“From our humble beginnings in the roastery on wheels we learned that only through passion and relentless commitment can you truly create something special.” – Kellie & Ian Wahl
You may recognize this statement from the back of our coffee bags, but you’re probably asking yourself, what is a “roastery on wheels” and what does this have to do with coffee?
Well, the roastery on wheels was a first of its kind (that we know of) mobile coffee roastery that started it all for Alternate Route Coffee. Much more than a food truck, it became a symbol for a way of thinking differently, and would eventually help us realize one of our biggest dreams; To figure out a way to spend as much time doing something we are passionate about.
It’s become a bit of a cliché to hear “we do things differently” in the coffee industry. But for us at Alternate Route Coffee Co. doing things differently wasn’t just a slogan—it was a necessity. In the early days of Alternate Route, we quickly realized that the traditional methods wouldn’t work for us. The coffee industry is a vast ocean, and we needed a way to stand out. Our initial challenges forced us to innovate and adapt. When we first started, we had all the naivety that most new entrepreneurs possess. We had passion, a vision, and an infectious excitement. How hard could it be, right?
Well, that excitement led us to create a business plan riddled with gaps. But instead of letting that stop us, we saw it as our unique starting point. And start, we did.
From Garage Dreams to Business Reality: Our Coffee Roastery Journey
Starting a coffee roastery was always a dream of ours. The plan was simple yet ambitious—purchase a commercial coffee roaster and set it up in our garage. This would be our launchpad until we could grow the business enough to move into a dedicated commercial space. Jumping into a commercial lease right from the start would have sunk us. We didn’t have the funds to cover the overhead while our new venture operated at a loss for the first few months.
Fast forward a bit, and we had meticulously planned everything. Garage renovation blueprints? Check. Commercial coffee roaster on its way? Check. A city planner as enthusiastic as us? Not quite… We hit a major roadblock when we found out our residential area has strict parking requirements. Legally, we needed to have two dedicated parking spots, and converting the garage into a roastery would violate this rule.
What now? Panic? Check…. We ran the numbers again to see if we could afford to rent a commercial space, but it still didn’t add up. Applying for a business loan seemed like a viable option, and it was approved — with a catch. They required a personal guarantee backed by our house as collateral. Risking our home was a step too far.
What Did We Learn?
- Planning is Key – No matter how detailed your plans are, always account for unexpected challenges.
- Know the Regulations – Be fully aware of local laws and regulations that may affect your business
- Adaptability – Flexibility is crucial. When faced with obstacles, reassess and adapt your strategy
- Financial Prudence – Make sure you have a solid financial cushion and avoid risking personal assets.
Moving Forward
While this initial hurdle felt like a setback, it taught us valuable lessons about resilience and adaptability. We’re now exploring other creative solutions, possibly partnering with local businesses that already meet the necessary requirements.
Our Journey to a Mobile Coffee Roastery
Have you ever had a lightbulb moment that changed everything? That’s exactly what happened to us when we thought, “Why not roast coffee from a custom-built food trailer?” The excitement was immediate and palpable. We couldn’t wait to get started, so we began searching for coffee roaster food trucks for sale.
Interestingly, our search came up empty. Either there were no coffee roaster food trucks out there, or perhaps our Googling skills needed a bit of work. Likely, it was a mix of both. But we didn’t see this as a setback; instead, it fueled our creativity. Why not have one custom-built?
We reached out to several companies specializing in custom food trucks, and that’s when we encountered our first big hurdle. Brand new custom food trucks are quite the investment—who would have guessed?
But here’s the thing—this challenge only made our vision clearer and our resolve stronger. Stay tuned, Coffee Enthusiasts and Adventure Seekers, because we’re just getting started on this incredible journey to bring you freshly roasted coffee from our very own mobile roastery.
Sometimes, the best ideas come to us in a flash. One day, while aimlessly browsing the internet, we stumbled upon a used food truck that was the perfect fit—a pizza trailer! Was it fate? Perhaps. After all, pizza is one of my favorite foods.
But instead of making pizzas, we saw a different kind of potential. With a spark of inspiration and the spirit of an entrepreneur, I decided to take a leap of faith. I drained my personal savings and bought the trailer. We swapped out the old pizza oven for a state-of-the-art coffee roaster. Voila! We had transformed a simple pizza trailer into something truly unique—a mobile coffee roastery!
And just like that, we were the proud owners of the first operational mobile coffee roastery that I had ever seen or heard about during that time. Our adventure had officially begun. And while we no longer operate our business out of the Roastery on Wheels, it will forever hold a special place in our hearts.
Imagine sipping freshly roasted coffee, brewed to perfection, while exploring new places. That’s what we’re all about. Join us on this caffeinated adventure and experience coffee like never before.
— Ian Wahl (Co-Owner)