Valor Coffee Podcast
Valor Coffee
How Our Coffee Cart Exploded in 2025 – Valor Coffee Podcast Ep. 172
In this episode of the Valor Coffee Podcast, the team dives deep into the evolution of their coffee cart business, offering a transparent look at the transition from small-scale operations to a highly successful catering model. The hosts and the catering director explore the realities of scaling, discussing how they grew from just three events in March 2025 to thirty events per month a year later. They emphasize that while the coffee cart market has become more crowded, success is achievable through strong branding, exceptional client service, and maintaining a clear vision for the business. Key insights from the conversation include the strategic shift from retail-focused coffee sales to private and corporate catering, which offers higher profitability. The team candidly shares their financial metrics, including an average booking value of fifteen hundred dollars, and outlines the importance of operational systems and team flexibility. They also provide practical advice on equipment, such as moving away from permanent custom branding in favor of versatile vinyl applications and considering lighter, more cost-effective espresso machines to support solo baristas. Ultimately, the discussion underscores that coffee catering is a service-first business where human connection and reliable professionalism are the true drivers of growth.
Updated Jul 6, 2026
About This Episode
JOIN THE VALOR COFFEE COMMUNITY – Courses, Exclusive Videos, PDFs, Spreadsheets and more: https://community.valor.coffee?utm_source=spotify&utm_campaign=ep172
Joey's been running our catering operation for a year and a half and has somehow not quit. In that time we went from 3 events a month to 30, hit $239k in revenue, and learned basically everything the hard way. We're breaking down real numbers, real pricing, permits, equipment, staffing, and how to actually get bookings. No fluff, just the stuff we wish someone told us before we started this epic journey. Come hang!
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=ep172
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
Listen to Valor Coffee Podcast in Podtastic
For listeners, not advertisers
More Episodes
What Eleven Madison Park Taught Us About Running a Coffee Company – Valor Coffee Podcast Ep. 171
In this episode of the Valor Coffee Podcast, the hosts reflect on their decade of business by sharing a transformative dining experience at the renowned New York City restaurant Eleven Madison Park. Drawing inspiration from hospitality leaders like Danny Meyer and Will Guidara, the hosts sought to see if the restaurant’s famous ethos—which has heavily influenced their own approach to coffee shop management—held up in reality. The conversation centers on the distinction between basic service tasks and true hospitality. The hosts analyze how the staff at Eleven Madison Park moved beyond simple efficiency to create a personalized, welcoming environment. They discuss the importance of being present and empathetic, the value of anticipating a guest’s needs before they are verbalized, and the art of balancing structured, scalable systems with spontaneous, human-centered moments of delight. From the nuanced navigation of the dining room to the intentional, industry-focused conversations with staff, the hosts break down the "why" behind these elite service standards. Ultimately, the episode serves as a masterclass on how coffee shop teams can elevate their own guest experience by viewing every interaction as an opportunity for genuine connection rather than just another task.
Is Specialty Coffee Ready for Automation? (w/ Project Zero) – Valor Coffee Podcast Ep. 170
In this episode of the Valor Coffee Podcast, the hosts engage in a thoughtful dialogue with their guests from Project Zero, exploring the contentious yet evolving role of automation in specialty coffee. The conversation centers on the controversial practice of pre-batching espresso—a method that has sparked significant debate within the industry. The participants discuss the economic realities of running a cafe, comparing the high labor costs and slim profit margins in Australia with the landscape in the United States. They argue that as operational costs rise and hiring becomes more difficult, automation is not just a shortcut, but a necessary evolution to keep independent coffee shops viable. By streamlining workflows and increasing output, cafes can potentially offer higher wages to a smaller, more specialized team. The episode also highlights a fascinating disconnect between consumer perception and product quality. Through blind taste tests and personal experimentation, the guests demonstrate that pre-batched espresso can yield results equal to or better than fresh extractions. Ultimately, the discussion challenges baristas and consumers alike to reconsider what constitutes "craft," shifting the focus from manual labor to consistency, sustainability, and the long-term survival of the specialty coffee industry.
Is Automation Killing Specialty Coffee? – Valor Coffee Podcast Ep. 169
In this episode of the Valor Coffee Podcast, the hosts engage in a thoughtful exploration of how automation—specifically the trend of pre-batching espresso and using automated milk steaming technology—is reshaping the specialty coffee industry. Triggered by recent social media discourse surrounding high-volume, automated cafe models, the hosts look past industry gatekeeping to critically examine whether these tools detract from the craft or serve as a bridge to a better guest experience. The discussion is grounded in a recent internal blind taste test where the team compared fresh-pulled espresso against rested, pre-batched shots. The results suggested that batching not only maintains, but can sometimes elevate, consistency and quality. The hosts argue that when the product quality is high, automation serves as a powerful tool to streamline operations. By removing repetitive, mechanical tasks, staff can shift their focus from mere production to what truly matters: hospitality, product education, and genuine human connection. Ultimately, the episode suggests that the future of specialty coffee may lie in using technology to support a sustainable model that prioritizes the guest’s experience over rigid adherence to traditional manual workflows.
Related Podcasts
All podcast names and trademarks are the property of their respective owners. Podcasts listed on Podtastic are publicly available shows distributed via RSS. Podtastic does not endorse nor is endorsed by any podcast or podcast creator listed in this directory.