The Sunrise Shack Finds a Home in Haleʻiwa
Our take
The arrival of a new Sunrise Shack in Haleʻiwa is more than just another coffee shop opening; it’s a testament to the enduring appeal of this North Shore town and its ability to seamlessly blend local flavor with a growing desire for accessible, quality experiences. Haleʻiwa has always held a special place in the Hawaiian narrative, a vibrant hub where surf culture meets small-town charm. The rapid transformation of the storefront, completed in just a month, speaks to both the efficiency of the Sunrise Shack team and the welcoming atmosphere of the community. This aligns perfectly with our commitment to celebrating the authentic heart of Hawaiʻi, a commitment explored further in our piece on Bringing Hawaiʻi’s Culinary Community to the Table, showcasing the collaborative spirit that defines the island's food scene. The location, nestled between beloved establishments like HI Pie and Kaimana Shave Ice, reinforces this sense of community and underscores Haleʻiwa’s reputation as a destination for curated experiences.
The speed with which the new Shack came to life—from receiving the keys in May to a soft opening in June—is particularly noteworthy, especially considering the complexities of construction and permitting in Hawaiʻi. This swift turnaround suggests a deep understanding of local processes and a strong network of reliable partners, qualities that are increasingly valuable in today’s fast-paced world. It’s a microcosm of the larger trend we’re seeing across the islands: a desire for thoughtfully designed spaces that enhance, rather than disrupt, the existing landscape. We’ve observed this commitment to thoughtful design in other corners of the islands, too, exemplified by the stunning coastal home showcased in Neal Norman Presents A Unique Coastal Home In Hanalei, HI, where modern luxury harmonizes with the natural beauty of the North Shore. The Sunrise Shack’s arrival, therefore, fits comfortably within this narrative of elevated island living.
The significance of this expansion extends beyond the immediate convenience of a new coffee option. It represents a broadening of Haleʻiwa’s appeal, attracting a wider audience while still retaining its core identity. Sunrise Shack, with its focus on quality coffee and a relaxed atmosphere, caters to both locals and visitors, reinforcing the town’s role as a gathering place. This is crucial for preserving the authenticity of a place that’s increasingly vulnerable to the pressures of tourism. The consistent quality and welcoming vibe of Sunrise Shack, alongside the established charm of neighboring businesses, contribute to a positive feedback loop, drawing in those who appreciate genuine island experiences. It’s a subtle but powerful element in ensuring Haleʻiwa remains a vibrant and cherished destination.
Ultimately, the Sunrise Shack’s presence in Haleʻiwa underscores a broader trend toward seeking out authentic, curated experiences. It’s a reflection of a discerning traveler who values quality, community, and a deep connection to the local culture. As we continue to explore the artistic landscape of the islands—as demonstrated in our feature on The 5 Best Art Galleries on Maui in 2026—it’s clear that visitors are increasingly drawn to places that offer a sense of discovery and a deeper understanding of the Hawaiian spirit. The question now is: how can we ensure that this growth continues to benefit the local community, preserving the unique character of Haleʻiwa and other cherished destinations across the islands for generations to come?
Standing outside a bright yellow storefront in Haleʻiwa, Travis Smith explains how he and his team transformed the space into Oʻahu’s seventh Sunrise Shack, painting the building and renovating the interior in just one month.
Next to HI Pie Bakery + Café and across from Kaimana Shave Ice, the new location came together quickly. Smith says his team received the keys to the space at the start of May and held a soft opening in mid-June, just in time for summer.
Photo: Aaron K. Yoshino
Smith has been a business owner for nearly a decade, but he says he’s still learning, and Sunrise Shack is always evolving. “We keep listening to customers, and I just try to have an open mind,” he says. Over the years, he’s taken on everything from finances and operations to recipe development, inventory and marketing. Despite expanding to several locations on Oʻahu, as well as stores in California and Japan—with more franchise locations on the way—Smith remains humble, acknowledging the challenges of running a business and that there’s always more to learn.
In October 2016, Smith, his brothers Alex and Koa, and their friend, Koa Rothman, opened a smoothie and açaí bowl stand across from Sunset Beach on the island’s North Shore. Smith says they wanted healthy food to fuel long days spent surfing, but there weren’t many options at the time. So, they decided to open Sunrise Shack to offer the type of food, coffee and smoothies they were searching for.
Photo: Aaron K. Yoshino
Smith recalls that he was originally planning to paint the stand brown, but his younger brother Koa strongly advised against it. On a tight budget, he went to Ace Hardware in Haleʻiwa and picked up a discounted can of paint—the same bright yellow that has since become the iconic Sunrise Shack color at every location.
Serving picturesque açaí bowls and smoothies, Sunrise Shack opened at the perfect time. Tumblr and Instagram were huge and social media feeds were like an endless summer filled with island vibes. “We always try to keep everything lighthearted and optimistic,” Smith says.
Photo: Aaron K. Yoshino
Over the last decade, Sunrise Shack has honed its recipes and expanded its menu to include more options like specialty toasts and sandwiches. Beyond being Instagram-worthy, Smith says the team’s goal has always been to “make healthy food taste great.”
The interior of the Sunrise Shack in Haleʻiwa—like all the locations—radiates positive energy and is reminiscent of the original shack. A vibrant mural, painted by Smith’s good friend, Summer Colmus, depicts a fantastical Haleʻiwa town. The cheerful vibes reflect the brand’s bright and optimistic personality, and they extend to the menu too.
At all locations, Smith recommends the Blue Dream smoothie with macadamia nut butter and a sandwich—his favorite is the chicken pesto.
Photo: Aaron K. Yoshino
Opening the Haleʻiwa location feels a bit like a homecoming, Smith says. The original stand closed in 2025, and while the Sunrise Shack operates a spot at Sharks Cove, the land was recently sold to the City and County of Honolulu, leaving tenants uncertain about what comes next.
The Haleʻiwa venture marks the founders’ third attempt at securing a permanent spot in the town. “We’ve always wanted something in Haleʻiwa,” says Smith. “The North Shore is so core to our origin story. We want to stay as long as possible.”
Grace Maeda is the editor of HAWAIʻI Magazine.
Read on the original site
Open the publisher's page for the full experience