The initiative, managed in partnership with the nonprofit Soldiers' Angels, saw customers purchase 78,159 bags of coffee, a total bolstered by a 10% contribution from Royal Cup. These donations reached a combined 85,975 bags, marking the highest volume in the program’s 14-year history. Many of the physical donations included handwritten notes from shoppers, intended to provide personal encouragement to recipients serving at home and abroad.

Olivia Anderson McDaniel, vice president of marketing at the bookstore retailer, credited the success to the consistent generosity of both staff and patrons. The campaign has seen donation records broken in every cycle since the spring of 2024. Amy Palmer, CEO of Soldiers' Angels, noted that the effort has evolved from a simple comfort gesture into a widespread movement, ensuring that veterans and active-duty personnel remain connected to civilian support networks.