CrimsonCup® Coffee & Tea was established in 1991 with a simple goal in mind:  roast and supply The World’s Best Coffee.  About a year after the company was up and running, Greg had what some people would call a “defining moment”.

He visited a new coffee shop with the hopes of selling the operator, a man named Armando, on serving CrimsonCup®.  Greg counted 20 customers in line waiting to be served.  He watched in amazement as Armando, with the help of only one employee, served specialty coffee drinks to all 20 customers in only five minutes.

Greg learned that, in addition to The World’s Best Coffee, operating a successful coffee business depends on efficiency in set-up, training, customer service, marketing, and something Armando called ‘The Dance’.  Eventually, Greg hired Armando and spent the next eight years documenting what works and doesn’t work in the operation of a profitable coffee shop business.  He outlines these specific coffee shop business concepts and strategies in the book Seven Steps to Success.