99 Café: Twin Founders Turn a “Number” Into a Growing Coffee Brand

1999 was the year two twins brothers Mussa and Issa were born. What was just a shared birthday turned into a fast-expanding café concept built around one defining theme: the number 99.

The duo launched their first 99 Café over seas, which has been open for three years, and opened their first U.S. location in Jacksonville Florida nine months ago. These cafés are a brand identity that runs through everything from marketing to menu design.

“We weren’t just thinking about being born in 1999,” co-founder Mussa said. “We wanted to build something where the number itself became the experience.”

At 99 Café you will find this number in everything. There are 99-cent drink promotions, a menu featuring 99 items with pricing ending in 99, birthday promotions offer 99% off, loyalty and rewards built around 99 and the 99 ticket of the day receives a free order.

This repetition is intentional branding to create recognition, curiosity and consistency.

"99 Café, its more than just a number is our slogan," Mussa said.

When expanding over to the states, Mussa and his brother were orginally looking to open their first location in Miami.

"We looked for three months. It was very competitive and more restrictions," he said. "When we heard there was a location in Jacksonville we realized it was five minutes away from our fathers car wash business."

The first location in Jacksonville Beach took months of preparation before opening. The launch itself drew strong attention, including a promotion offering free drinks for the first 99 customers, which quickly created long lines and social media buzz.

The Jacksonville location and has already served more than 60,000 customers.

The idea has since attracted interest beyond Florida, with expansion discussions pointing toward Texas and California, while the overseas location is still operating.

“We’re seeing demand in different states. People are reaching out wanting to bring 99 Café to their cities," Mussa said.

Mussa used marketing as the primary strategy to running the company, but also wanted to stand out with a variety of drinks and food items that might not be offered else where.

The coffee blend is Colombian-Brazilian, a signature cheesecake recipe, refreshers made from scratch on site and rotating "signature beverages created in-house.

“We’re always creating new flavors. People come back because there’s always something new to try,” Mussa said.

The Tampa location had its grand opening May and Mussa said the next phases are building a team, securing storage and distribution sites and preparing for multi-state growth.

"It feels amazing that we are achieving our dream. When we opened the first location this was the goal and now seeing it grows, the journey is still continuing," he said.

Despite being in the works for expansion, the process will take its time as Mussa wants to make sure the cafés are experience-driven providing quality products and the locations match the lifestyle offered.

From a simple birthday connection to a structured brand identity, 99 Café continues to build momentum one number and one location at a time.