Keys To The Shop : Equipping Coffee Shop Leaders RoR#38 : A Better Way to Think About Roasting Dark, w Erik Johnson of Thinkwell Coffee
Sep 26, 2025
In this engaging conversation, Erik Johnson, founder of Thinkwell Coffee and professional roaster since 2012, shares his unique approach to coffee roasting. He emphasizes treating each roast as a unique artistic endeavor rather than sticking to rigid profiles. Erik discusses the balance between intentionality and consistency, adapting roasts to suit customer preferences while preserving the coffee's inherent character. He also provides insights on adjusting heat and airflow to enhance flavors, making the art of roasting accessible to everyone.
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From Popcorn Popper To Professional Roaster
- Erik began roasting on a thrift-store popcorn popper and described the experience as almost spiritual.
- That home-roasting start led him to pursue professional roasting and run ThinkWell Coffee.
Every Batch Is Its Own Statement
- ThinkWell treats every batch as unique rather than forcing strict consistency across all batches.
- Erik records finished roast temperature for each roast to communicate specific differences to customers.
Label Coffees By Finish Temperature
- Tell customers finished roast temperatures instead of using light/medium/dark labels.
- Finished temperatures give far more precise, honest information about what's in their cup.