We’re excited to introduce you to the always interesting and insightful Ginalen Soto. We hope you’ll enjoy our conversation with Ginalen below.

Ginalen, thanks for taking the time to share your stories with us today Often outsiders look at a successful business and think it became a success overnight. Even media and especially movies love to gloss over nitty, gritty details that went into that middle phase of your business – after you started but before you got to where you are today. In our experience, overnight success is usually the result of years of hard work laying the foundation for success, but unfortunately, it’s exactly this part of the story that most of the media ignores. Can you talk to us about your scaling up story – what are some of the nitty, gritty details folks should know about?

Scaling Roots definitely didn’t happen overnight. From the outside, people see our busy shops and a strong brand, but behind the scenes it’s been years of early mornings, tough decisions, and constant learning.

In the beginning, Kenzie and I did everything ourselves. We were behind the bar, managing the books, hiring, and figuring things out as we went. As we grew, we realized scaling isn’t just about opening more locations, it’s about building systems, investing in people, and protecting your culture so the experience stays consistent. One of our biggest moves was bringing roasting in house. It gave us more control over quality and margins and helped us grow beyond just retail into wholesale and new opportunities. We’ve also been very intentional about our growth, making sure each step made sense financially and aligned with our long term vision.

Of course, there have been challenges. Staffing, cash flow, and learning from mistakes are all part of the journey. But every obstacle has made us stronger operators and clearer leaders. At the core, our growth has come from staying close to our community and remembering that people don’t just come for coffee, they come for how we make them feel. We’ve built Roots with grit, heart, and a commitment to doing things the right way, and that’s what continues to drive us forward.

Ginalen, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

My name is Ginalen Soto, and I’m the co-founder of Roots Coffee & Co., a growing specialty coffee company in Utah with multiple locations, in-house roasting, and catering. I actually started my career in the corporate world as a marketing director, but I’ve always been drawn to building businesses and creating spaces where people feel welcome and connected.

What began as a simple vision to serve great coffee has grown into a brand focused on community, quality, and meaningful experiences. At Roots, we offer locally roasted coffee, vibrant spaces, and partnerships through events and wholesale, but at our core we’re really about bringing people together. What sets us apart is our motto, “people first. coffee second” approach and how hands on we are as owners. I’m most proud of the team we’ve built and the trust we’ve earned in our community. I want people to know that everything we do is intentional, and we’re committed to building something that lasts.

We’d love to hear about how you keep in touch with clients.

We keep in touch with our customers by staying close to the experience. That means being present in our shops, listening to feedback, and creating spaces where people genuinely want to come back. We also connect through social media, email, and our loyalty program to share what’s new and keep our community in the loop. We’re proud to be the shop customers can rely on through thick and thin, and we consistently keep them informed with news and updates.

We have learned that brand loyalty comes from consistency. We focus on great coffee, strong service, and showing up for our community through events and partnerships. When people feel cared for and know what to expect, they naturally become part of the Roots community.

Do you have any insights you can share related to maintaining high team morale?

Both Kenzie and I were former athletes, and a lot of how we lead comes from what we learned through sports. We believe in showing up consistently, setting clear expectations, and creating an environment where people feel supported and motivated to do their best. That mindset naturally carries into how we run our business and how we care for everyone who is part of it.

For us, managing a team and keeping morale high comes down to communication, accountability, and recognition. We celebrate wins, we step in when things get tough, and we make sure our team knows they’re valued. When people feel respected, heard, and part of something bigger, they show up with pride and energy.

Contact Info:

• Website: https://rootscoffeeutah.com
• Instagram: roots.coffeeco
• Facebook: https://www.facebook.com/roots.coffeecoutah
• Linkedin: https://www.linkedin.com/company/roots-coffee-co/?viewAsMember=true