Coffee Shop Success Story: The Sanity Mug Coffee & Tea Opens

February 24, 2023 (Published: October 9, 2022)
The Sanity Mug coffee, tea and smoothie shop in Port Lavaca, Texas

We’re excited to announce the opening of another independent coffee shop in Texas! The Sanity Mug Coffee & Tea opened September 30, 2022, at 146 TX-35 North in Port Lavaca.

The new shop invites guests into a unique experience based on connecting with one another over coffee, tea, smoothies and locally baked treats.

Entrepreneurs Had No Previous Coffee Shop Experience

The Sanity Mug coffee, tea and smoothie shop in Port Lavaca, TexasWhat makes the new shop so special is not only its commitment to delicious drinks and terrific customer service, but also the story of how Owners Steven and Susie Smith learned how to open a coffee shop in Texas without previous coffee experience.

Coast Guard Veteran Steven Smith was manager at Napa Auto Parts when the couple began looking into starting their own coffee shop. Susie Smith worked at Alcoa.

“Looking around Port Lavaca, we saw a need for a place where people could come together over their favorite beverage,” Susie Smith said. “We wanted to create a family friendly, comfortable, and safe place for our community. And, of course, everybody likes coffee!”

They discovered a prime location in a former Box Lunch building. But, lacking coffee experience, they hesitated to open a shop without support.

“I spent over a month researching all aspects of coffee,” said Steven Smith. “It’s important to find the right coffee and training partner.”

Google Search Leads to the 7 Steps to Success

Drive-thru at The Sanity Mug Coffee & Tea in Port Lavaca, TexasAfter a Google search led them to Crimson Cup, the couple decided to learn how to open a coffee shop  through our 7 Steps to Success coffee shop startup program.

The 7 Steps provide a proven system for running a thriving coffee business, including:

The program is based on the book, Seven Steps to Success: A Common-sense Guide to Succeed in Specialty Coffee, by Founder and President Greg Ubert.

“I initially wrote the 7 Steps book because some of the coffee shop owners who bought our coffee were struggling,” Greg said. “I believed helping them succeed would help our business as well. It’s a win-win proposition.”

Today, our 7 Steps coffee shop startup consulting team supports customers who have been running thriving coffee shops for two decades. Still others have expanded to multiple locations.

On-site Training Vital to Success

The Smiths said they found Step Five: Focus on Training, especially valuable. “We had no idea what we were doing behind the counter,” said Susie Smith.

Unlike coffee and barista schools, Crimson Cup trains new coffee shop owners and baristas on site, using the equipment in their shops.

7 Steps Project Manager and Trainer Steve Bayless spent the week leading up to the opening of The Sanity Mug training the Smiths and their baristas in all aspects of drink preparation and business operation.

“Beyond the training, Crimson Cup has been there with access any time we have a question, with personal help and with step-by-step guidance to get us opened,” said Steven Smith.

Visit The Sanity Mug

Within the first weeks of opening, the shop is receiving a warm welcome from the Port Lavaca community.

“Awesome coffees!!! Service is WONDERFUL!!!” wrote one Facebook reviewer. “Will definitely be a repeat customer!!!”

The Smiths invite everyone in Port Lavaca, Calhoun County and the Victoria area to experience The Sanity Mug. The menu features hot, iced and frozen espresso drinks, hot and cold tea and protein smoothies plus bagels, blueberry scones and chocolate, banana-nut and blueberry muffins.

“We plan to have board games for people to hang out and spend time with their families while drinking our coffee,” said Steven Smith

The Sanity Mug is open six days a week. Follow its Facebook page for updates on hours, menu items and future grand opening celebrations.

Visit The Sanity Mug Coffee & Tea in Port Lavaca, Texas


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