We recently connected with Dulcinea Herrera and have shared our conversation below.
Dulcinea, appreciate you joining us today. Crazy stuff happening is almost as certain as death and taxes – it’s technically “unexpected” but something unexpected happening is to be expected and so can you share a crazy story with our readers
One of the most defining moments in our business wasn’t a big win — it was a hard one. There was a time when people would come into our cafés and tell me and my staff to “go back to where we came from,” or that we couldn’t speak Spanish in our own space. It wasn’t online hate — it was face-to-face, while we were just trying to serve coffee and protect our team.
At first, it was shocking and exhausting. As an owner, you’re carrying your own emotions while making sure your staff and customers feels safe and supported.
But instead of shrinking, we got clearer. We realized the answer wasn’t to be quieter or more palatable — it was to be more ourselves. More Spanish, more culture, more visibility. We leaned fully into who we are.
What started as one of the hardest moments we’ve faced became one of the most powerful. It reshaped our purpose and reinforced why this space exists in the first place.
Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.
I’m Dulcinea Herrera — a multidisciplinary artist, entrepreneur, and the founder of Café Corazón, Kansas City’s first Latin and Indigenous coffee shop and roastery.
I got into this work by blending everything I am: culture, art, community, and coffee. Café Corazón started as more than a café — it was a way to create a space where people could feel seen, represented, and at home. What began as a small idea rooted in family, heritage, and creativity has grown into a nationally recognized brand known for ethically sourced coffee, immersive experiences, and meaningful collaborations.
We offer specialty coffee, wholesale roasting, espresso catering, events, and custom creative partnerships — but what really sets us apart is *how* we do it. We don’t just serve products; we tell stories, build community, and create experiences that connect people to culture and to each other. Our clients come to us not only for quality coffee, but for authenticity, intention, and impact.
I’m most proud of creating something that uplifts others — from supporting local artists and nonprofits to giving our community a space that celebrates identity rather than asking people to shrink it. I want people to know that everything we create is rooted in care, culture, and courage — and that Café Corazón exists to prove you don’t have to choose between success and staying true to who you are.
Any advice for growing your clientele? What’s been most effective for you?
The most effective strategy has been leading with authenticity and community
Instead of chasing trends or trying to appeal to everyone, we focused on being very clear about who we are and who we’re building for. We created a space that feels genuine — rooted in culture, art, and connection — and trusted that the right people would find us and bring others with them. Word of mouth has been incredibly powerful because people don’t just come for coffee; they come for how the space makes them feel.
We also grow through meaningful collaborations — with artists, nonprofits, athletes, and local businesses — which allows us to reach new audiences while staying aligned with our values. When growth is grounded in real relationships rather than just marketing, it’s sustainable and it lasts.
Do you have any insights you can share related to maintaining high team morale?
My biggest advice is to lead with care and consistency.
People do their best work when they feel seen, valued, and safe. We work hard to create an environment that feels more like a family than just a workplace — we celebrate everyone’s birthday, acknowledge milestones, and make space for life outside of work. Those moments matter just as much as schedules or systems.
At the same time, we’re clear about expectations and values. When people understand the “why” behind the work and feel genuinely appreciated, morale stays high. A team that feels cared for will always care more about the business.
Contact Info:
- Website: https://cafecorazonkc.com
- Instagram: @cafecorazonkc
- Facebook: cafecorazonkc
- Linkedin: cafecorazonkc
Image Credits
drink and food photos Anna Petrow