Descendants Have Revived Horn & Hardart Brand
The family behind the iconic Automat is working to bring the brand back with a modern focus on coffee.
Updated on Oct. 9, 2026 in Philanthropy
Live Poll
Do you trust a heritage brand more when descendants of the founders are involved?
Descendants of co-founder Frank Hardart are spearheading a revival of the historic Horn & Hardart company. The project, which began in 2023, aims to translate the legacy of quality and convenience for a new generation of consumers.
Why it matters
By blending historical archives with modern industry experience, the family seeks to modernize a brand that famously introduced America to the Automat.
The brand spans 140 years of history since its 1888 founding, and the current leadership team is building upon experience that includes the oversight of 25 startups.
The players
Tom, Paul, and Marcy Hardart
They are the descendants of company co-founder Frank Hardart who are leading the current brand revival.
David Arena
He serves as the CEO of the company and oversees the modern efforts to re-establish the brand.
Smithsonian's National Museum of American History
This institution houses the extensive collection of company records donated by the Hardart family in 2006.
The details
Tom, Paul, and Marcy Hardart provide the company with critical historical archives and professional expertise in media, technology, and investment. Under the guidance of CEO David Arena, the company is prioritizing coffee as the foundation for new consumer experiences.
Timeline
The Horn & Hardart company was founded in Philadelphia in 1888.
A collection of company records was donated to the Smithsonian in 2006.
The official revival of the brand began in 2023.
Market Landscape
The current efforts mirror a broader industry trend where legacy brands leverage heritage and historical narratives to compete in crowded markets. This move positions the brand to differentiate itself by emphasizing its unique cultural history against contemporary competitors.
Average consumers can expect the brand to shift its focus toward new coffee-centric product lines. This transition aims to provide historical quality and convenience through modern retail and consumer experiences.
The takeaway
The return of this historic brand highlights how families can successfully bridge the gap between a storied past and contemporary consumer demands. Success in these efforts typically relies on balancing authentic historical roots with the operational agility of a modern startup.
Further reading
For more background on business stewardship, see the Philanthropy section.
More information
Find additional details on the company's progress at the brand information website.
Source note: This article includes information reported by Startup Fortune.
Live Poll
Do you trust a heritage brand more when descendants of the founders are involved?
