How This Distinctive Espresso Cafe Is Brewing Success

On this ongoing sequence, we’re sharing recommendation, ideas and insights from real entrepreneurs who’re on the market doing enterprise battle every 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 learn the way 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 at all times joke that I went from vaginas to espresso. I am a grasp connector, and I used to be attempting to attach totally different small espresso operators in my space to hyperlink up with my buddy who was opening a hair salon. I believed it will be an awesome idea to have espresso and hair. Properly, that did not work out and I could not discover anybody curious about taking an 85-square-foot espresso bar, so I believed, effectively, I can model something and promote something so let’s strive 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 the moment and we have now 5 areas and we’re on the brink of hit our subsequent development part and we’re in search of a giant strategic associate.

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What’s totally different about Espresso Dose?
And we’re a really enjoyable espresso model. Our authentic latte is 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. The whole lot is made contemporary every day and lots of of our lattes have well being features like turmeric, collagen, and charcoal. We name ourselves vibe sellers as a result of we’re basically drug sellers. We’re giving the group medicine all day lengthy. We now have those that come again for a number of drinks in a day, and I did not need folks to eat only a bunch of crap like what’s presently on the market out there. Like Starbucks, think about consuming that twice a day, seven days per week? It will kill you. So I needed to make actually good espresso with actually good substances and serve scrumptious meals in a enjoyable area. Actually, it is only a fucking vibe.

Picture credit score: Mike Carreiro

Have you ever had “actual jobs” earlier than going the entrepreneur route?
I’ve mainly been an entrepreneur my complete 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 at all times attempting to transform how they managed the workers. 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 at all times had desires of doing my very own factor. I actually love branding — taking one thing that may very well be tremendous easy or one thing that we use each day and placing a spin on it that makes it particular.

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What are a number of the challenges of beginning your personal espresso store model?
We’re very disrespected within the coffee industry. And that is okay! The espresso group could 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 in the future, however proper now I’m targeted on getting folks by way of the door. So to try this, I knew we needed to be distinctive. I might hate to return out and have folks say oh, effectively, you understand, 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 if you order your eggs and toast, they arrive on a plate that claims “Fuck mornings.”

What’s your outlook for this development part?
I am actually stoked to seek out the proper associate as a result of I need these in every single place. It will 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 stated that it takes 10 years to develop into an in a single day success, and I really feel like I am dwelling 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 appears to be like like down the highway, 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 going through powerful selections?
In relation 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 consider in all that loopy shit. Should you suppose it, it can 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 at all times sending him inspiring podcasts and quotes from books. However I feel for actual entrepreneurs, all of us stay in that area, proper?

Have you ever had any impactful mentors alongside the way in which?
One in all my largest mentors is Alli Webb, the founding father of Drybar. She’s been a extremely shut buddy and a extremely nice mentor. She’s a visionary founder who believes that so long as you place the best 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 thought. I really like surrounding myself with folks like that.

Picture 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 lodge stayer. I like to journey and that helps hold 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 main points about some grisly demise and I am like, ‘What am I doing? That is horrible!’ I feel I really like the abuse. Working with caffeine and listening to homicide podcasts shouldn’t be a recipe for a superb night time’s sleep.