Keys To The Shop : Equipping Coffee Shop Leaders

I was invited to speak recently to a group of coffee professionals on the state of the industry based on what I have experienced through my consulting, career, and interviews. One of the main things I shared was that coffee quality in roasted form is at an all time high. But quality is embarrassingly low. The issue is not the coffee, equipment, access to information, or even money. It is a refusal to train staff and continue investing in their abilities to deliver quality. Today on Shift Break we will be discussing the urgent need for today's coffee shop to invest in and develop their staff with relevant and effective training. This has to be a priority and we are seeing the consequences across the industry as customers faith in our ability to deliver continues to decline and convenience innovations continue o go up. The solutions to your problems are not in tech, finance, or sourcing. It is in relationships, personal growth, and a culture of training that maximizes the value of each opportunity to represent the coffee well and serve the guest with excellence.

Related episodes:

• SHIFT BREAK! You Need to Avoid This HUGE Training Mistake!
• 527: Thoughts on How to Approach Training and Onboarding
• You Need to Prioritize In-House Training!
• Ineffective Training
• The Insult of Sink or Swim Training
• 339 : What Good Barista Training Produces

Click here to register for our new webinar!

"The Keys to the Shop: Principles for Cafe Success"

Tickets are limited and you will want to secure your seat soon!

CONSULTING + 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

Water for coffee. This is the biggest area of quality control focus that we must always monitor and check to provide constantly excellent coffee. Learning about water can come from various sources and for many busy operators it is tempting to learn a couple things and use that knowledge forever vs continually learning and gaining just as thorough an understanding of water as you do with coffee.

Thankfully we have a resource like the book Water for Coffee that has been created and is now in production of the 2nd edition! Today we talk with returning guest and co-author of Water for Coffee, Maxwell Dashwood! We will cover:

• The background and evolution of the book "Water for Coffee"
• What has changed in the upcoming new edition
• "Built water" is great, but not always
• Water's role in affecting coffee flavor
• How mineral salts change coffee taste
• The case for natural water offering more complexity
• Why different waters are required for different methods of extraction
• The need to open ourselves to the nuances vs dogma

Links:

Get the new book: Water For Coffee

https://www.instagram.com/mcolonnadashwood/

Click here to register for our new webinar!

"The Keys to the Shop: Principles for Cafe Success"

KEYS TO THE SHOP ALSO OFFERS 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]

or book a free call now:

https://calendly.com/chrisdeferio/30min

SPONSORS

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

Here is why I am thrilled to be launching this live webinar called "The Keys to the Shop: Principles for Cafe Success".

The more conversations and exchanges we have where we get to clarify, fortify, and focus on excellence in things that matter, the better all our businesses become.

In the last almost 9 years KTTS has offered free content in the form of the 2x per week podcast to help operators steward and grow their business by focusing on people, operations, and quality.

Now we are prod to announce a new accessibly priced webinar that will specifically address those three areas and deliver insight, tools, and methods to achieve excellence so you and your people thrive in the running of your shop.

The Keys to the Shop: Principle For Cafe Success Webinar Date: December 5, 2025 at 12:00PM EST Length: 90 minutes (60 min teaching + 30 min live Q&A) Investment: $99 (includes workbook + 1:1 consultation for all who attend)

Here is what you will learn:

• One hour of focused content + 30 minutes live Q&A to give you practical insights and tools you can apply immediately to your cafe's operations, people, and quality.
• Develop operational values that guide hiring and unlock culture & performance
• Proven communication systems that produce clarity and buy-in from baristas
• How to be the leader and coach your staff needs
• Which cafe systems help manage the day-to-day business
• How to remain flexible and refine operations over time
• Best ways to schedule your time and organize your energy
• Establish and maintain quality standards and staff training for excellence
• Accountability and staying invested in your and your staff's development

Link to sign up:

CLICK HERE TO REGISTER WHILE THERE IS SPACE!

I hope to see you on December 5th!

-Chris

If you listen to every well meaning linkedIn post or biz hack YouTube video you can stand out so much that you actually lose touch with he foundation of your business. Today on shift break we will talk about ways to pursue more customer attention but in a way that reinforces your roots and foundations vs pulling you aways from them.

• Differentiation Takes Time!
• 559: Myths Coffee Shop Owners Believe Part 2
• 433: Winning Staff and Customer Loyalty
• 390 : 7 Ways to be Consciously Competitive
• Exclusivity is a Bad Strategy

CONSULTING + 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

Time for our last installment of live interviews from Coffee Fest 2025. This time from Orlando, FL USA! We are talking with four awesome professionals about everything from training and tasting, Florida coffee culture and barista work - to career dreams coming true through hard work and faith, and empowering your baristas with distributed management! First we are talking with Claudio Martinez! For Claudio, coffee has never been just a drink, it is part of his soul, rooted in his family's 70-year heritage in Honduras. That connection was reignited in Thessaloniki, Greece, where, under the mentorship of Tony Sebastian of I Heart Coffee Roasters, he embraced the beauty, tradition, and community that coffee represents. His first hands-on experience came in a small drive-through coffee shop in Ellendale, North Dakota, owned by a close friend. As a young barista, Claudio discovered the joy of serving others one cup at a time. That spark guided him forward, leading to opportunities with global icons such as Lavazza, where he worked as a trainer and educator, and later with List + Beisler, where he shared exceptional coffees as a green trader with roasters across the country. Each step nurtured his gratitude and reinforced his belief in coffee as a bridge between cultures and communities. Today, as the driving force behind Golden Bush Coffee, Claudio channels that lifelong passion into supporting food and beverage communities throughout Florida and beyond. His mission is grounded in humility and purpose, guided by the belief that coffee is never just about what's in the cup—it is about people, stories, and the connections it creates.

Links:

https://goldenbushcoffee.com/

https://www.instagram.com/goldenbushcoffee/

Next up we feature Vanessa Jaramillo! Vanessa Jaramillo is the Regional Events & Operations Coordinator for Florida Coffee Culture, where she helps connect and celebrate the people behind Florida's growing specialty coffee scene. As a Colombian-American, Vanessa's connection to coffee began long before she became a barista — she visited origin before ever working behind a bar. After discovering specialty coffee in Australia during her gap year, she returned to Florida with a deep passion for community and storytelling. With three years in the coffee industry, Vanessa has immersed herself in every part of the craft — from cuppings and throwdowns to competitions and community events. She's driven by the belief that coffee is a universal connector that brings people together from all walks of life.

Links:

https://www.flcoffeeculture.com/

https://www.instagram.com/floridacoffeeculture/

We then turn to chat with Maria Esther Lopez Thome! María Esther is the Co-Founder and Co-Creator of Coffea School, a Coffee & Tea Training Center located in Miami Gardens, Florida. Lawyer, with Master in Tax and Administrative Law. Q-Instructor. SCA Authorized Trainer in the entire Coffee Skills Program, from seed to cup. SCA-ReCo Fellow. SCA Technical Standard Committee Fellow, 2016-2018. CQI Q-Processing Professional. CQI Quality Evaluation and Post-Harvest Processing Assistant Instructor. CVA Program Trainer. Has traveled the world teaching about coffee: Venezuela, Peru, Ecuador, Colombia, Brazil, Argentina, Uruguay, Chile, Ethiopia, United States. Passionate about coffee and the incredible relationships that growth in within. A sustainability believer, always willing to learn more.

Links:

https://coffeaschool.com/

https://www.instagram.com/coffeacompany/?hl=en

Finally we round off the episode with a wonderful conversation with Katherine Morris! Katherine Morris is the Owner and CFO of Cherry Coffee Company in Fort Worth, Texas, which includes Cherry Coffee Shop, a values-driven neighborhood café, and Novel Coffee Roasters, a specialty roastery with a focus on intentional sourcing and private-label partnerships. With over 18 years of experience across finance, nonprofit, and hospitality, Katherine blends operational know-how with a people-first approach to leadership. At Cherry, she introduced a shared management model that empowers baristas to lead key areas of the business — from coffee development to inventory — helping create a resilient, collaborative team culture.

Links:

https://cherry-coffee.com/

https://www.instagram.com/cherrycoffeefw/?hl=en

Click here to register for our new webinar!

"The Keys to the Shop: Principles for Cafe Success"

KEYS TO THE SHOP ALSO OFFERS 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]

or book a free call now:

https://calendly.com/chrisdeferio/30min

CHECK OUT FUTURE COFFEE FEST SHOWS!

WWW.COFFEEFEST.COM

In my live workshops with owners and teams, coaching calls with clients, and even in interviews here on the show run into many go-to habits that are replacements for healthy leadership. Today we are going to be discussing a few of these mindsets and habits that can easily be a sort of counterfeit for the real deal. The real nefarious thing about each of theses habits is the confirmation bias that makes them habits in the first place. It is my hope that, if you are practicing these things , you get to step away and see clearly the pattern and replace them with the genuine article. We cover:

• Worry
• Doubt
• Toxic grace
• People pleasing
• Indecision
• Rushing
• Dictating

Related episodes:

Encore Episode : 6 Truths about Power

Empowering Staff to make the right Call

074 : The Life Changing Power of Good Authority w/ Jonathan Raymond

Toxic Vulnerability : Barista care, leadership, vulnerability, thoughtful management, coffee culture, coffee family , professionalism

When Patience is not a Virtue

Why You Need to Back up Your Policies

184 : Making Great Business Decisions w/ Dave Stachowiak

Click here to register for our new webinar!

"The Keys to the Shop: Principles for Cafe Success"

KEYS TO THE SHOP ALSO OFFERS 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]

or book a free call now:

https://calendly.com/chrisdeferio/30min

SPONSORS

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

In our world of coffee shops we feel if we can get through the day without too many disasters or fires that we are doing well. The people we put into various roles adopt a similar mindset of avoidance of bad is equal to accomplishing good. but when you reflect back on your day and even career, when you have this mindset you are left with a bag full of air. No substance to show you did a good job because none of us were identifying and work toward specifics, we were working to avoid problems and accept vague generalities. Today on shift break we will be talking about how to set up yourself, and everyone else for success by defining the work and what a good job looks like so we can have sustainable work that fills us with the evidence of a good job, not just a bad job avoided.

Related Episodes:

• 172 : Why Tracking Performance is a Must!
• 489: Tips for Creating a Resilient Cafe
• SHIFT BREAK: How to Assess a Barista's Performance
• The One-on-One : How one meeting can dramatically impact your coffee shop's culture and morale.
• 244 : Top 10 Ways to Lose Employees

CONSULTING + 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

At this show we believe that the onus for setting people up for success and being the chief servant of those above them is squarely on the leader or owner of the cafe. they have more power, say, and responsibility. With that said we must not pretend that they are the only ones who have power, authority, influence or responsibility. Baristas also have these things and how well they do in their career or how good they feel about the work they do is in no small part based on stewarding the things they have taken on when choosing to represent the coffee, the company, and the well being of their co-workers and guest. How well a barista does here can determine what future leadership in cafes looks like. But there are some beliefs we need to address. Today on the show we venture into the world of myths that baristas believe and breakdown the nuances surrounding many assumptions that take root that are not always so helpful in producing the kind of positive change we want to see advanced in coffee.

We cover:

• The owner is probably exploiting you
• The cafe is where I get to express myself
• I don't owe anyone my emotional labor
• Customers are the worst
• educating myself in coffee and
• success in competitors means I am a good barista
• This is my bar

Related episodes:

• Baristas Are Not Magic
• 561: How to Motivate Baristas
• SHIFT BREAK! How Not To Be a Jerk When Training Baristas
• SHIFT BREAK: Evil Owners and Lazy Baristas
• The Barista Slump : Thoughts on how to deal with times of love-loss, uncertainty, hardship, and weariness in your coffee career
• 031 : Essential Advice for New Baristas : Tips to help you successfully navigate and thrive in your new coffee career
• Reasonable Expectations
• 014 : A Barista's Guide to Advancing: How to take full advantage of where you are and set yourself up for success in coffee

KEYS TO THE SHOP ALSO OFFERS 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

SPONSORS

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

Being a small roastery is beautiful thing. Agility, lower waste, and a different flavor intentionality and flexibility offer many advantages that can aid in building an engaged community around your coffee. Today on Rate of Rise, brought to you by our friends at Mill City Roasters, we will be talking with Adrian Seligman whose small batch roastery, Scandinavian Alps Coffee Roasters, has exemplified these traits with a community of customers who have joined him in his coffee journey. Adrian Seligman is the founder of Scandinavian Alps Coffee Roasters, an independent specialty coffee roastery based in Hemsedal, Norway. Blending his passion for the mountains with a dedication to precision and storytelling, Adrian has built a small-batch roasting company known for its clean, expressive Nordic-style coffees, fun easy going blends, and creative collaborations with brands like Salomon and Blundstone. His roasting philosophy centers on clarity, terroir, and craftsmanship — treating each batch as a reflection of both nature and discipline. Through Scandinavian Alps Coffee Roasters, Adrian continues to champion quality, consistency, and community from the heart of the Norwegian Alps.

We will discuss:

• Adrian's journey from ski instruction to coffee roaster
• Limitations due to the size of available spaces.
• The power of local community
• Why entrepreneurship in remote areas requires creativity
• The intersection of tradition and modern business.
• Shifting styles of roasting from feedback
• The advantages of small operations

Related Episodes:

• RoR Live! #9 : Roasting Innovation and Consistency w/ Scott Rao
• RoR#38 : A Better Way to Think About Roasting Dark, w Erik Johnson of Thinkwell Coffee
• RoR #35: The Core 7 : Practical Disciplines for a Successful Roastery w/ Luke Waite | Pomelo Coffee Consulting

Our Sponsor for Rate of Rise!

www.millcityroasters.com

It's Founder Friday! I am happy to welcome to the show Kenny Kuk, and Hong Shin of Haan Coffee Roasters in Orlando Florida! Haan Coffee has been in operation since 2020 starting first as a roastery and quickly a cafe space to showcase the beautiful coffees and hospitality they are known for. The four friends Suzie Shin, Kenny Kuk, Albert Kang that founded Haan had an affinity for business, coffee, and a desire to serve people and honor their shared Korean culture. Haan Coffee Roasters was born as a project to share these things with the diverse guests in their Orlando, FL community. I have enjoyed their hospitality and coffee several times in recent years and am happy we could sit down with Kenny and Hong to tell the tale. We discuss:

• The idea that started their coffee journey
• going from popcorn popper to proper roaster
• developing the standards for coffee and service
• how to assemble a winning team
• leadership with empathy
• how to curate a coffee menu that is accessible but adventurous
• communication and working together as an ownership team
• The unique Korean culture and architecture that goes into their cafe
• Why it is critical to know your staff in order to meet their needs
• Advice to other owners on how to build a people first brand

Related Episodes:

• 542: Founder Friday! w/ Nori and Tin Burmudez of Corridor Flow, Lomita, CA
• 391 : Founder Friday! w/ Megan Wilson of Spuds Coffee in Ft. Lauderdale, Florida
• 380 : Founder Friday! w/ Cary and Cindy Arsaga of Arsaga's Coffee Roasters

KEYS TO THE SHOP ALSO OFFERS 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

SPONSORS

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