Somebody in a sleek Manhattan marketing office must’ve thought it was clever.
“Let’s call it Maxwell Apartment! It’ll sound modern and budget-friendly!”

Bless their hearts.

Here in Jacksonville — where Maxwell House has roasted beans and built livelihoods for decades — we know a thing or two about good ideas and bad ones. This one? Feels like a bad pot of coffee: weak, bitter, and unnecessary.

For 133 years, Maxwell House has meant “home.” The word House is warm. It’s welcoming. It’s the sound of comfort, family, and the smell of a fresh pot brewing before sunrise.

But Apartment? That sounds temporary (and thank God it is a temporary marketing ploy).

It feels “transient.” A place you pass through, not a place you belong. And when a brand built on “Good to the Last Drop” suddenly trades that sense of belonging for a rental vibe — it hits wrong. Especially in a time when so many Americans already feel priced out of owning a home.

This isn’t just tone-deaf — it’s a reminder that corporate marketing teams sometimes forget where real people live.

It’s like when Cracker Barrel tried to modernize its logo and menu — the public revolted. Why? Because nobody asked them to. Cracker Barrel didn’t need to be “hip.” It just needed to keep the biscuits coming.

If it ain’t broke, don’t fix it.

That’s the beauty of brands like Maxwell House. They don’t need to chase trends. They are the tradition.

So while the folks up north might think “Maxwell Apartment” sounds clever, here in Jacksonville we’d rather they stick with what they know best — a strong cup of coffee and a steady brand that still feels like home.

Because around here, we like our coffee like we like our values: Good to the Last Drop.