Today we’d like to introduce you to Craig Avera.
Hi Craig, so excited to have you on the platform. So before we get into questions about your work-life, maybe you can bring our readers up to speed on your story and how you got to where you are today?
In 2016, we moved from Los Angeles, CA, to South Florida. The idea of CALI COFFEE was conceptualized, but we really didn’t have a game plan or location picked out yet. We were really acting more on faith, with the confidence that we could make magic happen on the East Coast. We hadn’t even designed our logo yet, at that point in time. Once we settled in, the search for our first location immediately began. Serendipitously, after months of failed potential sites, we found success in Hollywood, FL, off of a random internet search. It took several months to negotiate a lease, then another 21 months of permitting and construction before we were able to start serving the community through that tiny 600 SF building we now call home. It’s a dream that became a reality, but it took years of people saying “no”, sleepless nights, and hours and hours of hard work to make it happen. Now, we have seven signed leases for upcoming CALI locations all throughout Broward County. We want to stay local to South Florida to maintain quality and be able to physically oversee each location we open. We have no plans to leave the state. This is now where we call “home”.
Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
Man, it was bumpy as hell. Definitely not an A to B path, and no one can prepare you for the turmoil and frustration that you experience while trying to get things rolling. It doesn’t matter how good you think your idea is, or even how good it ACTUALLY is; if you can’t make it to the starting line, then no one’s ever going to know about it anyway. Persistence is key, thinking outside the box is imperative, and doing what others aren’t willing to do is the secret weapon to making dreams become real.
Great, so let’s talk business. Can you tell our readers more about what you do and what you think sets you apart from others?
We are a drive-thru and walk-up-based coffee shop, but really what we’re in is the business of creating relationships with people. Coffee is what we serve, and our products are amazing and top quality, but there are a lot of places and people who can provide that – we aren’t afraid to admit that. Our primary goal is to make people happy. Giving them a hefty dose of caffeine is a distant second to asking how they’re doing, seeing what their plans are for the day, and cultivating those relationships over time. We have customers who have come since day one. We have customers who come 3+ times a day, every day because they feel welcomed at CALI COFFEE. We truly care about each of our customers and always try to make them feel better than they did before they came by. We also play our music a little louder than other places, high-five a lot more than other places, and our employees laugh more than they would at other jobs. We want our employees to show up stoked to go to work and get hyped. Their energy feeds off to our customers. It’s a vibe. We are definitely not your typical coffee shop, yet we cater to all audiences and adapt to each customer because everyone deserves to be treated with kindness and respect.
Can you share something surprising about yourself?
We met in Los Angeles working at a CrossFit gym in Hollywood, CA. Craig was Ryan Gosling’s personal trainer for nearly three years and Rose graduated from USC before getting into the fitness industry. I think the CrossFit and fitness world and CALI COFFEE have a lot of parallels. Both are community-driven and both demand high levels of energy and emotion. Both revolve around trust and building relationships with people, which is why one profession flowed so seamlessly into the other.
Contact Info:
- Email: calicoffee@calicoffee.net
- Website: www.calicoffee.net
- Instagram: @calicoffeeofficial
- Facebook: @calicoffeeofficial
- Yelp: CALI COFFEE
