This New Hampshire coffee shop embraces its ‘disgustingly pro-women’ stance — and business is booming. How this 1 bad review boosted the shop’s revenue and what it's doing with the extra cash

Zero flocks

While no business owner enjoys reading negative reviews, Logan saw an opportunity where others might have taken offense.

"It's actually a really great motto," she told WMUR 9 News. "It's a great slogan."

Rather than ignoring the comment, Logan tested the waters online, asking her community whether they’d be interested in merchandise bearing the phrase “Disgustingly Pro-Women.” The response was very positive — so much so that she moved quickly to turn the idea into a new revenue stream.

With her garage doubling as a shipping center, orders began pouring in from across the country.

Logan’s entrepreneurial pivot reflects a growing trend. According to a Quicken survey, 43% of Americans with side hustles report earning more and working fewer hours than they would with a single job.

In Logan’s case, the merchandise — and the message — resonated far beyond New Hampshire.

"I've had people tell me they've driven from New Jersey," said Colleen Jenkins, who works at Flamingos. "I had a lady from Virginia, specifically just to get our coffee, and they planned their vacation around Flamingos."

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Larger purpose

This isn’t just a feel-good fashion statement — it’s a movement stitched together with purpose. With 20% of all proceeds going directly to Exeter Area Womenade, a local nonprofit that provides immediate financial assistance to those who need it, these T-shirts represent more than just a trendy slogan.

"They will help people if they need new tires or if their car is broken down and it needs a fix for them to get to work," Logan said. "You won't find pretty much any other nonprofit in the area that can help in that way."

In a country where women in 2024 still earn just 85 cents for every dollar a man makes — according to Pew Research Center — being a strong woman isn’t just empowering, it’s essential.

As one customer, Zan Lewis put it, "I think being pro-women does not mean not pro-anybody else."

As inflation and the cost of living continue to climb, the need for financial aid is real. And so is the impact.

“Giving back has been shown to boost happiness, reduce stress, enhance self-esteem and strengthen social connections,” Megan Hays, Ph.D., a clinical psychologist at the University of Alabama at Birmingham, shared with UAB News.

While a negative review called the coffee shop “disgustingly pro-women,” the business remains unapologetically aligned with its values — and that’s the point.

Whether customers wear the shirt or simply support from a far while sipping on a latte, backing a company that champions equity and refuses to dilute its message isn’t just admirable — it allows for a larger cultural shift.