INDEPENDENT trader Ian Spencer has launched the Glosta Coffee campaign to fight back against big chains swamping the city.
The Oasis Cafe owner says his caffeine beverages beat the likes of Costa Coffee and Starbucks hands down.
The 52-year-old was inspired to launch the "David and Goliath fight" after learning a ninth Costa could be coming to the city.
His campaign logo is a tongue-in-cheek take on the international chain's branding, with a rugby ball instead of a coffee bean.
He said: "The big chains are everywhere and everybody assumes they are the best but we have the best coffee in the city."
He buys his blend from Ethical Addiction, in Alvin Street, and said: "We wanted to celebrate the fact we are local and the coffee is local. We are overrun by coffee chains and people who want to set up on their own can get overlooked."
He says independent cafes are a "dying breed" in Gloucester and is calling for people to support his business.
"You could go to Costa or Starbucks or somewhere that doesn't pay its taxes," he said.
"I used to and used to think it was good coffee but it's bland because it's the same everywhere.
"I am having a dig at Costa but really it's all of the chains. I want to challenge all of them a bit.
"I don't know how much it will affect their business, I would be surprised if they even noticed the campaign because they are absolutely enormous. But it would be nice to drag some people away to come give us a try."
Chairman of Gloucester Federation of Small Businesses (FSB) Mark Owen said: "It's a lovely marketing wheeze and nice to see an independent coming out fighting his corner.
"They have a David and Goliath battle every single day and we should all support as many of the local coffee shops and restaurants as we can."