Photo by Amy Zents The Coffee Keller is pictured at its street‑level location at 5 N. Minnesota St. The shop relocated from a basement space in 2025, increasing visibility in downtown New Ulm.

NEW ULM — The Coffee Keller has experienced significant growth since relocating last September from a basement space to a prominent street-level storefront at 5 N. Minnesota St. in downtown New Ulm.

Owner Chay Henle reported a roughly 70% increase in sales following the move, which has enabled expanded staffing, menu development, and greater operational capacity.

“We relocated to our current location in September of last year, and we’ve seen our sales increase by about 70%,” Henle said.

Henle launched The Coffee Keller in January 2024 with three employees; the business now employs 16. Although the shop operates solely from the downtown location, Henle continues to pay rent on the former basement space at 127 N. Minnesota St. through November 2026, viewing it as part of the strategic risks tied to expansion.

The decision to open the business stemmed from a desire for full ownership and creative control. “I wanted to own something that was truly mine,” Henle said. “I wanted to create a place where people felt comfortable coming in, spending time together, and building connections, while still making decisions that aligned with quality, community, and long-term sustainability.”

Ownership of the new building and hands-on management of the build-out process provided greater freedom. “Since we purchased the building and I managed the build-out process all on my own, I didn’t just put my finances on the line, I literally put my blood, sweat, and tears into this place,” Henle said. “In the basement, as a renter, I didn’t feel comfortable to move freely in that space.”

The menu has expanded considerably since opening, growing from about 10 drinks to more than 30 core beverages, with additional seasonal options. Food offerings now include breakfast sandwiches. The shop features a variety of signature lattes, cold brews, frappes, hot chocolates, smoothies, and non-coffee drinks, alongside rotating seasonal and limited-time specials.

Henle noted that seasonal offerings and new additions continue to attract customers.

The shop has also introduced high tea events as a community-focused initiative. A Valentine’s High Tea was held on February 11, 2026, from 5:30-7:00 p.m., featuring tiered trays and tea service; the event sold out, marking the shop’s first such offering and prompting consideration of future sessions based on positive response.

Behind-the-scenes efforts support this growth, including staff training, maintenance, pricing, scheduling, and supply management to ensure consistent quality. “There’s a lot that customers don’t see happening behind the scenes,” Henle said. “From deep cleaning and maintenance problems to pricing, logistics, and day-to-day problem solving.”

The business maintains partnerships with White Boxer Coffee Company for roasting and Becky Bakes for goods, while participating in local events. Community support has been steady since the early days. “Even during the basement years, the New Ulm community showed up for us,” Henle said. “We’ve built a space where people feel welcome.”

Looking forward, priorities include operational consistency, menu innovation, and strategic expansion. “Operational consistency, menu innovation, and strategic expansion are our priorities moving forward,” she said.

“We’ve been intentional with every decision, from staffing to menu choices to community engagement,” Henle said. “That approach has allowed us to meet market needs and prepare for continued growth.”

The Coffee Keller is open Monday-Tuesday 7 a.m.-2 p.m., Wednesday-Friday 7 a.m.-5 p.m., and Saturday 8 a.m.-1 p.m. For more details, visit thecoffeekeller.com or follow on social media.