In this episode of The Entrepreneur Experiment, Gary sits down with Alan Andrews, the unapologetically honest founder behind Old Barracks Roastery and Guji Coffee Bar. Known for his bold social content and Ireland’s most controversial coffee shop (no kids allowed, dogs welcome, €15 cups of coffee), Alan lifts the lid on the real cost of starting and scaling a successful hospitality business.

He breaks down the myths that plague the coffee industry — from delusional €10K startup budgets to the glorification of hustle culture — and explains why €100K is the minimum buy-in for building a sustainable, profitable coffee business. Alan also shares the deeply personal reasons behind his adults-only policy, how he prioritises family without sacrificing growth, and why honesty (not trends) should drive your brand strategy.

This episode is a masterclass in branding, business modelling, and living by your values — one cup at a time.

Show Notes:

In this episode, we cover:

☕ The Real Costs of Starting a Coffee Shop

• Why €10K won’t cut it, and what you actually need to spend

• How Alan built a coffee bar in Limerick for €100K — and what that buys you

• The weekly turnover benchmark every shop needs to survive: €10K

📈 Sustainability in Hospitality

• Are you building a job or a business?

• The industry’s problem with low-barrier entry and poor planning

• Why coffee deserves the same pricing architecture as wine or steak

🔥 Polarising Branding & Standing Out

• The €15 coffee that sparked national debate

• Adults-only cafes: creating intentional spaces for deep connection

• Why Alan doesn't care if everyone likes him — and how it’s his superpower

🎯 Transparent Social Media Marketing

• Alan’s viral TikToks on coffee costs and customer misconceptions

• How to win on social in 2025: go real, go niche, get honest

• "The customer isn’t always right — sometimes they’re just not your customer."

👨‍👧 Entrepreneurship & Fatherhood

• The hidden reason Alan created a kid-free cafe

• How divorce and co-parenting shaped his time philosophy

• The ultimate goal: build a business that doesn’t cost you your family

💬 “You didn’t even buy yourself a job — you bought yourself a trap. You’re working 14 hours a day, making no money, and calling it entrepreneurship.”

Links & Resources:

• Visit Old Barracks Roastery (Birdhill): https://oldbarracks.ie/

• Follow Alan on TikTok: @oldbarracksroastery
  
  Subscribe to our newsletter for weekly inspiration on Business, Brain and Body, as well as exclusive events, courses and more, straight to your inbox. It's free! https://www.mrgaryfox.com/subscribe-1
  
  ---
  Visit my partners
  
  Enterprise Ireland: https://bit.ly/EIreland
  Azure Communications: https://bit.ly/azureEE
  Nostra: https://bit.ly/3HHwSMo