Coffee Shop Marketing and Branding That Changes Everything l with Coffee Dose founder Jeni Castro

If you think restaurant marketing is just posting pretty food photos… you’re already losing.

In this in depth interview, I sit down with Coffee Dose founder Jeni Castro, one of the most disruptive and effective marketers in the coffee and hospitality space, to break down what actually drives sales, brand loyalty, and real growth.

From building a cult-like following with “Anti-B*tch Serum”… to creating lines out the door by going against the grain of traditional marketing plans… Jeni shares exactly how she turned bold, unapologetic branding into a multi-location powerhouse.  This is a masterclass in not just Coffee Shop Marketing and Branding, but can be applied to any business.

In the podcast, we go deep into:

✔️ Why most restaurant marketing is completely broken
✔️ The biggest mistake owners make when hiring marketing agencies
✔️ How to stand out in an oversaturated industry
✔️ Why “playing it safe” is killing your brand
✔️ The real relationship between marketing and revenue
✔️ How hospitality (NOT marketing) is what actually brings guests back
✔️ What it takes to scale without losing your identity

Jeni also shares her journey from burnout in another business… to building Coffee Dose into a brand people drive across counties for.

Marketing gets people in the door.
Hospitality is what makes them come back.

If you’re a restaurant owner, operator, or entrepreneur trying to grow, this is truly a masterclass in cutting through the noise and building a brand that actually converts.

🔥 Reserve your seat at our free training built for the 2026 workforce. Learn how to build simple, repeatable systems that run even when you’re off-site:
👉 https://join.30percentrule.com/training 

--

Transcript

SPEAKER_04 0:00

We're very disrespected in the coffee industry. And so I had to go out of my way to really prove that we weren't just for Instagram.

SPEAKER_01 0:08

One piece of advice you give someone when it comes to marketing.

SPEAKER_04 0:11

Don't hold back. I feel like so many people try to package things based on what you think people can handle or want to hear or want to see if you're selling something that you truly are 100% passionate about. You just say what you want to say and put it out there how you think it should be.

SPEAKER_01 0:30

I've been in the restaurant industry for over 20 years. We've helped scale over 350 businesses, and we've also assessed over a thousand businesses. And one thing's for sure is that this industry is terrible with marketing. And it's not the fault of the owner. There's just bad marketing companies out there. And they promise you the world and they underdeliver and they lead you astray, and you not knowing better get stuck in that trap. And so marketing is pretty terrible across the board for almost all restaurants, and we've seen it time and time again. And so that's why it's important that we give you tools to be successful. And that's why I bring on the owner of Coffee Dose, and we're gonna talk about what real marketing looks like and why marketing is important, but the right marketing and not spending your money on boring social media managers who are taking pictures of your food and drinks, or a videographer who's gonna show you, oh, if you spend the drink this way, it's gonna turn in different drinks and we're gonna edit it and it's gonna look really cool because those do not equate into sales ever, right? We wanna make sure that your marketing is going to actually increase your sales and your revenue, but then it's your job to make sure you have training systems and leadership to have the hospitality to retain the guests and get them to come back. And so that's why I'm really excited to have the owner of Coffee Dose, who's a masterclass at marketing, show you exactly what to do to be successful in marketing. Welcome.

SPEAKER_04 1:44

Thank you.

SPEAKER_01 1:45

Yeah, I'm really excited to have you. Um, as I was telling you before, I'm a huge fan. Like I'm a huge fan of your brand. The first time I think someone told me about coffee dose was in, I'm just guessing, but I want to say it was 2018.

SPEAKER_04 2:01

That's when we opened.

SPEAKER_01 2:02

Okay. Someone sent me a picture. And they're like, I think I was like, what are you doing? She sends me a picture. And it's an anti-bitch serum, but it was in the foam. Did you guys do that before?

SPEAKER_04 2:12

Well, yeah, uh-huh. Yeah, like the stencil. Yes, yep.

SPEAKER_01 2:16

Yep. And I was like, that is so genius. Because it's like obviously she posts on social media. Um, and it's funny too, because if any time I refer to coffee dose and someone's like, I don't think I've heard, and I go, the anti-bitch serum book, and then they're like, oh yeah, oh please, I want I want to go there. Like it's so crazy how well the marketing works. And then I went to one, and we're gonna get into this further, but I went to one. The person who's running this isn't just like like leaning on branding because the aesthetic was amazing, the product was amazing, um, your merchandising's really done really well, right? I love how you how you set up your merchandising, the hospitality is really good. That's where I got like a really wowed, where I'm like, this is something special, like this could blow up for sure. So I would love to hear though, because I obviously I know your backstory, but I would love to hear from you your backstory. Because I know you're like a serial entrepreneur, you had a couple different businesses, and then coffee kind of became the big one.

SPEAKER_04 3:12

Yeah. Um, well, in 2018, uh I had just franchised my other company, uh Bronze Bunny, and I absolutely hated it. I hated the process, I hated vetting the potential franchisees. I ended up like doing it all myself. I didn't hire franchise developers, which I should have done, but I'm type A and I wanted to have my hand in everything. Personal cell phones are going out, call me anytime, kind of a vibe. Um, that backfired very quickly, and I ended up just being stuck in an office like damage control all day. Um, so that went on for like six months during the beginning of 2018. And I'm like, you know what? I'm so creatively drained. I need like a new puppy. I need a shiny new toy. And I didn't even care. There was no like business plan. There was no, like, there was nothing. It was just an idea and an opportunity. So I had a friend that was cutting my hair. I'm everyone's like entrepreneurial bestie, everyone's cheerleader. So anytime I see like a fellow friend like struggling, I'm like, you need to get out of here and do your own thing. Like, you got this, like, you're so amazing. So I was saying that to my hair girl. I'm like, you need to not work for anyone anymore. Open your own salon. You know, it'd be really cool is if you did like hair and coffee. Next thing you know, I get my broker helping her find a space, and he found the perfect space in Costa Mesa. And within that space, there was like an 88 square foot coffee bar, which apparently wasn't very desirable to anyone. I wasn't trying to do it, I was just trying to help her put people together. So she was gonna lease the space and then she was gonna find a coffee operator. Well, she couldn't find anyone. No one wanted 88 square feet in the side of a hair salon, like on a side street in Costa Mesa in 2018. So I was laying in bed one night with my husband, and I'm like, it's us, I wanna do it. Like, why not? And so we went to work, and he was terrified. I was excited as most of my ideas play out between the two of us, and he actually got excited eventually, and he helped a lot with finding us our first coffee partner, which at that time was Common Room.

SPEAKER_02 5:27

Oh, wow.

SPEAKER_04 5:28

Yeah. Um, speaking of hospitality, Ed from Common Room is from Australia, and he's knows what's up when it comes to hospitality, and I really like that about him when we were, when we were like vetting him. And so they helped us get everything set up. And again, there was no plan, I had no idea what we were gonna do with it. I I'm a business owner, I'm an entrepreneur, I could figure it out, I could hire the right people. I've never made coffee on an espresso machine, but I could figure it out, I could hire someone that did, and we and we did. We hired a great barista and um and he started our coffee program. During that, I was like, okay, how am I gonna get people into an 88 square foot coffee bar in a hair salon on a side street in Costa Mesa? Ding ding ding. Whenever I wanted attention from my daddy, I just said bad words. And so I thought I could approach this business the same way. What if I put bitch on a cup? Like that'll definitely get some attention. And so anti-bitch serum was born, and that still today is like our number one saying, obviously. And and it's true. I mean, everyone is a little bit of a bitch until they have their coffee or their caffeine or their matcha, whatever it is. Originally, anti-bitch serum had CBD in it. That was short-lived. Uh, the health department does not like CBD. Uh, they didn't then, they're a little more lenient now, but we had lines around the block for the first three months we were open, and actually we still have lines to this day, which is a very beautiful thing, and I like am so grateful for that. Um, but the CBD, the anti-bitch serum, all of that combined with this little tiny space, uh, it really got people excited and they wanted to see it for themselves. So we had people driving from all over. Um, and during this, I think the most important part was that my husband and I were having like the time of our life. It was so fun. And I think because we approached this business with just I don't, we don't care what happens. Like if we make a hundred dollars this month, awesome, we'll go to dinner together, you know? It wasn't like we needed this business to survive. That shifted very quickly. We went all in. Um, I shifted the majority of my time from bronze bunny to uh coffee dose, and looking back, it was like the best decision I have ever made because guess what happened two years later? COVID. Yeah. And bronze bunny, I mean, we were doing backdoor Brazilians, we'll call them, uh, on the DL, but I mean I couldn't do many. Um, the franchises were shut down. It was it was a weird time, but coffee dose flourished during COVID because it was a very like scary time for a lot of people. There were so many unknowns, but coffee is the one thing that people start their day with. It's their one piece of normal. And I didn't want to take that away, especially in such an uncertain time. I'm just like, you know what? If you want to wear a mask in here, you can. If you want to come in al natural, you can. I'm not gonna judge you, I'm not gonna make you stand outside, I'm not gonna make you stand six feet apart. It ended up being amazing. We had people, again, coming from all over because they didn't want to stand outside at Starbucks or talk to somebody through a piece of glass. You know, they were able to come in and have a normal experience, and people really appreciated that. We also did a lot of like hospital deliveries, we did um coronavirus fighting serum. Of course, I'm gonna like market the shit out of this because what else are we supposed to do? And I was, you know, we were bored. Oscar and I, my husband, we were working, like we were in the shops because we would have people call out or people were scared to work and be around other people. And I'm like, well, shit, I'm not gonna sit at home. I can't sit at home. Like, I need I need to be here, you know, and I wanted to be there for the community too. We even did um DILF delivery, we called it. So I had this magnet made for Oscar's car, and we like put it on, and then we had like customers text us. I mean, this lasted like maybe three or four weeks, and then he's like, I can't do this. Um, but we were doing DILF delivery with Oscar being the delivery driver and me making the coffee. I mean, talk about the show must go on. And at that time, that you know, support small business started happening, and there was all this stuff like please, you know, go online and make purchases, please keep these businesses alive. Well, people turned to coffee dose. And we sold so much merch all over, I mean, honestly, internationally too. This the places we were shipping mugs and cups and all the things that we sell and sweats, and I mean, it was just it was like a crazy time. A lot of people look back at COVID as like a really scary negative experience. And for coffee dose, like people really got to know us.

SPEAKER_01 10:18

And yeah, and you guys uh you guys um sold merch at that time, like when were people just seeing you online because of all the buzz and all that stuff, and then they're going and they're like buying. Do you think they're buying because they wanted obviously the merch is cool, but then they're also trying to support absolutely.

SPEAKER_04 10:35

I think it was a a combination of that. Um it was just so cool to see like also the community and how supportive the community was. I mean, it was a different story in LA. We were completely closed there, we didn't even have a choice. So, uh, and after COVID, we reopened for a short period of time and we just pulled the plug. We we couldn't do it anymore. Tourism was dead. It was scary, it was legitimately scary to operate. Um, my husband would drive to LA strapped because he would bring home cash, and it was just people were going crazy.

SPEAKER_02 11:08

Yeah.

SPEAKER_04 11:08

Um, and then the employees, you know, it's like in the middle of the shift, they'd say, Oh, I gotta go test for COVID. And they would leave. And then we were left with nobody. And as a business owner at that time, you know, I could we couldn't stop them. It was just all right, well, let us know how that goes.

SPEAKER_01 11:25

Right? Yeah, you know, so you oh positive, see two weeks from now or whatever.

SPEAKER_04 11:29

Yeah, yeah. So that part was like the worst. Um, but we rolled with the punches and and again we continue to just do what we love, and that was make coffee for our community.

SPEAKER_01 11:39

That's awesome. Yeah, and it's like, you know, because the coffee dose has like that dual effect on people where you you you know, you obviously give great product, but then also it's like it just kind of just gives you you're just in a better mood when you're in there because it's just this anti-establishment in the most like productive way possible, right? It's kind of I it like to me, there's a million ways you can perceive it, but I perceive it as kind of like like can we stop with the with the shenanigans of like the norms of like you know, polite society and all that stuff?

SPEAKER_04 12:09

Like that's my whole life, but yeah.

SPEAKER_01 12:11

I love that. Tell me about that.

SPEAKER_04 12:13

Yeah, I mean, I'm fully covered in tattoos. I'm I was raised very strict, and I have spent the last like 25 years of my life like trying to go against the grain. I I I don't want to do what everyone else is doing, I don't want to play by the rules. I I want to create my own rules and my own environment, you know?

SPEAKER_01 12:36

So you guys went all in, COVID happened. Um when did it start pivoting? Like when did because now you're at you're at you were in 2020, say go to 2021. When did it start pivoting into real growth?

SPEAKER_04 12:49

Well, we were forced into the pivot because where we were renting the coffee bar with my, I guess we'll call her my ex-friend, she was tired of us being busy uh the way that we were. She was tired of being considered a coffee shop with a hair salon in it. And and you know, looking back and reflecting, because I'm I'm a mature adult, um, sometimes, you know, I get it. We we understood that that was a struggle for her. Um, she's not exactly like super friendly, and um it was just too busy. It was too busy. She felt like her clients were being affected, and so we started looking for a new location and we found one, and um, we started building that out, and we were gonna leave because she wanted us to, and then at the last minute she wanted us to stay, and so we're like, well shit, we'll just keep both and have this little pocket over here and then open the flagship. Well, that ended up she like kicked us out twice, so it was the best thing that ever happened, though. You know, everything happens for a reason. So we were kicked out, we parted ways, we opened flagship, and that was like a very pivotal moment for Coffee Dose. We got to be in a space that was all our own. It was beautiful. We spent a lot of money on it. We designed it every inch of that space to be this like just this experience where you're just taken, you know, transported. Transported. And I feel like we did everything that I dreamed of in in that store, even though now I feel like that store is down here compared to what we're building now. So it's still your baby society. It's still my baby. And um, you know, when you when you talk about hospitality and you talk about leadership, and when you compare the stores, you know, that store in particular, their customer service is so amazing because I am the most present there. But on top of that, we have like one of the most amazing managers. I have like a card in my purse that she gave me today. She just gives me cards to tell me that she loves me and how much I've inspired her, and that is the leader of that store, and you can tell. Like she is a unicorn, and if I could replicate her, I would. Um, right now we're trying to hire friend Sanitas for that general manager, and it is very challenging.

SPEAKER_01 15:11

Sorry to interrupt you, but I wanted to get this out really quickly because in this video, you're gonna hear a lot about training, systems, leadership, culture, consistency, brand value, guest retention. And it all sounds great, right? But how do we actually execute these things and how do we make them stick, right? How do we have a culture of accountability? How do we have hospitality delivered at a high level? Well, it all boils down to three things leadership, training, and systems. And I'm gonna show you how to build all three of those things. I've done it for over 350 restaurants worldwide, and I want to continue doing it, and I want to do it for free. So I'm gonna host a live event where it's absolutely free to join. You're gonna get a workbook, you're gonna get some bonuses, and we're gonna show you how to build leadership, training, and systems. So if you're interested in attending for free, the link is in the description.

SPEAKER_04 15:51

Flagship opened. I mean, we've been open now for four years, which is crazy. I feel like we just opened it last year, but it's been four years.

SPEAKER_01 15:58

Yeah, it goes by fast. Yeah, for sure.

SPEAKER_04 16:00

Yeah, and so we closed LA, we opened flagship, we closed the Costa Mesa location, opened flagship. During the build-out of flagship, someone of my broker called and she's like, Hey, I have this really ugly red shipping container in the middle of a business park. Um, the guy abandoned it, and if anyone can make it cool, it's you. And I was like, sign me up. And so we went and looked at it, and I feel like within three weeks we had signed that lease, and that's dose in the box in Irvine.

SPEAKER_00 16:26

Nice.

SPEAKER_04 16:27

And she is just uh overperforming cutie. Like when you look at that, everyone always says, Oh, you must get so much business from the complex. And it's like, no, those people can't stand us. There's like an HR department that that rents in there. It's like people that don't get it, you know?

SPEAKER_01 16:44

Yeah, for sure.

SPEAKER_04 16:44

I mean, they'll they'll come and support if it's like you know, they they need to, but for the most part, that business, all of its revenue it comes from the community we've built in Orange County. So we get a lot of moms and kids on the weekends because the kids can run around. We've got like toys for the kids, and we have like a little kids table. It's really cute.

SPEAKER_01 17:03

That's awesome. And then you have uh what was next after that? Uh micro?

SPEAKER_04 17:07

So microdose, yeah. We opened flagship, and then I mean, we were reaching out to them for about 18 months, that landlord, um, because it was six beans, coffee, and it was just like this little sad brown building that no one ever went to. And I mean, my husband and I would always say, like, God, we gotta get that, we gotta get that. They can't possibly wanna hold on to that, you know? It needed life. Um and so finally, after like 18 months of emails and phone calls from my broker, that landlord responded. And wow, we signed a lease and we opened it, flipped that location in 30 days.

SPEAKER_01 17:46

That's well, I didn't know you flipped it that fast. Oh, yeah. That's crazy.

SPEAKER_04 17:49

I am very resourceful, but also I have like unrealistic goals um that I somehow seem to accomplish. So we did it in 30 days, and that has been crazy. I would say that half of Costa Mesa hates us and the other half half loves us.

SPEAKER_01 18:08

Really? Why do they hate you?

SPEAKER_04 18:10

Because of Next Door, the next door app, there's just like crazy angry Karen's that think that we're causing Costa Mesa's traffic problem.

SPEAKER_02 18:19

That's hilarious.

SPEAKER_04 18:20

My husband's had to like go in front of City Hall multiple times to plead our case of why we should continue business. It's it's a lot. People have no idea. Cops are giving tickets. We back up traffic right there, but it's it's hard not to. Like it's just it's hard.

SPEAKER_01 18:34

Yeah, but I mean there's like raising canes and in and out is that backup traffic.

SPEAKER_04 18:38

I live off the 405 where In N Out is, and guess what? I just know to avoid that size. We just gotta figure out.

SPEAKER_01 18:45

It's pretty basic stuff, yeah.

SPEAKER_04 18:47

We've we've built this thing on haters, it's all good. Like we're gonna continue to you know push forward, and we do our best to try to, you know, help with the traffic there. We've got the car dealers outside. Originally we were on roller skates. I don't know if you remember that, but no, I don't remember that.

SPEAKER_01 19:03

I don't think I saw it. I I think I must have just missed that.

SPEAKER_04 19:06

It was amazing. Yeah, it was one of those things like, I have a dream, can we do it? And my HR girl was like, Jesus, take the wheel. Like, you you you want to do this on roller skates. I was like, Yeah, absolutely. Oh, yeah. Because everyone said when we were talking about opening a drive-thru, well, that's gonna be cool, and I'm so happy to have something convenient, but I'm gonna go to flagship for the experience. I'm like, okay, experience, experience. How am I gonna make the coffee dose experience in a drive-thru? And I think we fucking nailed it. Even if you take out the roller skates, it was so good while it lasted. But you know, we had the little to-go bags that have our branding on it, and um, you know, everything has a piece of us on it.

SPEAKER_01 19:49

For sure. Yeah. The reason I don't go as often is because it's too busy.

SPEAKER_02 19:54

Yeah.

SPEAKER_01 19:54

That's the problem. I'm like, I don't want to wait in line, like otherwise I would go, but uh more often. But I do go when I can, and that's um probably the first time I realize the level of hospitality that you guys were delivering. And, you know, we'll talk about this later on, but marketing, which you're really good at, will get people in the door. Hospitality is what's gonna get them to come back, right? You have the best marketing in the world. I love this drink, I love that it says anti-bitch serum, it's awesome. I can't wait to show my friends. I go in there, and the f the person up front is rude or short or dismissive. I'm not gonna come back. I don't care how great your marketing is, like, I just won't come back. Um, but I went to microdose and I pulled up and I saw the girl, and the girl was like, and there's a line, and the girl was like talking to the people in front of us, and I'm like, oh, she's friends with them. Because she's just like going on and on, and then they're going on and like laughing and all stuff. And and then I pull up and she's like, you know, you know, ask me for my order, you know, ask me how I'm doing, and then she's like, you know, as I'm as I'm as she puts in my order, there's a line still, right? So I can't move. And she's like, What are you doing for us today? And I'm like, Oh, you know, I gotta go buy something for my nephew to take him snowboarding. She's like, Oh, has he been before? And like all of a sudden we're like talking, and then I I'm like, she didn't know those people in front of me. She was making conversation with them, right? She was being hospitable, talking to them, what she's doing to me right now in this moment, right? And it was very organic too, right? It wasn't it wasn't like forced or anything like that, but it could it was there's like a uh level of care, level of buy-in, and that's when I was like, hmm, there's something special here.

SPEAKER_04 21:29

Yeah. Thank you. It's uh it's really hard to keep that standard all the time. I'm I'm trying really hard. I actually had an epiphany on the way here. I was trying to think about this generation and why is it so hard to get this generation to truly understand what hospitality means and and how to use it and and how to give this amazing experience to these customers who are taking time out of their day. They're choosing us, it's so important. My epiphany was this generation, like they've only grown up in like fast casual and everything is quick and get out of here and like order on a screen and order on an app. And we grew up with actual restaurants. And I mean, I think we had Subway when I was growing up. Like that was really it. And I I mean I grew up, I'm the only child. I grew up dining with my parents. Um I grew up going to restaurants all over. I mean, I I paid attention as a kid. I I was taught the fork, you know, all the forks and where they go and and you know, people coming over and touching your table and all of that stuff. It's like it's dying.

SPEAKER_02 22:41

Oh yeah.

SPEAKER_04 22:42

Especially with the this generation and and their families obviously aren't taking them out to places where hospitality comes first.

SPEAKER_01 22:50

Well, I mean, I have a couple of like thoughts on that because one is I think they might be still, but the problem is this.

SPEAKER_03 23:00

Yeah.

SPEAKER_01 23:00

Right? So when you go out to eat, there's no I have to I'm I'm I'm buried in this, right? And that's the whole problem in the be in the first place, right, with this generation is you're you're right, they just don't see it and they don't have any interaction. Like I don't know how old you are, I don't want to guess, you know, to say, but 45. No, you're not.

SPEAKER_04 23:18

I swear to God, but um I'm emotionally 16, so it really balances me out.

SPEAKER_01 23:24

That's crazy. I was gonna say 35 for sure.

SPEAKER_04 23:26

I have so much Botox.

SPEAKER_01 23:30

Well, it's working. Um good job. Uh yeah, you don't, you don't, yeah. So we're both, I'm 42. So we're at the age of supposed to say it on the 42. So, uh, but what I'm saying is we're the age of, we remember the time before the internet, right? So before the internet, if you wanted to be entertained, when we were kids, if we wanted to be entertained, we'd pick up the phone. Hi, is Brian there? Hey Brian, you want to go hang out? Want to meet at Ralph's, right? We hang up, go to Ralph's, and you that was your entertainment. You're excited for that. And that forced you to do what? Social interaction, right? You're meeting people, you're social interacting, you walk around, maybe meet someone else. Like that was part of a social human connection. This, you know, now the entertainment is here, right? Yeah. You don't meet people, so they have no social interaction, no social skills.

SPEAKER_03 24:16

Yeah.

SPEAKER_01 24:16

And then when they go to the restaurants, they're not paying attention to what hospitality is, so they're stuck here, right? And now we're bringing them into our business. And so the the caveat to this is, right? Two things. One is we have to understand there's companies like Chick-fil-A. And they train a generation, their generation, top to bottom, how to give hospitality. So it's doable, right? It's absolutely doable. And then secondly, I always tell people, like, we have to connect the dots in their heads, okay? I'm gonna give you an example. I do this when like when I go into like restaurants and I have like a group of people, I'm talking to their staff, and they're like, oh, they're they don't get it, they're Gen Z, and I don't understand. I gotta teach them, I go, I don't have to teach them anything. I go, watch this, I go, hey guys, if you're dating someone and you really like that person, and you're gonna have them come over to your house for dinner and cook them dinner for the very first time, and you really like them, what would you do to prepare? They're like, oh, I would, I would, I would clean my entire place. Oh, I'd buy a really nice meal, oh I'd I would uh put on candles, oh, I'd put on music. I'm like, what kind of music? Music you like, no, music they like. Oh, I buy really some some maybe some wine. I go, would you buy like cheap wine? Like, no, I'd buy like really nice wine. And they everyone's going off and they're like laughing, oh I shave, I shower, all this stuff, right? I'm like, why are you guys doing all that stuff? Like, well, we want them to feel a certain way. Like, oh, you want them to feel a certain way. So you would do kind of whatever it takes, all the stops when you see someone and make them feel special. Yeah, and I'm like, that's what hospitality is. That's what we need to every guest. Every single guest that walks in the door, we have to see that and say, what can I do to just like you would with that first date, make that person feel special. If you can do that, change the game.

SPEAKER_02 25:48

Yeah, right?

SPEAKER_01 25:49

And that and you're right. And I tell them, I go, by the way, it costs 20% more to live since 2020. And I'm like, do you feel that? Of course everyone does. I'm like, so do you so do the guests that walk in the door? Yeah. And they're spending their money that's worth 20% less. They chose you, and all they're asking you to do, just treat me like a human being. And just like you want. You want that same thing, right?

SPEAKER_04 26:09

Yeah, it's really sad. It it actually is like very sad, especially I have kids and it's uh we were very lucky. And I and I feel like it's part of why I'm so driven and why I work so hard is I mean, I I don't know, these these it's scary. It's scary what's happening. Ask anyone on my team how I feel about a QR code, by the way. Oh, I hate QR codes because it's like it you have that moment where you could possibly have a connection with someone where you're sitting down, you're like, okay, we're about to have date night, and now I gotta scan a QR code and look at a menu.

SPEAKER_01 26:47

You're talking about like a restaurant. Oh, yeah. Yes.

SPEAKER_04 26:50

It's like we take two steps forward and five steps back, and the QR code, it drives me absolutely crazy.

SPEAKER_01 26:55

It's unacceptable. Like it's it really is.

SPEAKER_04 26:57

Or now they've got the finish your order on the cell phone. I went to a place in LA when that happened, I think it was 2022, and I placed an order like normal with the waitress at this really nice like rooftop at a hotel. And I'm like, okay, this is great. I was so excited, it was so beautiful, I got the sunset, and then they're like, okay, if you want to order anything else, you do scan the QR code, and now I'm on an app where I place the order and I tip and I close my own bill out. I'm like, I can't do this.

SPEAKER_01 27:27

Only in LA. Only L.

SPEAKER_04 27:29

It's in LA, yeah.

SPEAKER_01 27:31

Only in LA they pull some shenanigans. Like, yeah. There's there's two places that you can get away with that, and that's not get away with it. We can expect is in LA and hot and airports.

SPEAKER_03 27:40

Yeah.

SPEAKER_01 27:40

Airports, I do that all the time, where they're like scan it and you're like ordering, and then it's like one place they're you had to, it was a sit-down restaurant, you had to pay. Pay the full with tip.

SPEAKER_04 27:50

Yeah.

SPEAKER_01 27:50

I was like, what? I we have to do that.

SPEAKER_04 27:52

I already paid$20 to valet my car. Now I'm gonna, now I it's like what?

SPEAKER_01 27:57

It's insane.

SPEAKER_04 27:58

Yeah.

SPEAKER_01 27:58

And that's why. And then and then that hotel's, you know, that that they're gonna struggle, or they're not gonna reach peak sales, or they're gonna have down seasons and continue to go down. Like, what's going on? We don't get it. We had a company reach out to us that we're working with, and they're there was the same thing. And they're like, we can't, people are complaining about hospitality and blah blah blah, and they're just and like, how do we get people, you know, to get a better experience? And I'm like, well, you have to get rid of the QR code, you're having them order on the QR code, and then someone just runs out the food.

SPEAKER_03 28:24

Yeah.

SPEAKER_01 28:24

And then you finish, you pay, same thing, right? But it's like you're taking away the entire experience. It's good, it's it's your modified version of McDonald's.

SPEAKER_04 28:32

Yeah, yeah, a hundred percent. So I grew up in my adult years, I uh young adult years, I worked for Hillstone for seven years. Um, that was crazy, and but I learned so much. I learned a lot. Um, I feel like I'm now trying to implement a lot of what I learned there. Uh, Palm Springs, believe it or not, will be our first like full service. Um and Sanitas, we're still gonna do kind of like fast casual order at the counter, and then you know, we bring your food out and um drinks and all of that, and we hopefully will be table checking and still giving that experience. Um, but in Palm Springs, it's gonna be like full reservations and all of that. So it's kind of crazy.

SPEAKER_01 29:15

Oh, that is crazy. That's a big jump.

SPEAKER_04 29:17

Yeah, you know why? Uh we were running through like okay, what's service gonna be like? And in Palm Springs, I mean, this location is it's big, it's almost 4,000 square feet. It's gonna be a vibe, you know, people are gonna be coming from all over. We know that that's gonna be the new flagship store. And let's say I come in with like a bachelorette party with 10 girls, and I order my espresso martini at the bar and then sit and then have someone with a number. I just I can't do it that way. Uh so this is gonna be new for us, and I'm really excited.

SPEAKER_01 29:46

That's awesome. I love that idea. Yeah, that is awesome.

SPEAKER_04 29:50

One thing I say to my husband all the time, and he never worked in restaurants, so he doesn't really get it, but he'll be like, What do you want to eat tonight? And of course I pretend like I don't know what I want. And I'm like, I don't know, what do you want? Um and then ultimately I choose. But I always say, I just want to be served. And he laughs because I don't know, he just doesn't get it, but we work really hard, and I there are many nights where I want to sit on my ass at a restaurant and I want to have excellent service, and I just want to be served, I want to be taken care of. No, I don't want to order on a phone app and have someone close us out like remotely, you know?

SPEAKER_01 30:30

100%, and that's what everybody wants, right, to some degree, and and and you know, because we all work hard, everyone's working hard, at least our generation. Um, and and so, but it's it's also, you know, to to your point, right? Because I tell I talk about this all the time with the restaurants we work with. And I'm like, do you wanna do you ever have the desire to leave a restaurant in a worse mood than you came in? Because that's what mediocre service does, not bad, mediocre, right? Because it's even when it's mediocre, it gets kind of annoying. You get annoyed, right? And you get disappointed when you have to like ask for certain things or you know, you're getting treated a certain way, or it's like slow or whatever it is. And so it's like we have to, like, again, that's our mission, right? They're living in a better mood than they came in. That's that's our mission. They have to. Like, if they don't, we failed. Like, what's the point?

SPEAKER_04 31:14

Uh about two years ago, I started just like shutting everything off. I stopped looking at what other people were doing, and I just really focused on nurturing this brand that I know like the back of my hand, and I know our customer, like I mean, the customer is me, you know, and I stopped listening to everything and just toned in. And I feel like it's been it's been so good. Um and every time I'm at flagship, I mean I'm there mostly. I have this like overwhelming gratitude when I'm there. Like, I mean, I've I've sat there and cried. Like, I mean, it is like truly the best feeling to watch people, especially when I look at the door and like I can tell someone's bringing someone in for the first time. It's like a gift. It's like, let me show you where the cool girls go in Orange County, and they take them to coffee dose and I can feel it, you know.

SPEAKER_01 32:09

I do the same thing. I don't say the cool girl part, but every time we have people that come in from out of town or even from you know, like maybe even LA or something, I'm like, dude, you gotta check out this place, you're gonna love it. Like, this place is rad, right? I'm like, check out, you wanna buy a mug? Or like this stuff is like, how cool is this merchandise? And look at the menu, like, even that because that's what I love about your brand, is it's a hundred percent experiential, and that's what I'm all about. Like when you can immerse someone into like a world where it becomes like world building, because it's like the vibe of inside, I can't even describe it, but it's like so cool, right? And unique, and then the menu itself, like all the names, like hand job. I mean, it's just like so smart. And I'm like, I love it.

SPEAKER_04 32:45

You'll you'll love this. So we actually had to take hand jobs off the menu. Can't have any fun these days. Seriously, because got this one guy, I guess, was coming in and he was asking the girls for a hand job. And I'm just like not an actual hand job, but he was trying to be funny. But it was like really upsetting a couple of the staff. So it's just like, you know, you just ruin it. Yeah, it has to be someone's fun. Yeah, and that's that's I mean, that's all I'm trying to do is have a little fun and be light. Life is so serious, you know. And we are in the most saturated industry ever. Coffee is so saturated right now, more than ever before. And so I'm just gonna keep doing what I'm doing. I'm gonna keep putting funny things on cups and you know, creating experiences that people can't get anywhere else. And I think brunch club, you're really going to see where we're headed. For me, like I love it gives me goosebumps too. I love uh, you know, as tech you know continues to get bigger and bigger, and we're gonna be so automated here very soon. Um the diner. I think about going to diners with my grandparents, with my parents, and those like time capsules are so important, and we are going to be craving it. We're already craving it, but we're gonna be really craving it in five years from now when everything is getting super weird. We're playing into the into the diner space right now.

SPEAKER_01 34:15

I love that. It's genius. So is that a new concept?

SPEAKER_04 34:17

Yeah, I love that.

SPEAKER_01 34:18

Genius, yes.

SPEAKER_04 34:19

So you'll see some of the coffee dose uh menu items at the news stores, but we've got like the most amazing Waegu burger you have ever put into your mouth. Um we have these things called disco cakes, which are like the best pancake ever with this like miso honey butter glaze. I can't. We have milkshakes, we're gonna have pies. It's it's it's a vibe.

SPEAKER_01 34:46

So you do you have uh like the same executive chef since day one?

SPEAKER_04 34:49

Yeah, so we're gonna hire a head chef for um just like a kitchen, you know, like run the show. Yes, yeah, but um I hired a consultant, um, his name's Mateen, he's been amazing, he's helping us do this menu, along with our head chef that we already have.

SPEAKER_01 35:04

It's passion. Yeah, because you guys have cool, like everything's just works, right? Yeah. It's it still stays simple, but it's really good.

SPEAKER_04 35:11

And little do people know, like all that stuff that is on your plate, it's it's the highest quality ingredients. We don't use seed oils, like that stuff really matters to me. Um, this is kind of funny. I mean, I laugh at it now, but like we're very disrespected in the coffee industry. Um, if you ask the people we were talking about earlier, um, if you ask any male-driven uh coffee brand, um, especially locally, about coffee dose, I know what that is going to look like. Um and so I had to go out of my way to really prove that we weren't just for Instagram. This wasn't just so a girl could come in and take a picture and throw it in the trash. And then you add food in, and I I was even, you know, given more of a challenge because I'm like, shit, now now people are gonna say, oh, well, their drinks are okay, but their food sucks. And I I could hear that in my mind, and I was like, I'm not gonna let that happen.

SPEAKER_01 36:10

You didn't. Thanks. Because uh, and I'm telling you the truth here, like the I'm I am being honest with you, you know, like we we we've done quite a few podcasts, we're very selective who we interview just because it takes a lot of energy for you know to find to hunt someone down and ask them to come down. Um, but I really want to interview you because of your marketing. But again, when I came in, like the hospitality was there, which I really loved, the view, the vibe was there, but like you just said, like it's not just a gimmick, right? And I've always liked your coffee. And I and I'm and I drink a lot of coffee. We've gone to all the coffee places, we've traveled the world, we've worked with coffee shops around the world, right? Work with some of the best, right? And I and I really liked your coffee through and through. My wife loves your coffee because I just drink black. I'm like cold brew, I'm happy. I do. Yeah, she's she's she loves these. But your food, like you have the best lemon loaf for sure, because that's my little like I always try and try like I I compare by lemon loaves because for some reason every coffee shop has one now. Who else has a good one? But yours is still the best, like by far. It's just it's like that's I think you said it best. It's just it tastes like a real it tastes like real food. Yeah, real food made fresh, like it's really good. And I didn't know you didn't use seed oils, that's huge. Yeah, like now I'm gonna eat there more because I'm always looking for places to not use seed oils because A, it's hard to cook with seed oils, but B, it's expensive. Yeah, seed oils are very expensive to cook.

SPEAKER_04 37:25

And we've had to raise our prices since we made that change, but we did it, you know, it wasn't.

SPEAKER_01 37:31

But it's also you're you're you're giving someone an option, right? Yeah, yeah, it's gonna be more money, but we're gonna serve you, right? And we're gonna give you a place where we can come and get food prepared for you without any BS. Like that's huge. Yeah, even in Orange County, you think it'd be bigger, and it's not, it's not, it's not as crazy as you or as as popular as you think it is.

SPEAKER_04 37:48

Yeah, again, I'm I'm selling to me. I'm I'm my biggest customer, you know?

SPEAKER_01 37:52

Yeah, I love that.

SPEAKER_04 37:54

And she's got high standards.

SPEAKER_01 37:57

I can see that. Um no joking. So with uh, so we we we went, so we're going to, you know, we kind of went to uh microdose, um, which was so funny because my wife, we were driving by a lot when it was being built, and she's like, what is that? And I'm like, I think it's gonna be a mini coffee dose. And she's like, no. And I'm like, it's the same font color, I'm pretty sure it is. Or they're gonna have a lawsuit.

SPEAKER_04 38:18

So many people still don't put those two together. It's so funny. Well, first it was, oh my god, they're selling drugs, let's go.

SPEAKER_00 38:25

Oh, yeah.

SPEAKER_04 38:26

And then, I mean, I there's been so many people where I'm like, oh yeah, I um we're coffee dose. When I introduced me and my husband, they're like, Oh, cool. I'm like, you know, we like the the freeway one, oh, you're microdose too? It's like, hello, it's a mini, oh you know, I don't know. Same font.

SPEAKER_01 38:41

Same font colors, yeah. But then now it's gonna be San Diego, Palm Springs. What order?

SPEAKER_04 38:48

Uh and Cinitas will open uh in I don't know, three weeks, four weeks, probably.

SPEAKER_01 38:55

Yeah, California.

SPEAKER_04 38:56

You know, four years ago. I don't know. It's been a really long time. It's been kind of rough that that uh that build out, but we're almost done.

SPEAKER_01 39:03

California doesn't make it easy.

SPEAKER_04 39:05

No, and and every city's different, and it's fine, it's all part of it. It if only people really knew what it took to build these things, it's pretty crazy.

SPEAKER_01 39:15

That's why I talk about when I talk to employees, you know, I went to um a restaurant in Costa Mesa that will not be named, and I've gone there ten times, and if you probably love it, right? And I and I'm well it's just uh it's a very well pretty respected place, um, small. But I I went there and well, I'll tell you after off camera.

SPEAKER_04 39:36

I can't wait. I'm at the edge of my seat.

SPEAKER_01 39:38

And um I went there ten times, right? Great, great experience. And then the the the 11th time I went, and I'm just giving you rough numbers, um, but they the the the it was just the worst hospitality experience I ever had, one of the boars, and I never went back. And I tell people, I'm like, and I had one across the street, was at this restaurant right across the street in the same structure, talking to the bartender, I knew him, and I was telling him the story. I go, whatever happened in that place, man. It's like, and then this guy's by sitting at the bar, like we're the only people in the restaurant, and with like my girlfriend at the time, and he gets up and he walks over to me, and he's like, Hey, I just want to let you know, um, I own this restaurant and I own that restaurant, and I am so and you can imagine, right? You're like, he's like, My heart is broken hearing that, and I'm so sorry. And like I'm come in, here's my card, I'll take care of you, all the stuff. I never went, I you know, never went back, not not for any reason, but I just didn't, I wasn't motivated to, but I would tell people all the time, like, you know how much trouble it is to like when someone opens a restaurant or a coffee shop, you pour so much blood, sweat, and tears into it. I mean, you're thinking about like like all the like construction and the permits and the sleepless nights and the work you have to put in physically. The money and the money and the stress of the money, and yeah, soul-selling yeah, everything, right? And then I mean, think about just the stress alone, um, all the sacrifice you make with your family, right? There's just so much that goes into it, and then you hire all the people and you train them and you get the food, you get the drinks, you build it, you open it, and you lose business because of a person's mindset.

SPEAKER_03 41:06

Yeah.

SPEAKER_01 41:07

Right? And their attitude. Like that's where we drop the the ball.

SPEAKER_04 41:10

Like we fumble on the one yard line because it's one person, all that stuff, and you and you lose because of that one person, you know, the people like that, and just and this is the one thing, honestly, the one and only thing that keeps me up at night because it's the one thing that I truly cannot control. Yes. I can control it to a point, but tell me.

SPEAKER_01 41:33

Yeah, I'm gonna make you feel I'm gonna make you feel better, okay? Because there's two companies you want to look at. One of them is Chick-fil-A, they control it, right? With 4,000 locations. Okay. Number two, you came from the company Hillstone. So Hillstone controls it, right? Hillstone is not gonna fit in your brand because Hillstone is systems, right? You're getting you are getting kind of robotic service, but you but they elevate it and the brand, they have a they have like a legacy brand, stuff like that. But you're getting a you know, basically a robot, right? I got fired because I couldn't be a robot anymore. Exactly, and that's why most people like in your mold do, right? And that's why your brand doesn't work with Hillstone's philosophy and systems. But what you want to look at it as is like 70% substance, 30% style, right? I'm gonna systematize everything 70% of the way, 30% of it, I'm gonna make it my us, right? If we can do that, you can control it, especially when you're going to freaking Incinita, Palm Springs. That's the one it's gonna really matter. Because you you see it, right? You're like the the store I spend the most time in is the most successful one, right? That's a problem.

SPEAKER_04 42:36

Yeah, I know.

SPEAKER_01 42:36

And so, um, but that's okay, right? That's that's that's that's that's was that's part of being a young, thriving business. Good problem to have. So, yeah, I'll I'll we'll talk off camera. I'll show you a bunch of stuff on this, but it's totally doable. You just have to have those systems in place, right?

SPEAKER_04 42:51

I have dreamt about getting hired at Chick-fil-A just so I can. I'm not sure.

SPEAKER_01 42:56

I'm laughing because I'm laughing, I'm laughing because I've actually thought the same thing. I'm like, I just want to take a job there for a month and just one way to know. But our our COO, ex Chick-fil-A, so you can meet him, you can pick his brain. Perfect. He's he's that we met through this. He was like, he was like, I love what you're doing. I'm like, I love what you're doing. Yeah, um, so but I I I love it. I can't wait to see the concept come to life, and I can't wait for freaking brunch club. That actually gets me really excited. Yeah. And to your point with that, I think I think the penengium always swings, right? And I think AI is gonna put us in a weird place, but I also think it's gonna put us back into a place.

SPEAKER_04 43:33

I think so too.

SPEAKER_01 43:34

You think so?

SPEAKER_04 43:35

Yeah, I think that I mean, I'm already so over it. I'm over myself. I'm over myself the way I interact with people because I'm so consumed. I hate it. Like I want to just like disconnect entirely, but it's so hard.

SPEAKER_01 43:48

Yeah, of course, especially as a business owner.

SPEAKER_04 43:51

Yeah, I do, I do feel like it's going to come back though. It I mean, it has to.

SPEAKER_01 43:55

Yeah, and yeah, I think I think Starbucks is a really good example of penendulum swinging. Right, because you remember, like, there used to be the mom and pop coffee shops, that was basically it, and then Starbucks came around, and everyone's like, the only place you're gonna get coffee now is Starbucks. Every coffee shop's gonna be no one, it's gonna just gonna be that that's the only option you have. But then, like, we rebelled as a society, but then it spawned all these amazing coffee shops that we never had before, and then it spawned this like contest of like who can become more amazing or cutting-edged, like a coffee dose, right? That's spawned from that, right? It's like it's like all this kind of like development from that, you know, thinking there's just like this black hole of like only Starbucks is gonna do things. And I think AI is gonna come to a point where if you can't when we when the moment comes when you can't tell if a video is real or fake, you just can't tell the difference. If the moment comes when you call your husband, you can't tell if it's his voice or is his AI bot or you're texting him, and if it's his voice or his AI bot, when that moment comes, which it will, right? Like we're gonna go back and do it, like a I believe, a society where we're gonna want to the only way I'm gonna talk to you is if I can see you in person.

SPEAKER_03 45:02

Yeah.

SPEAKER_01 45:03

Because that's the only thing I'm gonna trust.

SPEAKER_03 45:04

Yeah.

SPEAKER_01 45:05

And so I think coffee shops are prime for that.

SPEAKER_03 45:08

Yeah.

SPEAKER_01 45:08

Diners are prime for that, right? Because I'm gonna go meet somewhere. Where do we meet? We meet somewhere, we convene over coffee, over food, over alcohol, and that's what's gonna happen. And people are gonna get off social media, and then they're gonna go back on to you know, being in person and and being socially connected, which is different. Uh, when you were at the salon, when did you know? Like, when did you know coffee dough was gonna be a thing? Like what what was it? Do you remember like that moment where you're like, huh? Okay, this is this is gonna be it. Like, I I I I I like is there was there's was there like a moment?

SPEAKER_04 45:41

Yeah, so we opened, I think, like on a Thursday, and the first few days were like friends and family, and then all of those people were posting on Instagram, and then come the weekend that line started happening, and we just it was like bananas for a long time. But I would say like day three and four of coffee dose being open and our cups being stamped and our coffee going in the cups and out the door, it was like it was crazy. And uh it was one of those moments that we were like, holy shit, I'm so glad that we like took this opportunity. Um, but yeah, it was it was out out the gate.

SPEAKER_01 46:21

Right away. Yeah. Yeah, because it's one of those things like a business, right? We take that risk and you're like, ugh, and then you're like afterwards, you're like, thank God.

SPEAKER_04 46:28

Yeah.

SPEAKER_01 46:29

Um what do you like being more an entrepreneur or a marketer?

SPEAKER_04 46:32

Oh entrepreneur.

SPEAKER_01 46:35

Why?

SPEAKER_04 46:36

Well, marketing doesn't seem like I it doesn't like I'm a natural marketer, so I feel like that's in my in my blood. I I think I mean being an entrepreneur, I love to take chances. I love I love risk. I love um doing things that make people feel uncomfortable and yeah.

SPEAKER_01 46:55

What was your biggest risk fail?

SPEAKER_04 46:59

Ooh. Um probably franchising bunny. Because I spent a lot of money on that.

SPEAKER_01 47:07

Yeah.

SPEAKER_04 47:08

Yeah.

SPEAKER_01 47:08

And that's what I always try and tell people too, with like marketing and entrepreneurship. All the time, I'm like, it feels like a loss sometimes and you have no idea, right?

SPEAKER_04 47:16

Coffee dose wouldn't have happened if I didn't feel like I was failing.

SPEAKER_01 47:20

Right.

SPEAKER_04 47:20

I it it it turned my energy into something else because I felt I felt um, you know.

SPEAKER_01 47:27

Because even if you were getting mild success, right, for money, you probably would have pivoted.

SPEAKER_04 47:31

Yeah.

SPEAKER_01 47:31

Yeah. So that that like pain.

SPEAKER_04 47:33

Yeah, I felt defeated at bunny for for a while, and that's and that's really what what drove this to happen.

SPEAKER_01 47:38

That's awesome. And imagine if you try to stick with that.

SPEAKER_04 47:41

Yeah.

SPEAKER_01 47:42

One piece of advice you'd give someone when it comes to marketing.

SPEAKER_04 47:47

Um, don't hold back. I feel like so many people try to package things on like how they're gonna do it, just based on what you think people can handle or want to hear or want to see. And I feel like if you're selling something that's that you truly are 100% passionate about, you just say what you want to say and put it out there how you think it should be, you know?

SPEAKER_01 48:12

100%. Because everything becomes cookie cutter, right? And it's like give it some personality, give it some some, you know, some love.

SPEAKER_04 48:19

Yeah, and also, I mean, I love I love going edgy with things because not a lot of people will take that chance, and it takes one bad bitch to do that.

SPEAKER_01 48:30

100%.

SPEAKER_04 48:30

And I love being that girl.

SPEAKER_01 48:32

That's awesome.

SPEAKER_04 48:33

Yeah.

SPEAKER_01 48:34

What was the biggest lesson you learned about running a coffee shop by actually running a coffee shop?

SPEAKER_04 48:39

Hold on, this shit's hard.

SPEAKER_01 48:40

Um a lot harder than it looks.

SPEAKER_04 48:43

Yeah. Um, how to deal with the volume. I feel like we we didn't experience like typical growth when you're opening a new business. It wasn't like, okay, here's our marketing plan, how are we gonna get people in the door? And I felt we were so lucky that we were trying to hand figure out how to handle how many people were coming through the door. So that was like a huge thing for us in the beginning because not only have we never run a coffee shop or ever made coffee professionally, we've never dealt with that kind of volume. I mean, I remember weekends where the line was never ending. I have videos saved of just like over a hundred people in line, and and we're 88 square feet, and there's four of us behind the bar, and we're on top of each other. I remember one day I came home and I blew my nose, and I blew out matcha. I was just covered in matcha and espresso, and it was it was hard, and it was just so many people, and I wanted everyone to have that special experience, you know, and so I think that was like definitely the hardest part.

SPEAKER_01 49:53

I think that's like an art too, right? I try and explain to people, I'm like, that's the art, right? It's like when you you're getting your butt kicked, but then you're like still very concerned and dedicated to the guest experience.

SPEAKER_02 50:06

Yes.

SPEAKER_01 50:07

Like that's that's like that that's the art. When you can do that, you've like reached a level, you know? Yeah. Because it's easy to fold under pressure and say, now I'm just putting out drinks, right? But when you still take that time to like put that extra energy and focus and strain on making sure that experience is there, that's awesome.

SPEAKER_04 50:23

Yeah, and even four years later when we opened flagship, um, I I there was a space vacant next door. I tried to get it, but they wouldn't give it to us because they said we would ruin the parking lot, um, which I took as a compliment. But I was standing next door and I was calling my husband, and I'm like, I was crying because he told me I said, they just won't stop coming. The people won't stop coming, and we couldn't get stuff out in time, like the food was taking 45 minutes, an hour to make a burrito because we were this is our first chance at food, you know. And I was calling him because we had a line to the bathroom and this people wouldn't stop coming. And I'm just like, we have to close. Like, I cannot give this kind of service. This is not what I want to do. I was like coming undone, and he was like, You need to hold it together, like just they're gonna understand. And that went on for two weeks, and that was that was probably like one of the hardest like memories to look back on.

SPEAKER_01 51:15

I remember that feeling, not as an owner, but I remember that feeling. Um we've worked with you know brands before where it's like you have those days and weeks where it's like just doesn't stop, and you're like, I need like it's the one time, right? Ever in your business where you're like, I need the business to stop. Yeah, like I need people, I need I need the sales to stop. I need them to cease, right? Because you're just like you get this feeling of hopelessness because you're like, I'm just I like the the water's getting higher.

SPEAKER_02 51:40

Yeah.

SPEAKER_01 51:41

What is hospitality?

SPEAKER_04 51:45

Um hospitality to me, at least, is just that feeling that from the second I step into that business that I am fully taken care of, that my hand is held through what I'm choosing on the menu. Um, you know, from from start to finish. I feel like someone is there making sure I have the absolute best experience.

SPEAKER_01 52:08

Uh why is hospitality important?

SPEAKER_04 52:11

I mean, that's what's gonna separate you from the rest. Uh yeah, these people are they have money to spend and they're gonna spend it somewhere, and why not give them the best experience and the best memory so that they keep coming back?

SPEAKER_01 52:25

Yeah, and I get this all the time too, where I, you know, it's like companies are always looking for their competitive edge. It's like, why don't you just do hospitality? Nail that. Chick-fil-A is a$25 billion company, family owned, by the way. No venture capitalist, no nothing.

SPEAKER_03 52:39

Yeah, right?

SPEAKER_01 52:41

Hospitality. They do not have the best chicken sandwich by any means. Yeah. Right. Uh, do you agree with this? Marketing gets them in, hospitality gets them coming back.

SPEAKER_04 52:49

A thousand percent.

SPEAKER_01 52:50

Yeah. Coffee, coffee doses mantra.

SPEAKER_04 52:53

Yeah, and the fact that we sell drugs, you know.

SPEAKER_01 52:56

Yeah, yeah, technically it is a drug. Not technically it is a drug, yeah, exactly. A good drug, too.

SPEAKER_04 53:01

Yeah, and it'll get you coming back like sometimes on the same day.

SPEAKER_01 53:03

Yeah, exactly. We've been there, trust me. It's okay. Why do you think hospitality is so bad in coffee shops?

SPEAKER_04 53:09

Because of the staff.

SPEAKER_01 53:11

For sure. But it's not the staff.

SPEAKER_04 53:14

Okay, yes. True.

SPEAKER_01 53:17

So what do you think it is?

SPEAKER_04 53:18

I mean, it's just the lack of care all the way up to the top level. And, you know, it it's a really hard being a barista and hiring a barista is like it because it is an art and a craft to them, it is a little bit of a different type of employee. Um, it's really hard to find like the Chick-fil-A version of that amazing qualified barista. Um, we do have a great training program. I feel like we're we're actually hiring people now like with less barista experience in hopes to not get that super. Yeah, it's a really dark place sometimes on those coffee bars. It's just, yeah, it's just a different, it's a different species.

SPEAKER_01 54:05

Yeah, and uh true, yeah. And a couple of things too, it's like I always tell people, I'm like, with that, you know, just make sure the initiation is just so dialed. Yeah. Right? When you're interviewing them, you should be like, here's the deal. Okay, I'm gonna let you know right now. Not your regular barista job, are you gonna be okay with that? Yeah. And then like hiring process or training, we're like, this is how we do things. We're not this isn't a normal BS, you cool with that. The same thing with restaurants and bartenders, right? When you hire a skilled bartender, they always come with that.

SPEAKER_03 54:33

Yeah, it's like the chip.

SPEAKER_01 54:35

Yeah, exactly.

SPEAKER_03 54:36

Yeah, it's rough.

SPEAKER_01 54:36

It's like a protection, it's like a ego protecting, you know, thing where they just have to have like a certain like I'm important.

SPEAKER_04 54:42

Yeah.

SPEAKER_01 54:43

And I have to act that way, and I have to be, it's like just and it's very hard to crack those people out of their shells.

SPEAKER_04 54:48

Like it does, I mean, yeah.

SPEAKER_01 54:50

But if you can get them out of their shells before you get them in their business, right? That's the key. Right. When you try and crack inside the business, then it's like really tough, right? Because they're just set in their stones or set in their ways. Um, what's your favorite drink on your menu?

SPEAKER_04 55:02

Ooh, I mean iced Americano is what I drink all the time. But if I'm gonna have something fun, like I'm a iced Americano in the morning, that's like how I start my day, sometimes a quad. Um, and then in the afternoon, I do our matcha. We have the best matcha, Nekohama.

SPEAKER_00 55:17

I love matcha. I'm gonna have to try that next time. What's it called?

SPEAKER_04 55:20

Nekohama.

SPEAKER_00 55:20

That's a type of matcha? Yes.

SPEAKER_04 55:22

Nice. I was supposed to be getting on a plane to Japan in a couple weeks to go stay on the farm where our matcha comes from with the owners of Nekohama, and we had to cancel because Encididas got pushed back. It's devastating.

SPEAKER_01 55:37

I know. Life of an entrepreneur.

SPEAKER_04 55:38

But our banana rama is my favorite matcha.

SPEAKER_01 55:40

That's delicious. Yeah. That is freaking this is amazing.

SPEAKER_04 55:43

Real bananas.

SPEAKER_01 55:44

I can taste that. Thanks. It doesn't taste fake.

SPEAKER_04 55:47

Yeah, thanks. I stick my finger in all the drinks too, it helps.

SPEAKER_01 55:50

Okay, good, yeah. It has a tartness. I was gonna mention that. Um from vaginas to coffees, does that represent your personality?

SPEAKER_04 55:57

It really does. Sometimes I say things and I'm like, not the right crowd. Um, but it really is just me. That is, yeah. And I did go from vaginas to coffee, and I am so glad that I did. And I actually, yeah, just I just got out of bronze bunny entirely. So nice. Congratulations. Thank you. I am all, all in on coffee dose now, and it is like the most exciting thing ever for me.

SPEAKER_01 56:22

Oh, pretty freaking cool brand to be all in on. I have a new hotel idea.

SPEAKER_03 56:25

Oh my god.

SPEAKER_01 56:26

We call it the refill. Tagline take as as needed. The room service is called the dispensary, the bar is called the fill station, the spa is called the ward, the lobby is called the waiting room, the pool is the recovery, loyalty program refills, the restaurant's called side effects, the concierge service is called second opinion, do not disturb signal state treatment in progress. The mini bar will have a note that says use as prescribed. Cancellation policy says we know relapses happen. Would you want to go in on go in with me on that?

SPEAKER_04 56:57

Um, yes, please. That's so fun. That is my dream, by the way.

SPEAKER_01 57:02

Mine too.

SPEAKER_04 57:02

Hotel.

SPEAKER_01 57:03

Hotel.

SPEAKER_04 57:04

I am a professional hotel stayer. I'm really good at it.

SPEAKER_01 57:07

Yeah, I am by default, but yes.

SPEAKER_04 57:09

Okay.

SPEAKER_01 57:10

Yes, so I am always like, because I am like I told you, I'm all about immersion, right? Yes. And like, no, you cannot get more immersive than a hotel. Right? It's just there's something magical about it. What's your favorite?

SPEAKER_04 57:21

I love it.

SPEAKER_01 57:22

What's your top hotel?

SPEAKER_04 57:24

Yeah. God, there's so many. Okay, well, I love the Lafayette in San Diego because I love consortium. That's check that out. That group, okay. It's it's amazing. They spent a lot of money on it. It has way too much food and beverage. I have no idea how they're running that operation. Every time I go, I am just like, how are you running this operation? Like, I need to know who do I talk to. Right. Because it looks bananas. Um, they also have a diner in there that's really cool. I take my kids there. It's it's it's so amazing. You have to go. I mean, it's so close to here.

SPEAKER_01 57:56

Right, done. Do a little staycation. For sure.

SPEAKER_04 57:58

Um, but I've stayed at hotels all over the world. I mean, I I stay at this place called Miramalfi and uh in the Ammalfi coast. That was amazing. Um I mean, we can't go wrong with that backdrop, but honestly, I love the Ace too because well, it's nostalgic for me, but the thing that the Ace does so good, maybe not so much anymore because it has new ownership and it's not as good, but um, everything there's a takeaway everywhere you go, right? So you know, you've your matches, your spa menu, your like everything that they did with their branding, it like I want to take all of that home, and that's how you know you did a great job with 100% all of that, and that is so important. Like the notepad, like everything has like a little piece of fun, and I want to take all of that with me.

SPEAKER_01 58:49

That's full immersion, right? Yeah, like it's all it's like telling a story almost.

SPEAKER_04 58:53

Yeah, our hotel is gonna be so great, by the way.

SPEAKER_01 58:54

I I can't wait. Yes, I know like is it gonna be my name or your name first, though?

SPEAKER_04 58:59

I could care less.

SPEAKER_01 59:00

So my name.

SPEAKER_04 59:01

I just want to be a part of it.

SPEAKER_01 59:03

Okay, I want to read a couple quotes to you to see if you just I want to get your feedback. Okay. Just tell me what you think. If you try to be everything to everyone, you'll end up being nothing to no one.

SPEAKER_04 59:11

Oh, so good.

SPEAKER_01 59:12

What do you think about that though? Does that apply to coffee dose?

SPEAKER_04 59:15

I mean a thousand percent.

SPEAKER_01 59:17

That is coffee dose. Because I even like now in this moment, you're like, we're for the women, right? And it's like, I love that, right? Because I I I think people try to be everyone to every every everything to everyone.

SPEAKER_04 59:28

Yeah.

SPEAKER_01 59:28

And I love that you're just like niche down because guess what? I'm still going, right?

SPEAKER_04 59:32

Like I and there's so many other options. Like we had a review, people think it's fake, but it's a real review. It's like, if you don't have a sense of humor, try Starbucks. It's that's at the door. Yeah, I know. You do have to have a sense of humor, you know.

SPEAKER_01 59:45

And I love that you guys, I love I tell people this by the way, I can't tell you how many people I've told this too, where I'm like, you guys post your one-star reviews and like frames, you know.

SPEAKER_04 59:54

Like the one that's written by Karen, people think that that's fake. Oh, really? Not only that the review is fake, they think that that Karen P that wrote it is a fake. It's that is so real, and I wish I could make it up, but it was so good. We had a viral Karen TikTok video. I heard about that. So good.

SPEAKER_01 1:00:10

Yes, like 800,000 views or something. Yeah. Don't learn to walk by following rules. You learn by doing and by falling over. Has it been your experience?

SPEAKER_04 1:00:20

Yeah, for sure. I mean, we started this with absolutely no experience, so yeah.

SPEAKER_01 1:00:25

Yeah, you're like, what do we do?

SPEAKER_04 1:00:26

Yeah.

SPEAKER_01 1:00:27

The restaurant is not about food, the restaurant is about the people.

SPEAKER_04 1:00:30

Yeah.

SPEAKER_01 1:00:31

Do you guys live by that philosophy?

SPEAKER_04 1:00:32

A thousand percent, yeah. And we'd be nothing without our customers.

SPEAKER_01 1:00:39

That's great. I just don't it's yeah, I know it's like I just it's like crazy to me. I don't, I just, it's just the entitlement sometimes. I don't get it. Um if your actions inspire others to dream more, learn more, do more, and become more, you are a leader. Do you agree with that?

SPEAKER_04 1:00:55

Yeah.

SPEAKER_01 1:00:56

Do you live by that?

SPEAKER_04 1:00:57

I do. I would say I'm very inspiring.

SPEAKER_01 1:00:59

Yeah, because you told me right away, right? You're like, I encourage people to be entrepreneurs. And you know, just banking off that because you're talking about things being like scary and stuff like that, like that's what I do feel like that's kind of that's not kind of that is one of my missions is to wake this generation up as much as we can to get out of their like bubble and their in the in their paycheck to paycheck mentality. And I think we owe it to them, right? Especially as like an entrepreneur, we owe it to them to like wake them up, right, and give them as many tools as possible to be successful. Because there was a point when I didn't have an entrepreneur mindset and I was just paycheck to paycheck, and I remember like all that mattered was me making this$120 a night on the shift. Like that was so important. That's what mattered the most. And I it it was like just so the mindset was so broken, right? Yeah, and then when you see things differently, it opens your mind to like do different things, and I think for people that don't want to dream big, it's like, well, that's okay.

SPEAKER_04 1:01:50

Uh that's what's gonna separate us, and I was put here to do great things, and that's what I'm gonna continue to do, and that's where I feel the most safe is doing the crazy shit. I love it.

SPEAKER_01 1:02:03

Yeah, once you kind of like um step off the ledge a little bit, right, and look over, um, you know, it doesn't it stops kind of getting super scary, right? Yeah, you don't build a business, you build people, and the people build the business. San Diego and Palm Springs are gonna be the crux of that. Yeah. In a good way, you got this for sure. But yeah, you're that's really where that quote's really gonna come into place. Yeah, the best marketing strategy ever is care. Yeah, you agree with that?

SPEAKER_03 1:02:31

Yep.

SPEAKER_01 1:02:32

I so my wife um went into your went into coffee dose in uh um Irvine. Irvine, no, Newport, and someone spilt something on her sister. Oh one of your employees. Oh yeah, and you were there.

SPEAKER_03 1:02:49

What?

SPEAKER_01 1:02:50

And you came up and you were like, oh my gosh, and you were like, let me get you some napkins and this and that, and you were like, I'll you know, like we can try to clean the street for you, and she was cool. She's like, No, I don't, it's fine. Like it was like Lululemons or something, and they were like, you were so amazing. Like as an owner, and you come up and like you cared, like they felt like you genuinely cared about the situation, and then they said you like reamed that employee and like fired her on the spot. I'm joking.

SPEAKER_04 1:03:14

Totally joking, fired them later. That's why I wish I could be there for all of those moments.

SPEAKER_01 1:03:20

Right. Oh yeah, you were well.

SPEAKER_04 1:03:22

Thank God.

SPEAKER_01 1:03:23

Yeah, exactly.

SPEAKER_04 1:03:24

So it's would have been a different story, yeah.

SPEAKER_01 1:03:26

But yeah, so they were like, and that's when I was like, I was like, that's when I said I want to interview you. And then like a month later, we were in coffee dose. You notice we go there a lot. We were in coffee dose, and uh, you were there, and she was like, That's the owner. And I was like, That's the owner, and that's when I approached you. I don't know if you remember. I do, yeah, and you were like so much, you're so like I because I tapped her on her shoulder and she like turned around, she's like, Yes. And I'm like, I have a podcast, and she's like just totally like what's going on right now, like and then but then you were like, Okay, cool. Like you were like, just hit me up at the Coffee Dose website.

SPEAKER_04 1:03:58

That's right, I do remember now. Um it's meant to be now, yeah, exactly.

SPEAKER_01 1:04:02

Now you're here. Um, all right, cool. Well, did you want to add anything else about San Diego Plum Springs?

SPEAKER_04 1:04:09

Please support these new stores because uh we're going in a new market and a lot of people know us. Sean is helping, but you know, a lot of people don't know us, and um, I'm really excited to like tap into that community. I heard it's an amazing community of moms just like me that are bored and tired of stale experiences, and we are going to liven things up.

SPEAKER_01 1:04:33

I don't see how you don't you guys don't crush it, like absolutely in both markets. Like San Diego is gonna be like stealing candy from a baby in my life.

SPEAKER_04 1:04:41

And Encinitas is such an underserved area, particularly where we're going, and so I'm just so happy to like open up and just wow these people.

SPEAKER_01 1:04:50

Yeah. Well, what piece of advice would you give a brand new coffee shop owner who's about to open their very first day, they're walking the door tomorrow? What advice would you give them? One piece of advice.

SPEAKER_04 1:04:59

You have to just figure out how you're gonna separate yourself from the rest. You need to wow these people, they can go anywhere. There is coffee shops on every corner. What's making you different? How are you gonna stand out?

SPEAKER_01 1:05:11

Wait, before you go, I forgot to mention, right? You just got all this information. Sounds awesome. What do you do with it, right? How do I apply it into my business? Well, like I said before, I'm hosting a live event where I'm gonna show you how to do it, and it's absolutely free. So you got the information. Now I want to show you how to implement in your business and make it stick absolutely free. You're gonna get a free workbook that you can fill out that you can take action with. You just gotta show up. For more information, see the link down below and keep kicking ass.