A pug-themed cafe plans to open in November at 14180 Beach Blvd., bringing a London-born coffee-and-rescue concept to the Beaches corridor.

CuppaPug will occupy a roughly 2,400-square-foot space near San Pablo Road, about 3 miles from the Atlantic Ocean. The project is in permitting with the city of Jacksonville, managing partner Andrea Nichols told the Jacksonville Daily Record.

Owners Take Direct Stake Instead of Franchising

Nichols, a Jacksonville Beach resident, will co-own the location with CuppaPug founders Aaron and Matthew Pieterse, who launched the first CuppaPug in London. The company now operates seven locations across Europe and the United States, including one in Escondido, California. The Jacksonville cafe would be the brand's first in Florida, according to the company.

Rather than franchising, the Pieterses take a direct ownership stake in each new location. Nichols spent a week in London studying the operation before signing on.

"I don't think you get that same love and passion with a franchise," Aaron Pieterse told the Daily Record.

Nichols Found the Concept Through a Video

Nichols said she saw a video of the Edinburgh cafe and reached out about bringing the concept to Florida. She has worked in information technology and real estate for more than 30 years.

What Visitors Can Expect Inside

The cafe will feature a mix of resident, alumni and adoptable pugs. Visitors can order coffee and snacks, browse a retail section stocked with T-shirts, bags and items from local artisans, and spend time with the dogs. Nichols said she expects to sell dog biscuits made by Barkin' Biscuits, a vocational training program at North Florida School of Special Education for young adults with intellectual and developmental differences.

Entry Fees and Rules for Bringing Your Own Pug

An entry fee will be charged, though the amount has not been set. Reservations will be recommended, but walk-ins will be accepted. Customers who bring their own pugs will get a discount and can drop them off for playtime.

Only pugs are allowed. Aaron Pieterse said the restriction reflects breed-specific expertise and the business's focus on animal welfare.

Partnership With Pug Rescue Nonprofit

A core piece of the business is its partnership with Pug Rescue of Florida & Georgia, a nonprofit that has been rescuing pugs since 2003. The organization spent nearly $350,000 on medical care for foster pugs in 2025, according to its website. A portion of CuppaPug's sales will support the rescue, and adoption applications will be available on-site. Same-day adoptions will not be permitted.

Nichols' Own Pug Ownership Story

Nichols became a pug owner six years ago when her daughter wanted one. Her first pug, Sebastian, became her constant companion. She now has two pugs and planned to adopt a third as of Sept. 9.

More CuppaPug Locations Planned Worldwide

Additional CuppaPug locations are planned for Australia, Dubai, Las Vegas, New York and the United Kingdom, Aaron Pieterse said. Residents can follow the Jacksonville location's progress by joining the email list at book.cuppapug.com/florida.