A Founder Who Led With Heart Even When It Hurt

NATIONWIDE - AUGUST 2025 - (USAnews.com)— Before Front Porch Café became a recognized franchise brand, before national press or streaming TV appearances, there was a woman on the Outer Banks simply trying to keep the lights on. Laura Wayland was a young mom with no childcare and a dream fueled by little more than passion, determination, and a few too many maxed-out credit cards. The odds were stacked. But something inside her knew that what she was building was worth fighting for: a business where people truly felt seen.

That quiet strength became the backbone of Front Porch Café. Through every tough season (hurricanes, staffing challenges, the Great Recession, and later, a pandemic) Laura kept showing up. Not for press, not for profit, but for people. “We weren’t trying to create a brand back then,” she says. “We were just trying to make a place where people felt welcome”. This sentiment is certainly true with Front Porch Cafe, which they have owned since 2021, where the coffee is excellent, but the feeling you left with is even better”.

Today, Front Porch Café is far more than a place to grab a latte. It’s a case study in how values-based business leadership can create not only growth but deep, soul-level loyalty.

Why Every Cup Carries More Than Coffee

Walk into any Front Porch Café, and you’ll sense it immediately, this isn’t your typical franchise play. There’s an intentional rhythm to the space. A sincerity in how the baristas greet you. A coastal ease that invites you to slow down. That feeling is no accident. It’s the result of 25 years of purpose-driven choices, starting with coffee that’s roasted in-house and sourced from small, sustainable farmsaround the world.

Front Porch Café was ahead of its time when it committed to ethical, eco-conscious roasting practices in the late ‘90s. Back then, the sustainable coffee movement was still niche. For them, it was never about a trend; it was about responsibility. From biodegradable cups to fair-trade beans, every operational choice reflects a deeper commitment to the Earth and the people on it.

But it’s not just the sourcing that sets them apart. It’s the soul in the service. Employees are trained not just to pour coffee, but to cultivate connection. Regulars are greeted by name. Tourists feel like locals. And in every cup, you can taste what happens when a team genuinely cares.

A Business Built on Real Talk and Real Struggles

For years, Laura kept the harder parts of her journey under wraps: the financial strain, the sacrifices, the missed milestones as a mom while building a business. But during her appearance on the entrepreneurial reality show The Blox, she decided to stop editing herself. And that changed everything.

“The biggest breakthrough wasn’t business; it was personal,” she recalls. “I realized my story mattered. And not in spite of the hard stuff, but because of it.”

Her raw vulnerability didn’t just resonate with viewers; it lit a fire under the brand. Customers connected more deeply. Franchise prospects leaned in. And other founders reached out, grateful for the honesty. “When you share the unglamorous parts,” she says, “you give people permission to be real, too. That’s where real leadership lives.”

What resulted was more than a PR bump. It was a repositioning. Laura wasn’t just a small-town café owner anymore. She was a visionary brand builder with the voice and visibility to lead one of the most compelling franchise stories in the region.

The Shift from Shopkeeper to Franchise Strategist

Since The Blox, Front Porch Café has expanded intentionally but decisively. The fourth company-owned café just opened in Kitty Hawk, and the first franchise location in Raleigh is set to launch by the end of summer. Virginia is already in the works. But Laura is quick to clarify: this isn’t about explosive growth. It’s about meaningful growth.

“We’re not scaling for numbers. We’re scaling the feeling,” she says. “That same warmth you get when you walk into our OG Kill Devil Hills café - we want you to feel that in Richmond, Raleigh, wherever we go.”

To do that, the team is hand-picking franchise partners who align with their values. Franchisees aren’t just buying into a model. They’re becoming caretakers of a legacy. Each new location must embody the same intentionality, heart, and community-first ethos as the original.

It’s a refreshingly human approach to franchising, one where culture matters as much as capital.

Creating a Brand That Can Outlast the Founders

While Front Porch Café now enjoys national attention, its roots are still deeply local. The beans are still roasted locally.The baristas still remember your favorite drink. The brand continues to sponsor beach cleanups, donate to local causes, and support schools and nonprofits across the Outer Banks.

And yet, a new legacy is taking shape.

Laura and Phil are now building something that will live beyond them. Their children have grown up alongside the business. Longtime staff have stepped into leadership roles. Former customers are now franchisees. The ripple effect is real, and it’s generational.

“This isn’t just about us anymore,” Laura says. “It’s about creating something that lasts. Something our kids can be proud of. Something that continues to serve and inspire long after we’re done serving coffee.”

More Than a Coffee Shop

At its core, Front Porch Café is a brand built on belonging. It doesn’t matter if you’re a local surfing after sunrise or a traveler grabbing a cold brew for the road. You’re welcome here. And that’s the feeling Laura hopes to bring to every new community they enter.

So yes, the coffee is incredible. But it’s the story and the heartbeatbehind it that makes it unforgettable.

Want to Bring the Front Porch to Your Neighborhood?

If you're looking for a franchise with soul, purpose, and people-first values, Front Porch Café offers more than just opportunity it offers meaning. Learn more at frontporchcafe.com or follow the story on Instagram and Facebook.