What Does It Take To Run a Coffee Company?

One of the most common things we hear from job applicants is their desire to one day own their own coffee shop or coffee company. That’s a beautiful dream. That dream drove our founder 30 years ago, and it drives us to continue to grind day in and day out. That said, there’s so much that has to happen behind the scenes, away from the public eye, in order to keep pursuing this dream. Most of it might not initially cross your mind during your cafe visit or your business planning, and if you’re not careful, then your days might quickly feel like you’re constantly living episodes of “The Bear.”

Here are 5 things we think we’re mindful of that maybe weren’t on the top of our minds or we weren’t fully aware of when we got started in the coffee biz.

1) THE COFFEE BUSINESS IS COMPETITIVE – This might come as a surprise if you, like us, love the collaborative vibes that thrive in the presence of coffee, but there’s competition to reach coffee consumers. When you’re trying to grow the reach of your brand, you might start to realize just how many options are available to your customers. You’re competing with Starbucks, the juggernaut of ubiquity. You’re even competing with fast food chains and gas stations. You’re competing with other local roasters, and if you plan to sell your coffee online, then you’re bringing 5000+ other independent roasters into your competitive landscape. Your brand and value proposition need to cut through the massive amount of noise to reach and maintain a sustainable customer base. 

2) COFFEE IS FOOD, AND A COFFEE SHOP IS A RESTAURANT – Going back only 10 years, the amount of food safety processes a coffee shop needed to keep up with was negligible. With new food safety legislation culminating in the Food Safety Modernization Act, all of that has changed (which is probably a good thing). As a coffee company, you’re handling a product that many people are going to ingest. You need to plan and manage accordingly. You need to have the appropriate handbooks, documented processes, practice recalls, equipment, storage, etc. You need to know if your operation will require FDA inspection and compliance or if you simply fall under local food safety jurisdiction. If you run an operation like Stone Creek, then it’s gonna be both, and you need at least one person on your team who is an expert in this field.

3) YOU’RE GOING TO RUN MULTIPLE BUSINESSES – When members of our leadership team share that they work for Stone Creek Coffee, they will frequently get asked what shop they work at. While Stone Creek Coffee might feel like it’s simply the coffee shops and the website, there’s a decent-sized group of individuals and teams who have to run very unique business units in order to keep this ship afloat. We describe it as 7 businesses in one:

1) Running Coffee Shops & Kitchens, 2) Sourcing & Importing Coffee, 3) Roasting & Shipping Coffee, 4) Running a Bakery, 5) Ecommerce Sales, 6) Business to Business Sales, and 7) Tech & Maintenance Service. Not to mention the marketing, design, accounting, HR & Recruiting, and other professional services required. Be prepared for “Never Stop Learning.”

4) YOU’RE SWIMMING UP RIVER – If you take a look at the history of the restaurant/hospitality industry in the United States and global coffee cultivation and transportation, you won’t find either industry to be a model for social responsibility. The general consumer might carry expectations for pricing and service that don’t reflect the realities of what goods & services should cost if the business was truly sustainable for all of the hands that participate in the supply chain. If you are committed to conducting your business in an ethical, transparent, and socially responsible way, then you might encounter significant headwinds and financial constraints. 

5) EVERYTHING IS WORTH IT – As a certified B Corporation, we do our work because we believe in it. We believe that businesses can and should exist for more than profit. They should benefit their communities, customers, employees, and suppliers. Our culture has not historically demanded this kind of intentionality from its companies, but the tide is turning. When we look back at Stone Creek Coffee decades from now, our hope is to see something that was meaningful for those who worked there, our supplying partners, and everyone who interfaced with our products and spaces. This work is soulful and fulfilling. Also, we just love coffee.