467: How to Create Coffee Magic with Your Menu w/ Ryan Castelaz of Discourse Coffee, Milwaukee, WI

The wonder and beauty of coffee is a catalyst for countless career coffee professionals and customers alike. The flavors and creation of special moments that draws us in, satisfy some sense of adventure as well as nurtures a need for belonging. On the business side of coffee it can be very easy for those elements to be lost and replaced with conformity, safety, and a sole focus on numbers that sucks the life out of what was once a joyous thing.  For today's guest, reanimating the industry with creativity, passion, and the joy of telling stories through drinks has been a 7 year long pursuit that has shifted the minds and hearts of thousands. Ryan is the Founder and Creative Director of Discourse Coffee, one of the world's most innovative coffee shops, and Agency Cocktail Lounge, the nation's first fully hybrid cocktail bar, offering each cocktail both alcoholic and non-alcoholic. He is also the best-selling author of “The New Art of Coffee: From Morning Cup to Caffeine Cocktail” (Rizzoli, 2023), resident mixologist at Fox 6 News, and Creator / Co-Host of the podcast “Hot Coffee for the Creative Soul”.    Ryan has served as a brand ambassador for Espro, Barfly, Apothekary, and Free Spirts, and has hosted workshops on drink-making and creative thinking throughout the US, France, and Canada. His drinks have been enjoyed coast to coast, twice featured on the Emmy nominated PBS show “Wisconsin Foodie”, and covered in print in Forbes, Food & Wine, Barista Magazine, Punch Mag, Plate Magazine, Fresh Cup, Daily Coffee News, and many others. In today's episode we are going to talk all about the spark that lit the flame of Ryan's businesses and approach to coffee, the need for baristas to express their craft using coffee, how this sometimes crazy, always fun business works, and what YOU can do to create menu magic for your staff and customers.    Links: www.discourse.coffee @discoursecoffeemke @ryan.castelaz "The New Art of Coffee" book   Related episodes: RoR # 21 : Data, Community, and the Art of Roasting w/ U.S. Roasters Champion Andrew Coe of Elevator Coffee 410 : A Conversation w/ 2023 U.S. Barista Champion, Isaiah Sheese of Archetype Coffee 036 : A conversation with WBC ’14 champion, Hidenori Izaki 191 : Retraining your Staff on new Standards 307 : 10 Simple ways to Level Up your Coffee Shop 339 : What Good Barista Training Produces   Want to run an amazing coffee shop? Hire Keys to the Shop Consulting to work with you 1:1 to transform your coffee shop operations, quality, and people. Custom consulting for your unique business. Schedule a free discovery call now! https://calendly.com/chrisdeferio/30min   Thank you to our amazing sponsors! Get the best brewer and tool for batch espresso, iced lattes, and 8 minute cold brew! www.groundcontrol.coffee   The world loves plant based beverages and baristas love the Barista Series! www.pacificfoodservice.com