Where the Smokies
Inspire Every Cup

Our Story

Rooted in the Heart
of the Smokies

Joe Merchant's Coffee and Provisions began with a simple conviction: that the best experiences are the ones shared over a genuinely good cup of coffee and food made with care. Located on the bustling Parkway in Gatlinburg, we've become a gathering place for locals and visitors alike — a moment of warmth and hospitality amid the mountain rush.

Every morning, our kitchen is active before the doors open. Our bakers shape each loaf, fold each pastry, and brew each batch with the same attention they'd give a family recipe. We source our coffee beans from roasters who share our commitment to quality, and our provisions shelf is stocked with items we'd be proud to keep in our own pantry.