Today we’d like to introduce you to Benjamin Hernandez.
Benjamin, we appreciate you taking the time to share your story with us today. Where does your story begin?
I got started in craft coffee in 2014, transitioning from a management position at Starbucks to a craft coffee shop by the name of Oak Lawn Coffee. I took a pay cut, was guaranteed less hours and had no benefits, but I couldn’t resist the draw of craft coffee. Connecting with people while also serving them an incredible product was something I couldn’t resist. Beyond the surface of coffee, I discovered a whole world that was previously unknown to me. Latte art, coffee origins, volumetrics, the works. Coffee went from being a simple pleasure to a complex world.
I savored every opportunity I was able to pursue in my time at Oak Lawn Coffee, as I rose from barista to manager, and eventually operated the store entirely. I was able to compete in the World Latte Art Championships in 2016, learn to service espresso machines at the La Marzocco headquarters in Seattle and was fortunate enough to be chosen as a judge for America’s Best Espresso in 2018. There was no doubt in my mind that coffee was a world I loved, valued and wanted to always be a part of.
I parted ways with Oak Lawn Coffee near the end of 2018, but I knew that coffee was still where I belonged. As I began writing, dreaming and imagining, I remembered what it was like to run a coffee shop in Dallas in 2016. At a time that saw our nation polarized and divided deeply, what struck me most was how civil everyone was the moment they walked in our café door. Everyone was open about who they voted for, and though it was pandemonium and mayhem in the streets, civility and understanding reigned within Oak Lawn Coffee’s walls. I saw the intrinsic power of coffee to open minds, hearts and unify even the most divided of people.
With that memory fresh in my mind, I began dreaming of a coffee shop whose mission was that most radical of concept: unity. From that, three core values emerged. Honor, Culture, Service. In time, the values would morph as Service became our culture, and eventually, the core tenets would be Honor, Service, Unity. The moment I wrote Revolution Coffee Company on paper, I knew it was my mission. With that hunger in my heart and mind, I made my way north of Dallas, to Denison, Texas.
The first rendition of Revolution Coffee Co. was located in the 400 block of downtown, and existed alongside a consignment store. The two businesses operated in harmony, both drawing in and benefiting the other’s customers as symbiotically as possible. 2019 was a textbook year of growth, gaining popularity and dipping our toes into unique products. 2020 was started with fervency, excitement and determination. As most everyone knows, March dramatically changed that.
With the introduction of Covid lockdowns, business became a game of survival. The dip in business from March to April was crippling, but we weren’t going to count ourselves out yet. Rallying our best ideas, we rolled out programs that allowed us to better serve our customers. Six pack lattes that could be ordered, picked up and kept in the fridge for weeks. Half gallon lattes, cold brews, chais, etc. We met the challenges of Covid with the spark of innovation, drawing on the inspiration of those small companies that faced challenges in the past, but became titans because of their refusal to quit. We not only recovered our sales completely from April to May, we experienced an increase that, to this day, amazes me. Our team was unwavering, determined and constantly ready to face the challenges of 2020.
2021 began with its own challenges, wasting no time in throwing what it could at us. After an impromptu location change, we redefined our business model (it was at this time that our value statement was reanalyzed and changed). Moving into the historic Katy Depot (what was once a very active train depot, now turned into a mostly desolate event venue with sparse offices) we faced enormous challenges. The interior was unfinished, so we improvised by purchasing and utilizing a mobile coffee cart. We set it up in the hallway outside of our space and provided service to our customers there. In this time, Amanda Mendenhall, the brilliance behind our marketing and most every good idea we’ve come up with, requested permission to spearhead new retail strategies. Lacking any sort of doubt, I entrusted her with that and she, as always, showed up and showed out. Through aggressive retail strategies and perseverance, we operated that cart until our space was finished.
Trading one hardship for another, the week following our space being finished the city of Denison began an extensive streetscape project, starting right outside of our location. We traded an unfinished interior for a demolished roadway exterior. Never willing to throw in the towel, we continued to grow, Amanda continued to market, and we innovated as we could. Despite the roadway being destroyed, we still experience exceptional volume, and have found that we’re the go to coffee spot for anyone coming in from out of town (thank you Google SEO).
As of today, the roadways outside of the Depot and our shop are still under construction. Yet, we have and will continue to grow. We have an exceptional team of individuals who love people, love coffee and, most importantly, love adversity. They continuously keep me inspired, as do our incredible customers, who have been equally unwilling to be deterred.
The dream of a revolution is still alive and, if anything, has been fed immensely seeing how powerfully people will rally for something that matters to them. Radical unity is still the desire of my heart, and the mission of my business. I have watched our customers transcend race, political party, economic class and any other difference you could think of to unify in their support of us. I have watched those of opposing viewpoints sit, debate, discuss and realize that collaboration is the key. Where I once found myself devoid of optimism for the future, I see that radical unity is worth fighting for. A future where men and women stand united, pursuing freedom and supporting one another is not a fever dream, but an impending destiny.
As Revolution Coffee Co. grows, we may fine tune our values, our mission statement and the core goals we pursue but that sacred dream, that vital vision will never change. These are the values that we hold in high regard. Seeking always to create an atmosphere where every person is recognized for what makes them unique, where they are encouraged and uplifted, and where they are valued as the most important part of what we do.
Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
It has been everything but a smooth road. From the initial pitfalls of running a business, all the way to Covid, and leading up to a location change and losing our access outside.
Truthfully, the biggest struggles arose from my own ignorance, not wisely studying and learning how to successfully run a young business. I made a lot of mistakes, prioritized purchases and initiatives that weren’t good for the company. Everything felt like a battle, and in that I lowered my head and raised my fists, so to speak. Unfortunately, you can’t run a business that way, least of all a mission based business. Survival mode has away of making you selfish without even realizing it, and I was immensely guilty of that. 2021 has been the year of realization, repentance and rebirth. Learning from my own mistakes, humbling myself and then pursuing courses and classes on operating businesses in my field.
As you know, we’re big fans of Revolution Coffee Company. For our readers who might not be as familiar what can you tell them about the brand?
Revolution Coffee Company is a craft coffee shop, with an emphasis on excellence. We offer craft coffee, paninis and hand-made Belgian waffles (which are INSANELY good). Additionally, we also offer a great selection of coffee-related retail merchandise (Porter Mugs, Chemex brewers, coffee books, etc.). A big priority for me is education, and we offer some really awesome Latte Art classes, as well as brewing classes (where you will absolutely drink way too much coffee).
One of the things I believe we pride ourselves most on is handmaking just about everything we can. From the syrups for our drinks to the Belgian waffles for our tummies, we believe that making everything we can allow us to control the quality and composition of what we use. No weird preservatives or dyes, no unnatural and unnecessary ingredients. Our pumpkin spice is made from actual pureed pumpkins and a super secret spice mixture (not really, I’ll tell anyone how to make any of our syrups).
Brand wise, I’m most proud of our customers. I think we have some of the most incredible customers in the world. Men and women who are shakers, movers and dreamers. Who are unafraid to speak their mind, to debate, to converse and to dream of brighter things. Their loyalty and support has been nothing short of inspiring. For a brand that dreams of a new world, to see a customer base that reflects that radical unity is all we could ever want.
Are there any apps, books, podcasts, blogs or other resources you think our readers should check out?
I really dedicated the end of 2020 and all of 2021 to reading, and have read so many incredible books this year. The most impactful and pertinent to my work has been Atomic Habits by James Clear. Being able to deprogram bad habits and reprogram yourself for efficiency is an invaluable skill to have.
Beyond that, Perils of Peace by Thomas Flemming was an inspiring read. Covering the two years following the battle of Yorktown in 1781, it sheds light on the immense struggle that Washington and the victorious Americans faced in actually ending the Revolutionary War and being recognized as a nation. To look on the tenacity of the men who led us, being unwilling to accept defeat and pursuing every avenue to keep us afloat, out of bankruptcy and in the game was inspiring. Especially as I looked upon our own situation, disheartened and discouraged.
Contact Info:
- Email: Benjamin@rccdenison.com
- Website: https://www.revolutioncoffeecodenison.com/
- Instagram: https://www.instagram.com/revolutioncoffeeco/
- Facebook: https://www.facebook.com/RevolutionCoffeeCo.USA
Image Credits
ArcCreativeCo (Amanda Mendenhall)
