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ROC % measures how well a company generates cash flow relative to the capital it has invested in its business. It is also called ROIC %. BRC's annualized return on capital (ROC %) for the quarter that ended in Mar. 2026 was 2.12%.
As of today (2026-08-01), BRC's WACC % is 15.58%. BRC's ROC % is -11.79% (calculated using TTM income statement data).
BRC earns returns that do not match up to its cost of capital. It will destroy value as it grows.
ROC % measures how well a company generates cash flow relative to the capital it has invested in its business. It is also called ROIC %. The reason book values of debt and equity are used is because the book values are the capital the company received when issuing the debt or receiving the equity investments.
There are four key components to this definition. The first is the use of operating income or EBIT rather than net income in the numerator. The second is the tax adjustment to this operating income or EBIT, computed as a hypothetical tax based on an effective or marginal tax rate. The third is the use of book values for invested capital, rather than market values. The final is the timing difference; the capital invested is from the end of the prior year whereas the operating income or EBIT is the current year's number.
Why is ROC % important?
Because it costs money to raise capital. A firm that generates higher returns on investment than it costs the company to raise the capital needed for that investment is earning excess returns. A firm that expects to continue generating positive excess returns on new investments in the future will see its value increase as growth increases, whereas a firm that earns returns that do not match up to its cost of capital will destroy value as it grows.
As of today, BRC's WACC % is 15.58%. BRC's ROC % is -11.79% (calculated using TTM income statement data).
BRC earns returns that do not match up to its cost of capital. It will destroy value as it grows.
Be Aware
Like ROE % and ROA %, ROC % is calculated with only 12 months of data. Fluctuations in the company's earnings or business cycles can affect the ratio drastically. It is important to look at the ratio from a long term perspective.
BRC ROC % Related Terms
BRC ROC % Historical Data
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The historical data trend for BRC's ROC % can be seen below:
* For Operating Data section: All numbers are indicated by the unit behind each term and all currency related amount are in USD. * For other sections: All numbers are in millions except for per share data, ratio, and percentage. All currency related amount are indicated in the company's associated stock exchange currency.
Note:
The Operating Income data used here is four times the quarterly (Mar. 2026) data.
The tax rate is limited to between 0% and 100%.
* For Operating Data section: All numbers are indicated by the unit behind each term and all currency related amount are in USD. * For other sections: All numbers are in millions except for per share data, ratio, and percentage. All currency related amount are indicated in the company's associated stock exchange currency.
BRC (BRCC) has a ROC % of 2.12% as of Mar. 2026. Return on capital is the ratio of current-period net income to average two-period capital. View historical data on BRC and its competitors.
Is BRC's ROC % too high?
BRC's current ROC % is 2.12%. The Consumer Packaged Goods industry median ROC % is 5.22. BRC's value of 2.12% is 59.4% below this industry median. Overall, BRC has a GF Score™ of 67/100 and is considered Possible Value Trap, reflecting its overall financial health beyond just this single metric.
How does BRC's ROC % compare to UMEW and FTLF?
BRC's ROC % of 2.12% can be compared against companies in the Consumer Packaged Goods industry. The industry median ROC % is 5.22. BRC's value of 2.12% is 59.4% below this benchmark. See the competitive comparison table and distribution chart on this page for a detailed peer-by-peer breakdown.
What is a good ROC % for a Consumer Packaged Goods company?
The median ROC % among Consumer Packaged Goods companies is 5.22, based on 1,950 companies in the industry. Companies in the top quartile (top 25%) have a ROC % significantly above this median, while those in the bottom quartile fall well below. However, ROC % should not be evaluated in isolation — investors should consider it alongside profitability, growth, and financial strength metrics. BRC's current ROC % of 2.12% is 59.4% below the industry median. Use the industry distribution chart on this page to see where any company falls relative to its peers.
What does a high ROC % mean?
A high ROC % can signal that a stock is expensive relative to its fundamentals. Return on capital is the ratio of current-period net income to average two-period capital. View historical data on BRC and its competitors. For the Consumer Packaged Goods industry, the median ROC % is 5.22 — values significantly above this may indicate overvaluation, while values below may suggest a bargain or underlying issues. BRC's current ROC % is 2.12%. However, context matters — high-growth companies often justify higher valuations. Always evaluate alongside other metrics like GF Score™ and GF Value™.
Is BRC stock overvalued right now?
Based on GuruFocus' analysis, BRC (BRCC) is currently considered Possible Value Trap. The stock's GF Value™ is $1.97, compared to a current price of $1.03 — trading 47.7% below its estimated fair value. The current ROC % is 2.12% and 59.4% below the Consumer Packaged Goods industry median of 5.22. BRC's overall GF Score™ is 67/100 with 4 warning signs to review. Investors should evaluate multiple metrics — including profitability, growth, and financial strength — before making a decision.
How is ROC % calculated?
ROC % is calculated from a company's financial statements. For BRC (BRCC), the current ROC % is 2.12% as of Mar. 2026. GuruFocus calculates this using data sourced from SEC filings and annual reports. See the calculation section and 30-year financial data on this page for the full breakdown.
Is BRC (BRCC) Overvalued in 2026?
Based on GuruFocus' analysis, BRC stock appears to be undervalued.
The current stock price of $1.03 is trading 47.7% below its estimated GF Value™ of $1.97.
GuruFocus considers BRC to be Possible Value Trap.
Key valuation signals for BRCC:
ROC %: 2.12%
GF Value™: $1.97 vs. price of $1.03 (47.7% below fair value)
Industry Position: 59.4% below the Consumer Packaged Goods median
No single metric tells the full story. See the BRCC stock analysis page for a complete view including 30-year financials, guru trades, and insider activity.
BRC Inc is a veteran-controlled company that serves premium coffee, content, and merchandise to active military, veterans, and first responders. It is committed to producing great coffee that consumers love, and high-quality merchandise that enables its community to showcase its brand. Its omnichannel distribution has three components: Direct to Consumer channel includes its e-commerce business, through which consumers order products online and products are shipped to them, Its wholesale channel includes products sold to an intermediary such as convenience, grocery, drug, and mass merchandise stores, who in turn sell those products to consumers, and Outpost channel includes revenue from its Company-operated and franchised Black Rifle Coffee retail coffee shop locations.
67GF Score
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ROC % is just one metric. See GF Value™, 30-year financials, guru trades, warning signs, and more.
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