How This Unique Coffee Cafe Is Brewing Success

On this ongoing collection, we’re sharing recommendation, ideas and insights from real entrepreneurs who’re on the market doing enterprise battle each day. (Solutions have been edited and condensed for readability.)

Jeni Castro is the founding father of Coffee Dose, an eclectic cafe with 5 areas in Orange County, California. Learn on to find out how she constructed a model that delivers an expertise like no different espresso store on earth.

How did you get into the espresso enterprise?
I am a serial entrepreneur. I began Coffee Dose six years in the past after franchising my earlier firm. It was a tanning and waxing model, so I all the time joke that I went from vaginas to espresso. I am a grasp connector, and I used to be making an attempt to attach totally different small espresso operators in my space to hyperlink up with my pal who was opening a hair salon. I assumed it will be a terrific idea to have espresso and hair. Properly, that did not work out and I could not discover anybody focused on taking an 85-square-foot espresso bar, so I assumed, effectively, I can model something and promote something so let’s attempt espresso! And that is how Espresso Dose was born. I had no espresso enterprise expertise in any respect. However because the serial entrepreneur does, I figured it out. Quick ahead to at this time and now we have 5 areas and we’re on the point of hit our subsequent progress part and we’re in search of a giant strategic companion.

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What’s totally different about Espresso Dose?
And we’re a really enjoyable espresso model. Our unique latte known as “Anti-Bitch Serum.” Our flagship has what we name “the diner expertise.” You stroll in and it is this pink and teal look. Every thing is made contemporary each day and lots of of our lattes have well being points like turmeric, collagen, and charcoal. We name ourselves vibe sellers as a result of we’re primarily drug sellers. We’re giving the neighborhood medication all day lengthy. We now have folks that come again for a number of drinks in a day, and I did not need folks to devour only a bunch of crap like what’s presently on the market available in the market. Like Starbucks, think about consuming that twice a day, seven days per week? It’s going to kill you. So I needed to make actually good espresso with actually good substances and serve scrumptious meals in a enjoyable house. Truthfully, it is only a fucking vibe.

Photograph credit score: Mike Carreiro

Have you ever had “actual jobs” earlier than going the entrepreneur route?
I’ve mainly been an entrepreneur my entire life. I imply, I’ve labored for folks, however I have been fired from just about each job. I labored for George Biel, who owns the entire Gulfstream and Hillstone eating places. I used to be all the time making an attempt to transform how they managed the employees. I labored there for seven years and I used to be let go as a result of, truthfully, they had been simply uninterested in speaking to me. And so I all the time had goals of doing my very own factor. I actually love branding — taking one thing that could possibly be tremendous easy or one thing that we use day-after-day and placing a spin on it that makes it particular.

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What are among the challenges of beginning your individual espresso store model?
We’re very disrespected within the coffee industry. And that is okay! The espresso neighborhood may be very small and male-dominated. It is comprised of operators who’re diehard baristas — they know each facet of each piece of apparatus and journey to satisfy the farmers roast rising their beans. I would like to try this someday, however proper now I’m centered on getting folks by way of the door. So to try this, I knew we needed to be distinctive. I’d hate to come back out and have folks say oh, effectively, you recognize, she’s not a espresso particular person and her meals sucks. So I needed to go one step additional and simply blow it out of the water. Our meals and drinks are wonderful, and once you order your eggs and toast, they arrive on a plate that claims “Fuck mornings.”

What’s your outlook for this progress part?
I am actually stoked to seek out the proper companion as a result of I would like these in all places. It’ll be a world model and I really feel like I’ve solely simply begun however I have been working my ass off for the final six years. Somebody as soon as mentioned that it takes 10 years to grow to be an in a single day success, and I really feel like I am residing that. I wish to personal and function as many retailers as I can for so long as I can. We have already talked with some very outstanding VCs to put out the trail of what an exit seems like down the street, nevertheless it’s arduous to even discuss that as a result of I am having a lot enjoyable proper now.

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Any recommendation for entrepreneurs dealing with powerful choices?
Relating to decision-making, I am just like the Magic Eight Ball. Simply shake it, see what the reply is and go for it. I like to take probabilities. I am a danger taker. I am a giant dreamer. I am additionally a manifester and I imagine in all that loopy shit. If you happen to suppose it, it would occur. Whether or not it is simply me believing my very own bullshit, I do not know. However it works for me. My husband thinks I am loopy — I am all the time sending him inspiring podcasts and quotes from books. However I believe for actual entrepreneurs, all of us dwell in that house, proper?

Have you ever had any impactful mentors alongside the way in which?
One among my largest mentors is Alli Webb, the founding father of Drybar. She’s been a extremely shut pal and a extremely nice mentor. She’s a visionary founder who believes that so long as you place the suitable folks in place, you possibly can develop and run a profitable firm. It is very refreshing to speak to somebody who has been by way of that. She’s worn many hats and got here from nothing — she simply had a tremendous concept. I like surrounding myself with folks like that.

Photograph credit score: Jordan Shiley

What are a few of your passions outdoors the partitions of your espresso store?
I am a mom of two. I’ve a 5 and a seven-year-old there. They’re tremendous enjoyable. I am knowledgeable eater and knowledgeable resort stayer. I like to journey and that helps maintain me motivated. I might work 18-hour days for months straight so long as I do know a visit is on the horizon. If the journey is deliberate, I am good. Oh, and I hearken to murder podcasts. Final night time I used to be on the flagship retailer, putting in one thing late at night time. It was darkish and I am listening to the small print about some grisly demise and I am like, ‘What am I doing? That is horrible!’ I believe I like the abuse. Working with caffeine and listening to homicide podcasts is just not a recipe for an excellent night time’s sleep.