Behind the Scenes: Employee Brown Bag on Growth & Philosophy
Discover how Joe Coffee's vertical, coffee-first approach empowers café owners to grow intentionally, connect with communities, and reclaim their craft in a crowded market.
Nick Martin
Jun 13, 2025
Welcome to our Building in Public series—an unfiltered, behind-the-scenes look at what it really takes to build a regenerative commerce startup rooted in independent coffee culture.
In this episode, we're sharing how Joe Coffee is fundamentally different from horizontal POS platforms like Square and Toast—and why our vertical, coffee-first approach is unlocking growth and resilience for small coffee shops everywhere.
We're not just building software. We're building a movement—designed to help café owners grow with intention, connect with their communities, and reclaim ownership of their craft.
Key Moments
- 02:04 Rebuilding Systems for Small Businesses
- 05:01 The Evolution of Point of Sale Systems
- 06:19 Digital Relationships and Growth Drivers
- 08:09 Gamification and Consumer Behavior
- 09:21 Comparing Loyalty Programs
- 14:48 Case Study Analysis and Growth Metrics
- 15:44 Educating Owners on Loyalty Programs
- 16:43 The Joe Platform's Unique Value
- 34:53 Partner Success and Growth Strategies
- 40:29 Future Developments and AI Integration
TLDR: What This Means for Coffee Shop Owners
☕ 1. Purpose-Driven Infrastructure > Generalist Tools
"Our confidence comes from our intentions."
Why it matters to owners: Unlike Square or Toast, which serve every kind of small business, Joe is built specifically for coffee. That means the platform understands the nuance of running a café—rituals, rhythms, community dynamics—not just transactions.
🌱 2. Community > Commoditization
"We're not vendors—we're partners in a shared movement."
Why it matters to owners: Horizontal platforms commoditize the café experience. Joe empowers shops to elevate it—preserving authenticity, fostering deeper customer relationships, and telling their story in a crowded market.
🎯 3. Focus and Intentionality > Scale at All Costs
"We're focused—by design."
Why it matters to owners: Joe isn't trying to be everything for everyone. That means every product decision, customer interaction, and support experience is made with the independent café in mind.
🛠 4. Continuous Improvement > Flashy Perfection
"So much of this journey is learning how to feel content in continuous improvement."
Why it matters to owners: Many tech companies chase shiny features or trends. Joe prioritizes reliability, human-centered design, and iterative improvement based on real café feedback.
🌍 5. Regenerative Commerce > Extractive Growth
"We're not just building software. We're building a movement."
Why it matters to owners: Coffee shops are the social heart of their communities. Joe's regenerative model—designed to return value to the owners, baristas, and neighborhoods—helps cafés grow in ways that actually feel good.