A podcast and video show hosted by seasoned coffee pros and Valor Coffee founders Ethan Rivers, Ross Walters and Riley Westbrook where we discuss coffee, starting and running a business, and the specialty coffee industry.
A podcast and video show hosted by seasoned coffee pros and Valor Coffee founders Ethan Rivers, Ross Walters and Riley Westbrook where we discuss coffee, starting and running a business, and the specialty coffee industry.
JOIN THE VALOR COFFEE COMMUNITY – Courses, Exclusive Videos, PDFs, Spreadsheets and more: https://community.valor.coffee?utm_source=spotify&utm_campaign=ep158
Thanks for listening, following/subscribing, giving us a good review, and sharing with your friends on social media. It goes a long way!
Third-wave coffee and drive-thrus don’t usually mix, so we rolled across Atlanta to see how our friends at Sequel Coffee Co. are pulling it off! We hit the lane, grabbed a few drinks (and snackies), and talked through what actually makes a specialty drive-thru work: clear signage, friendly face-to-face ordering, and a bar flow that keeps things moving without killing quality. Then we pop inside to chat vibe, team culture, and the little ops choices that make busy mornings feel smooth! If you’ve ever thought, “Could we do a drive-thru?” this episode is the fun, no fluff look at how it can actually click.
This week's episode is brought to you by our friends at Odeko: Use our code VALOR10 for 10% off your first supply order! Hit the link below to sign up now:n https://portal.odeko.com/signup
*If you purchase something through one of our links, we may be entitled to a share of the sale*
Buy Valor Coffee: https://valor.coffee/shop?utm_source=spotify&utm_campaign=ep158
Watch on Youtube: https://youtube.com/valorcoffee16
Want to become a Wholesale Partner? Email us at wholesale@valor.coffee to set up an account!
Want to send us coffee? Have a question you want to answer on the show? Send us an email to info@valor.coffee
Want to get your business in front of more people? We partnered with Local Eyes Growth to grow our business through SEO and the results have been incredible. Local Eyes is offering a FREE backlink ($300 value) to Valor Coffee Podcast listeners who partner through our exclusive link.
Visit https://localeyesgrowth.com/valor to get the ball rolling!
Follow the Valor Coffee Podcast on Instagram: http://instagram.com/valorcoffeepod
Follow Valor on Instagram: http://instagram.com/valor.coffee
Subscribe to Riley's YouTube Channel: https://youtube.com/@rileywestbrook
Follow Riley: https://instagram.com/rileywestbrook
Follow Ross: https://instagram.com/rosswalters
Follow Ethan's Parody Account: https://instagram.com/ethanrivers777
JOIN THE VALOR COFFEE COMMUNITY – Courses, Exclusive Videos, PDFs, Spreadsheets and more: https://community.valor.coffee?utm_source=spotify&utm_campaign=ep157
Thanks for listening, following/subscribing, giving us a good review, and sharing with your friends on social media. It goes a long way!
Join us behind the scenes of Valor Coffee's 2025 Nashville owners retreat where we get honest about our biggest weaknesses as leaders and debate whether you can actually build a lifelong career in coffee. We dive into everything from marketing lessons learned the hard way to our Mount Rushmore of favorite Valor coffees, plus why we believe in giving away business knowledge for free. This candid walk-and-talk covers servant leadership, work-life balance with kids, and building company culture rooted in trust. Expect some real talk about the messy realities of growing a coffee business together!
This week's episode is brought to you by our friends at Odeko: Use our code VALOR10 for 10% off your first supply order! Hit the link below to sign up now:n https://portal.odeko.com/signup
*If you purchase something through one of our links, we may be entitled to a share of the sale*
Buy Valor Coffee: https://valor.coffee/shop?utm_source=spotify&utm_campaign=ep157
Watch on Youtube: https://youtube.com/valorcoffee16
Want to become a Wholesale Partner? Email us at wholesale@valor.coffee to set up an account!
Want to send us coffee? Have a question you want to answer on the show? Send us an email to info@valor.coffee
Want to get your business in front of more people? We partnered with Local Eyes Growth to grow our business through SEO and the results have been incredible. Local Eyes is offering a FREE backlink ($300 value) to Valor Coffee Podcast listeners who partner through our exclusive link.
Visit https://localeyesgrowth.com/valor to get the ball rolling!
Follow the Valor Coffee Podcast on Instagram: http://instagram.com/valorcoffeepod
Follow Valor on Instagram: http://instagram.com/valor.coffee
Subscribe to Riley's YouTube Channel: https://youtube.com/@rileywestbrook
Follow Riley: https://instagram.com/rileywestbrook
Follow Ross: https://instagram.com/rosswalters
Follow Ethan's Parody Account: https://instagram.com/ethanrivers777
JOIN THE VALOR COFFEE COMMUNITY – Courses, Exclusive Videos, PDFs, Spreadsheets and more: https://community.valor.coffee?utm_source=spotify&utm_campaign=ep156
Thanks for listening, following/subscribing, giving us a good review, and sharing with your friends on social media. It goes a long way!
Time to spill the beans on our labor costs from the first five months of 2025 – we're showing you the actual numbers from both Valor locations because transparency is fun! We break down why paying baristas more money actually makes everyone happier (shocking, we know), the difference between making-coffee labor vs doing-paperwork labor, and how we keep our labor around 25-27% without going broke. Maybe you're dreaming of opening a coffee shop or just curious about what it really costs to make your morning latte. Regardless, grab some popcorn because we're diving into spreadsheets and it's surprisingly entertaining.
This week's episode is brought to you by our friends at Odeko: Use our code VALOR10 for 10% off your first supply order! Hit the link below to sign up now:n https://portal.odeko.com/signup
*If you purchase something through one of our links, we may be entitled to a share of the sale*
Buy Valor Coffee: https://valor.coffee/shop?utm_source=spotify&utm_campaign=ep156
Watch on Youtube: https://youtube.com/valorcoffee16
Want to become a Wholesale Partner? Email us at wholesale@valor.coffee to set up an account!
Want to send us coffee? Have a question you want to answer on the show? Send us an email to info@valor.coffee
Want to get your business in front of more people? We partnered with Local Eyes Growth to grow our business through SEO and the results have been incredible. Local Eyes is offering a FREE backlink ($300 value) to Valor Coffee Podcast listeners who partner through our exclusive link.
Visit https://localeyesgrowth.com/valor to get the ball rolling!
Follow the Valor Coffee Podcast on Instagram: http://instagram.com/valorcoffeepod
Follow Valor on Instagram: http://instagram.com/valor.coffee
Subscribe to Riley's YouTube Channel: https://youtube.com/@rileywestbrook
Follow Riley: https://instagram.com/rileywestbrook
Follow Ross: https://instagram.com/rosswalters
Follow Ethan's Parody Account: https://instagram.com/ethanrivers777
JOIN THE VALOR COFFEE COMMUNITY – Courses, Exclusive Videos, PDFs, Spreadsheets and more: https://community.valor.coffee?utm_source=spotify&utm_campaign=ep155
Thanks for listening, following/subscribing, giving us a good review, and sharing with your friends on social media. It goes a long way!
Most coffee shops struggle to grow, but we share how we went from $87 pop-up days to cafés on track for $1M each. We talk about the simple things that actually get people through the door—like guest experience, location, and staying consistent—plus plenty of laughs and stories from along the way. If you’ve ever wondered what it takes to keep a coffee shop alive (and thriving), this one’s for you.
This week's episode is brought to you by our friends at Odeko: Use our code VALOR10 for 10% off your first supply order! Hit the link below to sign up now:n https://portal.odeko.com/signup
*If you purchase something through one of our links, we may be entitled to a share of the sale*
Buy Valor Coffee: https://valor.coffee/shop?utm_source=spotify&utm_campaign=ep155
Watch on Youtube: https://youtube.com/valorcoffee16
Want to become a Wholesale Partner? Email us at wholesale@valor.coffee to set up an account!
Want to send us coffee? Have a question you want to answer on the show? Send us an email to info@valor.coffee
Want to get your business in front of more people? We partnered with Local Eyes Growth to grow our business through SEO and the results have been incredible. Local Eyes is offering a FREE backlink ($300 value) to Valor Coffee Podcast listeners who partner through our exclusive link.
Visit https://localeyesgrowth.com/valor to get the ball rolling!
Follow the Valor Coffee Podcast on Instagram: http://instagram.com/valorcoffeepod
Follow Valor on Instagram: http://instagram.com/valor.coffee
Subscribe to Riley's YouTube Channel: https://youtube.com/@rileywestbrook
Follow Riley: https://instagram.com/rileywestbrook
Follow Ross: https://instagram.com/rosswalters
Follow Ethan's Parody Account: https://instagram.com/ethanrivers777
JOIN THE VALOR COFFEE COMMUNITY – Courses, Exclusive Videos, PDFs, Spreadsheets and more: https://community.valor.coffee?utm_source=spotify&utm_campaign=ep154
Thanks for listening, following/subscribing, giving us a good review, and sharing with your friends on social media. It goes a long way!
In this week's episode, the boys take a little detour to Starbucks before hitting the studio. They try out a lineup of Starbucks drinks (mostly recommended by their wives), share what they genuinely enjoy about the coffee giant, and dive into why the specialty coffee world often has a love-hate relationship with them. Join us for a unconventional taste test and some honest coffee talk from a specialty coffee perspective.
This week's episode is brought to you by our friends at Odeko: Use our code VALOR10 for 10% off your first supply order! Hit the link below to sign up now!https://portal.odeko.com/signup
*If you purchase something through one of our links, we may be entitled to a share of the sale*
Buy Valor Coffee: https://valor.coffee/shop?utm_source=spotify&utm_campaign=ep154
Watch on Youtube: https://youtube.com/valorcoffee16
Want to become a Wholesale Partner? Email us at wholesale@valor.coffee to set up an account!
Want to send us coffee? Have a question you want to answer on the show? Send us an email to info@valor.coffee
Want to get your business in front of more people? We partnered with Local Eyes Growth to grow our business through SEO and the results have been incredible. Local Eyes is offering a FREE backlink ($300 value) to Valor Coffee Podcast listeners who partner through our exclusive link.
Visit https://localeyesgrowth.com/valor to get the ball rolling!
Follow the Valor Coffee Podcast on Instagram: http://instagram.com/valorcoffeepod
Follow Valor on Instagram: http://instagram.com/valor.coffee
Subscribe to Riley's YouTube Channel: https://youtube.com/@rileywestbrook
Follow Riley: https://instagram.com/rileywestbrook
Follow Ross: https://instagram.com/rosswalters
Follow Ethan's Parody Account: https://instagram.com/ethanrivers777
JOIN THE VALOR COFFEE COMMUNITY – Courses, Exclusive Videos, PDFs, Spreadsheets and more: https://community.valor.coffee?utm_source=spotify&utm_campaign=ep153
Thanks for listening, following/subscribing, giving us a good review, and sharing with your friends on social media. It goes a long way!
Ethan and Ross answer the age old café question: Why is there always a line out the door at your coffee shop? Is that a good thing or a bad thing? In this episode, we break down what a long line really means for your business, how it could be hurting your bottom line, and smart strategies to speed things up without sacrificing quality. Whether you're a café owner, barista, or just love coffee culture, this one's for you.
*If you purchase something through one of our links, we may be entitled to a share of the sale*
Buy Valor Coffee: https://valor.coffee/shop?utm_source=spotify&utm_campaign=ep153
Watch on Youtube: https://youtube.com/valorcoffee16
Want to become a Wholesale Partner? Email us at wholesale@valor.coffee to set up an account!
Want to send us coffee? Have a question you want to answer on the show? Send us an email to info@valor.coffee
Want to get your business in front of more people? We partnered with Local Eyes Growth to grow our business through SEO and the results have been incredible. Local Eyes is offering a FREE backlink ($300 value) to Valor Coffee Podcast listeners who partner through our exclusive link.
Visit https://localeyesgrowth.com/valor to get the ball rolling!
Follow the Valor Coffee Podcast on Instagram: http://instagram.com/valorcoffeepod
Follow Valor on Instagram: http://instagram.com/valor.coffee
Subscribe to Riley's YouTube Channel: https://youtube.com/@rileywestbrook
Follow Riley: https://instagram.com/rileywestbrook
Follow Ross: https://instagram.com/rosswalters
Follow Ethan's Parody Account: https://instagram.com/ethanrivers777
JOIN THE VALOR COFFEE COMMUNITY – Courses, Exclusive Videos, PDFs, Spreadsheets and more: https://community.valor.coffee?utm_source=spotify&utm_campaign=ep152
Thanks for listening, following/subscribing, giving us a good review, and sharing with your friends on social media. It goes a long way!
We had the pleasure of welcoming our longtime friend and mentor, Roy Keely, to the podcast this week. Roy played a pivotal role in helping us launch our first café through a private loan and has remained a key voice in our story over the past seven years. In this convo, we dive deep into the lessons Roy has taught us: about coffee, business, investing, time management, and how to not go broke starting a café. Roy has a knack for challenging conventional wisdom in the most encouraging way possible, and this episode is packed with insights for anyone thinking about starting a coffee shop (or already in the trenches). Also, we finally addressed the early cold brew controversy... you won, Roy.
*If you purchase something through one of our links, we may be entitled to a share of the sale*
Buy Valor Coffee: https://valor.coffee/shop?utm_source=spotify&utm_campaign=ep152
Watch on Youtube: https://youtube.com/valorcoffee16
Want to become a Wholesale Partner? Email us at wholesale@valor.coffee to set up an account!
Want to send us coffee? Have a question you want to answer on the show? Send us an email to info@valor.coffee
Want to get your business in front of more people? We partnered with Local Eyes Growth to grow our business through SEO and the results have been incredible. Local Eyes is offering a FREE backlink ($300 value) to Valor Coffee Podcast listeners who partner through our exclusive link.
Visit https://localeyesgrowth.com/valor to get the ball rolling!
Follow the Valor Coffee Podcast on Instagram: http://instagram.com/valorcoffeepod
Follow Valor on Instagram: http://instagram.com/valor.coffee
Subscribe to Riley's YouTube Channel: https://youtube.com/@rileywestbrook
Follow Riley: https://instagram.com/rileywestbrook
Follow Ross: https://instagram.com/rosswalters
Follow Ethan's Parody Account: https://instagram.com/ethanrivers777
00:00:03 Mics are hot and kankers are cranking
00:00:55 Meet Roy
00:05:16 Helping Fund Our First Cafe
00:17:13 How do you decide to spend your time?
00:29:06 Filling the Gaps
00:36:34 Practical wisdom from friend of the pod: Jay Z
00:46:19 Winning and Losing: A Spectrum
JOIN THE VALOR COFFEE COMMUNITY – Courses, Exclusive Videos, PDFs, Spreadsheets and more: https://community.valor.coffee?utm_source=spotify&utm_campaign=ep151
Thanks for listening, following/subscribing, giving us a good review, and sharing with your friends on social media. It goes a long way!
Which brew method reigns supreme? In this episode, we go full coffee nerd and build the ultimate coffee brewing methods tier list. From French Press to AeroPress, Chemex to Kalita Wave, even specialty instant and siphon brewers, nothing is safe from our judgment. We reflect on our first brewers, share stories of failed espresso machines from thrift stores, and talk about what makes a method great (or terrible).
*If you purchase something through one of our links, we may be entitled to a share of the sale*
Buy Valor Coffee: https://valor.coffee/shop?utm_source=spotify&utm_campaign=ep151
Watch on Youtube: https://youtube.com/valorcoffee16
Want to become a Wholesale Partner? Email us at wholesale@valor.coffee to set up an account!
Want to send us coffee? Have a question you want to answer on the show? Send us an email to info@valor.coffee
Want to get your business in front of more people? We partnered with Local Eyes Growth to grow our business through SEO and the results have been incredible. Local Eyes is offering a FREE backlink ($300 value) to Valor Coffee Podcast listeners who partner through our exclusive link.
Visit https://localeyesgrowth.com/valor to get the ball rolling!
Follow the Valor Coffee Podcast on Instagram: http://instagram.com/valorcoffeepod
Follow Valor on Instagram: http://instagram.com/valor.coffee
Subscribe to Riley's YouTube Channel: https://youtube.com/@rileywestbrook
Follow Riley: https://instagram.com/rileywestbrook
Follow Ross: https://instagram.com/rosswalters
Follow Ethan's Parody Account: https://instagram.com/ethanrivers777
JOIN THE VALOR COFFEE COMMUNITY – Courses, Exclusive Videos, PDFs, Spreadsheets and more: https://community.valor.coffee?utm_source=spotify&utm_campaign=ep150
Thanks for listening, following/subscribing, giving us a good review, and sharing with your friends on social media. It goes a long way!
This week we dove in on how we would build out a home brew setup, with three tiers of budget – $500, $2,000, and UNLIMITED. Equipment included manual pour over methods, espresso, drip, grinders, accessories, and more! Thanks for listening :)
*If you purchase something through one of our links, we may be entitled to a share of the sale*
OUR FAVORITE COFFEE GEAR:
Origami Dripper: https://valor.coffee/shop/origami-small-dripper?utm_source=spotify&utm_campaign=ep150
Aeropress: https://valor.coffee/shop/aeropress-w-tote?utm_source=spotify&utm_campaign=ep150
Fellow Opus Conical Burr Grinder: https://valor.coffee/shop/fellow-opus?utm_source=spotify&utm_campaign=ep150
WDT Tool: https://amzn.to/46pNnau
Spray Bottles: https://amzn.to/4o4k2IV
Timemore scale: https://amzn.to/4f0Io26
Barista Hustle Tamper: https://amzn.to/3H05gSL
Fellow Aiden: https://valor.coffee/shop/fellow-aiden?utm_source=spotify&utm_campaign=ep150
Gaggia Classic Pro: https://amzn.to/4lCcDPm
Turin DF64: https://amzn.to/3H2O13b
Acaia Pearl: https://valor.coffee/shop/acaia-pearl?utm_source=spotify&utm_campaign=ep150
Next Level Pulsar brewer: https://valor.coffee/shop/next-level-pulsar-brewer?utm_source=spotify&utm_campaign=ep150
Bonavita kettle: https://amzn.to/4lKluPa
Carafe - https://amzn.to/4lB0oTc
Acaia Pearl S: https://valor.coffee/shop/acaia-pearl-s?utm_source=spotify&utm_campaign=ep150
Fellow Stagg X/XF: https://valor.coffee/shop/fellow-stagg-brewer?utm_source=spotify&utm_campaign=ep150
Fellow Stagg EKG Pro kettle: https://valor.coffee/shop/fellow-stagg-ekg-pro?utm_source=spotify&utm_campaign=ep150
___
Buy Valor Coffee: https://valor.coffee/shop?utm_source=spotify&utm_campaign=ep150
Watch on Youtube: https://youtube.com/valorcoffee16
Want to become a Wholesale Partner? Email us at wholesale@valor.coffee to set up an account!
Want to send us coffee? Have a question you want to answer on the show? Send us an email to info@valor.coffee
Want to get your business in front of more people? We partnered with Local Eyes Growth to grow our business through SEO and the results have been incredible. Local Eyes is offering a FREE backlink ($300 value) to Valor Coffee Podcast listeners who partner through our exclusive link.
Visit https://localeyesgrowth.com/valor to get the ball rolling!
Follow the Valor Coffee Podcast on Instagram: http://instagram.com/valorcoffeepod
Follow Valor on Instagram: http://instagram.com/valor.coffee
Subscribe to Riley's YouTube Channel: https://youtube.com/@rileywestbrook
Follow Riley: https://instagram.com/rileywestbrook
Follow Ross: https://instagram.com/rosswalters
Follow Ethan's Parody Account: https://instagram.com/ethanrivers777
00:00:00 - INTROOOOOOOOOOOOOOOOOOOOO
00:00:40 - Guys, this only happens once a quarter!
00:02:18 - Home Setups? Budget? Baller? Brad Pitt?
00:03:06 - $500
00:20:59 - $2,000
00:40:24 - Baller Mode ENGAGE
00:43:47 - W.W.B.P.D. (What Would Brad Pitt Do?)
JOIN THE VALOR COFFEE COMMUNITY – Courses, Exclusive Videos, PDFs, Spreadsheets and more: https://community.valor.coffee?utm_source=spotify&utm_campaign=ep149
Thanks for listening, following/subscribing, giving us a good review, and sharing with your friends on social media. It goes a long way!
Our two cafes made a million bucks cumulatively from January to June — but where did it all go? In this episode, we pull back the curtain and share our real numbers from the first half of 2025 across both of our cafes. We break down how much we earned, how much went to cost of goods sold (COGS), what our labor percentages are, and why it feels like there’s never quite as much left over as you’d think. Whether you’re an aspiring cafe owner or a seasoned vet trying to better understand your margins, this episode is all about transparency and growth. We even get into how our inventory systems evolved, our goals for tracking waste, and the tradeoffs of running a coffee business where profit margins are razor-thin. Oh yeah, and we talk about half birthdays and David Archuleta.
*If you purchase something through one of our links, we may be entitled to a share of the sale*
Buy Valor Coffee: https://valor.coffee/shop?utm_source=spotify&utm_campaign=ep149
Watch on Youtube: https://youtube.com/valorcoffee16
Want to become a Wholesale Partner? Email us at wholesale@valor.coffee to set up an account!
Want to send us coffee? Have a question you want to answer on the show? Send us an email to info@valor.coffee
Want to get your business in front of more people? We partnered with Local Eyes Growth to grow our business through SEO and the results have been incredible. Local Eyes is offering a FREE backlink ($300 value) to Valor Coffee Podcast listeners who partner through our exclusive link.
Visit https://localeyesgrowth.com/valor to get the ball rolling!
Follow the Valor Coffee Podcast on Instagram: http://instagram.com/valorcoffeepod
Follow Valor on Instagram: http://instagram.com/valor.coffee
Subscribe to Riley's YouTube Channel: https://youtube.com/@rileywestbrook
Follow Riley: https://instagram.com/rileywestbrook
Follow Ross: https://instagram.com/rosswalters
Follow Ethan's Parody Account: https://instagram.com/ethanrivers777
JOIN THE VALOR COFFEE COMMUNITY – Courses, Exclusive Videos, PDFs, Spreadsheets and more: https://community.valor.coffee?utm_source=spotify&utm_campaign=ep148
Thanks for listening, following/subscribing, giving us a good review, and sharing with your friends on social media. It goes a long way!
Brandon Sardi built Poorboy Coffee from a $500 pop-up into a brand with 63,000+ Instagram followers in roughly 12 months—while single-handedly running operations, developing his roasting program, launching online sales, and building his entire brand foundation in San Francisco.In this episode, Brandon breaks down his scrappy approach to growth through authentic storytelling, consistent content, and genuine community building. Instead of polished marketing, he documented his real journey with simple setups, sharing wins and struggles transparently. We dive into his bootstrap mentality (including some creative city regulation workarounds), his systematic content creation process, and how he turned followers into revenue through sponsorships and brand collaborations. If you want practical insights on content strategy that actually converts followers into customers, this episode delivers concrete tactics for building a brand from scratch through social media hustle and authentic connection.
*If you purchase something through one of our links, we may be entitled to a share of the sale*
Buy Valor Coffee: https://valor.coffee/shop?utm_source=spotify&utm_campaign=ep148
Watch on Youtube: https://youtube.com/valorcoffee16
Want to become a Wholesale Partner? Email us at wholesale@valor.coffee to set up an account!
Want to send us coffee? Have a question you want to answer on the show? Send us an email to info@valor.coffee
Want to get your business in front of more people? We partnered with Local Eyes Growth to grow our business through SEO and the results have been incredible. Local Eyes is offering a FREE backlink ($300 value) to Valor Coffee Podcast listeners who partner through our exclusive link.
Visit https://localeyesgrowth.com/valor to get the ball rolling!
Follow the Valor Coffee Podcast on Instagram: http://instagram.com/valorcoffeepod
Follow Valor on Instagram: http://instagram.com/valor.coffee
Subscribe to Riley's YouTube Channel: https://youtube.com/@rileywestbrook
Follow Riley: https://instagram.com/rileywestbrook
Follow Ross: https://instagram.com/rosswalters
Follow Ethan's Parody Account: https://instagram.com/ethanrivers777
JOIN THE VALOR COFFEE COMMUNITY – Courses, Exclusive Videos, PDFs, Spreadsheets and more: https://community.valor.coffee?utm_source=spotify&utm_campaign=ep147
Thanks for listening, following/subscribing, giving us a good review, and sharing with your friends on social media. It goes a long way!
We’ve worked in coffee shops, started a coffee cart, and now run multiple cafes, a roasting operation, and a growing wholesale and catering program. Along the way, we’ve learned a huge lesson: burnout often doesn’t come from working too much—it comes from being disorganized. In this episode, we break down the systems we use to manage our time, execute on ideas, and help our team avoid stress and inefficiency. We talk about how transitioning from barista to owner or operator brings new challenges and how tools like Notion, task prioritization, and long-term thinking can make all the difference.
*If you purchase something through one of our links, we may be entitled to a share of the sale*
Buy Valor Coffee: https://valor.coffee/shop?utm_source=spotify&utm_campaign=ep147
Watch on Youtube: https://youtube.com/valorcoffee16
Want to become a Wholesale Partner? Email us at wholesale@valor.coffee to set up an account!
Want to send us coffee? Have a question you want to answer on the show? Send us an email to info@valor.coffee
Want to get your business in front of more people? We partnered with Local Eyes Growth to grow our business through SEO and the results have been incredible. Local Eyes is offering a FREE backlink ($300 value) to Valor Coffee Podcast listeners who partner through our exclusive link.
Visit https://localeyesgrowth.com/valor to get the ball rolling!
Follow the Valor Coffee Podcast on Instagram: http://instagram.com/valorcoffeepod
Follow Valor on Instagram: http://instagram.com/valor.coffee
Subscribe to Riley's YouTube Channel: https://youtube.com/@rileywestbrook
Follow Riley: https://instagram.com/rileywestbrook
Follow Ross: https://instagram.com/rosswalters
Follow Ethan's Parody Account: https://instagram.com/ethanrivers777
00:00:00 - Intrrrrrrooooooooooooo
00:02:17 - Another Week Down the (Good?) Drain
00:03:48 - Let's Talk Money Honey
00:09:03 - Point 1: Purple Cow
00:18:47 - Point 2: Systems
00:35:06 - Point 3: Evoked Set of Customers
00:52:09 - Breakdown of the numbers
JOIN THE VALOR COFFEE COMMUNITY – Courses, Exclusive Videos, PDFs, Spreadsheets and more: https://community.valor.coffee?utm_source=spotify&utm_campaign=ep146
Thanks for listening, following/subscribing, giving us a good review, and sharing with your friends on social media. It goes a long way!
Both of our cafes are on pace to hit $1 million in revenue this year, and we believe we could do it again, from scratch, in just 18 months. How? In this episode, we break down the lessons, systems, and strategies we’ve learned from building two busy coffee shops. We talk Purple Cow experiences, the impact of killer systems, and the absolute necessity of being in your customer’s evoked set. Whether you’re opening your first cafe or scaling your second, this episode is full of actionable steps to build a seven-figure shop.
*If you purchase something through one of our links, we may be entitled to a share of the sale*
Buy Valor Coffee: https://valor.coffee/shop?utm_source=spotify&utm_campaign=ep146
Watch on Youtube: https://youtube.com/valorcoffee16
Want to become a Wholesale Partner? Email us at wholesale@valor.coffee to set up an account!
Want to send us coffee? Have a question you want to answer on the show? Send us an email to info@valor.coffee
We're partnered with Clive to bring you sweet deal at a discounted rate! Use Discount Code VALOR5 at checkout for 5% off Mahlkonig, Anfim and Eureka products!
Shop Clive products here: https://clivecoffee.com?sca_ref=5315485.6axWuRlcEr
Want to get your business in front of more people? We partnered with Local Eyes Growth to grow our business through SEO and the results have been incredible. Local Eyes is offering a FREE backlink ($300 value) to Valor Coffee Podcast listeners who partner through our exclusive link.
Visit https://localeyesgrowth.com/valor to get the ball rolling!
Follow the Valor Coffee Podcast on Instagram: http://instagram.com/valorcoffeepod
Follow Valor on Instagram: http://instagram.com/valor.coffee
Subscribe to Riley's YouTube Channel: https://youtube.com/@rileywestbrook
Follow Riley: https://instagram.com/rileywestbrook
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00:00:00 - Intrrrrrrooooooooooooo
00:02:17 - Another Week Down the (Good?) Drain
00:03:48 - Let's Talk Money Honey
00:09:03 - Point 1: Purple Cow
00:18:47 - Point 2: Systems
00:35:06 - Point 3: Evoked Set of Customers
00:52:09 - Breakdown of the numbers
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Jacob Honescko of Filtered Coffee in McKinney, TX joined us to talk through what it’s like to take over a second wave cafe and transition it into a third wave shop. Jacob is a seriously thoughtful operator who honored the previous owner, his team, and his guests while leading major upgrades – from the equipment and menu to hospitality and culture. We chat about how he balanced change and stability, built trust with the team he inherited, created buy-in for third wave coffee with long-time guests, and what he’s learned along the way. Whether you’re dreaming of transforming your cafe or just want to hear a great story of humble leadership, this one is for you.
*If you purchase something through one of our links, we may be entitled to a share of the sale*
Buy Valor Coffee: https://valor.coffee/shop?utm_source=spotify&utm_campaign=ep145
Watch on Youtube: https://youtube.com/valorcoffee16
Want to become a Wholesale Partner? Email us at wholesale@valor.coffee to set up an account!
Want to send us coffee? Have a question you want to answer on the show? Send us an email to info@valor.coffee
We're partnered with Clive to bring you sweet deal at a discounted rate! Use Discount Code VALOR5 at checkout for 5% off Mahlkonig, Anfim and Eureka products!
Shop Clive products here: https://clivecoffee.com?sca_ref=5315485.6axWuRlcEr
Want to get your business in front of more people? We partnered with Local Eyes Growth to grow our business through SEO and the results have been incredible. Local Eyes is offering a FREE backlink ($300 value) to Valor Coffee Podcast listeners who partner through our exclusive link.
Visit https://localeyesgrowth.com/valor to get the ball rolling!
Follow the Valor Coffee Podcast on Instagram: http://instagram.com/valorcoffeepod
Follow Valor on Instagram: http://instagram.com/valor.coffee
Subscribe to Riley's YouTube Channel: https://youtube.com/@rileywestbrook
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JOIN THE VALOR COFFEE COMMUNITY – Courses, Exclusive Videos, PDFs, Spreadsheets and more: https://community.valor.coffee?utm_source=spotify&utm_campaign=ep144
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We took on a spicy one this week — the complicated (and sometimes strained) relationship between cafe owners and baristas. Why do some owners feel frustrated with their staff? Is Gen Z to blame… or is it all the owner’s fault? (Spoiler: it’s probably the latter.) In this episode, we get real about things like excessive time off, lack of ownership, complaining without solutions, and passion mismatches — but all with one goal in mind: how to build a healthier, more empathetic, and high-functioning cafe team. Whether you’re a barista or an owner, there’s a ton to take away here.
*If you purchase something through one of our links, we may be entitled to a share of the sale*
Buy Valor Coffee: https://valor.coffee/shop?utm_source=spotify&utm_campaign=ep144
Watch on Youtube: https://youtube.com/valorcoffee16
Want to become a Wholesale Partner? Email us at wholesale@valor.coffee to set up an account!
Want to send us coffee? Have a question you want to answer on the show? Send us an email to info@valor.coffee
We're partnered with Clive to bring you sweet deal at a discounted rate! Use Discount Code VALOR5 at checkout for 5% off Mahlkonig, Anfim and Eureka products!
Shop Clive products here: https://clivecoffee.com?sca_ref=5315485.6axWuRlcEr
Want to get your business in front of more people? We partnered with Local Eyes Growth to grow our business through SEO and the results have been incredible. Local Eyes is offering a FREE backlink ($300 value) to Valor Coffee Podcast listeners who partner through our exclusive link.
Visit https://localeyesgrowth.com/valor to get the ball rolling!
Follow the Valor Coffee Podcast on Instagram: http://instagram.com/valorcoffeepod
Follow Valor on Instagram: http://instagram.com/valor.coffee
Subscribe to Riley's YouTube Channel: https://youtube.com/@rileywestbrook
Follow Riley: https://instagram.com/rileywestbrook
Follow Ross: https://instagram.com/rosswalters
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00:00:00 START
00:00:13 Intro (Kent go Easy on Riley)
00:02:32 Ladies and Gentleman, Start Your Engines
00:04:48 The Topic
00:08:40 Personal Mismanagement (Schedule)
00:19:12 How to Set your baristas up for success
00:22:34 Complaigning Without A Solution
00:29:59 Entitlement
00:33:43 Passion for The Craft v.s. "It's just my job"
00:40:04 How Do You Fill the Gap?
JOIN THE VALOR COFFEE COMMUNITY – Courses, Exclusive Videos, PDFs, Spreadsheets and more: https://community.valor.coffee?utm_source=spotify&utm_campaign=ep143
Thanks for listening, following/subscribing, giving us a good review, and sharing with your friends on social media. It goes a long way!
We’ve heard it all—baristas don’t trust their owners, owners feel misunderstood, and coffee shop culture feels broken. In this episode, we unpack the real reasons why baristas and owners feel disconnected and how to build bridges instead of barriers. We reflect on our own missteps, share stories from cafes across the country, and offer actionable insights into cultivating trust, leadership, and clarity. We also sip on a delicious cup from Cathedral Coffee and chat about expanding our HQ and dialing in better coffee brewing processes. If you’re a cafe owner or barista looking to strengthen your culture, this one’s for you.
*If you purchase something through one of our links, we may be entitled to a share of the sale*
Buy Valor Coffee: https://valor.coffee/shop?utm_source=spotify&utm_campaign=ep143
Watch on Youtube: https://youtube.com/valorcoffee16
Want to become a Wholesale Partner? Email us at wholesale@valor.coffee to set up an account!
Want to send us coffee? Have a question you want to answer on the show? Send us an email to info@valor.coffee
We're partnered with Clive to bring you sweet deal at a discounted rate! Use Discount Code VALOR5 at checkout for 5% off Mahlkonig, Anfim and Eureka products!
Shop Clive products here: https://clivecoffee.com?sca_ref=5315485.6axWuRlcEr
Want to get your business in front of more people? We partnered with Local Eyes Growth to grow our business through SEO and the results have been incredible. Local Eyes is offering a FREE backlink ($300 value) to Valor Coffee Podcast listeners who partner through our exclusive link.
Visit https://localeyesgrowth.com/valor to get the ball rolling!
Follow the Valor Coffee Podcast on Instagram: http://instagram.com/valorcoffeepod
Follow Valor on Instagram: http://instagram.com/valor.coffee
Subscribe to Riley's YouTube Channel: https://youtube.com/@rileywestbrook
Follow Riley: https://instagram.com/rileywestbrook
Follow Ross: https://instagram.com/rosswalters
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00:00:00 We back
00:02:12 That was my cold open
00:02:41 Intro II (kinda mid IMO)
00:05:59 Coffee of the day
00:10:59 Hot Topic
00:13:52 For Owners
00:25:43 Hypocrisy
00:29:22 Under Promise - Over Deliver
00:32:06 Let's get PRACTICAL
00:36:03 Owner Absence v.s. Owner Availability
00:37:02 Lack of Clarity In the Job Description
00:45:15 Tolerating Toxicity
00:50:24 The Pay Gap (DUH DUH DUH)
JOIN THE VALOR COFFEE COMMUNITY – Courses, Exclusive Videos, PDFs, Spreadsheets and more: https://community.valor.coffee?utm_source=spotify&utm_campaign=ep142
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We get it — you’re running your coffee shop, wearing every hat in the place, and wondering if the next step is hiring a manager to save you from burnout. But what if that’s not the move? In this episode, we break down why simply promoting your most tenured team member might be doing more harm than good — for your business and for them. We talk about what it actually looks like to lead your cafe sustainably, how to empower your team without creating bloated roles, and why clear systems (and clear pay structures) beat vague “manager” titles every time. Plus, we chat about our Weber EG-1, a wild coffee from Mundos, and the art of not turning your business into a financial black hole. If you’re in the thick of cafe ownership, this one’s for you.
*If you purchase something through one of our links, we may be entitled to a share of the sale*
Buy Valor Coffee: https://valor.coffee/shop?utm_source=spotify&utm_campaign=ep142
Watch on Youtube: https://youtube.com/valorcoffee16
Want to become a Wholesale Partner? Email us at wholesale@valor.coffee to set up an account!
Want to send us coffee? Have a question you want to answer on the show? Send us an email to info@valor.coffee
We're partnered with Clive to bring you sweet deal at a discounted rate! Use Discount Code VALOR5 at checkout for 5% off Mahlkonig, Anfim and Eureka products!
Shop Clive products here: https://clivecoffee.com?sca_ref=5315485.6axWuRlcEr
Want to get your business in front of more people? We partnered with Local Eyes Growth to grow our business through SEO and the results have been incredible. Local Eyes is offering a FREE backlink ($300 value) to Valor Coffee Podcast listeners who partner through our exclusive link.
Visit https://localeyesgrowth.com/valor to get the ball rolling!
Follow the Valor Coffee Podcast on Instagram: http://instagram.com/valorcoffeepod
Follow Valor on Instagram: http://instagram.com/valor.coffee
Subscribe to Riley's YouTube Channel: https://youtube.com/@rileywestbrook
Follow Riley: https://instagram.com/rileywestbrook
Follow Ross: https://instagram.com/rosswalters
Follow Ethan's Parody Account: https://instagram.com/ethanrivers777
00:00:00 - Start
00:00:22 - INTROOOOOOOOOOO
00:01:48 - Weber EG-1 (Uh-oh alert)
00:03:30 - Today's Coffees
00:10:56 - Today's Topic
00:18:34 - Do you need to hire a manager?
00:29:23 - High Level Overview From Valor's perspective
00:42:18 - Nitty Gritty - Pay Structure & Tipping
00:50:35 - Clarity With The Leadership in Your Cafe
00:54:27 - Couple Challenges
JOIN THE VALOR COFFEE COMMUNITY – Courses, Exclusive Videos, PDFs, Spreadsheets and more: https://community.valor.coffee?utm_source=spotify&utm_campaign=ep141
Thanks for listening, following/subscribing, giving us a good review, and sharing with your friends on social media. It goes a long way!
Opening a cafe soon? The first few days can make or break your first year in business. In this episode, we unpack the power of the soft launch: what it is, how to do it right, and why it can save your shop from early bad reviews and operational chaos. We walk through how we launched both of our cafes, how many people to hire, why Google reviews are critical, and how to prep your team for day one. We also dive into real marketing strategies (including influencer nights and newsletter tactics), how to leverage soft launches to stress test systems, and the little things that help turn new guests into regulars. Whether you’re weeks away from opening or just dreaming up your space, this one’s packed with actionable gems.
*If you purchase something through one of our links, we may be entitled to a share of the sale*
Buy Valor Coffee: https://valor.coffee/shop
Watch on Youtube: https://youtube.com/valorcoffee16
Want to become a Wholesale Partner? Email us at wholesale@valor.coffee to set up an account!
Want to send us coffee? Have a question you want to answer on the show? Send us an email to info@valor.coffee
We're partnered with Clive to bring you sweet deal at a discounted rate! Use Discount Code VALOR5 at checkout for 5% off Mahlkonig, Anfim and Eureka products!
Shop Clive products here: https://clivecoffee.com?sca_ref=5315485.6axWuRlcEr
Want to get your business in front of more people? We partnered with Local Eyes Growth to grow our business through SEO and the results have been incredible. Local Eyes is offering a FREE backlink ($300 value) to Valor Coffee Podcast listeners who partner through our exclusive link.
Visit https://localeyesgrowth.com/valor to get the ball rolling!
Follow the Valor Coffee Podcast on Instagram: http://instagram.com/valorcoffeepod
Follow Valor on Instagram: http://instagram.com/valor.coffee
Subscribe to Riley's YouTube Channel: https://youtube.com/@rileywestbrook
Follow Riley: https://instagram.com/rileywestbrook
Follow Ross: https://instagram.com/rosswalters
Follow Ethan's Parody Account: https://instagram.com/ethanrivers777
00:00 - INTROOOOOOOOO
02:16 - Start
03:56 - Today We Have A Topic
08:45 - Soft Launching Our Cafes
13:47 - Big tip #1
17:26 - Big Tip #2
20:09 - Big Tip #3
21:05 - Big Tip #4
22:33 - Big Tip #5
25:32 - A question AND a HOT take
27:46 - A note about marketing/ads
31:24 - Bonus Tip! (this one's free)
JOIN THE VALOR COFFEE COMMUNITY – Courses, Exclusive Videos, PDFs, Spreadsheets and more: https://community.valor.coffee?utm_source=spotify&utm_campaign=ep140
Thanks for listening, following/subscribing, giving us a good review, and sharing with your friends on social media. It goes a long way!
We’re back from Houston with hearts full, minds buzzing, and feet absolutely destroyed—but it was so worth it. In this special episode, we sat down live from the hotel room to debrief as a squad on our second-ever Specialty Coffee Expo experience. From serving at our Roaster’s Village booth to cupping incredible coffees, linking up with producers, and forming deeper bonds as a team, Expo 2025 was one for the books. We got to meet so many of YOU, which always blows our minds and warms our hearts. Whether you’ve never been to Expo and are curious what it’s all about, or you were there slinging shots too, this episode captures the vibe, the chaos, and the beauty of Expo in all its glory. Shoutout to everyone who stopped by, said hey, or inspired us in any way—y’all make this community what it is.
*If you purchase something through one of our links, we may be entitled to a share of the sale*
Buy Valor Coffee: https://valor.coffee/shop
Watch on Youtube: https://youtube.com/valorcoffee16
Want to become a Wholesale Partner? Email us at wholesale@valor.coffee to set up an account!
Want to send us coffee? Have a question you want to answer on the show? Send us an email to info@valor.coffee
We're partnered with Clive to bring you sweet deal at a discounted rate! Use Discount Code VALOR5 at checkout for 5% off Mahlkonig, Anfim and Eureka products!
Shop Clive products here: https://clivecoffee.com?sca_ref=5315485.6axWuRlcEr
Want to get your business in front of more people? We partnered with Local Eyes Growth to grow our business through SEO and the results have been incredible. Local Eyes is offering a FREE backlink ($300 value) to Valor Coffee Podcast listeners who partner through our exclusive link.
Visit https://localeyesgrowth.com/valor to get the ball rolling!
Follow the Valor Coffee Podcast on Instagram: http://instagram.com/valorcoffeepod
Follow Valor on Instagram: http://instagram.com/valor.coffee
Subscribe to Riley's YouTube Channel: https://youtube.com/@rileywestbrook
Follow Riley: https://instagram.com/rileywestbrook
Follow Ross: https://instagram.com/rosswalters
Follow Ethan's Parody Account: https://instagram.com/ethanrivers777
00:00 - Start
00:40 - INTROOOOOOOOO
02:37 - Ethan
06:13 - Paul
09:59 - Lynden
13:42 - Savvy
16:48 - Sammy
24:46 - Luke
30:13 - Riley
JOIN THE VALOR COFFEE COMMUNITY – Courses, Exclusive Videos, PDFs, Spreadsheets and more: https://community.valor.coffee/landing-page?utm_source=spotify&utm_campaign=ep138
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We just got back from one of the most impactful trips in the history of our company — a sourcing trip to Colombia that’s bound to shape our business for years to come. In this episode, we reflect on everything from getting searched by police on the streets of Jardín to the transformational conversations we had with coffee producers whose livelihoods depend on the volatile C-market.From walking through coffee farms in Andes to partnering with inspiring producers like Santiago Arango and Andres Cardona, this episode gives a behind-the-scenes look at what it really means to build a sourcing model based on relationships rather than just flavor scores and price points.We also dig into the nuances of green sourcing, the importance of understanding your true cost (on both the roasting and farming sides), and why the future of specialty coffee depends on young, innovative farmers like the ones we met. A must-listen for anyone in the coffee world, or anyone interested in how meaningful relationships can fuel better business.
*If you purchase something through one of our links, we may be entitled to a share of the sale*
Buy Valor Coffee: https://valor.coffee/shop
Watch on Youtube: https://youtube.com/valorcoffee16
Want to become a Wholesale Partner? Email us at wholesale@valor.coffee to set up an account!
Want to send us coffee? Have a question you want to answer on the show? Send us an email to info@valor.coffee
We're partnered with Clive to bring you sweet deal at a discounted rate! Use Discount Code VALOR5 at checkout for 5% off Mahlkonig, Anfim and Eureka products!
Shop Clive products here: https://clivecoffee.com?sca_ref=5315485.6axWuRlcEr
Want to get your business in front of more people? We partnered with Local Eyes Growth to grow our business through SEO and the results have been incredible. Local Eyes is offering a FREE backlink ($300 value) to Valor Coffee Podcast listeners who partner through our exclusive link.
Visit https://localeyesgrowth.com/valor to get the ball rolling!
Follow the Valor Coffee Podcast on Instagram: http://instagram.com/valorcoffeepod
Follow Valor on Instagram: http://instagram.com/valor.coffee
Subscribe to Riley's YouTube Channel: https://youtube.com/@rileywestbrook
Follow Riley: https://instagram.com/rileywestbrook
Follow Ross: https://instagram.com/rosswalters
Follow Ethan's Parody Account: https://instagram.com/ethanrivers777
00:00:00 Start00:00:33 INTROOOOOOOOO 00:03:33 Progrum START 00:06:18 Ross, Let's begin the Recap 00:16:23 Day II 00:19:50 Marker 5 00:27:45 Vocab check 00:33:51 Busted 00:38:20 Fermentation Bootcamp 00:43:55 The coolest part of the trip, maybe ever... 00:55:28 Ethically Sourced Coffee