In this ongoing series, we share advice, tips, and insights from real entrepreneurs who are struggling with their business every day. (Answers have been edited and condensed for clarity.)
Jeni Castro is the founder of Coffee Dose, a unique cafe with five locations in Orange County, California. Read on to learn how she built a brand that offers an experience unlike any other coffee shop on the planet.
What inspired you to get into the coffee business?
I’m a serial entrepreneur. I started Coffee Dose 6 years ago after franchising my previous company. It was a tanning and waxing brand, so I always joke that I went from vagina to coffee. I’m a master connector, and I was trying to connect with a friend who was opening a hair salon by introducing them to some small coffee shops in my neighborhood. I thought coffee and hair was a great concept. But it wasn’t working out, and I couldn’t find anyone willing to take on an 85 square foot coffee bar, so I thought, “You can brand anything and sell anything, so why not try coffee?” And that’s how Coffee Dose was born. I had no experience in the coffee business, but like a serial entrepreneur, I found a solution. Fast forward to now, with five stores, we’re ready for our next phase of growth and looking for a big strategic partner.
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What makes Coffee Dose different?
We are a very fun coffee brand. Our signature latte is called the “Anti-Bitch Serum.” Our flagship store offers what we call a “diner experience.” When you walk in, it’s a pink and teal look. It’s all made fresh every day, and many of our lattes have healthy ingredients like turmeric, collagen, and charcoal. We call ourselves vibe dealers because we’re essentially drug dealers. We serve drugs to the community all day. Some people come in for multiple cups a day, but I didn’t want people to consume a ton of crap that’s on the market right now. Imagine drinking that twice a day, seven days a week, like Starbucks. You’re going to die. So I wanted to make really good coffee with really good ingredients and serve good food in a fun space. To be honest, it’s just a shitty vibe.
Photo credit: Mike Carreiro
Did you ever have a “real job” before embarking on your entrepreneurial journey?
I’ve basically been an entrepreneur my whole life. I mean, I’ve worked for people, but I’ve been fired from almost every job. I worked for George Beal, who owns all of the Gulfstream and Hillstone restaurants. I was always trying to improve the way they managed their staff. I worked there for seven years and honestly, I got fired because they were tired of talking to me. So, I’ve always had a dream of doing my own thing. I love branding. Taking something that’s very simple or something that you use every day and twisting it into something special.
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What are the challenges of starting your own coffee shop brand?
We are very underestimated in the coffee industry. But that’s okay! The coffee industry is very small and male dominated. It’s made up of hardcore baristas who know every aspect of every piece of equipment and go to the roasters who grow the beans. I would love to do that one day, but right now I’m focused on attracting people. To do that, I knew we had to be exceptional. I don’t want people to walk out and say, “That person doesn’t like coffee, and their food is terrible.” So we had to take it a step further and blow it away. Our food and drinks are amazing, and when you order eggs and toast, it comes on a plate that says, “Fuck you, breakfast.”
What are the prospects for this stage of growth?
I’m really happy that I found the perfect partner because I want to put this store everywhere. I plan to be a global brand and although it feels like I’m just getting started, I’ve been working hard for the last six years. Someone once said it takes 10 years to become an overnight success and I think that’s absolutely true. I want to own as many stores as possible and run them for as long as possible. I’ve already spoken to a few notable venture capitalists and am planning an exit strategy for the future, but I’m having so much fun right now that it’s hard to even talk about it.
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What advice would you give to entrepreneurs facing a tough decision?
When it comes to decision making, I’m like a magic 8 ball. I shake it, see what the answer is, and go for it. I love taking chances. I’m a risk taker. I’m a big dreamer. I’m also an achiever and I believe in all the crazy shit. If you think it, it will happen. I don’t know if it’s just me believing my own bullshit. But it’s worked out for me. My husband thinks I’m crazy. I’m always sending him inspirational podcasts and book quotes. But I think true entrepreneurs, we all live in that space.
Have you had any influential mentors along the way?
One of my biggest mentors is Alli Webb, founder of Drybar. She’s a really close friend and a really great mentor. She’s a visionary founder who believes that with the right people in place, a company will grow and be successful. It’s so refreshing to talk to someone who’s had that same experience. She’s been through a lot of roles and came from nothing. She just had a great idea. I love being surrounded by people like that.
Photo credit: Jordan Silley
What are your passions outside of coffee shops?
I am a mom of 2. I have kids ages 5 and 7. They are so much fun. I am a professional foodie and professional hotelier. I love traveling and it helps keep me motivated. I am okay with working 18 hour days for months if I know a trip is coming up. It’s okay if the trip is planned. Oh, I listen to murder podcasts. I was setting something up late last night at the flagship store. It was dark and I was hearing the details of some horrific death and I thought, “What am I doing? This is awful!” I guess I just love abuse. Listening to murder podcasts while getting caffeinated is not the way to get a good night’s sleep.
