How to Build a Brand So Premium Customers Chase You ft. Carlie Butler (Espressoak Coffee)

At this time where I had no money and no means, no. But I think more than that, it's, it is this experience like you're saying that we're creating, you know, having a team that's high energy and passionate. Life is never going to get easier or less busy. Yeah, like it is not. It's only going to get crazier. And so do it. Run with it now. Hustle harder. You can outwork anybody.

The last question I have for you is, what is one of the best pieces of advice that you've ever received or that you've learned over your time building out Espresso?

So basically, advice would be, because I feel like there's a lot of young people probably listening to this.

Brand Builders Podcast.

Welcome back to the Brand Builders Podcast. Today we have Carly Butler. That's right, Carly Butler, recently married business owner.

Oh my gosh, did the cameras catch that?

Business owner, coffee expert, I would say.

Sure.

And dear friend of ours. Welcome to the podcast. How's it going?

Oh, thank you for having me, you guys. So excited to be here.

Um, Carly is an absolute beast, beast of a business owner, beast of a leader. And today we're going to talk into what she's built. Thank you.

Yeah.

What she has built, I think it's tremendous. Um, Espresso Coffee. What is Espresso Coffee?

Well, it is a mobile business here in the Abilene area. Um, yeah, we do all events, local and beyond a little bit.

Um, where's the furthest you've gone?

I think the furthest is the Austin area for a wedding.

Fun.

We've done a couple conferences recently in DFW that have been really cool. Um, I don't like to go much further than that, but we will just depending on the opportunity. But, um, the tra— we have a trailer that's really cute. I'm a little biased. Um, and then also built out a cart so can do indoor, outdoor events.

Do you have one cart or two? I feel like there was two.

There's— I've got two espresso machines for carts. I need to build out a second cart. That's a goal.

But is it a need?

Um, At some points of the year, yeah, it could be. But also with that means more people and, you know, all those things.

So higher payroll.

Yes, yes, yes, yes. Lots of good growing pains.

So, okay, well, what is your favorite either? Are you a reader?

Yeah, I wish I was more of a reader.

Would you say, do you listen to podcasts?

Uh, yours? Yes. Hey, Brand Builders.

Darren literally laughed at me yesterday because we're driving through, so our house isn't like too far from So every now and then I just dream and roll down the windows.

Oh, beautiful. Yeah.

Oh my gosh, gorgeous. I'm giving away my location.

I'll bleep it out.

But there was an outdoor piece of furniture and I was like, what I would give to have that, to just sit outside and read. He starts cackling at me. He's like, you don't read, you never read. And I'm like, but it just seems like it would be really nice. I get you.

I read more a recent book that I read. Ali Bestucki, y'all know her?

Love Ali.

She's a baddie. Okay. She wrote this book called You're Not Enough and That's Okay. I loved it. I read it because it really talked more about, I guess, culture's idea of, or like our society's idea of this toxic kind of self-love and that we really, I guess you hear the message of like, 'You are worthy,' like, 'You're perfect just the way you are,' like, you know, 'You're enough.' And it kind of just debunks that lie, essentially, that as Christians, I mean, we aren't enough. And like, we have nothing good within, inherently good within ourselves. Yeah. And like, we are in constant need of a supplier and a higher power to sustain us and all that. So yeah. It was cool, especially for me as someone who is, um, tends to try to rely on her own power and definitely like is a little bit of a control freak. And like, you— I've got a lot of gas in the tank and I can go pretty far, but like that runs out. And so just a good reminder of like, I am in need of Savior and dependence and, um, just to give me all the things that I need for life and godliness.

I feel like that's just because like, that's a common theme among entrepreneurs that I've found. Um, and so I can, I can relate.

Yeah, absolutely.

Ali Bethros, she's fire. I love her.

And we actually got some other ones last year and it was really good. Really, really good.

She had some cool speakers. They're like all like crunchy, has 10 kids, like raise their own beef. I'm like, but doing women. Yeah, yes, like owning businesses. I'm like, I like these women. I'm learning a lot from these women.

Yeah, she's great. Share the Arrows, is that what that's called? Yeah. Yeah, I want to go to that.

That's awesome. Maybe she can come on the pod.

Hey, she's very smart. I'm gonna let you take that one.

I'm gonna be like, you just need to turn your mic off. I'm gonna mute my mic.

On today's episode, we have Allie. Just talk, Allie.

Oh my gosh, I love it. Okay, so for those of the listeners who don't know your story, how did, uh, Espresso get started? In the first place?

Okay, so I think people kind of have this misconception that I'm the original owner. I'm not. I actually purchased the pre-existing business from its original owner back in 2022. So, um, but go back to like 2020 when I first moved back here from College Station. Um, I was driving down the road one day And I saw this most adorable trailer on the side of the road and I was like, that's a coffee truck, I think. So I literally nearly wrecked turning around, going to find this coffee truck and I ordered coffee and the guy saw how honestly like excited I was for no good reason. And he was like, do you need a job? And I was like, you know, I could dabble. Like I had other jobs, but I'm like, yeah, you call me. You need help.

At this point, didn't you have coffee experience?

Yes. I was working with another coffee brand doing like I was working in a roastery bagging coffee, also managing a shop.

You've always kind of had a thing.

Yes, but it wasn't ever really like I was trying to seek out a career in coffee. It was more so like, I just want to learn more about this. And like, I, I loved it. Yeah. So that sounds corny, but just kind of putting myself in the places of my passion.

Yeah.

Um, and so anyway, I told him like, yeah, call me if you need help, whatever. So I worked a few shifts with this guy. Orion is his name. Um, and anyway, ended up not really doing a whole lot with it. I had an— yeah, like that other coffee shop job, and then, um, just other avenues that I was working in. So, um, yeah, that kind of fizzled out. And then fast forward 2022, I was in a position where I had like— I had no job actually. I had quit everything and was in just a weird, uh, I don't even know, standstill in my life where things just hadn't gone to plan. Yeah. And you know, that's whenever God present something. So anyway, I had heard that this guy was selling his coffee truck at this time where I had no money and no means, no—

welcome to the club, whatever. Like, that's how we all get started. You gotta just like kind of step out there.

Yes. And so I don't know what came over me, but I was literally like, I have to call this guy. Yeah. So I called him and he was like, here's my vision for it. Basically, I'm just— I'm wanting to sell it word of mouth to the person who's going to keep it in Abilene, who's going to maintain it a coffee truck. I don't want it to become a pizza truck or whatever. And he said, why don't you just come and work an event with me and just see what you think? And I was kind of like, okay, there's no way I can buy this thing, but I'm like, I'm just going to see about it. So I go and I basically try to convince him like, okay, I don't need to be an owner. I'm not a business owner. I'm like, let me, let me be your GM. Like, I'll run this for you. You don't want to do the events. Like, I'll, I'll hustle. Like, I'll do it for you and you can just pay me. And he essentially was like, no, like, I will really— it was weird. It was like he believed in me from the get-go and was like, you're the person that's going to take this to the next level. He's like, so whatever we need to do to get you there, like, let's do it. So he mentored me. He actually let me work events with him for like 3 or 4 months that he already had lined up. And he split profit with me 50/50 so that I could save up the funds to make the down payment. and then finance it through him and buy it from him. So there's a lot more to that story, but it was just, it was truly handed to me. Um, and so super cool. I got to hit the ground running with something that was preexisting. Um, and then just kind of slowly turn it into more and more.

So would you say that buying it already kind of put together and having somebody to guide you gave you a head start, or, or would you at this point have rather started from the ground up?

Oh, heck no. No, I, definitely was blessed to get to hit the ground running with something that I wouldn't have been able to. I don't know, of course, there's so much pride in probably building something from the ground up like you have. I mean, that's incredible. But I think this really helped set me up. And I agree, there was already a preexisting vision in a sense, and I just kind of got to, with that, make it my own. And I didn't really want to rebrand it. Like, I already— that was a pro too, is I loved it. I loved it. I love the brand. I loved, you know, everything about it, really.

So it's like, I feel like when you said in 2020 when you went and saw it for the first time, there wasn't just coffee trucks everywhere.

No.

Like, I still feel like whenever I bring it up, like, I used to work in the schools and stuff, and I'd be like, oh, Carly could come out with your coffee truck. And they're like, what? Like, the concept is just so fun and different and new. Like, yes, it's— that was cool. Like, there's nothing like that in our area.

And I never thought about mobile, really. Um, because it was different. Like, I had always just thought, oh, someday maybe when I retire I'll have a coffee shop that probably doesn't make any money, or I don't know, honestly, maybe my husband will fund this little dream of mine. Um, but the mobile thing— and this was another key moment that happened for me right in the beginning— I started kind of getting obsessed with, um, mobile coffee companies online. And one of my friends connected me with a coffee cart out of Dallas that actually catered her wedding and said, why don't you follow them? Like, and you can look at all their stuff on their website and kind of get ideas. So I did. Um, it's called Night Owl. You've probably heard of it. I don't know. They're super cool. But, um, I followed them and kind of started interacting with some of their posts. And they're big time. Like, they've got— I don't even know how many carts— several. And they do all kinds of like corporate upscale events and weddings and things. But, um, I started interacting with their posts and things, and they actually messaged me. This is when I first got started, so I was like, I'm nobody. And they were like, why don't you come and join this online conference that we're doing with other mobile bars? And I was like, fine, sure. So I got on there and it was like 2 days long and it was all kinds of different— I mean, it was food and beverage too, but everyone kind of just talking about, I mean, all things business. And that's really where I kind of like, it locked in for me that this guy was just talking about We're— he said, we consider Night Owl to be in the events industry, not the coffee industry. And we— he also was saying things like, I don't have a desire to roast my own coffee beans. I'm going to let the pros do that. And I actually am not going to have a coffee shop. Like, mobile is what our business model is. And, you know, whatever. So I was like, it was kind of just hitting home for me, like, okay, actually those are my desires. And I was feeling pressure from other people and even customers who would innocently say like, where's your shop? When are you going to get that? When are you going to roast your own beans and be a real coffee connoisseur? And I was just like, I don't know if that's for me, honestly. And so it helped really cast a vision for me of like, okay, I can really hone into this and I do want to just make events better. And I enjoy the mobility of going to new places and seeing new people. So it was cool that I had that really gift from God of guidance in the beginning from somebody who'd been doing it.

Um, well, and to have those resources where you could hop in and learn and talk to other people and like—

and connections too. I followed half those people and keep up with what they do, and so that's really helped steer me.

Yeah.

As—

because I think we at one point, I mean, when I first started, was— we were the only mobile coffee here in Abilene at that time. So helped me, yeah, pave the way a little.

So I feel like Darren and I, that's like a spot we're like yearning for maybe, is like more community with people that are also doing a similar thing. Because it's like sometimes when you take the leap and you're one of the first ones trying to do it, it's like, yeah, for sure. Anybody else doing this? How's it going for you? Like, what are we doing? Because it's just, it is a different market too out here in Abilene. Like, whereas DFW may have 50 of those coffee and they're all doing great and they can supply all Dallas and everybody's like, it's like, we're doing the first thing trying to here. So totally get that.

Yeah. I feel like roasting your own beans as an example. It's very expensive, isn't it?

Yeah.

Fairly expensive.

Oh yeah. I mean, just the equipment alone to start would be.

So, I mean, in the business world, at least in my mind, the whole goal is to make more than you spend so that you make a profit. So what you're doing is like so good because you are, your costs are way lower than overhead is lower than having your own building, having your own roasting equipment. So I think that's another reason that it's such a good model.

No, definitely. It is. It is a little bit, I guess, smarter. Yeah.

Yeah.

No, brilliant.

And like everybody, like Carly, just, it's awesome what you're doing. And Espresso, like it stands out like anybody when you mention you. Her espresso, like you could just see that they light up whether they've gotten a coffee from you or they know you or like another entrepreneur, they're like, dude, she's killing it. And it's like, we're so excited that you came on today because it's like, we want to bring on people that are in different stages and like whether they're just starting or whatever, but you definitely have your brand like established. It's killing it.

I do not have it all figured out, but I would say that maybe that's so encouraging to me because the way people light up what you're saying. I don't really think it has that much to do with coffee. Like, I said, experience you provide. I feel like, I think that has really been what's caught on is, I mean, yes, I think we have a good product and I do love my coffee. It's good.

It's set apart.

Um, but I think more than that, it's, it is this experience, like you're saying, that we're creating. Um, and you know, having a team that's high energy and passionate and Um, and just people who are genuinely— I mean, like, I try to teach my girls. I say all girls, but it is right now. Team girls. Girl and my snacks, maybe. Um, but, uh, that I don't, I don't care if they know anything about coffee. Like, if you can just connect with people, because people are coming, especially being mobile, they're tracking us down on my schedule. They're coming to find us and they're making the effort. They might be getting their kids out of the car. They're coming all the way and walking into some crazy social situation. They're making all that effort to come to us. Like, make sure you see them, you connect with them. Um, and yeah, I mean, that's, that's really what people are desiring is that. Um, so, well, it shows.

Like, I even worked an event with you like a few times and you're like, I told Garley, I was like, dude, I'm not gonna be great at making the drinks. Like, I'm just, I'm gonna slow us all down. And she was like, great, smile and write the names on cups and connect with people and make—

and you kill it. Yeah. Because you're, you're a people person and you can do that. And that's what I'm also training them to do is like strategically think about these people that are walking up and like, when's the last time we saw them? What do we talk to them about? What's new in their life? Like, do what you can to make the conversation not about you.

We were at some craft fair. Were you with me when the guy was like, oh, espresso Carly? Or was I with my mom?

Um, I don't know. I don't know.

Okay, anyway, whoever I was with, we somehow mentioned your name, and he's like a Dyess Air Force regular.

Oh yeah.

And he's like, dude, I am so pumped when she's there. Like, I'm there. I'm— I wish I knew his name, but he—

probably like a 10-minute conversation. I feel like more than caffeinating people at Dyess, we're just like boosting morale on a random Thursday. They're just like, oh, they're coffee trucks here.

Yeah, well, Darren knows it's a, it's a boost when I'm like, let's make a trip and get coffee out of it.

It's like, really? Every trip.

Yeah, she's like, oh, let's just go get a coffee.

Oh, I squirreled, sorry.

No, that's great. Um, so along this whole journey of getting the coffee truck going, um, what have been some of the biggest kind of struggles or roadblocks that have come about? Because it happens to everybody at some point if you are building something or taking over ownership of something, there's going to be roadblocks. So kind of going into that, you know, one question I get all of the time is, Darren, how in the world do your videos look and sound so freaking crispy? And so I want to let you in on a little secret. It has little to do with what I do and pretty much all to do with the type of gear that I use. And I've put together a document with all of the gear that I recommend. If you're looking into going all in on content this year, there's ways to do it on multiple different budget levels, and I'll give all those options within this spreadsheet. But if that's something that's interesting to you, click the link down below in the description and you can grab that for absolutely free. Hopefully it changes your life and you come back and watch more videos. Let's get back to the episode.

Oh, lots. Things. I don't know, I guess I started out more so as someone who was people pleaser, which isn't all bad. Like, I think that that compassion and desire to, you know, please people, help people is a good thing, can carry you. But also kind of finding a balance of not bending over backwards to do things that like really don't align with the brand or like don't you know, best suit the business. Um, so slowly but sure, and there's a time for that in the beginning to like say yes to everything and wear yourself out. Um, but then you have to find like, you got to be okay with saying no sometimes and taking care of yourself and, and like I said, suiting the business. But so that was a challenge. I would say also communication, preparation, I mean, you name it, like, or all things I had to grow in. And like hiring people, having like some friends and people like work for me, um, and also having to, to make sure they align with my vision on, on things and to really over-communicate because you can't always assume, yeah, that people, um, see where you're coming from or know what you need. And, and sometimes we get into that. I'm an internalizer a little bit. So I struggle to always communicate things directly to people. And so I've just learned, I've been burned and learned that that's, it's always better to overcommunicate. Definitely in the beginning, I would have mechanical malfunctions and things that like, I'm just a girl, like, I don't know, I wouldn't know how to fix these things. But like, I didn't have a hierarchy of someone, you know, manager that I could call to say, hey, well, this broke. It's like, no, you got to fix it.

Well, you whip up in your big old truck in this trailer, and she just like bloop bloop bloop in these tiny little parallel parking spots. And I'm like, that in itself just blows my mind.

You know, I will say with entrepreneurship, there are a lot of times where you just got to fake confidence. Like, you straight up might not have a clue what you're doing, but like, you got a client who's paying you to do this. Like, Figure it out and act like you know what you're doing.

Yeah, that is something 100% happened to me, especially at the beginning when you're first learning.

You're just like, my camera didn't just die.

No, like, oh my gosh, man, like, I think I got everything I got when in reality I did not because it died and I didn't have an extra battery. Yeah, yeah, like, we can work with what we got, but these are things you learn over time.

So it's like the wildest story of that's happening recently. I feel like you just had a pretty wild story.

Oh yes. My biggest fear came to fruition. I have— so, okay, this is one thing about my parents, which I also will say I'm blessed to have. They have always been like worst-case scenario people. Like, they will say, like, yes, like, and that's part of parenting, just like, hey, this could happen, like, be prepared, like, you know, or, you know, be careful, I guess, more so. So in the back of my head, and one thing my dad always said to me, like, if you have a, if you have a situation with that trailer, if you have a blowout like it's gonna tear that trailer up because it's real— the camper's real low sitting. Um, and so anyway, that's always been the back of my head. And so I try to really stay on top of, even when it's not necessary, get new tires, switching it out. Um, but you know, life, been busy. Um, and so I, I'd been really thinking the last few weeks I needed to get new trailer tires put on the trailer. And anyway, I had a blowout like coming down.

Were you headed to an event or going home?

No, thankfully I was headed home and I wasn't far, like 5 minutes. So Max was at the house and was able to come help me. Um, but, and I noticed it quick. I don't even know what it was because I was jamming to music, not paying attention. And you know, you just get a little more careless over the years.

Girl, I've had a bumper hanging and sparking on the highway and I'm just jamming to music. I didn't even know.

See, I've been— yeah, I don't know how it was. Literally was God that like made me look up into the rearview mirror. I would have not even heard anything or felt anything different.

Yeah.

Anyway, I noticed like some smoke and was like, hmm, hmm. So anyway, got over real quick and, uh, yeah, I just fully expected to walk around the backside of the trailer and just see the logo and just the side of the camper just torn up. And it was not. It was like, I mean, it was demolished back where the tire was, but, um, anyway, and it was one heck of an experience to get it, to get that thing jacked up.

It was a whole thing.

So did it mess up anything inside?

No, or even underneath. Like, you know, I've got like a water tank underneath there and like a lot of like important parts of this camper that I thought something would be torn up. But no, grace of God, there is no damage whatsoever. So anyways, but yeah, crazy things have happened. Um, that's one of them.

You ever forgot something that was like, yes, so important?

So one time, oh my gosh, yeah. And that's part of being mobile and especially with having the cart and the trailer. Yeah, like where is what, where? And I'm not a like super organically naturally, I should say, organized individual. Um, but I also think it's a strength to be a little adaptable and to not always have to have everything all perfect. Um, but I will say one time I forgot, um, don't know how it got misplaced, but the tamp. So like coffee portafilter, there's like a little metal device that you press down into the coffee grounds and like there's only a certain perfect little size thing. That will do that. And I was on base one morning, so that presents a whole other challenge. Nobody can just drive up and bring me a coffee tamp. So, um, anyway, I, uh, was trying everything. I was trying the base of a coffee cup to like get— not gonna work.

Cutting at the bottom.

Um, but hey, again, fake it till you make it. Nobody knew we were in that struggle. Yeah, but, uh, my dad actually— like, I sent my employee to go meet him at the gas station and come back onto base all Yeah, every drink you're making has to, has to have that, or the quality is just—

Have you ever had a moment where you— something like that happened and you had to like cancel?

I had a moment one day. I was trying to do way too much, and I had 3 events— no, 2 or 3, I don't know. Um, and I was going from like one to the next, and the espresso machine in the trailer— we got to, uh What's the— Amplified Vision is the name of it on Buffalo Gap. Anyway, they were doing like a staff party, had us come with the trailer, and I turn on the espresso machine and I mean nothing. Oh, so something internally too. I mean, I tried everything, restarting power outlets and all these things, and I only had— I mean, I had about this much cold brew where I could like give them that. And tried my best to just make do with, with that. Um, but essentially was just like, I'm refunding you, I'm gonna go figure this out. This has never happened to me. I'm so sorry.

They were so gracious though.

Well, and there's not really people in Abilene that fix espresso machines. No, that's another thing. So if anyone's looking, entrepreneurs, or— you gotta know what you're doing.

Every coffee person that I've talked to has to send them to Dallas.

Yeah, yeah. We try to collab, like, with Statesman a lot of times we'll try to like send each other's equipment with each other when we go because it's a haul. Because I mean, you have to pay quite a bit for them just to come Here for travel. Um, so I try, which is also something I'm behind on, so everyone send prayers. But, um, I try to go once a year just for service. Service. Yeah, smart. Stay ahead. So preventative maintenance.

Change the oil.

Yeah.

Yes, that's awesome. Okay, so whenever you're running a business or building a brand, relationships, I feel like, are key and very crucial to being able to successfully build something. Katie, my wife, has been one of the biggest reasons that we're able to still go, because honestly, we probably would have quit about 2 years ago.

No, but with that being said, she fans that flame.

You ain't got no choice.

When it comes to friends, mentors, spouses, yeah, how have they played a role in what you're doing?

Oh, everything. Yeah, I mean, I will say something super cool recently that I've gotten connected with, um, even just I guess employees fit into that category. Those are relationships. ACU has an internship program through the College of Business. Yeah.

And dude, they're stepping that up.

Yes, I'm seeing it. It's so cool. And I just happened to be getting my nails done one day with the head of the department and recognized her from a previous event that we did and just got to talking. And she was like, have you ever considered like offering an internship? And I was like, boy, do I need that? Like, I need people.

Yeah.

And so college, that's what I was about to say is that it's been so refreshing because these girls are like chomping at the bit to get experience. They have so many creative ideas and want to help and run social media and do all— so it's been so neat to be able to like utilize that and, um, really just grow with them. And it helps fan my passion because, you know, you get— you have days where you're just like, I'm not as excited about this, or, you know, and they're like just a reminder that, um, yeah, this is awesome and exciting.

And how cool is that? So how long ago, or how long has that been going on?

So we did it last semester and then again this semester I renewed some of the same girls. So it's been really cool and they've stepped up a lot. Um, and then I would also say, gotta shout out my husband, because I was about to say, if you don't take this opportunity— I know. Well, he's so awesome, and I will say, so God handpicked him just for me, and I had a girl, actually, I went and spoke at ACU at the Griggs Center the other day. And she asked me, she said, "How do you balance home life and work life?" She's like, "Now you're married and like, what does that look like?" And I'm like, I would have been, I used to have so much anxiety about this thinking as an entrepreneur, how am I going to find someone who really gets this and like, doesn't think I'm a crazy workaholic or whatever. And I would say you have to find someone who works as hard as you. And I will tell you, Max is the most hardworking guy that I know actually outworks me any day of the week.

Well, doesn't he work a full-time job?

Well, he's a fireman, so he's— which has also been so cool because he's 2 days on, 4 days off. So whether he likes it or not, he needs to help me quite a bit. Free employee. But he, he loves it. Like, he's so good with people and just like, yeah, the customer service thing's easy for him. That's what they— I mean, he serves the community every—

he's just, he's a very joyful human being.

Yes. And not to mention how like gifted he is as far as like all the mechanical stuff I used to stress about. I mean, he's Fix my espresso machine on the spot.

Look at the Lord.

I mean, our first date, he asked— we went out to my warehouse and just to show him kind of behind the scenes. And I remember he asked me, he was like looking around, he's like, if you could change one thing about this place, what would you change? I was like, I wonder— wow. Well, I'd probably put the light switch in the front instead of the back. And he was like, I could probably do that. You're like, just like a mister, I can fix anything. Anyway, yeah, so problem, fix the problem. He's a rock star. That's So makes my life easier and it's his joy to do that. So it's cool.

So is that y'all's dynamic most of the time? Or like, how does he help you out with it, with the business on like a day-to-day?

Um, he will haul all my boxes that get delivered up to the barn. He'll, I mean, anything. He'll help with events. He's, he's got access on base now. So he'll come out there and chat it up with the guys out there.

Heck yeah.

Um, yeah. Anything I need, honestly, we have days that is like our fun date night sometimes, or just hanging out in the warehouse and organizing and fixing And yeah, dude, turn on some music.

You can make anything a date night. It's fun.

Yeah, it's super handy.

Have you ever experienced burnout?

Yeah, um, definitely. Um, but I will say what's really cool is I'm learning. I've only been doing this for 4 years, but the trends are that we're super busy in the spring, so like February through into May. And then I don't know what it is about Abilene, but the summer nobody wants to do anything. It's hot.

Come on, Abilene, it's hot.

And I mean, we do a lot with the colleges. Colleges are out. I mean, everybody's, you know, off for the summer traveling, all that stuff. So June, July, August, mid-August, like, is pretty slow. Um, and then mid-August through the end of the year is just all gas, no brakes. So it's cool because I feel like naturally I get to kind of have those resets of like, okay, this is slower season, I can kind of revamp, go back to the drawing board, take some time off. Um, and I actually did take all of January off this year. Well, because I got married, but also just even we got home from our honeymoon and then I took another 2 weeks after that. So super good and healthy for me.

So, so what do you do during those times of the slow seasons? Um, like, do you focus on like marketing? Do you focus on other things that you don't normally get to do? Or—

I like to do a giveaway in the summers because I feel like it kind of like helps create a little momentum whenever we're slower. Um, that's fun.

I—

yeah, I do.

Or do you just shut everything off and you're like, I'm gonna do a lot of nothing?

I'll be honest, like, let a lot of other people make my coffee. Um, bring— but I'll— I will bring like one of our machines we're not using in the house and kind of use or make my own coffee in the mornings. But then, um, I don't know, get, get ahead on inventory, get organized, maybe do some fun menu tasting, sample stuff. Have like last summer we repainted the cabinets in the trailer, things like that, that like just don't get done during the year.

So that's good. Let's move into the content and social media. Obviously that's what we do here at Howdy Media, but how do you leverage and how do you use social media for your business?

Well, first off, Darren, you do such a fun job. I will say fun.

She said fun job.

He does though. And I feel like, I mean, maybe this isn't your strategy, strategy, but I feel like people are following you because they're essentially like, what the heck is Darren gonna do next? Yeah, it's gonna hit his wife again.

Okay, disclaimer, I did not actually—

you were wearing my hat in that video and I'm like, if this is reported, I got you an extra million views.

I know, and that video blew up. That's why I always joke about that because I'm like, the one video that goes viral is him just pain inflicted.

Yeah, that's crazy.

But espresso is very clear.

You're right, I did. Thank you for that. Yes. Um, I don't know if it got me any follows.

Probably not, but that's okay. Brand recognition.

But yeah, people love, yeah, keeping up with what you're doing, which is awesome. I just say that to people all the time, like, passion is contagious. People want a piece of what you're selling if you're hype about what you're doing. And so Um, I don't have some crazy social media strategy. Um, I just am excited about what we do and it's fun to get content. Um, behind the scenes always does really well. Reels do good. But like you guys have said, like consistency is huge. Um, just be present, be active on there. Um, and sometimes even stories as much as posts. I mean, yeah. And I've also learned that what I post on Instagram doesn't always work on Facebook. And what— it's so complex sometimes because it's like you kind of have to be different for each platform.

Yeah.

Um, but yeah, consistency, dude.

Who doesn't like watching you do latte art? And then like, Carly's always set up in like the prettiest, coolest places. Well, I said not really.

We make it look more glamorous than it is, but like, that's part of the thing. We're just trying to, you know, I think people have this concept of like, oh, it's so aesthetic, and it's like, yes, but there's also some grit and grind happening. But the things that you think are mundane that you're doing, yeah, people, it's different to them. They're not living your life, so post your life because they want to watch it.

Yeah, well, it is.

Yeah, Carly doesn't just show up at— I mean, you do always look fire, but at the event, like, all put together, but she's like throwing all these coolers that are bigger than her in the truck and like The hit. I'm like, girl, she, she's hustling.

You know, it'd be funny, have you ever done a live stream like while y'all are doing the show?

I have, but I get way too nervous. I don't like the live stream.

Okay, what nervous about? What?

I don't know, because it's live. I mean, there's no, there's no takebacks, there's no deleting it.

They see, they see when she's missing your tamp.

Yeah, reveal all my like exposed flaws.

And like, I'm talking like you don't even have to like even talk to the camera. Like, it's just—

I've never actually done that.

I was just watching what's happening, and they will tune in. Yeah, like a TV show.

But it's okay.

That's a, that's a good idea. Maybe I'll put it on the window because that's the hardest part, is when we're so busy. Like, I feel like I never get content of like the long line we have because in that moment it feels ridiculous to grab my phone and be like, hey, smile everyone.

So I mean, here we go, a 360 camera. Have you seen those?

Uh-uh.

It's like, it's like this big and it films literally 360. So like you can just mount it to the window. Nobody will think anything because it doesn't even look like a camera, but it, you can get the person at the window and the customer.

What does it follow the action or how does it?

Yeah, you do it after. It just records everything. So like if we put it in the middle of the table, it would get all of us and that and everything.

You got all the cool gadgets.

I don't have it. I don't have one.

Darren's gonna link this in the comments.

Anyway, it's just a random, random idea.

Just a thought.

Um, but I am thinking of delegating my TikTok because I'm just gonna go ahead and humble myself that I'm getting older and I'm not as creative.

TikTok wears all of us out.

But like, if someone else wants to run with that, just TikTok. Yeah, I have a hard time letting go of my Instagram. Okay, it's my baby.

I love Insta. All my personal business, I feel like, comes from Facebook. Yeah, you're so good at Facebook. The OG people that like helped raise me, right? They're like, they're supporting. Yeah, they're like, girl.

And pictures do better on Facebook versus— I feel like video does better on Instagram, the movement.

Yeah, I don't know, it's weird. It's a weird dynamic because my stuff does not perform on Facebook.

Mine at all either.

Instagram, it'll go crazy. TikTok does not perform, but YouTube sometimes.

Consistency, and even talking about consistency in general I feel like people really overcomplicate business practices and it's actually really simple. Like, be someone who's consistent, be someone who shows up when you say you're gonna show up on time. And whenever I post on the schedule, we're gonna be there from 10 to 2, I'm not leaving early because I said I was gonna be there from 10 to 2. Like, people want to trust that and I don't know, over— like, under-promise and over-deliver. Yeah. I heard this the other day at ACU. They were talking about this at their chapel. Um, and that's so true. Like, with a client, blow their socks off. It doesn't have to be that crazy. Just don't over-promise them on this end and then kind of undercut them over here, you know.

That's one of my favorite things to hear.

Be generous with your staff, like, and with, you know, different whatever interactions with customers. Stuff like that. It's just, it's really so simple. You're ahead of the game if you're just doing that.

Yeah. You know, one of my favorite things to do, like if we have a photo shoot or a video shoot, I'm like, oh, I might have it back by like in 3 weeks.

Yes.

Same day I'll get everything over.

And then they're like, this guy.

And 9 times out of 10, they're like, what the heck? How did you get that done so fast? I'm like, oh, you know, you just know. I already know I'm going to do it right after the shoot because I have nothing else going on, right? But, but like, just that mindset and the framing, it's a little bit of a game, but it works. It's huge. And, and doing the simple things like you're saying, like showing up on time, like, right, doing what you say you're gonna do.

It seems simple, but it's— you see it less and less. Or, and shout out to, like, you were talking about ACU's business program, like, they are— they're staying with it because I feel like it's changing so much. Like, when somebody pursues a business degree now, like, it's not just like not all of them are thinking about working in banks. No, they want to go do fun things, right?

And they're hearing from people in the community. I mean, they've invited me, several other people, um, to come and speak to them and, and then also show them what they do. I mean, we brought coffee up there, we've had our trailer up there, so it's really cool and hands-on what they're doing. I love that.

Yeah, that's awesome. In our market, um, it's getting harder and harder to find people who do a good job, which, like we were talking about, doing what you say you're going to do.

People appreciate good service.

So yeah, whenever you do have something of good service, they're like, they're mind blown because they're like, usually all the other people we use, it's like not like, okay, so think of Carly, your business model, everything you do.

You like your trailer. So cute. Everything's so cute. But then Carly shows up and she's like freaking weird. She's just like, doesn't talk to anybody. She's all bugging out.

People might have thought this.

They probably negative. Nobody's ever thought that if they met you, but like it would change the whole experience.

Yeah. I was going to say nobody would invite you into that experience.

Yeah.

Yes.

But you have all those qualities that you've grown and developed.

I mean, that's important. Killing it. God had this for me. So he's kind of helped set that up.

Which I think is also huge. That's what we talk about all the time is like, if the Lord places a passion in your heart, it's for a reason.

Yeah.

So fan the flame and keep it going. It's obviously—

that's been Darren's new thing.

I want to get a tattoo so bad of just a little fire thing, but a little fire. Heck yeah, a little flame.

Just a little, just a little fire emoji.

Um, so owning a business, being a leader— we're just gonna move on, like, yeah, okay. So being the leader of a business, of a brand, vision is huge. So when it comes to finding this vision, getting this inspiration, and thinking like, okay, We're going to be here in 5 years. What does that look like for you? How do you— like, how do you figure out where you're going? If you're watching this episode right now, it's more than likely because you are somebody who is building a brand or a business. And if you want a chance to go all in on content, because listen, 2026 is the year to do it. I've actually put together a free 5-day challenge. It's called 5-Day Build with Video Challenge, teaching you how to create content that turns into clients and leads. If you're somebody who is looking for some help in this area and wants to grow your personal brand online using video, check out the link in the description below. There is very, very limited spots, so make sure to claim yours today and apply for the challenge. Let's get back to the episode.

I'm doing a lot of observing what customers want. And what our clients are looking for. And I just keep learning, like, it is about that experience we're creating. And I don't want people just to— and in the beginning, when I first started, I feel like I had to kind of bust out of this bubble a little bit of people kind of wanting to put us in the category of food truck. And I was like, oh, not really what we do. Like, I don't want people to just think of this coffee truck is like, okay, we've got this event and these people that are here, they might be thirsty. Like, we should just, we should have a coffee truck show up. No, I want people to think like, we're planning this epic event. We want it to be great and we want it to be exciting. Like, what could we add to it? What could we bring in that would make it better? Espresso. So that is kind of like the vision, I guess, of what we've been going for. And also just being like adaptable. Like, I kind of like, in the most authentic way, I kind of look at myself and like my team as like chameleons. Like we're always kind of like molding and blending into like the new environment that we're in as far as like on base. Like I'm there every Thursday morning. We're serving a lot of guys and women that some of them, a lot of them out there just want a black coffee. And so we're going to make sure we have that and we bring the strong cold brew. And, you know, I might have my husband come work so he can chat it up with them. And then when ACU sorority books us for their social with their moms, like, we're gonna bring the high energy and the colorful cold foams and all the pink stuff, and we might wear our cute little, I don't know, Lulu sets and stuff. Like, you're gonna fit that environment. So that's kind of like, I guess, what's worked for us is like people are looking for that experience. So you have to be kind of critically thinking about what you're providing.

So just intaking the data that you get.

Yeah.

And making your decisions based on the data. So like if people say, oh, you should have this, you think about that, you just add it to the dataset.

Yes. And it doesn't always work that way. Just because people say I should have matcha doesn't mean I'm going to do it because it's a mess and I don't like matcha.

9 times out of 10. The feedback you get as a business owner, take, like, take it with a grain of salt.

It doesn't always work for you, like, but there are some nuggets in there that are worth listening to. And what are people looking for? And I've just recently unlocked that with ACU. They hired us to do all of their new student orientations, and they wanted it to be— not that we aren't efficient with what we do, but what we normally do is we're made to order We provide made-to-order coffee drinks. So it's like, you tell us what you want, we pull the espresso shots. It's a whole little experience where you're purchasing a coffee one at a time. They're like, we love what you do, but we really need this. We need it to be fast. Is there any way you could pre-make it? And I'm like, pre-make it? Who would want that? Like, I don't want to do that. Yeah, but I'm thinking like, I want this opportunity and like, maybe, maybe they're on to something. So we try something new. We start knocking down these recipes and like pre-bottling lattes, and it's working so well. It's so efficient. It's what they like. And when we're on campus at ACU with college students, 99.9% of the drinks are iced. So it works. So that's kind of like unlocked a new revenue stream for us. And we've built some brand trust, I think, to that we're at the point where— because I don't— in my mind I was like, I don't think it's that special. Like anybody could just bring a jug or something like— but I think that people are at the point where like they trust our brand and they, whatever it takes to get our coffee there, they're good with. So it's been really cool.

So is that— you said you're kind of working with them more. Is that like a monthly thing or—

they've got— yeah, it's during the semester. I think last semester we did 10 of them and this semester we'll do another several. It's 10 events.

So like you'll go there, set up 10 times?

Yes, at the same location. They have groups of like anywhere between 400 to 600 people, students and parents that are coming in that have been accepted to the campus and that are coming to tour. So we're set up there to serve them. So realistically, it came out of a place where that was pretty high capacity for us to handle 600 people in the course of an hour. Like, yeah. We can't realistically serve them. So how could we, how can we adapt? How can we make it happen?

So how did, how is like, how do those situations work with y'all? And are you trying to do more of that? Because I feel like that's a more consistent, like as a business owner, I feel like, um, back to the word consistency, but knowing like what's coming in, being able to predict like the cash flow coming in. Do you— so you do this with ACU and you do this with Dyess, I'm assuming?

Um, Dyess, we still do the made-to-order drinks because it works with that flow.

You're there every week?

Yeah, consistency-wise, yeah, every Thursday morning, 7 to 10. I don't book anything else on Thursday mornings unless it's just something crazy, and then I tell everyone there I'm really sorry and I talk to them about it. But like, we got booked for one of the AI groundbreaking events. Oh yeah, it was on a Thursday morning. and they booked our trailer and our carts, um, and wanted the whole setup. So anyway, the Dice guys let me, let me have a pass on that one.

But so are you, are you like, as a business, are you looking to go more towards like those types of situations or like one-off events?

Um, I don't know. I, I like a mix of both. We really want to get more into the wedding, and I think there's a way to kind of collab the both of them, if that makes sense. Like, I think this has unlocked a way to even make our original business model, the made-to-order drinks, even more efficient. Like, I could combine the two ideas, if that makes sense. Like, I've got a wedding next Saturday, and I know she's got 5 specialty drinks that she's picked for her menu. Well, I could pre-make a gallon of each of them just to have for efficiency purposes.

Hmm.

Yeah.

If it gets crazy during cocktail hour specifically, and then we make-to-order the drinks, the rest of them. Um, so I think it has— it will make what we have already got going better. And yes, I, I plan to do hopefully as much as they'll use me, all of those orientations, and keep doing them that way. It's worked and been fun, and we've gotten to be more creative with the drinks that we do. Like, we switch up the flavors every week, which they love. And it's like, we could be consistent and do the exact same drinks every week, but they're like, oh, what's gonna try something? What's gonna be this time? You know, with the staff that's there, which is— it's important. We want to maintain that excitement for them. They're booking us, so Yeah, it's new students and families that don't know what flavor we had the week before, but the people who really matter, who are paying the invoice, like, they're— yeah, they're getting something new.

So, so is there any new big, like, big plans on the horizon, or in the next 2 to 3 years, like, where do you see Espresso going? Are you gonna add mobile parts?

Uh, I would say the vision is still to stay mobile for sure.

Yeah.

Um, I I don't know. I like, it's hard to look that far out. I don't know what life's gonna look like. I'm sure it's gonna change. Um, but I would love to have, yeah, open to more carts and/or another trailer at some point. Um, I've got a really, like I said, handy husband who really has all these ideas. He's very entrepreneurial-minded even though he's not an entrepreneur. So he's like, what could we do? We could turn that into something. We could—

so are y'all just like laying there at midnight and you're like Oh my gosh, why did we not— I mean, he's always talking about business ideas and I'm like, how can I grow this?

How can you grow that?

This is not efficient.

It's so fun. It is so fun.

And then we go to dinner on a date night and it's like, can we just turn that— no, we can't turn that off.

No, you can't.

Because it's just a part of you.

Yes, it is.

It just consumes so much of your day and your mind.

It's like, but it's fun. But it's so awesome to have someone that gets it and is just as passionate about talking about it. So Yes, there are things coming. I think it's more mobile. It's also just really investing in the people that we're training up now too, because there's only so much of me and there's only so much of Max. Like, we have to equip other people to take it to the next level. And to— if we're going to have 5 events going at once, I can't work all those events. So we need more staff that know how to represent the brand well, you know.

So have you ever thought about franchising this model?

Oh, all the questions.

Yes, because then, then you could go, I mean, global with this thing.

Global is crazy.

International.

Darren thinks big.

I'm just, I'm just, yeah, I really appreciate that, Darren, but I don't know.

Um, we're in the car the other day and Darren's like, Katie, what's your 10-year plan? And I'm like, I haven't even had coffee and you're asking me my 10 years. And he's like, if you didn't have me How would you support yourself? I'm like, I'm gonna stay out. I'm loving on my baby.

Okay, here's the thing. I just, I, I don't know. I, it's hard for me to answer that question, so I'm always just curious, like, yeah, what are other people's responses?

Well, if anybody could do it, you could totally kill it.

Like, and maybe even not like global necessarily, but full intention to someday have a baby strapped right here still making coffee. So I'm not gonna be like hanging it up. At least I hope not. But I don't know. I mean, desires change and things change. So I don't know. But so no franchise. Maybe I've got some girls that I really believe in that are working for me right now that I'm like, shoot, if you want to chase after this and you have a place you want to go, like, I'm open. I don't know how to do that.

I don't know how to franchise. Start a Facebook Marketplace in trailers.

But if somebody wants to like pursue that, Hey, I'm open to the idea.

And they can use Espresso Exchange.

They could use the brand. Why not? And we can pop one off in DFW.

Uh, that's sure a load off you.

A lot more, uh, there's a lot more competition in that area. I mean, it would take, it would take some work and some time to really establish a brand there, but there's other places that need some mobile coffee for sure. A lot. I also think my alma mater, College Station, Texas.

I've still never been to College Station.

Do they have any over there?

They do, uh, have some, I think.

One of my good friends called, uh, alumni, uh, I don't know, I don't know.

But ACU has accepted me with an HSU in McMurray, and I'm not alumni from there, so yeah.

And you wear the ring proudly. Yeah, you're, you're gig 'em, gig 'em ring.

Um, but yeah, I had a good friend call me from it. She actually part owns a really awesome coffee shop there in College Station and um, is looking into maybe doing the cart thing. So franchise fun.

Hey, how's Oak on First going?

It's great. Um, I think I haven't really talked a ton about it because there's been like a, what are we doing? I haven't really fully known what we're doing. Yeah, but, um, Rebecca Gibbs and her husband Lucas, they're basically— I call them the Chip and Joe. Yeah, they're awesome.

They have vision.

Like, that building, it's beautiful. They were there Yes. So if you haven't been, you need to go. They've got the Oak Street shop on, um, what is that, over in the Soda District? Yeah, the original, super cutesy. And then they've got Oak Street, um, on First, which is right next to Vintage Marketplace. Anyway, yeah, Rebecca's vision for it was basically just to have like, um, it's all imported furniture, beautiful antique furniture, um, and also she's got some vendors set up in there that are selling their stuff. So we are not— we don't have a brick and mortar. Um, it just honestly has been an awesome space for me to have that's central to Abilene. Yeah, that we can meet there with my team, with brides. Um, we are selling merch and my coffee beans there. Okay. Um, and we're gonna do some pop-ups there.

If we walk in like on Wednesday at 2, like you can't get an espresso?

No. Okay, not right now.

No.

Um, but maybe in the future we're looking into doing some more regular hours there. Um, I've thrown around the idea of— I'm just giving all my ideas out right now— but, um, of doing some of the pre-bottled lattes over the summer there that people could like grab and go. Um, just figuring out brilliant logistics of that. But people like a little coffee and thrifting or, you know, antique shopping. So, boy do we. So yeah, um, but, uh, Flower Boys is there and she— okay, another vision that— because she just did a a class or a workshop for Valentine's, but I thought I could do a workshop. I think that would take a lot of, um, confidence for me to like decide to teach people something. But I think people are interested in learning how to do coffee at home more. And so, or just educating them.

Yeah, like people don't know like what's an Americano, what's the difference between a cap, like there's really not any of that around here.

You know, like you do wine tasting, you do like a coffee— yeah, coffee tasting or something. So I really want to utilize this space in like some creative ways, but it's not storefront with regular hours. It just doesn't make sense for our business model.

But that's awesome though, to have that spot. Yes, like especially working out of your house, right? Your warehouse.

So we've got like a— I've got a fridge up there, ice maker up there where we can come and get things. And you know, so it's, it's been cool because now I live in Timbuktu. So Max hates when I say Timbuktu.

She's out working with the cows.

So it's a cool like, yeah, centralized location for me to, you know, do things.

Just want to see how that was going. I was excited whenever I saw it there. I was like, what's gonna happen?

It's a neat space. You should check it out. And also Audiel Designs, it has really cool quilted coats.

We got them.

We got them. She's there. There's lots of awesome things going on.

That's awesome. Okay, well, we're going to wrap up pretty soon. The last question I have for you is, what is one of the best pieces of advice that you've ever received or that you've learned over your time building out with Spresswork?

Oh, this is a hard question. Um, I told, uh, I keep talking about, uh, being in DC the other day, but it was really good. And so the, these kids are so eager and ask so many awesome questions. Um, and I don't feel qualified to answer any of them, but, um, that's exactly why you're answering. Well, it's great. I told them though, because looking back, like hindsight, when I bought Espresso Oak in '22, I was 22 years old. Um, and I'm trying to do the math. I'm not good at math. Um, anyway, and I just think it was such an awesome, like, meaningful season of my life to be gifted that by the Lord, like, to really capitalize on that time in my life because I had the time then that I don't have now and definitely won't have later. So basically, advice would be, because I feel like there's a lot of young people probably listening to this, like, the time is now, and it's never— life is never going to get easier or less busy. Yeah, like, it is not. It's only gonna get crazier. And so do it. Yeah, run with it now. Hustle harder. You can outwork anybody. You can. And so you might not have everything perfect or all the money or the perfect product or whatever, but you can hustle harder.

And— Wow. Mic drop. Mic drop. Thanks for coming on the podcast today, Carly. Where can people find you? Where can they connect with you and look at your stuff?

We are so close to 4,000 followers on Espresso's Instagram. So follow us and I will give you a key tip on following us. It is not Espresso. There is an S, so that's why some people struggle to spell it espresso. But if you think of espresso, then you'll know how to spell it.

Not espresso.

Really funny squirrel moment. So when Orion owned Espresso, he messaged me and I was like starting to do art in my dorm room, and he messaged me and was like, I need a coffee sign. I was like, I don't draw. You did? Yeah. So I was like, I don't draw coffee, I don't know anything what you're—

but sure. I'll try.

So I got me some chalk markers, and the first time I did it, I did Express Oak.

I bet he was so sweet about it too.

And just like, sorry, just can we like use smaller and make that an S?

That's funny.

But yeah, I was that, that was like the O-O-O-O-O-G.

Yes. So follow us on Express Oak on Instagram, on Facebook, or on TikTok.

But like I said, we're not, but I think we're phasing out of the TikTok age.

Yeah, we are. It's okay. We know it about ourselves, but we post our schedule every week. So if you're looking for us, we have— I mean, people get frustrated, like, you're only private events, but we have some public events going on and you can always track us down. So find us around Abilene. Yeah.

Wow. Go give her a follow. Book her for some events, weddings.

Hey, yes, she did our wedding.

It was phenomenal.

The amount of people that say that was like the coolest thing that I've ever got to experience at a wedding.

I'm like, hey, and y'all believed in me before I even had the cart going on. Like, we were setting up on tables.

You didn't have a cart?

No.

No. Oh, I guess that was—

so you guys are some of the OGs.

That was in 2023. Yeah.

Yep. Wow.

Okay. Yeah, we just celebrated.

But if you guys renew your vows, we'll give you the full— yeah, the full thing.

Hey, no, we're gonna be— whenever this is finished, we're gonna be doing a— what do we call it?

Grand opening.

Grand opening.

We're working.

We have a lot of kids in the studio space that are not done, like a lot of like furniture being built and art And so when it's all come together, yeah, we want to celebrate.

Yeah, you'll be getting a text from us.

Yeah, so everybody show up to that.

You better book it now.

Oh, and we turn 5 next year, so that's on the horizon. I'm gonna be planning a big awesome party.

Wait, we sang at one of your parties. Yes, we did.

Was that your year 1? Year 2. I've kind of slacked the past couple years.

That was year 2.

That was year 2. Um, we got the first party got shut down because so many people showed up, then this landlord got angry, and that was awesome.

What a— what a— that was awesome.

Yeah. And then that second year was at Kendra's place, and you guys sang. It was so awesome. But we also had a machine malfunction because so many people came. And then 3 and 4, I was just like, don't worry, we'll wait till the big 5. So anyway, look out for that.

Watching out for that stuff. Go to the 5th birthday party. Um, yeah, thanks for coming on the podcast today.

Thank you guys so much.

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