Photo by Debbie Almazan, courtesy of Mostra Coffee.
Show coffee navigates the challenging retail and regulatory environment of COVID-19 by opening its second coffee shop in Southern California.
2020 Five The magazine’s up-to-date 1,400-square-foot Roaster of the Year coffee shop at 4S Ranch north of San Diego marks a homecoming for the company that traces its roots back to a home garage.
Photo: Cindy Kyle, courtesy of Mostra Coffee. Left to right: Sam Magtanong, Bev Magtanong, Jelynn Malone, Mike Arquines.
“The opening of this store is so invigorating because the community rallied for us to open there,” Mostra co-founder Jelynn Malone told Daily Coffee News. “There was a petition for us to go in, and over 1,200 people signed it in less than 24 hours. It will mean the world to us forever.”
Malone’s husband, James Malone, who led the expansion, was inspired by classic French design, emphasizing murky stone surfaces and copper metal accents, in contrast to the English-inspired emphasis on wood and concrete that was present in the company’s first retail environment in Carmel Mountain Ranch, Jelynn said.
Photo by Luke Kyle, courtesy of Mostra Coffee.
Both locations feature lower-than-standard bar heights to allow for better communication between customers and baristas, while low-profile and under-counter appliances, such as Mavam espresso systems, are used to strengthen that bond.
“Our bar was intentionally designed to be low and open, with no equipment to block the view of our team making drinks,” Malone said. “The low bar gives our team the opportunity to connect with our guests.”
Photo by Luke Kyle, courtesy of Mostra Coffee.
Both shops are doing shots on countertop 3-group Mavam systems, while the black and brass 2-group Mavam is in the roastery, where drinks are not currently served, although tours are still offered. However, the 2-group system based in the roastery is installed on a mobile cart that is circulating.
“Since winning ROTY, we’ve had a ton of TV interviews,” Malone said. “We take that machine with us to our TV appearances and massive events. The Mavam is such a active machine for us. It allows us to really create a show and an experience for our guests.”
Photo by Debbie Almazan, courtesy of Mostra Coffee.
Mostra was proactive in responding to the need for increased surface sterilization, protective equipment and social distancing even before the subsequent COVID-19 regulations, according to Malone, who said the business continues to follow all CDC guidelines and fortunately never had to close completely. A up-to-date online ordering system and express curbside pickup services are keeping the business afloat.
Photo by Debbie Almazan, courtesy of Mostra Coffee.
Despite these challenges, fun is also a massive part of Mostra’s business, as exemplified by the variety of innovative specialty drinks. In homage to the founders’ ties to the Philippines, the Turon Crème Brûlée Cappuccino draws inspiration from a Filipino dessert of fried banana and jackfruit, while the Bibingka Crème Brûlée Latte is made with coconut-infused milk and topped with coconut powder in homage to another Filipino dessert. According to Malone, the butter toffee frosty brew and Neapolitan banana split frosty brew also proved popular.
Mostra recently launched its first instant coffee products in partnership with an instant coffee manufacturer Sudden coffeealthough production of this product has been halted as Sudden has temporarily suspended production due to the pandemic.
Photo by Luke Kyle, courtesy of Mostra Coffee.
In the meantime, Mostra is working on releasing a line of canned frosty brew beers while it waits for the moment to begin work on opening a third retail location planned for Mira Mesa.
“Quite honestly, COVID-19 has changed everything,” Malone said of the company’s future plans, which until recently included firm plans to expand to San Francisco, Up-to-date York and potentially Manila, with roasting facilities in each location. “It’s been really demanding to plan or know what to expect. Right now, we’re just taking it one day at a time.”
Photo by Debbie Almazan, courtesy of Mostra Coffee.
The up-to-date Mostra Coffee location is now open at 10550 Craftsman Way #187, San Diego.
Howard Bryman
Howard Bryman is the deputy editor of Daily Coffee News at Roast Magazine. He lives in Portland, Oregon.
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- California/Pacific
