How Sweet Eugene’s became College Station’s ‘third home’

Long before iced lattes and specialty coffee became commonplace among college students and busy professionals, Sweet Eugene’s in College Station introduced residents to drinks many hadn’t heard about before. More than three decades later, the locally owned coffeehouse remains a community gathering spot where students, families, study groups and longtime regulars all find a place to connect.

At a glance

Known for its signature coffee, pastries, sandwiches and decor, Sweet Eugene’s has been serving Aggieland since 1993. The coffeehouse attracts people from all backgrounds and serves as a spot for residents and visitors alike to get together and enjoy coffee at a leisurely pace.

Owned and operated by A&M graduate Aaron Brown, his passion for the business and the people of College Station is shown in every cup served in-house and in the drive-thru, but it wasn’t always the direction he thought his life would take.

“My brother and I actually started Sweet Eugene’s in late 1993 when we were both graduating from college at the same time,” Brown said. “I was going to go to grad school, but then mid-summer, we decided to set up a coffee shop. In College Station, there weren’t any at all, so we thought there was a market with the university.”

A closer look

Sweet Eugene’s and its growth have come as a result of starting small and rolling with the punches throughout the years, which includes convincing a market to try something new.

“It’s hard to imagine, but college students at the time had no idea what an iced latte was, what a cappuccino was. It was all foreign,” Brown said. “It was quiet for a few years, but I thought that if we held on, the market would be there and the culture would come. Thankfully, it did!”

Brown’s insistence on holding out came with some financial challenges and years of low income, along with working with his brother and wife.

“We worked over 100 hours a week apiece, starting out making about 10 cents an hour for quite a while,” he said. “My brother moved away to Oregon about 18 years ago, so my wife and I took it over. I actually met her here as one of my employees. We’ve been running it ever since.”

What’s in a name

The name of “Sweet Eugene’s” doesn’t come from either of the Brown brothers, but rather a funny story between Aaron Brown and one of his old friends, who is also not named Eugene.

“When we started, we wanted a name that was different,” Brown said. “I had a friend out in California whose name was Paul. He played soccer in a local town, and the local newspaper there botched his name, calling him ‘Eugene.’ It stuck with him through high school as a joke, and in college, it evolved into ‘Sweet Eugene.’ We just thought it was kind of funny and we landed on that one.”

Staying local

Being local to Aggieland brings a lot of pride to Brown. However, he wanted the establishment to feel unlike Texas A&M.

“We’ve been to local businesses all around town and everything is covered in A&M paraphernalia,” Brown said. “It’s great and all, and I love A&M, but I wanted this to look and feel different. We wanted people to walk in and feel a different ambiance, artsy.”

That sense of home is what Brown believes attracts many people from around town to keep coming back.

“It feels like a third home to people, and I think it’s neat that people feel so welcome,” he said. “I’ve had so many people tell me that they can’t explain it, but when they walk in, they feel a comforting and welcoming presence. It’s awesome.”

Put in perspective

During its 33 years of operation, the business has seen many of its competitors come and go, something Brown is thankful that Sweet Eugene’s has been able to stick around.

“It’s kind of sobering and humbling that we’re still here,” he said. “So many mom and pop shops have come and gone, but I thank our community for being so faithful to us. I come in every day, and I see the same faces come in all the time.”

Seeing those same faces is one of the things that reminds Brown of the sense of loyalty Sweet Eugene’s has built with its customer base.

“They generally want the same spot, same seat, same drink; I think it’s kind of funny,” Brown said. “I’ve seen so many different groups from the community meet here. We have had study groups and Bible studies, and for 20 years, an atheist group has met here. All walks of life that see this place as a way to network, connect and build relationships.”

The takeaway

Sweet Eugene’s continued presence in the culture of College Station is because of the people who keep coming back, and Brown said he couldn’t have fathomed being here compared to where it was 33 years ago.

“Everything comes to work together,” he said. “It’s kind of like our decor. It’s so chaotic, but it comes together. I kind of liken that to the people. It’s such a diverse group of people from all walks of life, but it somehow works.”

• 1702 George Bush Dr. E, College Station
• www.sweeteugenes.net