Latest / Coffee People Podcast / Coffee People: A Pop-in with Tyler Whitehead, Ignite Coffee Company

Transcript

Coffee People: A Pop-in with Tyler Whitehead, Ignite Coffee Company · Coffee People Podcast

0:00
Did you know that this podcast is a listener and reader
0:03
supported creative effort? It's true.
0:05
There are a bunch of crazy and cool people who subscribe to the
0:08
paid version of this newsletter at roast westcoast.com.
0:12
If you've been enjoying this episode or the 130 or so that
0:16
came before it please consider subscribing.
0:18
The podcast is always free to listen to but the paid
0:21
subscriptions are how this show grows and damned if I don't
0:24
appreciate the support that comes every time.
0:27
A new name shows up on that paid subscriber role.
0:30
Thank you. Hey, good morning everyone.
0:43
Welcome back to the roast West Coast coffee, people podcast.
0:47
This is the show where I bring you the entrepreneurial and
0:50
often spiring stories of coffee people.
0:54
Thanks for joining me for a quick pop in, with Tyler
0:57
Whitehead. If you listen to the show, you
0:59
know, that he is been here before, as the owner/operator of
1:02
ignite Coffee Company, a coffee roaster.
1:04
That's been selling wholesale and online.
1:07
Has been one of our roast industry partners for the better
1:10
part of a year. Tyler recently opened his first
1:13
ignite Cafe space in Oceanside. California is downtown and I
1:17
want to touch base with them to find out how it feels to finally
1:21
be in the next phase of his business and how he pushed
1:24
through when things got long and challenging.
1:27
So pour yourself a cup of coffee, a good coffee and join
1:31
me for this pop. In, with Tyler Whitehead,
1:33
founder and head Roaster at ignite Coffee Company.
1:50
You need a shop, dog over there. Yeah, I know.
1:52
Absolutely. I need a stress dog.
1:57
Nice to have a little friend with me.
2:01
Yeah, having a puppy. Will definitely ease your
2:03
stress, Tyler. Yes, that's all.
2:07
So they other way around. I welcome you back and thanks
2:14
for talking to me. I know you're really busy you
2:16
and I talked, I looked last April, was the beginning of
2:20
April that we talked for the show and I'll share that podcast
2:23
with people. So almost a year.
2:26
And at the time, you told me there was a best-case scenario
2:29
that you might open in June of 2022.
2:32
And in June past and then I taught I stopped by your work
2:36
site like an Can we spoke? And he said, well, maybe
2:39
Halloween, but I want to promise anything, and then Halloween
2:42
past. When did you finally open?
2:46
I finally opened my doors to the public January. 11 2023. and how
2:54
long from the time you sign the lease until the day you opened,
3:00
Well, I signed my lease in April and then I finally opened two
3:06
months almost two months ago. Exactly.
3:09
So it's kind of an ongoing joke. Now, that even my friends would
3:14
give me a hard time is, like started laughing like, yeah.
3:16
Tyler is very overly optimistic. Like will be open in a month
3:20
When We Were Soldiers. Very, very bare.
3:23
Boned, Cop Shop. Looking and this is the
3:26
definitely longer process than both my dad and I would have
3:29
liked T'. But it is what it is.
3:31
So it's just part of the process and finally, glad to be open and
3:37
making some money to start paying stuff back and actually
3:40
paying rent. So yeah, so it definitely took a
3:43
long time but there's nothing really else we could do.
3:46
Here we are. Yeah, here we are and I will say
3:49
I know we don't do a video podcast.
3:52
I'm going to just tell everyone out there.
3:53
Tyler does not look tired at all.
3:55
That's wide awake. Not like he's been working 100
3:58
hours a week. And I was there at the Grand
4:01
Opening I got there right away when the ferry first kind of 15
4:05
minutes you were open, you weren't even there yet and I
4:08
left before you got there so I didn't see you so I'm wondering
4:11
what sort of emotion did you feel if anything, were you able
4:15
to when you walked in? And for the first time you saw
4:18
your team making drinks making coffee for people, customers
4:22
were sitting in the window. And I tables when I was there.
4:25
What was that feeling? Like, for you knowing that you
4:27
come from Hospitality, you've seen your parents?
4:29
To do it. But this is your thing.
4:31
Yeah, no I think I think that was the friends and family night
4:35
that you think that was and it was such an encouraging thing to
4:39
see and just the overwhelming support that I got that day.
4:44
It was completely surprised of how many people actually came
4:49
and was really really cool and it was just really fun to see my
4:54
team interact with everybody that came through and make
4:58
drinks and people enjoying it. Out talking with one another.
5:01
It was just really encouraging and made me feel more confident.
5:05
Not only in my team but just the support that I already got from
5:11
that initial launch for hopefully years on end.
5:17
Yeah, there's something to be said for the timing of support,
5:20
I only related and I recently got some a new sponsor, a new
5:24
sponsorship, but it came at a moment where I thought I really
5:27
needed it and it came from someone who I respect.
5:29
T', a quite a bit as well, and it meant so much more.
5:32
And I remember some sent an email out on like a Friday night
5:34
like a 10:00 a.m. 10:00 p.m. like just so, you know, like
5:37
this really matter to me like forget about the financial part
5:40
of it. Like the emotional part of
5:42
seeing that you thought I was doing a good thing really
5:44
mattered to. So I do understand that.
5:47
Yeah, you know, the process took eight or nine months, the
5:50
startup process and you were roasting and selling coffee
5:53
before that. But were there moments over the
5:56
past year where you thought, man?
5:58
Shoot, this is just not going to Ben or I like this, seems
6:01
insurmountable something set. You back?
6:04
What helped you push through those those times.
6:07
Totally. Absolutely.
6:09
There are many of those times, I would just say, just my faith
6:13
and that we're just always praying that it would work out
6:17
and God provide what she did and I mean, it definitely still
6:21
stressful. So not only just my faith but my
6:24
just dad's side of the family is always so incredibly supportive
6:28
almost too much. That's what family's for.
6:31
So that really helped a lot and just my friends, just being
6:35
there and buying coffee and my whole self.
6:37
All accounts Continuum by and support.
6:39
So all that just really added up to be something that was very
6:42
encouraging and made me feel more confident about the future.
6:46
Sure. What about the opposite of that
6:48
coin? Then what was the most rewarding
6:50
part of that process? Now that you're beyond the
6:52
startup part and into this whole new phase?
6:55
What would you look back and say kind of fondly and say, oh, that
6:58
was a good part of this whole thing.
7:00
Yeah. I think just learning through
7:02
the whole process and having my dad in my corner because I will
7:06
be blunt. I would say that I would be a
7:09
walking doormat if I wasn't if I didn't have my dad in my corner
7:12
so that was really helpful to have.
7:14
My dad just helped guide me through that whole process, and
7:18
what questions to ask and all that sort of thing.
7:22
So that was incredibly helpful, just for the future.
7:25
And hopefully other coffee shops that I opened.
7:28
I know what to kind of expect and what questions to ask and
7:31
what to look out for. So I would say that was my
7:34
biggest key, takeaway. I'm only laughing because we're
7:38
only two months in and you're going on other coffee shops.
7:41
I'm gonna open. Yeah, you've already like, gone
7:44
through that phase of like this was super hard and I'm gonna
7:46
die. Like I don't want to do this
7:47
anymore, and now I'm happy. Oh, we're going to keep going,
7:50
we're gonna keep going. Absolutely.
7:51
So I guess we're just a little crazy.
7:53
That's what piece of advice? Would you give someone else
7:56
who's trying to open a cafe? I would just say don't get
8:01
overly stressed, even though I'm preaching to myself, Gosh.
8:08
I'll just say be patient with the process and just trust the
8:11
process and even though it may seem overwhelming at times kind
8:15
of just step back and what really helps me is working out
8:18
and I joined a boxing gym in like that's my therapy session
8:23
and to be able to unload that stress is vital.
8:27
If I didn't have those Avenues, I would just I don't, I think I
8:31
would be a lot worse than I am now.
8:35
So, I would say just trust the process.
8:37
Is make sure your ducks in a row and just have some sort of
8:41
Outlet to just relieve that stress.
8:42
Because if you can't believe that stress, it's just gonna
8:44
just keep building and building and just get that much worse.
8:48
In my opinion. At least you joined a boxing gym
8:51
and I adopted a dog, so, I could get unconditional love and
8:54
support. Even when I make mistakes.
8:56
Yes, we're more than a month out from the ground.
9:00
Two months out. You just mentioned from the
9:01
grand opening. What have you learned since
9:03
then? And what adjustments have you
9:05
already made? Boy, I would say the one thing
9:08
that I've been learning and it would be continued thing of,
9:11
like, where I'm spend my money on for, like, it comes like
9:13
pastries cups and all that sort of thing, and just being
9:18
consistent is huge because obviously coming from a food
9:21
background, you need to be consistent with your customers
9:24
and even more. So with coffee because if people
9:27
are willing to spend their hard-earned money with you, they
9:29
expect a certain product each and every time and not only a
9:33
product but just even just experience with the Employees
9:37
myself just being able to consider be consistent.
9:40
That's a really challenging thing I think is that you're a
9:43
human being and you're going to have days that are tough for
9:46
you've been working forever and you're tired.
9:48
But for the person coming through the door, this is that
9:51
that one experience they're going to have with you all day.
9:53
All week, all month. Maybe you kind of take on this
9:57
challenge of being on for them no matter what if the doors are
10:02
open? When they come through you want
10:04
them to have a good experience, no matter what.
10:06
You're going through and that's, that's really tough.
10:09
I call it for its forward facing, you know, there's
10:11
there's back facing, you know, what happens behind the scenes.
10:14
And then there's that forward-facing moment that I
10:17
think people getting into the industry, aren't really aware of
10:20
totally. And to those who figured out,
10:22
I'll say to those who figured out how to let their back and
10:24
forward facing be the same and still survive and do well more
10:28
power to you, because that's awesome.
10:29
But it's not always the case. How did you say one more thing?
10:34
That one thing that Learned a lot especially with the
10:38
restaurant industry is that you don't really know what kind of
10:41
situation that person walking through that front door is going
10:44
through. And if I could just make their
10:48
day just a little bit better of talking with them and just being
10:51
an open ear to them. I think is also another huge
10:54
thing to just always being kind of compassionate and patient
10:57
with people and because I think that could always be a huge
11:01
benefit to them and me too because you still don't really
11:05
know what they're going through. Through.
11:07
Well, I think it's a huge value to people's lives.
11:09
Everyday lives things, like coffee shops and restaurants or
11:12
bars or breweries here in San Diego.
11:14
People could be going through whatever they're going through
11:16
at work at home, elsewhere in their lives and they're choosing
11:19
to come and spend time and money you know, in your business and
11:24
there's a great privilege in that.
11:25
I think for a long time, you know, maybe people thought less
11:30
of hospitality work. But I actually think of it as
11:32
the opposite is kind of like a high calling, you're literally
11:34
serving others. And choosing to do so.
11:37
And and something I really respect and appreciate totally.
11:40
Now that you're open. I've been in the shop a couple
11:42
of times Mateo. Your manager, there was serving
11:45
me last time when I come in next time.
11:48
What coffee should I be ordering?
11:51
I think got the espresso last time I just figured out a really
11:57
solid cold brew blend. Now I would say, definitely get
12:00
the cold brew next time. I'll try the cold brew if you
12:03
have, you noticed a change In your ability to focus between
12:08
the shop and you're roasting operation.
12:10
Yeah. So today when we're talking is
12:12
Tuesday, so I'm closed Tuesday's to be able to have my main
12:16
production day where I can do most of my roasting but of
12:20
course also have I love my wholesale accounts.
12:23
Sometimes though message me a couple days after like, hey, I
12:27
need some coffee for this weekend.
12:29
I'm like, okay, it's so which is totally fine.
12:33
I love, I love it. So I just have to wait till All
12:36
we close because I can't run my espresso and my Roaster at the
12:39
same time because it's an old building in can't handle that
12:43
amount of Interest. So it makes for a long day but
12:47
the things they don't tell you. Yes, exactly.
12:51
So, but it is what it is. Eventually I'll be able to roast
12:55
while I'm open which I'm really excited about and I excited to
12:58
have the are my customers there to watch.
13:01
I'm just waiting on a part that we ordered nine months.
13:06
Ago as supposed to be here last month.
13:09
It was be here next week but or anything.
13:11
So we'll see. I want to end this on a
13:14
positive. We've already talked about the
13:17
challenges supply chain old buildings, not getting enough
13:20
sleep. Let's end on a good note, what
13:22
is it that you besides cold brew?
13:25
What are you drinking? And what is one of the best
13:28
things that's happened in the shop since you both?
13:31
Hmm, I've really been getting to just drinking straight espresso
13:36
Before it took me a little while to get used to it but now that
13:40
I'm just in the shop daily and just making sure everything is
13:44
just quality control, I guess, and I've been really enjoying
13:47
dress or shots one thing that's really stood out to me the last
13:56
12 months I would say. Compared to the restaurant
14:02
industry is to different customers in two totally
14:06
different mindsets and I really enjoy the coffee customers.
14:12
They're just super laid back. Hopefully, answering question.
14:16
And I have sleep deprivation but I would.
14:23
Yeah, I would say it's just really different roulette.
14:25
It's just a relaxed feeling and people are just to hang out talk
14:29
and it's Honestly, really cool. But if I was that your question?
14:32
Remember, I think you did just fine.
14:35
Okay, Tyler, I want to say, congratulations.
14:39
I know. It was a long time coming.
14:40
I was so excited for you when you were open.
14:43
And now that I've been there a few times, I mean being partner
14:46
industry partner or not. I had a great experience in both
14:49
cases and I did have I sought out yet a little table set up
14:52
out front and I sat out drinking espresso and I did that even
14:56
though I'm terrified of the Next door.
15:01
Open all the select. A little note of that elsewhere.
15:05
Yes, there's a reptile pet store nearby.
15:07
Yes, yes. Which is just a thing that would
15:11
like through me when I moved to California and actually this
15:15
happened to me once in Pittsburgh quick story, I was
15:19
running a craft beer bar and pizza shop in Pittsburgh.
15:23
A woman came in to pick up a pizza in order to beer, while
15:26
she waited, and we were talking and I kept thinking, Oh wow,
15:29
that is the most intricate scarf.
15:31
I have ever seen, and then the scarf, stuck his tongue out at
15:34
me and I don't know how it happened, but I went from behind
15:38
the bar, to, in the kitchen real fast.
15:42
I didn't know what to do, but you just, which is wearing it
15:45
around and that's not the case. This is not the case with you,
15:48
but last week I had a customer come in and she had some sort of
15:54
lizard. And it was basically, I couldn't
15:58
see it was on her neck. The whole And while I gave her
16:01
the drinks, it started crawling down her chest.
16:04
I was the same sort of thing. I was like, that way into the
16:09
high road well, because you're in the zone and you're just not
16:13
prepared for it. And all of a sudden it's there
16:15
and I felt I had to put I put a sign up in the window that said
16:17
you need to notify Us in advance.
16:19
If this is the situation yes we can deal with it but we need to
16:23
know. Yes, give me a heads up Tyler.
16:26
Congratulations on your grand opening.
16:28
Thank you. Thanks for I'm back on the show
16:30
and doing this little pop in with me so we can check in.
16:32
I hope to do it again soon and I'll make sure that I run over
16:35
and say hello, I hope you there, okay?
16:44
To recap the process doesn't always go as planned as Tyler,
16:49
was working through the startup phase of opening the cafe.
16:52
He was met quite regularly with setbacks to his big grand
16:56
opening schedule. Supply chains, and coffee were
16:59
Are still impacted by the coronavirus, which for him
17:02
slowed, down the delivery of essential Parts and Equipment.
17:05
Even though he's open some of it is still in transit, he didn't
17:10
mention it, but I know from talking to him off, are that
17:13
finding quality contractors, who weren't already booked elsewhere
17:16
was often a challenge and there is always permitting, so much
17:20
permitting through it all, he found support internally and
17:23
externally in his faith, friends and family he especially leaned
17:28
on his father. Who has been through this
17:30
process before his dad runs a burger joint, just down the
17:33
block. From the new ignite Coffee
17:35
Company, space frankly. I don't know how anyone survives
17:38
adulthood alone without Role Models or parents, or found
17:42
parents, helping guide them Tyler's key piece of advice was
17:45
to identify ways to relieve stress, so that he could keep an
17:49
even Keel while moving forward and making decisions for him.
17:53
It has been boxing. Finally.
17:55
Today, I used some Hospitality vocab terms including Word
17:59
facing which means anything happening inside of the
18:02
customer. It's how a business presents
18:04
itself to the public often, as a magical place where nothing ever
18:08
goes wrong. At least in theory, then I used
18:11
back facing but what I meant was back of the house, the house,
18:15
being the restaurant or the business in a well, run
18:17
operation, the back of house is just as clean as the front, but
18:20
it is also where all the stress, all the struggle, all the hustle
18:23
is happening. Even though we're in an era, in
18:26
which the back of the house is often open to the front, there's
18:29
always going. To be a place for tough
18:30
conversations or a place to relax for a moment from being on
18:35
and being on, is a job that never really ends for a cafe
18:38
owner. Like Tyler, I will link to the
18:40
previous podcast conversations that I've had with Tyler in the
18:44
newsletter on roast westcoast.com.
18:46
And I hope to see you at ignite Coffee Company, perhaps for an
18:50
espresso on the patio. Sometime soon following night,
18:53
Coffee Company on social media, the cafe has a new Instagram
18:57
account at ignite Coffee Company.
18:59
Or if you're not in Oceanside and you want to try Tyler's
19:02
coffee, go to ignite coffee, company.com.
19:06
It's on the internet. As always, I'll include those
19:09
links in this shows podcasts notes.
19:11
And in that newsletter, I keep talking about.
19:14
That's also where you'll find the brand-new coffee smarter
19:16
education podcast. We just dropped a great episode
19:20
on the Kalita, coffee brewer, the coffee smarter podcast is
19:24
where you'll learn the ins and outs of making a better cup of
19:27
coffee at home. Find the coffee smarter thread
19:31
on roast westcoast.com or search for coffee.
19:33
Smarter on your favorite podcast platform.
19:36
In addition to ignite Coffee Company, this podcasts coffee
19:40
industry, Partners include Cafe litter.
19:42
Most, your coffee company. Steady-state coffee, roasting
19:46
Camp, Coffee Company. Maria coffee, Cape Horn coffee,
19:49
importers zoom bar, coffee and tea Ascend Coffee Roasters, and
19:54
our newest supporter. San Franciscan roaster company.
19:57
You can see one of their beautifully crafted did
19:59
machines. Ian ignite coffee companies,
20:02
Cafe space, thank you to everyone out there listening and
20:05
supporting this show, this episode of the roast West Coast
20:08
coffee podcast is was has been written produced and recorded by
20:13
me. Ryan won't I hope this episode
20:16
is, found you happy healthy and with at least enough sanity to
20:20
make it through the day, always tip your Baristas and be sure to
20:24
drink. Good coffee.
20:55
This podcast is supported by ignite coffee company in
20:59
Oceanside, California. You can also find them online at
21:02
ignite, copy company.com founder, Tyler Whitehead is a
21:05
third-generation. Oceanside entrepreneur.
21:08
Whose dream has always been to provide a welcoming space where
21:12
his fellow community members can mingle study, and even create
21:15
the plan to pursue their own dreams.
21:17
All over a couple of really, really, really good coffee.
21:22
That's three. Relays.
21:23
So, you know, it's true. Visit ignite Coffee Company on
21:26
Mission Avenue in downtown Oceanside, or order coffee
21:30
beans. Roasted fresh for you and ignite
21:32
coffee company.com. So, you know, it's true.
21:25
Visit ignite Coffee Company on Mission Avenue in downtown
21:28
Oceanside, or order coffee beans.
21:30
Roasted fresh for you and ignite coffee company.com.