Caffeine and Octane Announces New Retail Dining Destination in Atlanta


Caffeine and Octane Announces New Retail Dining Destination in Atlanta

Metro Atlanta Suburb Sandy Springs to be Future Home of “Caffeine and Octane at the Garage” Coffee Shop, Restaurant, Event Space, and TV Studio

ATLANTA, Feb. 5, 2020 – Caffeine and Octane, the integrated brand behind North America’s largest monthly car show held at Perimeter Mall in Dunwoody, Ga., today announced its latest project, Caffeine and Octane at the Garage, a full-service coffee shop, restaurant, event space, and television studio to be located in Sandy Springs, Ga.

“We’re excited about this new venture. Our goal is to replicate the car lover’s dream garage and give Atlanta’s many car enthusiasts a cool place to meet up and hangout,” said Bruce Piefke, CEO and producer, Caffeine and Octane. “But it won’t be a place just for car guys. We’ll have a family friendly atmosphere with great food and fun. And with several large outdoor decks and big garage doors in the main dining room, we’ll be able to take advantage of Atlanta’s great weather.”

Piefke said he consistently has huge turnouts for Caffeine and Octane at Perimeter Mall, but he realized there was no place for local car fans to gather when he is not hosting Caffeine and Octane in Dunwoody. He believes this will serve that purpose, but he also wants Caffeine and Octane at the Garage to be a signature Sandy Springs destination. “We’re working hard and finding all kinds of cool stuff to create the motif that fits with our brand’s automotive origins,” Piefke said. “But we’re also focused on creating a fantastic establishment that appeals to many.”

From the start Piefke wanted to build Caffeine and Octane at the Garage in Sandy Springs, Ga., the metro Atlanta community where he was raised. He graduated from Sandy Springs High School and still resides in the community. And, Piefke is not new to the hospitality industry, having founded and operated two successful local Atlanta establishments, the Moonshadow Saloon and the Harvest Moon Saloon.

With help from Sandy Springs officials and Graham Massell, director of brand and business development for Massell Commercial Real Estate, Piefke conducted an extensive search for the ideal location. He selected a 6500-square-foot space, previously an automotive service shop, located at 8911 Roswell Road in the North River Shopping Center and not far from the monthly car show’s Perimeter Mall location.

“This project is an example of opportunities available in our northern end. We appreciate the long and patient search Bruce conducted with our Economic Development team to find a home in Sandy Springs. While a former automotive service shop seems like a logical choice for this venture, it was not the obvious choice. Bruce’s willingness to think creatively provides a new outlet for car enthusiasts to gather as well as brings to the northern end of our city a great new entertainment and gathering space,” said Sandy Springs Mayor Rusty Paul.

Piefke said he expects to start construction in February 2020 with plans to open sometime this summer. When complete, Caffeine and Octane at the Garage will feature a coffee shop and a 125-seat main dining room offering a full menu of burgers, wings, tacos, specialty sandwiches and salads, beers from local microbreweries and a variety of wine offerings. Large outdoor decks will provide additional seating for up to 125 patrons and will overlook the 300-space parking lot that is ideal for smaller car shows. Other features include The Backyard, which will be an outdoor games area, a merchandise shop, and a 75-seat event space designed to host meetings, club gatherings, and private parties.

Caffeine and Octane – Much More than a Car Show
Caffeine and Octane began as a family friendly all-makes, all-models cruise-in car show held the first Sunday of every month. Since those early days when a handful of ‘car guys’ gathered over coffee to ogle each other’s rides, Caffeine and Octane has evolved into an integrated brand reaching automobile fans and aficionados worldwide through events, an acclaimed television show, merchandise sales, a website, and social media.

In addition to the monthly Caffeine and Octane car show, other events include the quarterly Caffeine and Exotics car show held at City Springs in the heart of Sandy Springs, the annual Caffeine and Octane at the Beach to be held this fall at Jekyll Island on the Georgia coast, and special events like private-showing movie premieres and car club gatherings.

What separates the Caffeine and Octane brand from other car shows is its nationally acclaimed Caffeine and Octane television show that airs weekly on the NBC Sports Network (check local listings). Now in its fourth season and distributed in 65 countries, it features classic car expert Skip Smith, master builder Bryan Fuller, and 11-time world champion drag racer Rickey Gadson showcasing rare and spectacular vehicles displayed at the Caffeine and Octane car show and Piefke’s other events. Piefke shared that they will begin filming season five in March 2020.

The Caffeine and Octane at the Garage project further expands the brand’s fan engagement toolbox, and it will be a new filming location for future Caffeine and Octane TV episodes.

“I think it’s a natural extension of our brand,” said Piefke. “On a local level we’re investing in our community and adding a new Caffeine and Octane-themed destination in Sandy Springs. But this also will be a new TV show filming location that will provide more cool car story opportunities to share with our viewers while creating more value for our current and future sponsors.”

Piefke shared the organization maintains sponsor relationships with a variety of local and national companies, including Butler Tires & Wheels; Classic Autosmith; metro Atlanta car dealers Porsche Atlanta Perimeter, Ed Voyles Chrysler Dodge Jeep RAM, Audi of Atlanta, Audi of Marietta, Metro Atlanta Acura dealers, and Motorcars of Atlanta; and premiere national sponsor Capital One.


Gary Fong

About Caffeine and Octane
Caffeine and Octane is an integrated media brand and host of North America’s largest monthly car showcase that reaches millions of auto enthusiasts through its events, television show, and digital programming. Its signature event Caffeine and Octane currently is held the first Sunday of every month from 8 to 11 am at Perimeter Mall in Atlanta and regularly attracts more than 2,500 vehicles and 20,000 attendees. The brand produces the critically acclaimed national TV show "Caffeine and Octane" that airs on NBC Sports Network. Additional offerings include its quarterly Caffeine and Exotics and annual Caffeine and Octane at the Beach events. Please contact us at for more information and to inquire about sponsorship opportunities. Download the Caffeine and Octane app and follow us on Facebook, Twitter, Instagram and YouTube.

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