I’ve never had a cup of coffee in my life yet I’ve been to this local coffee shop at least 8 times in the last month. It’s only after my frequent visits and last weeks sit down interview with its owners, did I put all the pieces together. How did Coffee Café in Playa Del Carmen manage to generate sales with a customer who never drank coffee in his life?

It all started over ten years ago when a couple named Robert Grisham and M Pussycat (yes, this is her legal name) owned and operated a successful club in San Antonio, Texas called Zen Bar. Robert and M found inspiration from their love of music, artists such as Buddha Bar and DJ James Lavelle. While they operated Zen, they made it a point to personally shake hands with clients. This personal service would serve them well in the next business. The couple eventually married and began taking a little more time off with frequent trips to Mexico.

After having vacationed to Playa Del Carmen 13 times, Robert and M decided to move there and pursue an idea they dreamt of together. The vision was to integrate their love of music in a casual setting, a coffee shop that would appeal to both locals and tourists. However this dream would have to be put on hold as Robert faced his greatest challenge, fighting his drug addiction.

“I was addicted….one day I truly surrendered and asked God for help” says Robert. “Every day I had this compulsion to drink, do drugs and smoke.” His cocaine binge lasted 6 months and after burning through all of their capital, the couple split up. “I had nothing, I had less than 5 pesos ($0.39 USD)” After reaching rock bottom Roberts fortune changed when someone took a chance and invested in their business idea. Today, 3 investors remain on board, one of which includes his AA advisor. “Coffee Café would not be alive if it wasn’t for them” stated Robert and M

Their next challenge was finding the perfect location at a reasonable price. Commercial rent in the city is extremely expensive but luckily two Italian brothers who owned property gave the couple the break they needed by offering an attractive lease. Robert and M had what they needed to launch Coffee Café and continued to work along side each other despite their personal differences.

Coffee Café officially opened on July 18, 2007. They built strong relationships with locals and worked on getting more tourists into the café. “This is first and foremost for the people that live here” says Robert. The couple made it very clear to me that it’s only with local support did Coffee Café survive this difficult year. Businesses relying heavily on tourism were hit the hardest.

I asked Robert and M what they thought contributed to Coffee Café success. M responded with “You got to do what you love ultimately to survive.” This was always a passion project but they also knew it had to make money. The owners praised their employees for their positive attitudes and good work ethics, many of which spend their time off at Coffee Café. Employees were encouraged to have a “can do” attitude which I experienced first hand. I once asked if they could make a smoothie (I don’t drink coffee) and without any hesitation, the employee asked what I wanted in it. I didn’t know at the time but smoothies are not on the Coffee Café menu. I drank my smoothie wondering how someone at Starbucks would of handled an off the menu request?

Coffee Café's strategy of focusing on customer service, mixed with live music and an inviting décor was a winning formula. Every day a regular stream of locals set up shop, often working from the café while of course networking with locals. I asked Robert and M what were some of the bigger challenges they faced as foreigners owning and operating in Mexico and M was quick to remind me that “you have to do what you love.” Her concern wasn’t about the business but more about the development of Playa del Carmen;

“I just hope that people aren’t taking advantage….and really thinking for the future of this place because this place is such a magical, beautiful special town but it takes magical, special, beautiful people to keep it that way.”

M didn’t let “the system” deter her from moving forward and repeatedly said that it takes passion to make a business successful. The hard work seems to be paying off as Robert and M revealed that they’re finalizing a deal to open the next Coffee Café somewhere in the US with 7 more in the works. Coffee Café may just be the new version of Starbucks we’ve been looking for.