Let's resolve to make better bad decisions...

Cheers from our team to you. We’re missing a few of our staff from this photo.

Wow...what a year. 2020 was simply, well, 2020. For me, personally and professionally, this year was beyond any doubt the most interesting year of my life. And I feel that it is safe to say most people would agree for their own set of unique circumstance, both bad and good. Before I take time to consider our future, I need to reflect on our last year.

One idea that I have embraced the last year, and primarily the last 10+ months, is the concept of the “now normal”. When COVID-19 took over the world, everything changed, and people began to discuss their “new normal”. I hated this idea right out the gate and I actively worked to avoid saying it. I don’t like hearing it because I believe most of what we will ever deal with in life is temporary in nature. Very little is permanent. I do not like accepting things that may pass as being forever.

Getting into the present was very important for me. It was also important for us as a business to get to the present so we can start to clearly see what we may be experiencing in the short and long term. We had no way of knowing what was coming or what was even possible. We laughed when the question was asked, “what would you do if you lost 75% of your business overnight?” But after we took on the challenge to explore this idea, realities started setting in, and it came to fruition. We were prepared to manage that crisis and many others that came our way over the remainder of the year.

Without the craziness of running a business with 30+ employees, the thousands of retail customers each week, the hundreds of business clients, and the countless community interactions, we were left with a very quiet few weeks as the community hunkered down for a short hibernation at the beginning of the pandemic. There was so much uncertainty lurking overhead, and there was certainly going to be pain as this all unfolded. But in the quite came a calm. And that calm was somewhat peaceful and really allowed us to focus on a few important things.

We were able to hear our teammates first and do our best to respond to their needs. We were able to work with them to keep as many as we could gainfully employed. I cannot even begin to explain how acrobatic our leadership team became to do everything they could to preserve all we created together. In these few weeks we were able to focus on our needs first. If you have ever owned or operated a business, you understand when I say…the busyness of running a business can really force you into a routine and series of patterns that make it nearly impossible to pivot and change course. This calm time was truly a gift because we were able to figure out many of the struggles we were previously unable to.

Being in the present is our “now normal”. While we have many ideas for where we want or need to be, so much of our success is currently hinged upon the future state of our community, economy, and industry. So, for now, our normal is what we are experience until it changes. We remain nimble, we are agile, and we are focused on surviving one step at a time.

Our goals are different for the short term, but our vision hasn’t changed. We still believe communities bloom in the presence of opportunity. Reverie remains committed to creating opportunities for people to collaborate in our spaces when we can again. We are still providing product for our customers to enjoy together in home or at work. Wherever people exist in pursuit of creating a better community for all, we are planning to be there with you.

This brings me to what we resolve to be in 2021. Looking back, we have shrunk some, and we have also grown. We have struggled, but we have not lost. This year, we will do everything we can to be present for the customers who have come to depend on our business and team to help brighten their day.

A newly re-designed retail coffee display tells more about the coffee. Customers are now more able to learn about the products we create.

We will always continue to pursue better coffees and relationships and build stronger alliances with our suppliers who we depend on in support of farmers and producers at origin. Without their struggles, we could not have a chance to connect with you. With all that is going on, our coffee roasting production is growing. Even with café sales being less than 50% of what they once were, our wholesale production and online sales have grown. Our roasting team is expanding faster than it ever has and there is no limits in sight, even through the pandemic. Growth in coffee roasting ensures we get to grow our purchases, which means will continue to tell the story of the coffee journey from farm to cup.

We are continuing to help you make better coffee at home. By mid-February, customers and fans will get access to updated tutorials for making better coffee at home. Production for these new videos begins next week and we’ll roll them out for your viewing pleasure as soon as they are all completed.

Making a Chemex pour over at home is a delight. Pick up coffee gear at Reverie. New video tutorials will arrive in about a month.

And who knows what else 2021 will bring us. I know our team is dedicated to staying open. As the virus begins to slow its spread and we feel confident our community will safely use our spaces to enjoy coffee and conversation, we will examine the best time to reopen our dining room. We will begin to start tracking the numbers in about a week, and if we all do our part, we could begin to consider reopening the dining room with limited services in three to four weeks.

In a year from now, when I take time to reflect on the year we are entering today, I hope to be able to say that the word that we most identified with was “emerge”. In every step we take going forward, we intend to emerge as a better version of ourselves. We are a leaner and more sustainable business. We are more streamlined and more efficient. And we better setup to emerge as a leader in service, product and innovation for our community and industry. And all the while, we will be working to enable our community to emerge stronger after this pandemic is over.

I look forward to being able to meet in person again soon. But in the meantime, if you would, take a moment to seek out our assistance if you have needs we can serve. We are ready to help caffeinate you in your home or office. Our main café continues to thrive in carryout services for both individuals and larger groups. Catered coffee and pastries are easy ways to support our shop while serving your coworkers and family. Let us help you be a hero!

In all sincerity, from everyone at Reverie Coffee Roasters, we wish you a Happy New Year. Thank you for being generous, gracious, and supportive to my team and our business.

Andrew Gough

along with, Drew, Jason, Oscar, Tie, Brad, Red, Kathleen, Conner, Sarah, Ashley, Samantha, Chayne, Weston & Jeff.