With coffee fueling the shop floor, can it also fuel the future of manufacturing?

This week, Matt Kirchner is joined by ShopFloor Coffee Co-Founder Mike Franz as they explore the intersection of coffee, manufacturing, and workforce development. What started as a side project quickly became a nationwide movement to support technical education and career awareness in manufacturing—all through a product that shop workers already know and love.

From the early morning rituals of manufacturing professionals to the power of branding that truly speaks to the industry, Mike shares how ShopFloor Coffee is brewing up more than just bold blends. With 20% of proceeds going directly to workforce initiatives, this isn’t just about coffee—it’s about investing in the next generation of makers and doers.

Listen to learn:

• Why coffee is more than just a drink—it’s part of manufacturing culture
• How ShopFloor Coffee’s fundraising model outperforms traditional school fundraisers by putting more money back into technical education programs
• The branding strategy behind blends like “Red Shop Towel” and “First Shift” that instantly resonate with manufacturers
• Why Metallica is making a surprising impact on the future of technical education and workforce development (hint: it’s not just about the music)
• The surprising number of robotics teams in one U.S. state (hint: it beats high school hockey!)

3 Big Takeaways from this Episode:

1. Coffee culture runs deep in manufacturing.
Early mornings, long shifts, and breakroom conversations—coffee has always fueled the shop floor. That’s why ShopFloor Coffee uses it as a bridge to workforce development, helping manufacturers invest in the next generation while enjoying a better cup of coffee.

2. Workforce development has an awareness problem.
Despite countless initiatives, many students and employers don’t know about the programs designed to connect them. ShopFloor Coffee is directing funding to organizations like FIRST Robotics, FAME, and Metallica's All Within My Hands foundation to help close this gap—giving educators new opportunities to introduce students to careers in manufacturing.

3. Branding matters—speak the language of your audience.
When manufacturers hear Red Shop Towel or First Shift, they immediately recognize something familiar. ShopFloor Coffee’s approach proves that technical education programs can better engage students by framing opportunities in ways that resonate—whether that’s through pop culture, industry traditions, or hands-on experiences.

Resources in this Episode:To learn more about ShopFloor Coffee, visit:

 shopfloorcoffee.com

Remember, 20% of all proceeds go toward workforce development!

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