G.O.A.T. Bros
Who are Fitz & Billy? The G.O.A.T. Bros Origin Story
Before San Francisco Coffee was even a thing, I had this etched picture of a goat that reminded me of those creepy goats from my childhood. I named him Fitz. Now, Fitz had been gathering dust for a while because, let’s face it, a scary-looking goat isn’t exactly what you want staring at you while you sip your morning brew. And everyone was like, “Doug, you don’t want to scare people!” But then it hit me—what if we leaned into it?