Keys To The Shop : Equipping Coffee Shop Leaders

For cafe owners, the way you and your coffee shop grow is determined by how you are supported and nourished by community.

The trouble is most owners are isolated, stressed, and are in desperate need of a type of community that is not just generally related to business but is made up entirely of other coffee shop owners who know exactly where you are coming from.

That is what Key Holder Coaching Groups are all about.

A small group of invested coffee shop owners who are dedicated to encouragement, accountability, insights, and helping each other grow.

Our groups are limited 6-7 experienced cafe owners and we meet 12 times over 6 months in our Zoom sessions where we focus on member led topics that are actually relevant to the real life of a cafe owner.

Each member received 2 hours of one-on-one coaching through this time and has access to our Circle community where they can keep the connection and conversation going between our calls.

I would love to talk with you about how this unique group can make a difference in your life.

Look below for a few testimonials of past members and click this link to apply for the Fall 2026 cohort!

APPLY TO THE 2026 KHCG COHORT!

Testimonials:

My name is Susanna Winters and I am the owner and co -founder of Hilton Head Island Coffee Roasters. We're based out of Hilton Head, South Carolina. I've been part of Chris's key holder coaching group for I guess about five months now. And prior to that, I have participated in a few different business groups and business mentorship programs. And this coaching group has by far been the best and provided some of most value that we've received honestly in the two and a half years that we've been in business. And I think it's a combination of being paired with other business owners who are all at different places in their business. It really helps us take this big picture approach as well as get that really nitty gritty feedback, not only of what we need right now, but also what we might need a year from now.

And the group that I was part of, it was honestly just so much fun and so much fun getting to know this group. Everyone provided so much value and they were honest and they were vulnerable and they were so transparent with their businesses and everyone really took that extra step to support each other, which is one of the reasons why I'm signing up to do it for another six months. But I absolutely recommend this coaching group. I think it's one the best things out there for new coffee shops, old coffee shops, anyone looking to elevate their business to the next level.

-Susannah Winters/ Hilton Head Coffee Roasters

For us looking back, I think we were at a point of growth that we needed to take the steps to grow, but we were wearing ourselves out and burnout was starting to set it. I feel if we didn't reach out for help with Chris we would have greatly struggled. Both during the coaching and as a result of the coaching.

Working with KTTS consulting has been monumental for us as individuals and as a business. We were able to get insight and confidence in areas that we felt like we were really struggling in. We took huge steps with hiring a manager and equipping them to help lead. Chris' structure behind servant leadership really matched well with how we wanted to lead so it allowed a very cohesive development of our foundation for goals, foundations, requirements and leadership.

I would HIGHLY recommend KTTS to anyone regardless if you are struggling for feeling as though you are on top of the world with your business. I feel that no matter where you are in your journey, there's always room for growth. I even believe a few years down the road and we are continuing to grow that we would do it again and learn to continue to keep growing in a healthy was as a business and staying healthy as entrepreneurs

-Jessica Nguyễn Queen City and Co.

I made the decision to become a part of the Key Holder Coaching Group (KHCG) primarily to establish connections with other professionals who are actively engaged in the coffee business. I have found that through coaching I have been able to improve my productivity, streamlining my operations and have a healthier life/work balance.

The most beneficial aspect of the KHCG has been getting the opportunity to explore topics from multiple perspectives. I have found that even If I am not in the "Hot Seat" I am gaining valuable information that is relative to my business in some way. KHCG has proven to be a safe space for me to be vulnerable, increase my self-worth and positively adjust my mindset to get the most out of the experience.

As business owners, we are, without a doubt, our most valuable asset. Investing in ourselves, stepping outside of our patterns and opening up to fellow business professionals within our field will absolutely bring fresh perspectives to solve problems and reminders to celebrate wins. You do not have to do it all or do it all alone, KHCG will be a valuable ally on your journey to success.

-Sunny Cover / Peekskill Coffee Roasting Company / The Peekskill Coffeehouse

In coffee we can often question the impact of our efforts. Over time though, small consistent steps in the right direction can not only carry you over many miles, it can transform you and those for whom you are working. What may seem like plodding work now, is the foundation for what will be built in the future.

Today we are talking with someone whose work has taken several turns over the years. All of which were in the direction of uplifting farmers with whatever means were at hand. Today the massive impact of those consistent actions has led to impact beyond measure.

We are talking with Ben Carlson of Long Miles Coffee.

Ben Carlson is a coffee industry leader and social entrepreneur with 23 years of global experience, including 16 years on the ground in East Africa. Based in Nairobi, Kenya, Ben serves as the CEO, Chief Culture Creator, and Sales Director of Long Miles Coffee—an impact-driven organization dedicated to producing world-class specialty coffee while uplifting smallholder farming communities out of generational poverty.

Ben's journey in East Africa began in 2010 following a quality survey of Burundi's coffee sector. Driven by a vision to challenge exploitative supply chains, he transitioned from coffee trading to hands-on production, founding Long Miles Coffee in 2013 alongside his wife, Kristy. What started with a single washing station serving 180 families in Bukeye, Burundi, has scaled into a multi-country operation employing over 130 team members and supporting more than 9,500 farming families across Burundi and Uganda.

Under Ben's leadership, Long Miles has consistently set benchmarks for quality and sustainability, earning numerous Cup of Excellence awards and achieving Burundi's highest coffee sales per pound. His current work focuses on pioneering climate-resilient agriculture, including building Africa's first carbon-neutral, minimal-water coffee processing facility and developing a regenerative model farm on Mount Elgon in Western Kenya.

Recognized as Imbibe Magazine's "Coffee Person of the Year," Ben is a frequent international speaker, event host, and competition judge on impact-driven business models and sustainable agriculture. He also serves as the regional distributor for Ecotact protective packaging in Uganda and Kenya. Ben lives in Kenya with his family, continuing his mission to reshape the future of African specialty coffee.

We discuss:

• The start of Long Miles Coffee and its initial vision
• Impact of coffee on local communities in Burundi
• Challenges and innovations in coffee farming and processing
• Scaling the impact: From 100 families to thousands
• The social programs: Coffee Kids Camp and community development
• Market response and the future of Long Miles Coffee
• Advice for those who want to make a difference

KEYS TO THE SHOP CONSULTING HELPS YOU MAKE YOU CAFE BETTER!

Book a free call now:

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

Related episodes:

• COVID-19 Focus: Perspective from Burundi w/ Jeanine Niyonzima-Aroian, JNP Coffee
• 451: Business Growth, Integrity, and Coffee Farmer Equity w/ Martin Mayorga of Mayorga Coffee
• Sustainability Series #1 : The Farm
• 153 : Exploring the Peace Trade in the Congo w/ Mighty Peace Coffee

SPONSORS!

"Your Brand Cafe" for all your Cups, Sleeves printing and much more!

The worlds best plant based beverages! The Barista Series!

Integrity is hard to identify unless you are actively looking for and working on it. But what is "it"? Well, in some ways it is consistency, but that is not enough. Integrity is more than production of the same thing the same way, it is more related to the mindset and spirit behind that consistency. In coffee, we have a lot of room to improve our consistency, because we are lacking in how seriously we take integrity.

Today on Shift Break we will be talking about what integrity means and where it shows up in the work of the daily operations. If we can consciously build integrity in the moments where it counts, we will se ever aspect of our coffee shops improve.

KEYS TO THE SHOP® CONSULTING HELPS YOU MAKE YOU CAFE BETTER!

Book a free call now:

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

Related episodes:

• Coffee, Integrity, and A.I.
• SHIFT BREAK! When Changing Things, Pay Attention to the Heart of the Business
• SHIFT BREAK! Vendor Hospitality
• SHIFT BREAK! The Urgent Need for Training in Today's Coffee Shop
• SHIFT BREAK! Why The Best Hospitality Starts With The Transactional!
• 469: Unremarkable Hospitality and Cafe Terroir

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

In order to provide excellence in the cafe, we need to focus on people. Building, caring for, and managing a team is the cornerstone of any great cafe. The potential of your coffee and hospitality depends on this!

Today we are going to be talking with someone who has lead and managed at the highest levels of coffee. With her passion for logistics, people-first leadership, and team development, she has delivered consistent quality for staff and guests alike. I am thrilled to welcome to the show, Ewelina Kania!

Ewelina has spent over a decade in hospitality, starting out as a barista before joining Prufrock Coffee in London. As General Manager during an eight-year stretch, she ran the entire operation, tested new concepts, and navigated the less glamorous realities of the industry - including leadership transitions, operational hurdles, and a global pandemic. She later worked as Chief Operating Officer at Barista Hustle Tools, diving deep into product logistics and global supply chains.

Today, Ewelina is Head of Operations and Logistics at Natoora Copenhagen, connecting small-scale growers with local chefs. For her, moving from specialty coffee to farm-grown produce is a seamless transition: both industries rely on passionate people who care deeply about origin and quality. Across every role, she stays focused on one core principle: a happy, supported team leads to a stronger business and a better guest experience.

We discuss:

• How Ewelina Started in Coffee by Accident
• Mastering Coffee Logistics and Workflow
• Attraction to Leadership and Team Development
• Lessons in Effective Leadership and Communication
• Time Management and Supporting Teams
• Effective Delegation and Empowerment
• Managing Conflict in Teams
• Similarities in Food and Coffee Supply Chains
• Lessons from Food Industry for Coffee
• Role of Coffee Shops in Supply Chain and Community

Links:

Instagram: https://www.instagram.com/ew__ka__/

Natoora: https://www.instagram.com/natoora/

KEYS TO THE SHOP CONSULTING HELPS YOU MAKE YOU CAFE BETTER!

Book a free call now:

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

Related episodes:

• 611: What Colin Harmon Knows About Growing Coffee Shops!
• 583: Unifying Teams Across Multiple Cafes
• SHIFT BREAK! Walking Out Effective Leadership and Management
• 265 : Gaining Clarity on Transparency w/ Jonas Lorenz of The Pledge
• Sustainability Series #2 : Importing & Roasting

SPONSORS!

"Your Brand Cafe" for all your Cups, Sleeves printing and much more!

The worlds best plant based beverages! The Barista Series!

If we know anything it is that striking a balance in our communication is very difficult. It often feels like we are neglecting affirmation for fear of not addressing issues, or we neglect addressing issues and challenging our staff because we worry about how they will take it. So we stick to simply working a lot and mostly doing both poorly. No more!

Today on Shift Break we will be talking about why you and your staff need challenge and affirmation to both be real and regular practices in the daily work and life of the shop. How we view people and how we speak with and to them has an incredible impact on everything in your operation.

I think this short Shift Break may have in it the key to unlocking the kind of culture and relationships you hope for in your cafe.

KEY HOLDER COACHING GROUPS ARE BACK!

The industry's premier coffee shop owner support and coaching cohort 'Key Holder Coaching Groups" is taking new applications now for the Fall 2026 cohort.

If you are a coffee shop owner with at least 2 years experience in running your shop then you know how isolating it can be to run the business.

Key Holder Coaching Groups (Apply Here ) Are purposeful 5-6 person groups that meet regularly over 6 months to help each other with encouragement, perspective, problem solving, and peer coaching that nourishes and advances you and your business.

We are taking new application for the Fall 2026 cohort! Put in your application today!

https://keystotheshop.com/key-holder-coaching-groups/

Sign up for 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 to talk about working together

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

Related episodes:

• 4 Steps to Investing in Affirmation
• The Affirmation Vacuum : How to make positive reinforcement a corner stone of your leadership and communication
• SHIFT BREAK! Don't Waste Your Presence
• 5 Keys to Coffee Shop Staff Retention
• Insecurity in Management

As we continue to see specialty coffee shops grow and expand into the furthest reaches of the globe, one thing remains an enduring value to customers. That feeling of belonging. A sense that the hospitality and the good will of those providing it are genuine makes every cup taste sweet and the memory of the experience even sweeter.

Perhaps no professional in recent years better embodies these values than today's guest, Monique (Mo) Maravilla!

Mo is a Filipino entrepreneur, coffee roaster, educator, traveler, and champion of joyful hospitality.

Her journey began on the guest side of the bar, appreciating the way a single cup could hold identity, story, and connection all at once. Her passion for community and representation led her to open Kindness and Mischief Coffee Roasters in the Highland Park neighborhood of Los Angeles in 2016. Noticing a severe lack of women — and particularly women of color — behind the bar, at the roaster, and at the helm of their own shops, she started learning to roast in 2017 and became the first Filipino woman roaster in Los Angeles. Coffee became her chosen medium to create meaningful connections, experiences, and safe, inclusive spaces for others, especially those in marginalized groups. After 12 years running K+M, Mo created Studio Tigre to continue to challenge what the coffee world looks and feels like, and who gets to lead it. Inspired by her Filipino heritage and the symbolism of the tiger, she built a brand that is boldly designed, radically anti-gatekeeping, and rooted in community. Her mission: help people feel confident, capable, and celebrated in the spaces where craft and culture meet — because when you're not offered a seat at the table, you build your own.

We discuss:

• Going from audiovisual engineering to coffee entrepreneurship
• The importance of community and authentic relationships in business
• Designing coffee spaces for joy, warmth, and connection
• Lessons learned from running Kindness and Mischief after 12 years
• The role of boundaries and self-awareness in in being an owner
• Studio Tigre as a creative extension and omakase coffee experience
• The journey of learning roasting and sharing knowledge
• Balancing passion, business growth, and personal well-being

REGISTER NOW FOR THE SUMMER WEBINAR SERIES!

Great coffee shops don't happen by accident. They are built by hiring the right people, training them well, and leading them with clarity and consistency.

In this live three-part Summer Webinar Series, Chris Deferio shares the practical systems and coaching insights that have helped coffee businesses build stronger teams, healthier cultures, and more resilient operations.

Each webinar includes:

• Live instruction and Q&A
• PDF workbook
• One hour of virtual consulting for each live attendee
• Lifetime access to the recording

Register for the individual sessions that fit your current needs, or scroll down to save 20% on the complete Summer Webinar Series.

REGISTER NOW FOR THE SUMMER WEBINAR SERIES!

[email protected]

of book a free call now:

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

Related episodes:

• 484: Demystifying Mentorship w/ Dr. Ruth Gotian, Author of "The Financial Times guide to Mentorship""
• 003: The Role of Mentorship in Specialty Coffee w/ Pete Licata
• 580: Four Cafe Leadership Mindsets to Adopt in the New Year
• 437 : The New Age of the Barista: Mindsets + Habits for Success
• 253 : Mindsets that Sabotage Success

SPONSORS!

"Your Brand Cafe" for all your Cups, Sleeves printing and much more!

The worlds best plant based beverages! The Barista Series!

Every Coffee Fest we sit down with presenters and speakers to talk about their field of expertise and learn from their experience in coffee.

This time we had a wonderful time talking with three professionals at Coffee Fest Chicago! We start with Lan Ho, Founder of Fat Miilk Vietnamese coffee bar in Chicago!

Lan Ho is the founder and CEO of Fat Miilk, a Chicago-based Vietnamese coffee company redefining the role of Robusta in modern coffee. Through a platform spanning direct sourcing, roasting, retail cafés, and consumer packaged goods, she is building a brand that connects origin to everyday ritual.

With a background in pharmacy, Lan brings a systems-driven mindset to an industry often led by tradition. She left a six-figure healthcare career to pursue entrepreneurship and has since been featured on CNBC and appeared on Gordon Ramsay's Food Stars. Fat Miilk opened its first Chicago storefront in 2024, with a second location in Naperville set to open this summer.

Deeply interested in consumer psychology, Lan approaches coffee through the lens of lifestyle, how people drink, feel, and connect through daily habits. She is a leading voice in advancing Robusta's place in the global coffee conversation.

Links:

https://fatmiilk.com/

http://instagram.com/fatmiilk/

Next we are talking about approachable and joyful coffee training and eduction with Miranda Haney of Barista Friend!

Miranda Haney is a coffee educator and consultant based in Austin, TX. She is the founder of Barista Friend, a mobile barista training service for home and professional baristas.

Hailing from a long line of teachers, Miranda is especially passionate about delivering information in a way that's engaging and easy to understand. She's a permanent fixture at the local latte art competitions, a two-time U.S. Barista Championships national competitor, runner-up in the 2024 Barista League, Denver, and currently serves as vice president of the Austin Coffee Collective. Most recently, she was a 2025 Coffee Sustainability Fellow with The Chain Collaborative.

Links:

https://www.instagram.com/baristafriend/

https://baristafriend.substack.com/

Finally we talk with Asia Vo of Loba Pastry and Coffee

Asia Vo is a Chicago-based artist devoted to curating intentional food and beverage experiences. In her present role as the Beverage Director of Loba Pastry, Vo honors craftsmanship through her continual pursuit of authentic creation and curiosity.

Links:

https://www.lobapastry.com/

https://www.instagram.com/asia__vo/

Go check out Coffee Fest Trade Shows Today!

www.coffeefest.com

Leading and managing are only as effective as your knowledge and understanding of the who, what, and why of your cafe. Sadly many people with the title of manager or in positions of leadership are going day-to-day putting out fires, chasing down tasks, but never getting ahead in developing and supporting their staff in meaningful ways.

Today on Shift Break we will be talking about some practical tools to start using in your leadership practice right away and how to think about the position you hold so you are able to grow yourself and grow others.

REGISTER NOW FOR THE SUMMER WEBINAR SERIES!

Great coffee shops don't happen by accident. They are built by hiring the right people, training them well, and leading them with clarity and consistency.

In this live webinar Chris Deferio shares the practical systems and coaching insights that have helped coffee businesses build stronger teams, healthier cultures, and more resilient operations.

Webinar includes:

• Live instruction and Q&A
• PDF workbook
• One hour of virtual consulting for each live attendee
• Lifetime access to the recording

REGISTER NOW FOR THE SUMMER WEBINAR SERIES!

Sign up for 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 to talk about working together

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

Related episodes:

How we think determines how we act. This is especially true when it comes to pressurized situations like the kind that we find in a busy coffee shop environment. We talk a lot about leader, ship, tactics, and principles, and aspire to be better leaders, but if we don't fix our thinking, our actions will not be effective in our efforts will fall flat.

On today's episode we will be discussing for major mind set shif that every coffee shop leader needs to make in order to properly serve the people they work with and for.

We cover:

• Teaching vs informing
• Working with vs dealing with
• Preemptive vs reactionary
• Effective vs impressive

Sign up for the leadership and management webinar below!

REGISTER NOW FOR THE SUMMER WEBINAR SERIES!

Great coffee shops don't happen by accident. They are built by hiring the right people, training them well, and leading them with clarity and consistency.

In this live three-part Summer Webinar Series, Chris Deferio shares the practical systems and coaching insights that have helped coffee businesses build stronger teams, healthier cultures, and more resilient operations.

Each webinar includes:

• Live instruction and Q&A
• PDF workbook
• One hour of virtual consulting for each live attendee
• Lifetime access to the recording

Register for the individual sessions that fit your current needs, or scroll down to save 20% on the complete Summer Webinar Series.

REGISTER NOW FOR THE SUMMER WEBINAR SERIES!

[email protected]

of book a free call now:

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

Related episodes:

• 484: Demystifying Mentorship w/ Dr. Ruth Gotian, Author of "The Financial Times guide to Mentorship""
• 003: The Role of Mentorship in Specialty Coffee w/ Pete Licata
• 580: Four Cafe Leadership Mindsets to Adopt in the New Year
• 437 : The New Age of the Barista: Mindsets + Habits for Success
• 253 : Mindsets that Sabotage Success

SPONSORS!

"Your Brand Cafe" for all your Cups, Sleeves printing and much more!

The worlds best plant based beverages! The Barista Series!

It's Founder Friday and I am so pleased to finally welcome the one an only Tim Wendelboe!

Tim Wendelboe runs his own roastery and espresso bar in Oslo, Norway where he imports, roast and serve high quality coffees.

Apart from winning 8 Nordic Roaster Competitions with his team, he was the 2004 World Barista Champion and the 2005 World Cup Tasting Champion and has also published several books on coffee. Tim spends a lot of time working together with the producers he buys coffee from in order to improve the quality of their coffees. He is also working on his own coffee farm, Finca el Suelo, in Colombia where he uses his knowledge in soil biology to grow coffee free from pesticides and mineral fertilizers.

This was a great time talking about a wide range of subjects all related to pursuing excellence in operations, trade, leadership, and craft.

In todays discussion we cover:

• Tim Wendelboe's coffee journey from 1998 to today
• Importance of systems and standards in coffee shops
• Competitive Coffee and Professional Growth
• Long-term relationships with coffee farmers and sustainability
• Roasting techniques and the shift to lighter roasts
• Staff training, retention, and creating a team-oriented culture
• Standards, Leadership, and Human-Centered Management
• Building Systems for Quality and Consistency
• The role of customer service and authenticity in coffee
• Future challenges in coffee quality and climate change
• Partnerships with Farmers and Sustainability Initiatives
• The importance of organizational knowledge and leadership
• The Future of Coffee and Customer Engagement

Links:

https://timwendelboe.no

https://www.instagram.com/timwendelboe/

Tim Wendelboe on YouTube

REGISTER NOW FOR THE SUMMER WEBINAR SERIES!

Great coffee shops don't happen by accident. They are built by hiring the right people, training them well, and leading them with clarity and consistency.

In this live three-part Summer Webinar Series, Chris Deferio shares the practical systems and coaching insights that have helped coffee businesses build stronger teams, healthier cultures, and more resilient operations.

Each webinar includes:

• Live instruction and Q&A
• PDF workbook
• One hour of virtual consulting for each live attendee
• Lifetime access to the recording

Register for the individual sessions that fit your current needs, or scroll down to save 20% on the complete Summer Webinar Series.

REGISTER NOW FOR THE SUMMER WEBINAR SERIES!

[email protected]

of book a free call now:

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

Related episodes:

• 252 : Founder Friday w/ Klaus Thompson of the Coffee Collective, Denmark
• 320 Founder Friday! w/ Francesco Sanapo of Ditta Artigianale, Florence, Italy
• 273 : Founder Friday w/ Anne Lunnel and Charles Nystrand of Koppi Coffee Roasters, Helsingborg, Sweden
• SHIFT BREAK! The New Classic Cafe: An Era of Understated Excellence
• 505: Maintaining Excellence in the Everyday Work of Coffee Shops w/ Maxwell Colonna-Dashwood