the cafe’s condition, including claims that it was “smelly” and poorly maintained, as well as reports of problems with doors and bathrooms. Corgi attributed the permit issue to “an administrative issue.” The cafe strategy was intended to support Corgi’s wider brand-building efforts. He said leadership was still communicating its intention to expand cafes as recently as three days before his termination. Corgi has also faced an issue involving one of its San Francisco cafes. You use AI every day. Now get your AI Quotient. Take the AIQ test.