Store Name Chirojava
A unique business combination that provides two distinct services

Business Type Misc. (Galleries, Florists, Pets)

NAICS Code 0

Location 114 S. Austin St. , Seguin, TX 78155

Nearby Businesses Rustic Charm, Amy & Cathy’s Takeout

Owner/Manager Donna Dodgen, Jerry Greiner, Jill Frisbie, Terry Frisbie

Special Store Activities live music, monthly art openings, belly dancing class, Saturday morning spiritual discussion, empty bowl fundraiser for hunger relief, tsunami relief concert, katrina relief concert, yoga and trance dance on every new moon, 3rd Thursdays on Austin street festival.

Year Opened 2004


Phone 830-386-2900


Community Profile Seguin (Population: 22,000, Population in a 10 mile radius: 49,281) is located in south central Texas, in Guadalupe County. Seguin is a small city, located on the Guadalupe River, and is in close proximity to both San Antonio and Austin. This town has been nicknamed The Pecan Capitol of Texas, owing to its large pecan producing industry. Seguin is also home to Texas Lutheran University, which has an enrollment of approximately 1400 students

Products Sold & Niche Developed

The name of this store belies its unique business combination. The “java” side offers a full service espresso bar, fair trade coffees, premium loose leaf teas and smoothies/shakes. The drink menu also includes unique specialty drinks created by their baristas. Chirojava also serves food; the breakfast menu contains their original “sunrise fiesta” burrito, fresh baked pastries and homemade granola with yogurt. Lunch items include a hot Panini olive or chimichurri chicken, the turkey avocado or chicken salad sandwiches and three salads. Besides all of that they provide Chiropractic treatment, thus the name Chirojava. The motto at Chirojava is “makes you feel good”. In addition, a small bookstore features spiritual, Christian and recovery books and CDs. They also sell jewelry crafted by local artists. Chirojava has developed the obvious niche as the only coffee shop to offer full-service Chiropractic treatment. On top of that, this business is the only coffee shop in Seguin and offers the only venue to hear live music in a family atmosphere. The relaxed atmosphere attracts people downtown to sit and read or use the free wi-fi or visit with friends.

Market Segments Served

Chirojava mainly serves the local community of Seguin. The primary customers to Chirojava are locals who work or live near downtown.

Contributions to the Business Community

Chirojava attracts people downtown with their combination of services who then browse thru nearby shops. They also started a monthly festival called “Third Thursdays on Austin”. This festival involves all the businesses along Austin St remaining open that night, creating an event that draws people downtown to eat or shop or stroll downtown. This business serves as a positive example for other independently owned businesses in Seguin as an alternative to the big box stores.

Review by: Danny Bruce, UW Extension CCED