Keys To The Shop : Equipping Coffee Shop Leaders

Keys To The Shop : Equipping Coffee Shop Leaders

Chris Deferio

53 minutes 18 seconds

522: Why Celebration and Specialization Make Coffee Better w/ Tim Williams of Fieldwork Coffee and The World Aeropress Championships
Over the years, our collective philosophy and approach to coffee has taken many forms as we learn more about what the industry needs to thrive. We as individuals evolve our thoughts and views of coffee often starting with hubris and a strict puritanical view, then opening up to a wider, simpler, generous, and maybe even humble stance on the various ways coffee can be enjoyed and communicated.

Today we are talking about one such journey with the Founder of Fieldwork Coffee and Director of the World Aeropress Championships, Tim Williams!

Tim Williams is the director of the World AeroPress Championship, and founder of Melbourne’s Fieldwork Coffee.

Since the early 2000's, Tim’s worked across a range of roles, including Workshop Coffee and Square Mile Coffee Roasters in London, and Intelligentsia Coffee & Tea in Los Angeles.

On the sidelines, Tim’s collaborated on a number of coffee initiatives including helping to develop Maison Kitsuné’s ’Cafe Kitsuné, launching the Gitesi Project, and as a founding member of Coffee Common.

Today, Tim lives in Melbourne and divides his time between Fieldwork Coffee, the World AeroPress Championship, running a small charity in rural Rwanda, and raising three kids with his partner, Leah.

We talk about:
- Tim's journey into coffee
- The exploding London coffee scene
- The shaping forces of competitions and camaraderie
- Absolutism in coffee culture and its pitfalls.
- Understanding coffee requires recognizing its agricultural nuances.
- Tim emphasizes the importance of hands-on experience in coffee roasting.
- Cupping coffee critically is essential for quality control.
- Tim's philosophical shift from conquering coffee to celebrating its complexities.
- Why specialization allows for deeper expertise in coffee.
- Innovative approaches can streamline coffee release processes.
- Customer expectations are shaped by consistent quality.
- Why critical feedback is s necessary for growth in the coffee industry.
- How the World Areopress Championships champion fundamentals.
- The argument for taste as the most important aspect of coffee.
- Understanding brewing variables enhances coffee quality.
- How nuance in coffee brewing leads to better results.
Links:

www.worldaeropresschamionship.com

@aero.press

@fieldworkcoffee

Related episodes:
ATTENTION CAFE OWNERS w/ 2+ Years of running your brick and mortar....

-

LOOKING FOR A COMMUNITY OF SUPPORT, ACCOUNTABILITY, INSIGHT, AND ENCOURAGEMENT?

-

The Key Holder Coaching Group master-mind are now taking new applicants for our 4th cohort launching in march!

Click below to fill out your application now!

KEY HOLDER COACHING APPLICATION

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

[email protected]

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
1 February 2025, 10:47 pm
48 minutes 45 seconds

521: Founder Friday! w/ Bow Smith of Rowan Coffee, Asheville, NC
Coffee shops are created through intention and reflect the values and often the personality of first the ones who begin them, and then those who work in them and the community that makes it their regular destination. There is a mix of service and transaction, with various layers of relationship built on trust.

Today on Founder Friday we explore the story of one coffee shop and roastery that does a great job embodying these elements to serve both the locals and tourists with warmth and provide a sustainable and fulfilling vocation for their staff.

Thrilled to welcome to the show, Bow Smith of Rowan Coffee!

Bow Smith is a coffee professional in Asheville, NC with nearly a decade of experience of barista work, roasting, and cafe management. Smith founded Rowan Coffee in 2020 with the goal of building a cafe and roastery grounded in integrity, hospitality, and creativity, while fostering fulfilling and lasting coffee careers.

In this conversation we talk about:
- Bow's Experience as a Coffee Pro and Teaching Coffee
- The Ephemeral Nature of Coffee
- The Collaborative Efforts in Establishing Rowan
- Trust Is Crucial and Leadership in Coffee Shops
- Why Empathy in hiring is crucial for enhancing customer experiences
- Why Consistency in product is important, but experience is equally vital.
- Creating a Unique Cafe Experience
- Resilience in Community After Helene
- Building Culture in Business
Links:

www.rowancoffee.com

Instagram: @rowancoffee

Related and recommended episodes:
ATTENTION CAFE OWNERS w/ 2+ Years of running your brick and mortar....

-

LOOKING FOR A COMMUNITY OF SUPPORT, ACCOUNTABILITY, INSIGHT, AND ENCOURAGEMENT?

-

The Key Holder Coaching Group master-mind are now taking new applicants for our 4th cohort launching in march!

Click below to fill out your application now!

KEY HOLDER COACHING APPLICATION

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

[email protected]

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
30 January 2025, 10:51 pm
12 minutes 52 seconds

SHIFT BREAK! The Two Kinds of Margin You Need in the Cafe
We all know that in order for a business to be sustainable, it has to be profitable. We need financial margin in order to deal with the unexpected expenses and events, provide opportunities for others, fund growth as needed, and yes, pay ourselves! But what other kinds of margin are there in the cafe that can be just as important?

Today on Shift Break we will be talking about why you need to maintain margin both in you finances and also with your energy and focus. In order to even begin benefiting from a thriving coffee shop, you and your people need to personally thrive.

Be sure to listen to the episodes linked below...

Related episodes:
ATTENTION CAFE OWNERS w/ 2+ Years of running your brick and mortar....

-

LOOKING FOR A COMMUNITY OF SUPPORT, ACCOUNTABILITY, INSIGHT, AND ENCOURAGEMENT?

-

The Key Holder Coaching Group master-mind are now taking new applicants for our 4th cohort launching in march!

Click below to fill out your application now!

KEY HOLDER COACHING APPLICATION

INTERESTED IN 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

[email protected]

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
28 January 2025, 12:12 am
40 minutes

520: Tips For Great Workflow and Bar Presence
Workflow and bar presence are the necessary foundation on which coffee shines.

Lately I have been doing a lot of cafe design and training work. One of the central themes of training and design is that both the space and the people using it are effective in their role. Once the bar is built, it falls on us to bring it to life with our actions. Having a great bar presence and workflow is not just about efficiency, it is part of the substance of what our businesses are built on and without it, we are frustrated and held back in our ability to receive and give a great experience in the coffee shop.

Today I want to share with you some tips on how you can conduct yourself and train your team to have workflow that works and a presence behind the bar that keeps you in control, confident, and able to communicate to the customer what you intend to communicate, not the desperate and frenetic feeling we tend to broadcast when or shops are busy.

Coffee and coffee people's success both rely on professionals to dial in their tools AND themselves to produce something of worth that grows in demand and sustains the whole.

How we work matters and I hope today's episode helps!

Related episodes:
ATTENTION CAFE OWNERS w/ 2+ Years of running your brick and mortar....

-

LOOKING FOR A COMMUNITY OF SUPPORT, ACCOUNTABILITY, INSIGHT, AND ENCOURAGEMENT?

-

The Key Holder Coaching Group master-mind are now taking new applicants for our 4th cohort launching in march!

Click below to fill out your application now!

KEY HOLDER COACHING APPLICATION

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

[email protected]

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
27 January 2025, 8:00 pm
12 minutes 52 seconds

SHIFT BREAK! Cortado Confusion
As most of you know, Starbucks has once again coopted a traditional drink and introduced it to their menu as a part of their "Back to Starbucks" campaign. The cortado, a 4 oz espresso and milk drink originating in Spain, has been a staple menu item in specialty coffee for decades. Only now it appears on the Starbucks menu as an 8oz drink. Of course we are all bracing for the wave of customers requesting a Starbucks fun-house- mirror version of this drink, much like the macchiato. But there is a whole lot more to discuss than just the bizarro versions of drinks we have to navigate.

Today on Shift Break we will be talking about why this attempt at winning back trust with new drinks and branding efforts is a hollow but very familiar practice not reserved only for corporate giants who have lost their way. We too engage in this activity more than we'd care to admit. Let's go beyond the commiseration and talk about what we can learn from this moment in coffee and use it for the greater good

Related episodes:
ATTENTION CAFE OWNERS w/ 2+ Years of running your brick and mortar....

-

LOOKING FOR A COMMUNITY OF SUPPORT, ACCOUNTABILITY, INSIGHT, AND ENCOURAGEMENT?

-

The Key Holder Coaching Group master-mind are now taking new applicants for our 4th cohort launching in March 2025!

Click below to fill out your application now!

KEY HOLDER COACHING APPLICATION

INTERESTED IN 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

[email protected]

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
22 January 2025, 3:17 pm
1 hour 1 second

519: The World of Coffee People w/ Ryan Woldt of The Coffee People Podcast
Many, dare I say, all of us, who fell in love with coffee can trace our beginnings to a moment when something we experienced in the cup surprised us with its depth and character. It was a catalyst that set us off in the pursuit of understanding and experiencing that kind of moment again and again.

People are the same.

Ubiquitous en mass, until you get to know the individual and through relating their stories and experiencing their character, we are often surprised by a depth that begins to teach us that there is more to them and we can, if we allow ourselves, begin to pursue that experience again and again in our own conversations, or by providing a platform for those conversations to take place. Like a coffee house. Or in the case of today's guest, a podcast.

Ryan Woldt is a Wisconsin-born author, entrepreneur, and creative maker. He is currently the producer and host of the Coffee People and Coffee Smarter podcasts and a brand ambassador for Roastar, Inc., a coffee packaging company.

Ryan is a self-described creative raccoon, always reaching for the next shiny creative project to add to his current collection. Having grown up in a family restaurant, he has continued to keep a foot in the door of the hospitality space for more than three decades.

His passion for collaboration overlaps with his desire to make things. He is particularly drawn to projects in the hospitality space and recently launched a coffee collaboration celebrating the language of the Midwest called Yeah, No...Yeah Coffee with Minneapolis-based roaster Relative Coffee Company.

(Ryan currently lives with his wife and dog in Southern California, where he procrastinates before deadlines by drinking coffee, riding his bicycle, or reading a book.)

Today we get to hear Ryan's story of hospitality, creative pursuits, personal challenge and victory, and what he has learn creating a platform for the story behind the people of coffee.

Links:

Roast! West Coast Newsletter* - Signing up is the best way to support our effort.

R!WC Youtube - video podcasts coming soon. 1st release 1/22/2025

Coffee People on Spotify

Coffee People on Apple Podcasts

Yeah, No...Yeah Coffee (Direct Link on Relative shop)

Coffee + Cactus Coloring Book

One Wild Life Co.

Roastar

Related episodes:
ATTENTION CAFE OWNERS w/ 2+ Years of running your brick and mortar....

-

LOOKING FOR A COMMUNITY OF SUPPORT, ACCOUNTABILITY, INSIGHT, AND ENCOURAGEMENT?

-

The Key Holder Coaching Group master-mind are now taking new applicants for our 4th cohort launching in march!

Click below to fill out your application now!

KEY HOLDER COACHING APPLICATION

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

[email protected]

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
20 January 2025, 9:12 pm
49 minutes 50 seconds

RoR #31: New Season! Should You Pre-blend Your Green Coffee or Blend Post Roast? w/ Bryant Banker Scannell or Relative Coffee Co.
Whether it started purely as a quest for efficiency, or as a way to achieve consistency in a blend, pre-blending green coffee is a pretty staple practice for coffee roasters. The alternative, and perhaps original way of blending is the classic post-roast blend whose adherents tout its ability to give them ulitmate control of each coffee and thus better quality.

Whether you do one or both of these methods of blending in your roastery, it always helps to explore the why behind them, and talk about the possible benefits and drawbacks of each.

To help us understand this more I am thrilled to bring on to the show roasting educator extraordinaire and founder of Relative Coffee Co., Bryant Banker-Scannell!

Bryant has helped launch the coffee careers of hundreds of new roasters through his work as lead roasting instructor and the heart of the in-house roastery at Mill City Roasters®. He also owns and operates Relative Coffee Co. which combines his passion of roasting, design, and photography to create a fun and tasty coffee brand. Based in Minneapolis, Bryant has worked in cafe and roasting positions since 2011. With over a decade of roasting experience, he believes coffee should be approachable, fun, and unique to your experience in the industry.
We discuss:
- Bryant's Beginning in Coffee
- Education Based in Reality
- The Art and Science of Coffee Roasting
- The State of Blending Coffee
- Omni-Roasting vs. Individual Characteristics
- Pre-Blending vs. Post-Roast Blending
- The importance of Quality Balanced with Efficiency
- The Importance of Heat Management in Roasting
- Post-Roast Blending: Advantages and Considerations
Links:

www.relativecoffeeco.com

Instagram: @relativecoffeeco

Related episodes:
Our Sponsor for Rate of Rise!

www.millcityroasters.com
18 January 2025, 10:30 pm
8 minutes 17 seconds

SHIFT BREAK: Don't Rely on Brand Identity
Does this sound familiar? "You should shop here because we are local! ...or we support this cause! ...or we have this association!"?

While our identity and associations in the community are beautiful and add depth to what customers might love about you, too often we can use these things as means to solicit support in ways that are as though we are guilt trip on people. There are many issues that arise from this that could damage not only your business but the thing you may want to support or represent.

Today on Shift Break we will be talking about why no matter the nuances of your unique business, your success and value proposition needs first be the quality of how you serve in the cafe, then the nuances and details of the why will be best represented.

When you get the order correct, this leads to a better chance of serving that cause and the community you want to support or reach.

Related episodes:
INTERESTED IN 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

[email protected]

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
15 January 2025, 10:00 pm
51 minutes 39 seconds

518: How to Run a Coffee Shop w/ Meaningful Hospitality
Even with all the conversations and tools available to us around the subject of hospitality, it is easy to engage in the pursuit of it in a way that ends up not resonating and lacks meaning. We can go through the motions, inspired as we are by the example of others, and not see the magic we assumed would follow our efforts. So, what does running a coffee shop with meaningful hospitality look like?

Today we are going to deep dive into this subject and breakdown for you in detail the areas, levels, and methods for engaging in and cultivating meaningful hospitality both across the bar and behind it.

We cover:
- How meaningful hospitality as a lifestyle and conviction.
- Why aligning business values with operations is crucial
- Recognizing and rewarding positive actions
- How building trust takes time and consistent effort
- Every interaction should validate the customer's significance.
- Why protection and accountability is important in meaningful hospitality
- Where patience and understanding human needs is fit in effective hospitality
- Understanding individual needs is crucial for effective service
- Why systems should support the values of the business
- Consistent application of standards is essential for fairness
- Mutuality and co-creation enhance the hospitality experience
- Why emotional metrics are as important as numerical ones
- Continuous learning is vital for hospitality providers
- Letting go of outdated practices is necessary for growth
This was originally a talk developed for a webinar put on by our coffee friend, Sarah Naylor of Day Break Coffee cart.

See the link below to learn more about what she does!

Link:

www.daybreakcoffeecart.com

Related episodes:
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

[email protected]

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
13 January 2025, 6:12 pm
8 minutes 31 seconds

SHIFT BREAK: Back to the Basics
The value proposition of a coffee shop is not a complicated one. Kind service and hospitality in a clean and well organized space serving consistently great coffee. Boooring! At least that what it seems like we must be thinking. Why else would we be so obsessed with the new and novel at the expense of mastering the basics?

Today on Shift Break we will be talking about why we should always focus our best energies and focus on the basics that effectively provide guest and staff with a fulfilling experience.

It's not about entertaining ourselves with novelty and complexity as though we are too cool for the basics, its about hosting and serving others through the basics.

Related episodes:
INTERESTED IN 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

[email protected]

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
6 January 2025, 8:30 pm
52 minutes 35 seconds

517: Culture and Connection Through Coffee Spaces w/ Armen Alajian of Arto Brick
The act of creating a space is the core existence of the coffee shop operator. The way we set our minds to the task of serving through selecting colors, textures, material, ingredients, and of course our words and actions. This all creates a singular experience we call a cafe. Today's guest has a deep appreciation for and experience helping people build these spaces, quite literally one brick at a time.

I am so pleased to welcome to the show, Armen Alajian of Arto Brick!

Armen Alajian is a self-described dreamer and maker with a passion for making and merchandising products that help others create spaces of hospitality and warmth.

He co-owns and operates Arto, a handcrafted tile business based in Gardena, California, part of the greater Los Angeles area, alongside his brother, Varoujan (Vod). Through his work, Armen aims to inspire and support the creation of beautiful, welcoming environments that bring people together.

An Armenian-American with roots in Egypt, Armen draws on his rich cultural heritage and lifelong dedication to faith, family, and craftsmanship. Together with his wife, Sally, he is raising eight children, attempting to instill in them a sense of responsibility, creativity, and an ownership mindset. Sally is Armen’s steadfast partner in both life and purpose, supporting his vision of building meaningful connections through his work.

Guided by the principle to “Set and surpass expectations”, Armen combines his love for making with an unwavering focus on service. His goal is not just to build products but to build connections—creating tools for others to design spaces where people can gather, share, and thrive.

In this conversation we learn about:
- Arto Brick's history of craftsmanship.
- Why we should look to create unique spaces
- Why commerce is an integral part of culture and community building.
- How intentional design can create peaceful and inviting spaces.
- Material choices significantly impact the overall experience of a space.
- The idea that he people involved in a space contribute to its atmosphere.
- The importance of every element in a space working together harmoniously.
- How understanding customer intentions leads to better design outcomes.
- Unique manufacturing processes can create a sense of magic in products.
- Company culture and employee satisfaction / retention.
- Why we need gratitude in our hospitality
- Creating spaces of peace enhances customer experiences.
- Why community and connection are vital in the workplace.
- Striving for high aspirations and key learnings for leaders
Links:

www.arto.com

Instagram @artobrick

Related and recommended episodes:
INTERESTED IN 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

[email protected]

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
6 January 2025, 7:00 pm
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