Guy Fieri, the spiky-haired chef and self-proclaimed “Mayor of Flavortown,” is now brewing up a new venture, one with a distinctly patriotic flavor: “Patriot Brew,” a line of “woke-free” coffee shops set to open exclusively in red states.

Promising “no lectures, no politics, just coffee,” Patriot Brew will go head-to-head with Starbucks in cities across Texas, Tennessee, and Florida, bringing customers a caffeine fix that’s as bold and outspoken as Fieri himself.

“People are tired of being told how to feel with every sip,” Fieri said in a recent statement. “They just want good coffee without a side of politics. That’s where Patriot Brew comes in. We’re here to give the people what they want: freedom-fueled coffee and zero agendas.”

Fieri, who’s made a career out of celebrating greasy spoons and heartland comfort food, sees Patriot Brew as a place where folks can grab a coffee without any “side orders” of social messaging.

With drinks like the “Freedom Roast” and the “Stars & Stripes Cold Brew,” Fieri plans to cater to a demographic that’s increasingly skeptical of what he calls the “overly curated, overly caffeinated experience” of mainstream coffee chains.

“Our coffee is for the everyday American,” Fieri explained, “the kind who’s not looking for a lecture in a latte or a political message in a macchiato. We’re here to serve coffee with a little bit of respect for tradition and a whole lot of flavor.”

Each Patriot Brew location will carry a menu designed to avoid what Fieri describes as “the trend-chasing nonsense” of Starbucks. Forget pumpkin spice and unicorn lattes—Patriot Brew is all about simplicity. “We’re serving coffee that tastes like coffee, not some overpriced dessert,” Fieri said, grinning. “It’s for folks who want to start their day with a jolt, not a lecture.”

With its red-state exclusivity, Fieri’s concept takes direct aim at coffee culture’s current landscape. Patriot Brew will roll out in cities like Dallas, Jacksonville, and Nashville, with interiors themed after Americana: rustic wood, American flags, and vintage signs. Think diners-meet-coffee shops, minus the Wi-Fi and the wall of inspirational quotes.

Instead of traditional café lingo, Patriot Brew will offer a lineup of straightforward options. “We’re serving real coffee, the kind that would make John Wayne tip his hat,” Fieri said. “No hand-harvested, third-wave beans here. Just strong, honest coffee for strong, honest Americans.”

The menu also steers clear of plant-based milks. “We’ve got one milk option, and it’s from a cow,” Fieri laughed. When asked about the lack of almond, soy, or oat milk, he shrugged, “We’re here to serve coffee, not host a dairy-free taste test.”