Valor Coffee Podcast

Valor Coffee

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.

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#179
October 5 · 1 hr 15 min
How to Grow a Coffee Catering Business (ft. Flashquotes) – Valor Coffee Podcast Ep. 179
JOIN THE VALOR COFFEE COMMUNITY – Courses, Exclusive Videos, PDFs, Spreadsheets and more:⁠ ⁠https://community.valor.coffee?utm_source=spotify&utm_campaign=ep179 A very special thank you to Justin Goodhart for joining us on the pod! A year after Justin first helped us decide whether to even try it, our catering program has grown from about 10 events a month to 38, and we brought him back to tell us what comes next. We get into whether carts should go out fully stocked or get prepped the morning of, what to do when a 75-guest event shows up with 150 people, and four different ways to think about pricing, plus how dynamic pricing works for a coffee cart. Justin also explains why he only hires part-time baristas who have three days a week free, and why you should never end a sales message with "let me know if you have any questions." If you're thinking about starting a cart business or growing the one you have, SMASH like and leave a comment below! ALSO be sure to check out Flashquotes at flashquotes.com/valor. *If you purchase something through one of our links, we may be entitled to a share of the sale* A very special thank you to our incredible sponsors! Heyday Coffee Accounting — bookkeeping built for cafes, carts, and roasters! Get 10% off your first 3 months: https://heyday.cpa/valor?utm_source=youtube&utm_campaign=ep179 Local Eyes Growth — the SEO team behind Valor's catering growth. Get 20% off any plan: https://localeyesgrowth.com/valor?utm_source=youtube&utm_campaign=ep179 Buy Valor Coffee: https://valor.coffee/shop?utm_source=youtube&utm_campaign=ep179 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 revolutionize your catering business with a single hub for logistics, invoicing, estimates, and more? Flashquotes is changing the way Valor and other catering companies do business, leading to more bookings and better events. Check out https://flashquotes.com/valor to learn more! 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
#178
September 21 · 58 min
How to Actually Build Core Values Your Team Will Live By – Valor Coffee Podcast Ep. 178
JOIN THE VALOR COFFEE COMMUNITY – Courses, Exclusive Videos, PDFs, Spreadsheets and more:⁠ ⁠https://community.valor.coffee?utm_source=spotify&utm_campaign=ep178 A very special thank you to Chris for joining me on the pod!Why do your baristas stare at customers instead of engaging with them? Ross sits back down with Keys to the Shop founder Chris Deferio (almost 10 years into coaching coffee shop owners now) to dig into the real reason "hospitality" and "engagement" stay buzzwords instead of habits on the floor. Chris walks through why owners have to be the first example of the standard they want to see, how to actually write core values that aren't just a pretty Canva document nobody reads, and why trust has to come before any values rollout works at all. They get into the guilt a lot of owners carry about having authority in the first place, why imposter syndrome is basically just lying to yourself, and a practical, one-value-at-a-time way to change a culture that's already set in its ways. If you manage people in a coffee shop, or you're thinking about it, this one's worth the full listen! *If you purchase something through one of our links, we may be entitled to a share of the sale* A very special thank you to our incredible sponsors! Heyday Coffee Accounting — bookkeeping built for cafes, carts, and roasters! Get 10% off your first 3 months: https://heyday.cpa/valor?utm_source=youtube&utm_campaign=ep178 Local Eyes Growth — the SEO team behind Valor's catering growth. Get 20% off any plan: https://localeyesgrowth.com/valor?utm_source=youtube&utm_campaign=ep178 Buy Valor Coffee: https://valor.coffee/shop?utm_source=youtube&utm_campaign=ep178 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 revolutionize your catering business with a single hub for logistics, invoicing, estimates, and more? Flashquotes is changing the way Valor and other catering companies do business, leading to more bookings and better events. Check out https://flashquotes.com/valor to learn more! 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
#177
September 15 · 39 min
Why We Celebrate When Great Employees Leave – Valor Coffee Podcast Ep. 177
JOIN THE VALOR COFFEE COMMUNITY – Courses, Exclusive Videos, PDFs, Spreadsheets and more:⁠ ⁠https://community.valor.coffee?utm_source=spotify&utm_campaign=ep177 Tuesday POD!! Let's get it.We want our best employees to eventually quit, and we mean that. In this episode, we sit down with two former Valor baristas turned coffee shop owners and talk through why losing a great employee to their own venture isn't a betrayal, it's actually the whole freaking point. We get into the difference between an abundance mindset (pour into people while they're here, knowing they might leave sooner because of it) and a scarcity mindset (resent them for it), why the average employee only sticks around for about two years, and what it actually looks like to invest in someone's growth instead of just training them to make coffee. If you've ever felt like a good employee leaving to compete with you is a gut punch, this one just might change your perspective. *If you purchase something through one of our links, we may be entitled to a share of the sale* A very special thank you to our incredible sponsors! Heyday Coffee Accounting — bookkeeping built for cafes, carts, and roasters! Get 10% off your first 3 months: https://heyday.cpa/valor?utm_source=youtube&utm_campaign=ep177 Local Eyes Growth — the SEO team behind Valor's catering growth. Get 20% off any plan: https://localeyesgrowth.com/valor?utm_source=youtube&utm_campaign=ep177 Buy Valor Coffee: https://valor.coffee/shop?utm_source=youtube&utm_campaign=ep177 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 revolutionize your catering business with a single hub for logistics, invoicing, estimates, and more? Flashquotes is changing the way Valor and other catering companies do business, leading to more bookings and better events. Check out https://flashquotes.com/valor to learn more! 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
#176
August 31 · 1 hr 18 min
The Biggest Divide In Specialty Coffee – Valor Coffee Podcast Ep. 176
JOIN THE VALOR COFFEE COMMUNITY – Courses, Exclusive Videos, PDFs, Spreadsheets and more:⁠ ⁠https://community.valor.coffee?utm_source=spotify&utm_campaign=ep176 Why does the exact same Instagram Reel, like "don't be on your phone behind the bar" or "give guests water during a rush," get read by one barista as empowering and another as exploitative? We dig into the abundance vs scarcity mindset divide that is currently splitting the coffee industry. We also talk through how post shift debriefs work day to day, why boundaries have swung too far in the industry's comments, and why an owner being the highest paid person on the team isn't automatically a red flag. It's not a takedown of anyone who disagrees, just an honest look at why the same message lands differently for different people. In our mind, abundance mindset wins every time. *If you purchase something through one of our links, we may be entitled to a share of the sale* A very special thank you to our incredible sponsors! Heyday Coffee Accounting — bookkeeping built for cafes, carts, and roasters! Get 10% off your first 3 months: https://heyday.cpa/valor?utm_source=youtube&utm_campaign=ep176 Local Eyes Growth — the SEO team behind Valor's catering growth. Get 20% off any plan: https://localeyesgrowth.com/valor?utm_source=youtube&utm_campaign=ep176 Buy Valor Coffee: https://valor.coffee/shop?utm_source=youtube&utm_campaign=ep176 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 revolutionize your catering business with a single hub for logistics, invoicing, estimates, and more? Flashquotes is changing the way Valor and other catering companies do business, leading to more bookings and better events. Check out https://flashquotes.com/valor to learn more! 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
#175
August 17 · 1 hr 34 min
Answering YOUR Toughest Questions About Your Coffee Shop's Instagram – Valor Coffee Podcast Ep. 175
JOIN THE VALOR COFFEE COMMUNITY – Courses, Exclusive Videos, PDFs, Spreadsheets and more:⁠ ⁠https://community.valor.coffee?utm_source=spotify&utm_campaign=ep175 How do you actually find time to post on Instagram when you're running a coffee shop? We sat down again with our social media manager Lynden to break down what's really working: time-blocking, why your logo isn't your brand, and why messy behind-the-scenes content almost ALWAYS beats polished production. We also take time to talk through what's been working with YOUR Instagram accounts, so a very special thank you to everyone who submitted for this episode! If you run a coffee business and feel behind on social media, this one's for you. *If you purchase something through one of our links, we may be entitled to a share of the sale*A very special thank you to our incredible sponsors!Heyday Coffee Accounting — bookkeeping built for cafes, carts, and roasters! Get 10% off your first 3 months: https://heyday.cpa/valor?utm_source=youtube&utm_campaign=ep175Local Eyes Growth — the SEO team behind Valor's catering growth. Get 20% off any plan: https://localeyesgrowth.com/valor?utm_source=youtube&utm_campaign=ep175Buy Valor Coffee: https://valor.coffee/shop?utm_source=youtube&utm_campaign=ep175Want 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.coffeeWant to revolutionize your catering business with a single hub for logistics, invoicing, estimates, and more? Flashquotes is changing the way Valor and other catering companies do business, leading to more bookings and better events. Check out https://flashquotes.com/valor to learn more! 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 Follow Lynden: https://www.instagram.com/lyndenbelzer/
August 11 · 21 min
Specialty Coffee’s Biggest Lie: Co-ferments – Valor Coffee Podcast BONUS Episode
JOIN THE VALOR COFFEE COMMUNITY – Courses, Exclusive Videos, PDFs, Spreadsheets and more:⁠ ⁠https://community.valor.coffee?utm_source=spotify&utm_campaign=ep174 What if the thing making your coffee taste like watermelon or peach isn't fermentation at all? I sat down with my business partner Ethan, our green coffee buyer, to talk through what might be specialty coffee's biggest lie right now: co-fermented coffee. We break down the real difference between true co-fermentation, infusion, and flavored coffee. This isn't us telling you what to buy; it's us being honest about what we now ask before we buy it ourselves. 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=ep174 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 Follow Lynden: https://www.instagram.com/lyndenbelzer/
#174
August 3 · 1 hr 16 min
How to Run a Coffee Shop Instagram – Valor Coffee Podcast Ep. 174
JOIN THE VALOR COFFEE COMMUNITY – Courses, Exclusive Videos, PDFs, Spreadsheets and more:⁠ ⁠https://community.valor.coffee?utm_source=spotify&utm_campaign=ep174 Lynden is the mastermind behind our social media at Valor, and this episode she finally breaks down how she does it. From posting store hours as an unpaid intern to building a brand that's pulled in 26k followers, Lynden shares what actually moves the needle on Instagram in 2026. We get into why the algorithm is rewarding lo-fi content over polished, why selling on your feed kills engagement, and whether a coffee shop even needs a "global brand" to grow. We talk trends, founder content, and some random content that outperformed every latte photo we've ever taken. If your coffee shop's Instagram feels like a chore or you are struggling to find a consistent workflow, 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=ep174 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 Follow Lynden: https://www.instagram.com/lyndenbelzer/
#173
July 20 · 39 min
Every Reason to NOT Start a Coffee Shop – Valor Coffee Podcast Ep. 173
JOIN THE VALOR COFFEE COMMUNITY – Courses, Exclusive Videos, PDFs, Spreadsheets and more:⁠ ⁠https://community.valor.coffee?utm_source=spotify&utm_campaign=ep173 So you want to open a coffee shop? Before you sign a lease, let us try to talk you out of it, or at least make sure you know what you're actually signing up for. In this episode we play devil's advocate on our own dream job: managing a revolving door of 20 somethings, why "I'll roast my own coffee to save money" is really just starting a second, harder business, and why permitting alone can cost more than your whole buildout depending on where you live. We get honest about the money, the messy math of business partners, and the gap between loving coffee and loving running a coffee shop. If you still want to open one after this, we'd genuinely love to help. 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=ep173 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
#172
July 6 · 1 hr 28 min
How Our Coffee Cart Exploded in 2025 – Valor Coffee Podcast Ep. 172
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
#171
June 29 · 1 hr 12 min
What Eleven Madison Park Taught Us About Running a Coffee Company – Valor Coffee Podcast Ep. 171
JOIN THE VALOR COFFEE COMMUNITY – Courses, Exclusive Videos, PDFs, Spreadsheets and more:⁠ ⁠https://community.valor.coffee?utm_source=spotify&utm_campaign=ep171 We just celebrated 10 years of Valor Coffee with a trip to New York and dinner at Eleven Madison Park AKA the restaurant behind two of the most talked-about hospitality books in the industry. In this episode we break down the full experience, what they did that nobody else does, and how it's shaping the way we think about our own cafes. If you're in coffee or just work in any form of hospitality, this one will be well worth your time. 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=ep171 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
#170
June 22 · 2 hr
Is Specialty Coffee Ready for Automation? (w/ Project Zero) – Valor Coffee Podcast Ep. 170
JOIN THE VALOR COFFEE COMMUNITY – Courses, Exclusive Videos, PDFs, Spreadsheets and more:⁠ ⁠https://community.valor.coffee?utm_source=spotify&utm_campaign=ep170 What happens when two specialty coffee companies from opposite sides of the world sit down to talk about the future of coffee? In this extended episode, we're joined by Kirk Pearson from Project Zero in Australia to unpack one of the biggest conversations happening in specialty coffee today: automation. From pre-batched espresso and AI to hospitality, barista wages, and the role of craft, we explore what the next generation of coffee shops might actually look like. Whether you agree or disagree, we hope this conversation challenges you to think critically about where our industry is headed. Let us know your thoughts in the comments! We'd really love to hear your 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: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=ep170 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
#169
June 1 · 31 min
Is Automation Killing Specialty Coffee? – Valor Coffee Podcast Ep. 169
JOIN THE VALOR COFFEE COMMUNITY – Courses, Exclusive Videos, PDFs, Spreadsheets and more:⁠ ⁠https://community.valor.coffee?utm_source=spotify&utm_campaign=ep169 Is automation helping specialty coffee or slowly replacing the craft that made people fall in love with it in the first place? We explore the growing trend of pre batched espresso, automated milk systems, and what these changes could mean for coffee shops, baristas, and guests. After running our own blind taste tests, the results challenged some of our assumptions about freshness, quality, and speed. We also discuss how technology is changing hospitality, how AI is reshaping other industries, and why the future of coffee may look very different than its past. If you love innovation or believe coffee should stay handcrafted, this is a conversation worth having. 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=ep169 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
#168
May 18 · 55 min
Why Most Coffee Shops Need to Raise Their Prices– Valor Coffee Podcast Ep. 168
JOIN THE VALOR COFFEE COMMUNITY – Courses, Exclusive Videos, PDFs, Spreadsheets and more:⁠ ⁠https://community.valor.coffee?utm_source=spotify&utm_campaign=ep168 Running a coffee shop in 2026 is more complicated than just making great coffee. In this episode, we talk about the real challenges behind raising prices, understanding margins, and building a coffee business that can actually survive long term. From labor and cost of goods to guest perception and profitability, we break down the financial realities that most coffee shop owners are navigating right now. We also share our own experience raising prices at Valor over the years and what we learned from it. If you own a cafe, want to open one, or just enjoy seeing the business side of specialty coffee, this conversation is 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=ep168 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
#167
May 4 · 1 hr 29 min
Do Toxic Guests Deserve Great Hospitality? – Valor Coffee Podcast Ep. 167
JOIN THE VALOR COFFEE COMMUNITY – Courses, Exclusive Videos, PDFs, Spreadsheets and more:⁠ ⁠https://community.valor.coffee?utm_source=spotify&utm_campaign=ep167 Most people get into coffee because they love coffee, but what keeps you in it is learning how to truly care for people. In this episode, we sit down with our baristas to talk honestly about burnout, difficult guests, and what it takes to sustain great hospitality over time without losing yourself in the process. We get into real stories from behind the bar, the mindset shifts that have helped our team stay grounded, and how a strong culture can make all the difference on tough days. This conversation means a lot to us because it’s at the core of what we’re trying to build at Valor, not just great coffee, but a place where people can grow, be supported, and actually be uplifted through coffee! If you’ve ever worked in service or are navigating the people side of coffee, 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=ep167 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
#166
April 20 · 59 min
Is Going to World of Coffee Really Worth It? – Valor Coffee Podcast Ep. 166
JOIN THE VALOR COFFEE COMMUNITY – Courses, Exclusive Videos, PDFs, Spreadsheets and more:⁠ ⁠https://community.valor.coffee?utm_source=spotify&utm_campaign=ep166 We just got back from World of Coffee in San Diego and honestly tried to answer a simple question: was it actually worth it? This episode is an honest breakdown of what the event is really like, from walking the show floor and testing gear to connecting with producers, partners, and other epic people in the industry. We also talk through who it makes sense for (and who it doesn’t), plus a few random highlights and awesome stories from the trip. 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=ep166 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
#165
March 23 · 44 min
Is Third Wave Coffee Cooked in 2026? – Valor Coffee Podcast Ep. 165
JOIN THE VALOR COFFEE COMMUNITY – Courses, Exclusive Videos, PDFs, Spreadsheets and more:⁠ ⁠https://community.valor.coffee?utm_source=spotify&utm_campaign=ep165 What happened to third-wave coffee? Today, we unpack how the industry has shifted: from purist pour-overs and strict “rules” to flavored lattes, matcha, and a reality that most cafés are just elevated versions of Starbucks. We talk through our own coffee shop journey since 2016, the tension between passion and profitability, and why customer demand has reshaped coffee shops more than anything else. Plus, we dive into whether this shift is actually a bad thing and how it impacts producers, baristas, and the future of specialty coffee. 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=ep165 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
#164
March 2 · 1 hr 5 min
How to NOT Get Screwed Signing a Coffee Shop Lease – Valor Coffee Podcast Ep. 164
JOIN THE VALOR COFFEE COMMUNITY – Courses, Exclusive Videos, PDFs, Spreadsheets and more:⁠ ⁠https://community.valor.coffee?utm_source=spotify&utm_campaign=ep164 We’ve signed five commercial leases since starting Valor Coffee in 2016 – and we’ve learned (painfully) how lease terms can make or break a café. In this episode, we break down the lease language that confuses everybody (CAM/TI, gross vs. triple net, rent escalators, commencement date, rent abatement, LOIs, and more) and what we wish we negotiated sooner. We also talk leverage—when you have it, when you don’t, and how to use it before you sign anything. If you’re opening your first shop or thinking about location #2, this one can save you real money and real regret. 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=ep164 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
#163
February 16 · 1 hr 13 min
The Power of Investing in your Baristas – Maker’s Cafe – Valor Coffee Podcast Ep. 163
JOIN THE VALOR COFFEE COMMUNITY – Courses, Exclusive Videos, PDFs, Spreadsheets and more:⁠ ⁠https://community.valor.coffee?utm_source=spotify&utm_campaign=ep163 Thanks for listening, following/subscribing, giving us a good review, and sharing with your friends on social media. It goes a long way! Caleb and Haley from Makers Café (Pensacola, FL) are in the studio, and we’re talking about what happens when you keep trying new things until something really sticks. Their Saturday Run Club went from “maybe 15 people will show up” to 100+ runners every week. It has changed their mornings, their team energy, and their community footprint. We get into building a shop that feels welcoming (not intimidating), why small changes can create big momentum, and how margin might be the most underrated growth strategy there is. If you’re building a brand, leading a team, or just trying to make business feel more sustainable, this is 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=ep163 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
#162
February 2 · 1 hr
How to Take Your Coffee Shop From 6 to 7 Figures – Valor Coffee Podcast Ep. 162
JOIN THE VALOR COFFEE COMMUNITY – Courses, Exclusive Videos, PDFs, Spreadsheets and more:⁠ ⁠https://community.valor.coffee?utm_source=spotify&utm_campaign=ep162 Thanks for listening, following/subscribing, giving us a good review, and sharing with your friends on social media. It goes a long way! What does it actually take to take a coffee shop from six figures to seven? In this episode, we break down the ceilings most growing cafés hit and why “feels busy” isn’t the same as real growth. We talk through the metrics that matter, improving efficiency without killing hospitality, and how simplifying systems can unlock more revenue. From staffing and training to batching drinks and mobile ordering, this is a practical look at scaling a coffee shop sustainably. Mistakes included, lessons earned. 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=ep162 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
January 19 · 1 hr 5 min
3 Expensive Coffee Shop Mistakes No One Warns You About – Valor Coffee Podcast Ep. 161
JOIN THE VALOR COFFEE COMMUNITY – Courses, Exclusive Videos, PDFs, Spreadsheets and more:⁠ ⁠https://community.valor.coffee?utm_source=spotify&utm_campaign=ep161 Thanks for listening, following/subscribing, giving us a good review, and sharing with your friends on social media. It goes a long way! Your coffee shop can survive a lot, but these three mistakes will straight-up bury you if you make them early. In this episode of the Valor Coffee Podcast, we’re back together in our new brew lab to break down the big one-way decisions: picking the wrong location, spending your budget in the wrong places, and hiring a manager too soon. We’ve been building Valor for 10 years (coffee cart → two cafés + wholesale), and we’re sharing the stuff we wish someone had drilled into us before we signed leases and bought gear. If you’re starting a café (or trying to stabilize one), this is the kind of episode that can save you months of pain and a lot of money. Subscribe, drop your “third point” in the comments, and go watch our new 3-hour “How to Start a Coffee Shop” masterclass. 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=ep161 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

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