If there’s one place I could truly call my hometown, it would be Forsyth County, known affectionately by locals as “FOCO.” However, reflecting on my arrival nearly 20 years ago in 2005, and comparing it to the recent gentrification, I realize that “FOCO” finally reached the end of a long puberty and was starting at last to gain muscle.
Indeed, as I sip my locally roasted coffee in the posh cafe, Myth and Legend, it occurs to me that the presence of a coffee powerhouse like this one, nestled in a complex as upscale as the Cumming City Center, signifies a genuine evolution into a community that mirrors the opulence of Georgia’s wealthiest neighborhoods. So, not only has it grown muscle, but chest hair.
When I first settled in Glencree off of Old Atlanta, places like Kemp Road still existed–a meandering country lane, sprigged with curtains of wisteria, wild violets, and old farmhouses. The area west of Cumming consisted mostly of farmland and the faint promise of Vickery Village. The northern part of the county was a sparse mix of starter homes, McMansions, GA 400, chain restaurants, and chicken farms.
The city itself was a mishmash of poorly planned roads, a charming courthouse, neglected businesses, the white-washed Sinclair, and eventually, a sprawling jail. Entertainment meant bowling, a movie, the Ingles parking lot, or a traffic jam on Market Place Boulevard. And if you wanted a meal from a restaurant that served more than Tex-Mex or country food–always spelled with a whimsical K–you went to Alpharetta.
So when and how did Forsyth County transition from just a place to build a house into a small metropolis?
A Political Revolution
In a bold move that reverberated throughout Cumming, Troy Brumbelow, a native businessman, built a platform that articulated the longstanding issues plaguing the city’s downtown and political landscape. He confronted Ford Gravitt, the incumbent mayor whose tenure stretched back to the era of Forsyth’s existence as a “sundown town,” highlighting the corruption, negligence, and at times incompetence that had long persisted among the city’s top brass. With a groundswell of public support behind him, Brumbelow championed a vision to transform Cumming into a city worthy of pride and investment. In a resounding victory, he secured the mayoral seat and wasted no time delivering on his promises.
Today, we witness the realization of Brumbelow’s vision, a testament to the collective efforts of citizens and local government who shared his belief in Cumming’s potential for greatness. Recognizing that the town square, marred by municipal buildings and a jail, could never serve as a vibrant focal point for community identity, Brumbelow spearheaded the creation of the Cumming City Center. It’s within this dynamic hub that I await the arrival of Doug Cole, the visionary behind Because Coffee and Myth and Legend.
As he enters the cafe, I immediately recognize the owner, despite never having met him before today. There’s an air of confidence in his stride, signaling that he’s a man who knows his business inside and out. He may not be dressed in a suit and tie, but his demeanor exudes the essence of a cool, eclectic coffee shop owner—a familiar archetype, now a staple, in the industry. Extending his hand in greeting, he offers me a cup of coffee, but I reassure him that his staff has already taken care of me.
Crossing the Mason-Dixon
Hailing from a bustling city in Ohio, Doug Cole was captivated by the art of roasting coffee, a passion that would soon lead him on a journey to Dawsonville, Georgia to establish Because Coffee. Encouraged by friends, he embarked on a business venture that would change the direction of his life forever. In many ways, it reminds this former history teacher of the ambitious endeavors of the London Company, which founded Jamestowne, albeit with far greater success and considerably less smallpox. He and his friends, resources pulled, quickly earned a profit in Dawsonville, and a tip from a friend on the city council focused Doug’s attention on the soon-to-be constructed Cumming City Center.
The decision by Doug and his partners to invest in Cumming was driven by a clear understanding of the town’s aspirations and priorities. “Cumming tries to keep growth in mind” he explained. “Many people want the small town lifestyle but also the amenities of a big city.” With this in mind, Doug and the team joined Mayor Troy Brumbelow and the Cumming City Center, in bringing to life the vision for a prosperous future.
When delving into the origins of their epic name, Doug explains that it’s the product of his belief that coffee shops are the natural nexus of oral storytelling. To him, a conversation embodies the essence of creating and sharing one’s legend—a narrative woven from personal experiences, beliefs, and aspirations. It’s a place where contracts are signed, politics dissected and debated, friendships forged, and relationships sometimes put to rest. It’s within these sacred spaces that newspapers are perused, math problems pondered, essays penned, and homework completed. In essence, they encapsulate the multifaceted tapestry of human interaction and connection.
In delineating their marketing philosophy, Doug underscores the importance of personal integrity and genuine human connection. He advocates for prioritizing relationships as the cornerstone of customer retention, recognizing that while corporate brands may offer convenience, they often lack the human touch that distinguishes Myth and Legend. For patrons seeking more than just a caffeine fix, Myth and Legend beckons with its southern hospitality, inviting ambiance, and top-notch brews. Thus, veering off the beaten path to visit their establishment on a rainy day becomes a worthwhile endeavor, promising an experience that transcends the ordinary consumption of hot bean juice.
Aesthetic
At Myth and Legend coffee shop, the aesthetic and ambiance reflect a deliberate blend of old-world charm and modern innovation, embodying the essence of Cumming’s rich history while embracing contemporary trends. Inspired by the Prohibition Era and the 1920s, the space exudes a speakeasy vibe with intentional nods to mythic characters and legends. The atmosphere balances bright airiness with intriguing points of interest, such as custom-commissioned propaganda art and the cozy lounge, which has garnered attention on Instagram due to its “Old Scottish gentleman’s study” vibe.
The drinks themselves contribute to the intentional and narrative-driven ambiance that Doug earnestly aims to cultivate. The team is committed to fostering a sense of community and storytelling, where patrons can gather over expertly crafted drinks such as their cleverly named signature mock-tails, like the “Call Me Old Fashioned.”
Myth and Legend especially prides itself on its rotating menu, showcasing new specials and seasonal creations. A standout offering is the “Tortoise and the Pear” – a delightful blend of spiced honey and brown pear syrup, expertly paired with the Cuban Latte infused with spiced honey and red-berry rosemary. Another customer favorite is “The Matchmaker,” providing the opportunity to customize and pair items to individual taste preferences. Myth and Legend ensures that all syrups are made in-house, adding an extra touch of craftsmanship to every sip.
Ethics and Sourcing
When asked about the brand of coffee they used, Doug emphasized that he and his associates prioritize ethical sourcing practices to ensure that the coffee served is free from exploitation. He explains that they utilize coffee from their sister company, Because Coffee. When asked about his roastery, Doug emphasized that he and his associates prioritize ethics. He explains that one of their primary green coffee suppliers, Finca Terrerito, is leading the way in conscientious purchasing.
Myth and Legend also collaborates with Chai Box, founded by Monica Sonny, who sources tea from her region of India. Despite the higher cost associated with ethical sourcing, Doug prioritizes stewardship and sustainability in his business practices, reflecting a commitment to quality and integrity.
A Supportive Network
At Myth and Legend, they prioritize hiring individuals who possess strong soft skills, including the ability to provide exceptional service, attention to detail, and a caring demeanor. Hospitality and stewardship are integral to their ethos, so they seek team members who warmly welcome customers and contribute to the unique atmosphere. Doug states, “Working at Myth and Legend is incredibly rewarding, thanks to our amazing community and dedicated team. It’s a labor of love, and I’m grateful for the support of my family, including my rockstar wife who homeschools our kids. Our team is essential in maintaining the high standards of service and ambiance that define Myth and Legend, and we value individuals who are passionate about coffee and committed to delivering an exceptional experience to our patrons.”
Conclusion
Myth and Legend coffee shop represents more than just a place to grab a cup of coffee—it symbolizes a sense of pride and prestige for Forsyth County. By showcasing its commitment to quality, community, and culture, Myth and Legend demonstrates that Forsyth is not only the wealthiest county in the state but also a place with depth and substance. It serves as a cultural congregation area where residents can come together to connect, collaborate, and celebrate. With its unique blend of southern hospitality and artisanal coffee, Myth and Legend embodies the enterprising spirit of Forsyth County.
