Keys To The Shop : Equipping Coffee Shop Leaders

These are challenging times for roasters. With the topics of green prices and tariffs dominating the airwaves and minds of owners, everyone is looking for the best way to respond to what seems like an existential threat to their business if left unaddressed. The truth is that the businesses that do the best in these times not only respond well in the moment, but can respond well because they have prepared well before hand by investing in building a business around integrity, depth of relationships, and cultivating resiliency through contingency planning and structures that uphold all people in their sphere. I am very happy for this months RoR to talk with someone whose trials and triumphs in life and business have led to being able to help so many others succeed through his very influential business. We are talking with founder and president of Mill City Roasters, Steve Green! . Before founding Mill City Roasters®, Steve designed and developed machinery and processes for many of the largest manufacturers in the US in industries ranging from 3D printing, aviation, automotive, health care, medical devices, software, and fabrication. Over the last 10 years, his single focus has been the development of the most advanced specialty coffee roasting systems and making information and education more accessible and equitable for those entering the industry. His latest project, RoastPATH®, is a modern SAS platform that allows not only for day-to-day profile tracking but serves as a career-long work portfolio to extend the collective memory & experience of the roasting profession. In this conversation we discuss some very practical and also very deep aspects of mindsets, philosophy, meaning, and practical. business strategy and planning that together will allow you to better build a roastery that not only survives challenges, but thrives enough to provide stability for others as well. Related episodes: SPECIAL! Grocery, Community, Roasting, and Mobile Coffee | Live Interviews fromCoffee Fest NYC 2024! 361: Managing Roastery Relationships and Logistics w/ Corey Turner of Andytown Coffee Roasters 451: Business Growth, Integrity, and Coffee Farmer Equity w/ Martin Mayorga of Mayorga Coffee RoR #3: Making Contingency Planning a Reality w/ Andi Trindle Mersch of Philz Coffee COVID-19 Focus w/ Lauren Crabbe of Andytown Coffee Roasters Our Sponsor for Rate of Rise! www.millcityroasters.com

How we grow in the coffee industry will determine how we lead and how we influence those around us. Our guest today has developed a career that has allowed him to not only grow himself into one with a broad and practical perspective on the industry, but to also help others grow their cafes and themselves. I am thrilled to get to chat with, Akaash Saini! As the Northwest Sales Manager for La Marzocco, Akaash has over 15 years of varied experience, having touched nearly every aspect of the coffee world. His journey began as a barista in Seattle, then moved into key positions at Equator Coffees across marketing, events, and wholesale. He's also deeply familiar with equipment from Wilbur Curtis, Schaerer Bean-to-Cup machines, and Ground Control, and brings insights from green coffee sales and import with Port of Mokha. A certified Q-Grader and a former Regional Brewers Cup Champion, Akaash's passion for beverages even led him to explore wine during the pandemic, working part-time at a Brooklyn wine shop. We discuss: Akaash's entry into coffee Career development and using opportunities well Technology and innovation The importance of being intentional and engaged Cafe leadership and training Coffee shop culture and what is common amongst successful cafes Advice for professionals on how to create or use opportunities Links: Instagram @akaashsaini KEY HOLDER COACHING GROUPS! Are you a coffee shop owner looking to join a community of other owners to help bring perspective, insight, encouragement, and accountability in a well curated setting? Then you need to apply to join Key holder Coaching Groups! Applications are now open for fall 2025 Cohort: Click below to learn more: APPLY TO KEY HOLDER COACHING GROUPS KEYS TO THE SHOP ALSO OFFERS 1:1 CONSULTING AND COACHING! If you are a cafe owner and want to work one on one with me to bring your shop to its next level and help bring you joy and freedom in the process then email chris@keystothshop.com of book a free call now: https://calendly.com/chrisdeferio/30min SPONSORS Want a beautiful coffee shop? All your hard surface, stone, Tile and brick needs! www.arto.com Visit @artobrick The world loves plant based beverages and baristas love the Barista Series! www.pacificfoodservice.com

It's Founder Friday! I am very happy to welcome to the show the founders of Goldies Coffee Roasters Kristen Redfield and Jenna Currier! Kristen Redfield is a life-long Alaskan growing up in North Kenai, Alaska. In 2010 she began her coffee career as a barista just before graduating from the University of Alaska Anchorage with a Bachelors of Art in Art. In 2013 she co-founded Goldie's Coffee Roasters in Anchorage with her sister Jenna and in 2018 they started their roastery. Outside of coffee Kristen loves being a mother- raising their two children with her husband Dan. They spend their free time hiking, camping and taking advantage of all Alaska has to offer. Kristen also helps her husband run their nonprofit program Adventure for Ava in memory of their late daughter Ava Rose. Jenna Currier is a born and raised Alaskan. She is a wife, sister, entrepreneur and an award-winning coffee roaster. When she's not actively running a small business, Jenna enjoys traveling with her husband Tyler and taking advantage of Alaska's beautiful summers hiking with their two dogs, fishing, camping and spending time with family. Jenna Currier has been a part of the coffee industry since 2008, working as a barista through college until she graduated with the Bachelors of Arts in Psychology from the University of Alaska Anchorage. In 2013, she and Kristen seized the opportunity to turn their shared passion into a reality by opening their own drive thru cafe. Fueled for a love of great coffee and community, Goldies was born. For the last 12 years, Kristen and Jenna have been busy growing a small business, sourcing specialty coffee and serving freshly roasted beans in Anchorage. The search for a consistent coffee blend that would hold up in a milk based beverage ultimately led to roasting their own coffee in summer 2018. Just after a year of learning how to source, ship and roast speciality coffee, they entered their first Golden Bean Roasting Competition in Nashville, coming home with medals in multiple categories. Kristen and Jenna continue to attend industry events both nationally and at the local level. They recognize that there is always something new to learn and bring back to serve their community. They share a love for specialty coffee and exceptional customer service, and they strive to ensure every customer experiences both with each visit. Goldie's Coffee Roasters operates from a single location with a dedicated team of six staff members who work together to create a positive, welcoming, and fun environment. We get the whole story in this interview along with great insights into staffing, hospitality, drive-thru service, designing offerings for customer preference, leadership and much more! Links: https://goldiescoffeeroasters.com/ https://www.instagram.com/goldiescoffeeroasters/ https://www.avasstory.org/ Related episodes: 444: Founder Friday! w/ Julia Peixoto Peters of Peixoto Coffee, Arizona 161 : Founder Friday Drive-Thru Edition w/ Jasmine Diedrich Wilson of Diedrich Espresso INTERESTED IN 1:1 CONSULTING AND COACHING? If you are a cafe owner and want to work one on one with me to bring your shop to its next level and help bring you joy and freedom in the process then email chris@keystothshop.com of book a free call now: https://calendly.com/chrisdeferio/30min Want a beautiful coffee shop? All your hard surface, stone, Tile and brick needs! www.arto.com Visit @artobrick The world loves plant based beverages and baristas love the Barista Series! www.pacificfoodservice.com

If we change anything in the cafe, it will more likely be something related to the optics, branding, or remodeling the physical cafe in order to get that feeling like we have become different and this will usher in more motivation, excitement, better quality and hospitality etc. Sadly, no amount of paint, gear,, or remodeling can address the core issues that require people, not place, change. Today on Shift Break we will be talking about why it is better to consider the systems, structure, culture, relationships, quality, and substance of your business first before you reach for remodeling something that after wards is a new package with the same issues internally. Here are some related episodes to explore: 269 : What to Focus on after you Launch Local does not Equal Quality 224 : Essentialism: Focusing on what truly Matters w/ Greg McKeown HIRE KTTS CONSULTING AND COACHING! If you are a cafe owner and want to work one on one with me to bring your shop to its next level and help bring you joy and freedom in the process then email chris@keystothshop.com of book a free call now: https://calendly.com/chrisdeferio/30min Thank you to out sponsors! Everything you need for back of the house operations https://rattleware.qualitybystainless.com/ The best and most revered espresso machines on the planet: www.lamarzoccousa.com

Hey everyone and welcome to another Coffee Fest live series. this time from Portland, OR 2025! We get to talk with four wonderful professionals on a host of topics from business operations, green coffee sourcing - to coffee farming and roasting at origin, as well as crafting great signature drinks! In order of appearance we have Laila Ghambari of Guilder Coffee , Emily Smith of Hacea Coffee Group, Sebastian Villamizar of Futura Coffee Roasters, and Ryan Jie Jaing of Less and More coffee. ABOUT OUR GUESTS! Laila Ghambari has been in specialty coffee for nearly two decades, but coffee has always been more than just a career—it's in her DNA. Growing up in Seattle alongside her family's long-standing coffee company, she didn't just stumble into coffee; she was born into it. Over the years, Laila has earned the title of United States Barista Champion, served on the Barista Guild's Executive Council, led retail and education strategies for some of the biggest names in specialty coffee, and managed multi-million dollar operations with teams of 100+ across multiple markets. Now, she's channeling that experience into her own companies: Guilder (roasting & retail) and by Laila Ghambari (consulting), helping coffee businesses scale with strong leadership, operational excellence, and innovative strategy. Links: @guildercoffee @lailaghambari Emily Smith has been in the coffee industry for over a decade. In this time, she has held roles in retail management, green coffee quality, productivity technology, coffee roasting educator, head roaster, green buyer and as a green coffee trader. Emily has also been a part of the leadership board for the Oregon Coffee Board and Coffee Roaster's Guild. She currently works for Hacea Coffee Source, helping to strengthen collaboration between roasters and producers around the world. Over the years she has worked with hundreds of coffee roasters of all sizes to help them grow their businesses, solve tricky problems, and grow their target customer base. Links: @haceacoffeesource Co-Founder & CEO of Futura Coffee Roasters Business manager with over 10 years of experience in the specialty coffee industry. Throughout my career, I've co-founded and led companies across the coffee chain, from production projects and green coffee commercialization to direct-to-consumer retail. I've also had the honor of representing Colombia twice on the World Brewers Cup stage. Links: @futuracoffeeroasters Ryan Jie Jiang is the owner, Less and more coffee. Korean, born and raised in China. Ryan moved to the States in 2012. I've been in the specialty coffee industry for about 14 years. I started Less and More Coffee in 2021. Less and More Coffee is known for our signature drinks: Tiramisu Latte, Black Sesame Latte, Enjoyme Latte, and Ssuk Latte - all inspired by my background and culture. Links: @lessandmorecoffee LEARN MORE ABOUT COFFEE FEST TRADE SHOWS! https://www.coffeefest.com/

Designing the experience is pretty much all we focus on. From the colors, textures, sounds, layouts - to the drinks themselves, people's experience is something that is born from design. If we want it to be a good one, we need to put in specific effort across many different areas. One of the areas today' encore episode guest focuses on is the building and space itself where guest drink their coffee and form opiniions that build our business or erode trust. Today we are re-airing a wonderful episode about designing the guest experince with Dr. Lisa Waxman PHD. Dr. Lisa Waxman, Ph.D. is an award winning professor and chair of the Interior Architecture + Design department at Florida State University. Her research includes topics related to the design of spaces that foster community, sustainable design, and design for special populations. She also serves on the board of directors for the Council for Interior Design Accreditation (CIDA). Dr. Waxman has many scholarly and creative works to her name but we will be focused on one particular study "The Coffee Shop: Social and Physical factors Influencing Place Attachment" She also has written the book, Designing Coffee Shops and Cafes for Community Please enjoy this episode and make it your goal to take action on utilizing these insights in your cafe! Listen to these related episodes! 367 : Designing Your Coffee Shop for Community w/ Dr. Lisa Waxman Culture and Connection w/ Armen Alajain of Arto Brick 240 : What to do before your Build your Bar 343 : Founder Friday! "Curated Edition" | Hospitality + Meeting People Where They Are SIGN UP FOR THE FALL KEY HOLDER COACHING GROUPS! 2025 Coaching Groups KEYS TO THE SHOP OFFERS 1:1 CONSULTING AND COACHING! If you are a cafe owner and want to work one on one with me to bring your shop to its next level and help bring you joy and freedom in the process then email chris@keystothshop.com of book a free call now: https://calendly.com/chrisdeferio/30min Want a beautiful coffee shop? All your hard surface, stone, Tile and brick needs! www.arto.com Visit @artobrick The world loves plant based beverages and baristas love the Barista Series! www.pacificfoodservice.com

Your decisions in the business related to hiring, quality, operations etc need to be based on what is actually good for the business and the people you work with and for now. Trouble is that we often are stuck at a low level of expectation and accept less than appropriate and right fits because we are defining everything against bad examples from the distant of recent past. In today's Shift Break we will talk about why this thinking gets its claws into our minds, what it does to hold you back, and how to start making decisions that actually produce good results vs "better than bad" ones. Here are some related episodes to explore: 317 : Encore Episode: Death by Comparison 440 : What Should Scare You About Coffee 398: The 5 Biggest Mistakes Coffee Shops Make 278 : Making great Hiring Decisions HIRE KTTS CONSULTING AND COACHING! If you are a cafe owner and want to work one on one with me to bring your shop to its next level and help bring you joy and freedom in the process then email chris@keystothshop.com of book a free call now: https://calendly.com/chrisdeferio/30min Thank you to out sponsors! Everything you need for back of the house operations https://rattleware.qualitybystainless.com/ The best and most revered espresso machines on the planet: www.lamarzoccousa.com

I don't think there has been a time in the history of coffee shops where we have been so distracted by things that promise to bring value but turn out to be simply distractions. Noise vs signal, image vs substance, and so forth. In my year of coffee I have seen plenty of cafes burn out from pursuing and building their businesses according to these distractions. Today we are going to detail what these distractions are and what to replace them with and why it is so critical. We have the most resources of any time in the history of coffee but we also have a diminished capacity for discern between what is of value and what is not. It is my hope this episode can give you more clarity to sharpen your discernment. We talk about: The pitfalls of prioritizing speed over quality How trends can distract from your cafe's unique identity Building trust and relationships over chasing clout The importance of curiosity and gradual improvement Why internal quality control trumps external certifications Listen to these related episodes! 269 : What to Focus on after you Launch 224 : Essentialism: Focusing on what truly Matters w/ Greg McKeown 173 : 5 Areas of Focus for Retailers 472: Why Technical Skill as a Leader is Not Enough w/ Jonathan Raymond, Refound, Author: Good Authority 181 : Organizational Self-Knowledge KEYS TO THE SHOP OFFERS 1:1 CONSULTING AND COACHING! If you are a cafe owner and want to work one on one with me to bring your shop to its next level and help bring you joy and freedom in the process then email chris@keystothshop.com of book a free call now: https://calendly.com/chrisdeferio/30min Want a beautiful coffee shop? All your hard surface, stone, Tile and brick needs! www.arto.com Visit @artobrick The world loves plant based beverages and baristas love the Barista Series! www.pacificfoodservice.com

How do you know if you are doing a good job? Who are you looking to serve and how do you measure success? For many of us the proof of our doing great work lies in the validation of our industry before it we are happy with the praise and fulfillment of those we serve through the shop. Truth is, great work, done in secret or anonymity, makes a big difference whether the industry recognizes it our not. In today's episode we will be talking about how to shift the narrative in our minds aways from the outside sources that make us dependent and shallow and toward the discipline of doing great work over time. We will discuss the benefits of consistent work and how we need to learn to derive our peace from what we have in front of us in order to truly make a difference and do so sustainably. Listen to these related episodes! 432 : How to Win in Specialty Retail Coffee 173 : 5 Areas of Focus for Retailers 317 : Encore Episode: Death by Comparison 489: Tips for Creating a Resilient Cafe 454: Creating a Vibrant Coffee Bar w/ Charles Babinski of Cafe 143 in Sydney, AUS 531: Why the Rise Convenience Coffee is a Good Opportunity for Coffee Shops SHIFT BREAK: Minding Our Business KEYS TO THE SHOP OFFERS 1:1 CONSULTING AND COACHING! If you are a cafe owner and want to work one on one with me to bring your shop to its next level and help bring you joy and freedom in the process then email chris@keystothshop.com of book a free call now: https://calendly.com/chrisdeferio/30min Want a beautiful coffee shop? All your hard surface, stone, Tile and brick needs! www.arto.com Visit @artobrick The world loves plant based beverages and baristas love the Barista Series! www.pacificfoodservice.com

Investment is what creates value. There are many other investments beyond the financial that customer must make in the coffee experience that make the act of going to get coffee worth it. In today's Shift Break we will be talking about the necessary costs customers must bear and why they are not inconveniences we should be trying to get rid of, but crucial investments we should be honoring with what we deliver. Here are some related episodes to explore: SHIFT BREAK! Why The Best Hospitality Starts With The Transactional! SHIFT BREAK! Every Customer is a Judge SHIFT BREAK: Adjusting Our View of Labor Cost SHIFT BREAK! Should You Up-Charge for Alternative Milks? Speed is not the Goal 531: Why the Rise Convenience Coffee is a Good Opportunity for Coffee Shops HIRE KTTS CONSULTING AND COACHING! If you are a cafe owner and want to work one on one with me to bring your shop to its next level and help bring you joy and freedom in the process then email chris@keystothshop.com of book a free call now: https://calendly.com/chrisdeferio/30min Thank you to out sponsors! Everything you need for back of the house operations https://rattleware.qualitybystainless.com/ The best and most revered espresso machines on the planet: www.lamarzoccousa.com