We recently connected with Anna Ferrato and have shared our conversation below.

Anna, appreciate you joining us today. What was it like going from idea to execution? Can you share some of the backstory and some of the major steps or milestones?

I have never lacked in the day dreaming compartment — it is easy to fantasize and dream about opening a coffee shop or cafe, but the reality of my day to day was not preparing me for such dreams. I come from a “go for it” family. When we spark an idea or passion, we have always been encouraged to really think about it seriously rather than kinda laughing or smirking it off as just a dream. So many people talk about opening a coffee shop or cafe and I kind of felt it was getting annoying hearing so many people talk about it as this far fetched idea. I wanted to prove to myself I was not just another daydreamer whose ideas stayed at just that. I truly could not go a day without thinking of components of my dream cafe: the menu design, the layout, where I would source ingredients, the financial feasibility, creative ways to draw people in etc. I mean my family and friends probably found being around me exhausting. I even paid a friend to mock up some logo designs to put concrete visuals to my ideas. The issue was I loved my career job and as a newly graduated masters student, was nowhere near ready to give up the job I worked and studied so hard to get. Stuck between fearing a future of regret if I did not give my coffee shop cafe dreams a chance and fearing the consequences of leaving my current job I was quickly ascending in after being so new to the field, I concluded I had to find a way to make both work. This meant enjoying my day job through the week and getting a part time weekend gig at the coffee shop 5 different friends had sent me on instagram because they knew I would love the concept: Odd Dog Coffee a mobile coffee shop. I knew buying or renting a brick and mortar would not be possible for me keeping my day job, but a mobile coffee shop concept had my head spinning with ideas to make this dream a reality without sacrificing my career. I was thriving! I loved every minute working at Odd Dog and it reinforced my passion for launching something similar of my own. Then they bought a bus. I was thrilled to get so much first hand insight on them going through the startup process with the bus as we continued to operate in the old original renovated camper. Most of the shifts consisted of me asking a million questions and keeping notes on my phone. The day came that the bus was ready to roll and they gave me first dibs on buying off the camper. My support systems had seen how serious I was and fully supported me through the process of taking the leap and starting my own business at age 25.

Anna, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

Routine Coffee is a mobile coffee camper serving quality cold brew based menus in conveinent locations throughout the greater Cleveland area. I (Anna) started the company in 2021 and create the drink specials, handle logistics, and work most of the events slingin beans alongside my fiancee, Henry. Henry has watched this dream become a reality over the course of our relationship and in spring of 2024 took a risk and quit his graphic design job to continue growing Routine. He completely gutted and renovated the coffee camper and now helps with all of the behind the scene tasks – truly a jack of all trades. He creates all of the marketing designs, merchandise, keeps all of the drink ingredients made and stocked, bakes, keeps our schedule full, and keeps me sane!

We are most proud of our rotating daily drink specials to keep up with trends and the seasons. A lot of our ingredients are sourced from market vendors we come across at events such as lavender, herbs, syrups, and honeys we incorporate into drinks. Another thing that sets us apart from others is our cold brew concentrate usage within our espresso based drinks. This makes it possible to crank out orders way faster than pulling espresso so customers do not have to wait long for their drinks. Cold brew concentrate is less acidic and makes for a really smooth drink. We are passionate about waste reduction which has led us to compost through Rust Belt Riders, source compostable plasticware, and freeze any coffee from a shift into ice cubes to 1) always serve fresh ground hot coffee and freshly steeped cold brew 2) keep your iced drinks from diluting in the hot summer sun.

What’s worked well for you in terms of a source for new clients?

Social media, word of mouth, and the strong small business supporting community that is Cleveland! We love our city and are so grateful for how kind our customers are.

We often hear about learning lessons – but just as important is unlearning lessons. Have you ever had to unlearn a lesson?

I have had to learn to be okay with pivoting, going with the flow, and making the most out of less than ideal situations. As a dreamer, I am often quick to be disappointed when something goes different than expected. In a mobile business, no event ever seems to go identical than one prior, constantly keeping us on our toes. Henry and I work well as a team to hype each other up or calm each other down as we enter each event without knowing what curveball may be thrown our way (i.e. no electric, shifted equipment or merchandise from a bumpy drive, forgetting to pack an item since everything is removed into storage after each shift, events not clarifying or having clear instructions on set up locations etc).

Contact Info:

• Website: https://routinecoffeecle.com
• Instagram: @routinecoffee.cle
• Facebook: Routine Coffee

Image Credits

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