Cosmic Coffee: Dusty Wahl

What happens when you design a business around your life instead of the other way around? Dusty Wahl, owner of Cosmic Coffee in Northeast Minneapolis, has built a thriving one-person coffee shop operation that prioritizes sustainable growth, authentic community connections, and work-life balance. From his decision thoughts on staying solo despite growth opportunities, to using music and play to navigate stressful days, Dusty offers a refreshing perspective on what success can look like when you refuse to scale at the expense of your values. We explore his unconventional approach to customer service, why he believes more isn't always better, and how he's created a genuine neighborhood gathering place where people feel comfortable showing up exactly as they are.

Host & Show Info

• Host Name: Sam Bauman (she/her)
• About the Host: Sam is the President of Mellowlark Labs, a Twin Cities-based small business consulting agency. She has a masters degree in counseling psychology, a field she worked in for several years before applying her skills in business, and is certified in Organization Development.

Podcast Website

Sound Editing By: Adam Rondeau
Podcast Art By: Andy Bauman (website)

Transcript

Sam Bauman: 0:10

Hey, everyone, I'm Sam Bauman.

Adam Rondeau: 0:11

And I'm Adam.

Sam Bauman: 0:13

And we're the hosts of not so Small, the podcast where we ask small businesses the big questions. This week's guest is Dusty Wahl, owner and sole operator of Cosmic Coffee in northeast Minneapolis. Dusty didn't set out to revolutionize the coffee business, and he just really wanted a neighborhood spot where he could grab a good cup of coffee. So when the opportunity arose to take over a space he'd been frequenting for years, he jumped in with a very simple and elegant vision. Keep it fast, keep it consistent, and create a place where the community could connect. What makes Dusty's approach so unique is his commitment to staying a one person operation. So he's designed every aspect of Cosmic Coffee around what he can sustainably manage while also taking care of himself. We talk about his unconventional approach to growth. Spoiler alert. More isn't always better. How he uses music and play to get through the tough days. And why sometimes the most radical thing you can do in a business is just being yourself. Hope you enjoy our conversation.

Dusty Wahl: 1:17

I'm Dusty Wahl. I own Cosmic Coffee. I've started about like three and a half years ago and came across it. I was a customer here for a really long time. Being in the neighborhood. We've been in the neighborhood 11 years now. So having the. Being a customer here and I always thought kind of, I was always interested in doing something in the food business on my own. The opportunity ever came up. And it did. Yeah, like Sammy's was moving out of this location, Sammy's Avenue Eatery, and it was up for lease and the stars kind of aligned for me to check in with a buddy and talk with the owners of the building and kind of pitch my. My concept of being like, I don't want to do anything. I just kind of want to put in a coffee shop so that we have one here in the neighborhood and they gave me a chance. So, yeah.

Sam Bauman: 2:12

And when you say you were a customer here, I mean Cosmic Coffee is your creation. So you just say, sorry, you've been to this location?

Dusty Wahl: 2:19

This location? Yeah.

Sam Bauman: 2:20

Businesses that were here before for sure.

Dusty Wahl: 2:22

When we moved in 2014, there was a coffee shop here that was here for a few years. Different owners took over eventually of that coffee shop. And then I think there was one other coffee iteration and then the sandwich shop for Sammy's and then, yeah, me. So, yeah, I've been a customer at all of them.

Sam Bauman: 2:45

And you said that you were looking for an opportunity like this in the Neighborh.

Dusty Wahl: 2:50

I mean if it ever did come up, I always thought how cool would it be? So I live just two blocks away myself and that's. I thought it'd be really fun if I could do it. And you know, I saw how the other coffee shops ran and I had ideas for what I would do and what I would keep the same and you know, and what sort of things that I really liked about them. But since it. Once I realized that it turned over because I wasn't really expecting that either, you know, moving in, I just didn't know how this space works. So being able to, yeah. See it. Turnover and think, oh well, maybe someday down the road but have really no intentions of doing anything about that or honestly, I originally wanted to do like a food truck was kind of my idea, like a hot dog cart, something small, manageable for myself, one person. So I've taken that mentality, kind of just put it into this space here instead.

Sam Bauman: 3:38

You mentioned that there are some things that you see coffee shops doing that you like and maybe things you do differently. What is that initial sort of problem that you set out to solve when you started? Cosmic Coffee.

Dusty Wahl: 3:49

Just some of the things that I wanted to do here was to have like try to keep it food and drinks kind of fast, as fast as I could, you know, have, especially with the food. And then what was the other thing that I was setting out to do with. I don't know, just a place for the people in the community come hang out and connect with each other. Maybe have some events that could help with that. And then the coffee, the hours too. I wanted to be consistent with that. So I've spent the first three years trying to do my best to stay consistent. And now I feel like I've gotten to the point where I have a little bit more leeway to take a day here and there if I need to. Yeah. So. Yeah.

Adam Rondeau: 4:36

Well, when you're the only person that is operating the business, you're to going to have some of that flexibility.

Dusty Wahl: 4:42

Exactly. Yes. And originally it was just hard to. Because I didn't want to lose customers. You know, I didn't want to have the. The inconsistency be an issue. So I really was committed to staying open the way and keeping my hours how I did. And then I've always enjoyed trying adding new hours in during the winter months or slower months because I have the opportunity to. And I'm here doing work anyway, so it's kind of fun to try different menu items or drinks and hours throughout it. And Kind of experiment with that as well.

Adam Rondeau: 5:11

It seems like part of the thing that you wanted to have this be was solo. You doing it solo. Right. Because you talked about the food truck and you're like something I could do on my own. This you're doing on your own. What is it about that element of the picture that feels good to you?

Dusty Wahl: 5:30

I honestly, I'm much more introverted than I then working at a coffee shop and being forward facing five days a week, what you would think for that. So I actually really enjoy the time that I do have to myself. I like to work by myself anyways. I've got the whole system down. Part of it is also it's all lives up in my head and so to like teach someone what's going like every piece of equipment back there has a different quirk or like thing that needs to be adjusted or fixed or considered when you're using it. And it's. Yeah, there's so many of that right now. And I never took the time to like write that stuff down when I was first starting because like business person, not really my jam. I was just kind of figuring things out and wanting to go and see how it went. And so yeah, I don't have a lot of that written down to like teach others. So I. One thing, it's just like it's kind of hard at this point to like try to teach someone and be like, hey, how do you operate this as yourself? That's not. I got over that idea as being a possibility to have somebody else who could operate it solo on their own as well.

Sam Bauman: 6:34

Well, I'm curious just to have you step back a little and talk about that process of making that decision for our listeners that maybe don't know, you know, that you run this business fully on your own. What does that look like and you know, what are the benefits and challenges of that?

Dusty Wahl: 6:50

Yeah, so I've really enjoyed it one for myself personally. So I set my hours where I'm open earlier in the morning, so I'm open at 6am but then I close at noon and then afternoon that's where I can do my shopping if I need to do. I can make, I can run errands or I can be here and I can be preparing food and supplies and cleaning and getting ready for the next day in the afternoon. So I, I really enjoy having that flexibility on the day. So I can kind of like pick and choose when I'm here and when I'm out other places. The decision kind of came for Me to stick with being a one person operation because originally I was like, all right, I'm going to start by myself, build up some business and hire a person and hire another person. But I really just kind of found a flow by myself and really enjoyed doing that. I've worked on teams before and teams, it's so important to have a good team and I love a good team. I also don't feel much of like a boss either that I want to necessarily employ people. I'd like to work alongside people, you know, and that's more what I'd like to do. But I, I know that I would need to be more of a boss if I were to be in that role. Then you also think about too like the cost of having employees, insurance, workman's comp, payroll. Figuring that all out. I, it was important for me to keep prices in a neighborhood range in a neighborhood. And so that's been really important to me. So I've been trying to keep my prices as affordable as possible and I know that hiring another person would make me increase those prices. Those would have to go up. There's also a lot of other things that would go into hiring another person that I have to consider where if I hire one other person to help for coverage or even just to get used to that, then my system now is a two person system. So if that person is out sick, then I need to have at least another person on backup to make sure that I can keep up with a new two person system. So then I'm having a third person. But how do you hire a third person? We don't really need a third person just in case you need one. So then I'm having to add hours to the business so that I can justify hiring them and then afford paying them as well. So now the business looks a lot different where I'm having like a longer full day and there's just a lot more to take into it. So I'm really keeping it as simple as possible for me because I'm not much of a business person either. So it's just an easier way to do it. And the community seems to be allowing me to do this as well and understanding that with it. I have some quirks up on the board that says, you know, with it's going to be a little different here than at other coffee shops because of the system. But I do really try to make sure that like once you put your order in, you get your stuff rather quickly. It's not a waiting game after that. So A lot of other stores will take your. Take everybody's orders first, and then you'll wait for your name to be called or your order to be ready for you then. And this is kind of the reverse where you spend most of your time waiting in line. But it's been working. So. Yeah. And I'd like to just adjust and put new rules and new things that help me kind of manage and stay on top of things. Yeah.

Adam Rondeau: 9:52

I mean, it seems like you're having this sort of discussion with yourself and your patrons because you're like, a lot of what you talked about, it sounds like, play to certain strengths you've identified about yourself. Right. Like, I know that to have employees that have to be like, a bit more of a boss, that's not really me, so why even venture into that? Not to mention, all these other things would come with it. And then also, you will have a certain experience you want the customers to have when they walk in. So you're going, okay, how can I get them the experience that I think they would want and appreciate while also making sure that it works for this model. That plays to my strengths. Right. I mean, in some ways, too, by like, being like, okay, I will finish serving this customer before I move on to the next person. There's way less risk of you being like, shit, now I have to keep all this in my head. Remember, who am I making? What am I making for who? And all that stuff. I don't know. Just.

Dusty Wahl: 10:53

Yeah.

Adam Rondeau: 10:54

It creates the casual nature that it seems like you want to. It further strengthens that, I guess.

Dusty Wahl: 10:59

Definitely. Yeah. Because one of the things, like, with you just saying, remembering orders, then there's a screen. My screen is right there, but I don't have tickets printed out, you know, so it's either up in the brain or on the screen. And it's kind of nice, too, when it is in that moment that I can communicate with that customer directly in that moment, because they're still part of. It's still. Still part of that transaction. I like to fulfill that order first so I can ask them again, what'd you order? Again, What'd you do? Sometimes I have to do that a lot. Depending on the day, because. Yeah. Just. Yeah. Doing that. There's a lot that's going on up in my brain because there's, like, ordering groceries and there's making the food that's heating up, making sure that's stocked in the back and knowing that. Yeah. That having people coming in that are. I'm expecting. That are dropping off Supplies or different things or pitching sales. There's just a lot that's going on up there. So it might not seem like there's a lot all the time, but there is. And so then, even then, I can still forget orders, but the screen's there, and it's nice to just, yeah. Connect with people a little bit on that.

Sam Bauman: 11:55

When we think about the value of a small business, you know, vis a larger business in the community, I think that it kind of plays into what you're talking about. You know, I'm reflecting on a conversation we had with Launa Bread where he talked about how some of their ingredients are seasonal because they're working with local farmers. They're not just sourcing, you know, consistent ingredients throughout the year. And that means that as a customer, when you come in, the menu might look a little bit different day to day. And their customer base has learned to adapt to that because they're getting something else. And I think that's what you're providing, too, is like a community space, a welcoming experience, and that sort of ranks higher for a lot of people than, you know, maybe you're not open on the day of the week that you want them to be, or they're looking for an afternoon cup of coffee or something like that.

Adam Rondeau: 12:47

Yeah. And clearly it works out for you. I mean, if I'm ever sitting in here for a little while, it's like 50% chance that the person walking up to you is asking you questions about your personal life, or they are ask. Or you are asking them like, oh, how was that thing? Right. Like, you had that whatever going on, which, like, add that to the things that are going on in your brain, too.

Dusty Wahl: 13:08

Right. Groceries.

Adam Rondeau: 13:10

How do I know this person? What do I remember them telling me last time and I need to make their drink.

Dusty Wahl: 13:15

Yeah, definitely. Thank you for acknowledging that. I enjoy it, though. I do. And, like, that's. That is the. It's. Honestly, it's the best part about working here and doing this and being the only person. I didn't realize how special that would make this experience as well. Getting to truly see everybody this every day, you know, like, it's. I see them every day, and that's. I. And then I see them in the neighborhood and see them at concerts and grocery shopping and, like, I. I don't know. I just really like that. And sometimes, like, they don't recognize me, but I'm like, I'm your barista. I'm your neighborhood barista, if you remember me. Yeah. Good to see you out in the community. But I really enjoy that and that wouldn't happen if I had other people working here too, you know.

Sam Bauman: 14:01

Well, and I think that for the people that do remember you, that's probably pretty special to them too, you know, it feels more personal and that is, I think, something that a small business can offer for sure. When you have the same person literally working every day.

Dusty Wahl: 14:16

Yeah, definitely.

Sam Bauman: 14:18

So other than starting the business, which is always a big risk, what would you say is a risk that you've taken in running your business?

Dusty Wahl: 14:27

Oh, I've honestly I've kept things pretty safe in a lot of ways. I. There's. There hasn't been a ton of risky moves for where I'm at. Just knowing the precariousness of the situation and being. They're like the. I think when I am thinking about risk, for me, what that looks like risk is growth in a way because I can only handle so much growth myself without adjusting things. So when I considered what would be risky for me, it would be putting a big promotion, a big marketing, something trying to get growth in a fast way that without knowing if I can handle it, you know what I mean? So that's how I view things as risky. So I really do try to take things slow, small, make sure that I know what like if we're doing an event, how I'm promoting that it's reasonable. I also like there's, this is just a small thing, but there's only one bathroom here. And I learned when you have an event with 60 or more people, that's hard. It's hard to accommodate everybody depending on the event as well, you know. So I know that's not necessarily like a business risk, but that's how I feel about.

Sam Bauman: 15:52

Well, let's talk a little bit more about this idea of growth because it's something that comes up a lot with small businesses. And there's a question of what does growth look like and what is the version of that's right for you and you've just identified that growth for you might not mean more business. So. So if you think about the future of cosmic, what do you envision?

Dusty Wahl: 16:15

That's a great question. Yeah. So where I do think about ways that I can grow and what I can handle within the one person system now that's all like, because that's how like my mind is working right now is like how can I keep everything within this knowing that if that doesn't work, that there's. Once that door opens up to have more people then that Changes everything, you know, and that gives me a lot more opportunities and possibilities there. So. But within this framework, what I feel like that I can handle more of is making and selling burritos. So that's. I guess we haven't talked much about that yet, but those are. Those have become a popular thing for me that I serve. Here are these breakfast burritos and I really enjoy them. I enjoy making them. I like the way that I. The system that I have in place, you know, I. I like how that's developed over time. I feel like it's very dialed in right now. And so I know that I can, with my hours that I have for being open, where I can add more of myself, is into preparing more burritos. And then I could also hiring a person to help me make burritos is a lot easier than hiring someone to help me operate the coffee shop, you know. And so a lot of times too, like a buddy that I'm hanging out with will be like, I'll make burritos with you for the night. You know, like just a kind of a fun thing to do. So that's an option too. And so I know that I can make more burritos outside of my open hours. Growing and opening, adding more hours makes things difficult because I have to do my prep as well. So if I. When I've added hours in the past, like I've had a couple extra hours in the afternoon or in the evening, I've enjoyed doing that. However, like, I don't ever want it to be really successful business wise because I also am trying to do prep, you know, like, so I found out that this kind of hard balance. And so I kind of gave up on wanting one of those hour slots to be permanent. You know what I mean? Like. Like testing this out for the chance that maybe this is. Maybe I'll keep these hours around or maybe this will work for me and I don't really view it that way anymore. Now I just like to do it because it gives me something to do during the winter and it keeps me a little sharp and staying here and keeps me honest in all those ways. But yeah, I think that answers some of the question.

Adam Rondeau: 18:29

Yeah, I think so. I mean, right. I mean, what you're identifying is that, you know, there's only. If you're trying to. I'm trying to think of the right metaphor. Some reason I'm thinking about digging holes. So it's like if you dig a hole deeper to make the hole better, I should abandon this metaphor. But I'M gonna.

Dusty Wahl: 18:52

I want to hear this. Yeah, yeah.

Adam Rondeau: 18:55

So let's say one hole that you're trying to make, the best hole is like having the business open, drawing more people to that business. But if you're digging that hole deeper, you're filling that dirt into the other hole that is prepping for that. Right?

Dusty Wahl: 19:09

Yes.

Adam Rondeau: 19:10

Burning the wick at both ends.

Dusty Wahl: 19:11

Yep, yep, exactly.

Adam Rondeau: 19:12

Easier, more recognizable one. But for some, it's digging holes.

Dusty Wahl: 19:17

So that is actually a very good metaphor. And that makes perfect sense for what. That's exactly it. And so, yeah, I've kind of abandoned that as being something that I gonna do permanently, but still something I can kind of mess around with.

Adam Rondeau: 19:29

I mean, it sounds like if I were to, like, put a name to it's common sense growth, Right? That's what you're thinking about.

Dusty Wahl: 19:35

Yep.

Adam Rondeau: 19:36

And that makes a ton of sense, especially given the model that you've got here. And I think it's what most small businesses do. It just ends up looking different.

Dusty Wahl: 19:43

Right.

Adam Rondeau: 19:44

When you apply logic to the Launa model, he knows that. Chris knows that he can't cook all of the bread and be the person at the front. That's not an option. So he's like, okay, so what does it look like to have this grow to a point where it's sustainable? And then what are my values beyond that? Oh, you know, using locally sourced materials. That's the word. Ingredients would be a better one. But, you know, so it's just. Yeah, it's common sense growth. And we like to think about this so often because we work with small businesses and there's like this story out there that the best kind of growth is the one where it's like, you know, you get more locations, you more revenue every year. More revenue every year. And that's just like, not it. I don't think. I think, look, we all know late stage capitalism is not working out for us. So I love. And we love having these conversations with small businesses because it feels like evidence that there is like this rebellion that comes in the form of a small business that is fighting against some of that. Instead of like, perpetual growth in the. In, like the capitalist mentality, we're like, growth. No, I mean, it's a business. We know it needs to make money. It's supporting your life.

Dusty Wahl: 21:02

Right.

Adam Rondeau: 21:03

But also, you're not going. And I want like, you know, three houses and three pools and whatever. You're just like, look, I have my life. I want it. This supports it. I'm providing something to community. Win, win. Win all around.

Dusty Wahl: 21:16

Totally.

Sam Bauman: 21:17

I think you're also, you know, you have a good eye for what your needs are and the balance that you need in your life personally. And that's really reflected in your business. I mean, it's sort of the fill your own cup first analogy. Like, how much can you really care for your customers if you're burnt out and not caring for yourself?

Dusty Wahl: 21:37

For sure.

Sam Bauman: 21:38

Tell me a little bit more about how you make sure that you're keeping that balance. I mean, you've talked a little bit about the business decisions that you've made, but do you ever run into struggles with that?

Dusty Wahl: 21:47

Well, so when it's been. So I've been open now three and a half years, a little over that, and when I first started, I was open seven days a week, So I was. Yeah, I was hoping. Yeah, I don't know what I was thinking. I was also working another job, so I was working. Yeah, so I was doing that goofy. I did that for about, like, 11 months where I was open seven days. Where I was working the other job, it was about three months with that involved with it as well. And then I took away Mondays. So then I was working six days a week. And I did that for about two years until last. About a year ago now, I stopped working Sundays, and that was the best thing that I could have done for myself. I didn't realize that until I did it. There was, like, there's one day where I just realized I needed. I took a day for myself, where I took a Monday when I had off. I drove up to Duluth. I had a lovely day up there by myself. And I was like, this is so nice for me, to just be able to take a day and do this. And I was like, I'm not gonna do any prep, but that's okay. It's just gonna be a Tuesday. I'm gonna get by. It'll be fine. And then I got slammed on Tuesday, and it was one of, like, the busiest days that I could have asked for. Like, And I was not prepared, and I was. It felt like a punishment for trying to, like, take care of my. Like, I was like, I tried to have a good day, and I, like. And I was like, that's not the mentality that I want to have about these sorts of things. So I was like, I need to take a day off. And I had always thought I would take, like, Tuesday off as a second day because it's a slower than, you know, the weekends. But after having that really busy Tuesday, it really changed my mentality where I was like, well, maybe what if I was closed on Sundays instead? So I had two days off in a row instead of Monday, Tuesday. That way I'm not messing up like commuters who are going to work. For the most part, it's not taking two out of five days. And then being closed on Sundays allows me to have a day home with my partner, who's she's off on Saturdays and Sundays. So now we have a day across. So for the last three years, we didn't have a day off together during that time. And so that really has changed things for me. So also, from the perspective of, like, when I was working those seven days a week or six days a week, I was kind of comfortable taking a random day off here and there. And now that I'm down to five, I kind of like and want to keep those five as best as I can. But life happens all the time, and so it doesn't work that way. But like, that I do feel more comfortable keeping that schedule. I feel a little more dialed in now after the last year of having those Sundays off. And that's honestly, has been the biggest thing. So having those Sundays and then I feel like the flow of work, life, balance has become kind of one where I feel like I'm just. I feel like I'm just living life right now. I don't feel like I have work and I have my life outside of here. It's like I'm working a lot, but I also am doing the things that I want to do and not. I'm figuring out how to do everything.

Adam Rondeau: 24:40

That I want to do. Doesn't feel like it's coming at such a great cost that it's like work is a chore or like a separate concept. You're just like, all right, this is the flow of life. And it feels balanced that I'm not, like, stressing too often about those things, it seems.

Dusty Wahl: 24:55

Yes, Yep, exactly.

Sam Bauman: 24:58

And has it been sustainable? I mean, going from seven days a week to five days a week, how has that affected, like, your revenue?

Dusty Wahl: 25:08

For sure, it has affected it. There's. Every season, I kind of like the growth that Cosmic Coffee has done in a natural, organic way. It's kind of like, been like a. I'd call, like, a moving spiral, where it's like, every season, there's a little bit more growth. Every winter, it slows down a little bit, but there's always more. So far, there's always been more growth, more business than the winter before, and then it ramps back up in the spring. And then the summer and the summers have always been a busier summer than the summer before too. So it's kind of this like momentum that's moving in that direction. Brought up the spiral thing for a reason. And it was with the. And I just had it, the thought and then I lost it again. But it was the.

Sam Bauman: 25:55

Oh, how Closing two days a week.

Dusty Wahl: 25:58

Oh, yes. Yeah. So sorry. That's what I was gonna say. I was like. So it was, it is a hit because Sundays were a busier sale day for me. So I added in two hours onto Saturday. And then I. And then like during the winter months, I added a couple hours. During the months of, I think January through March, I added a few hours in there. So I did that to kind of work through the winter a little bit to make adjustments or to kind of make up for that. And then summer, now I'm back on the schedule. It's like kind of the last year, you know, when I was working six days a week. So it's kind of in that flow right now. I feel like I'm going to keep going. I think I increased burrito prices at one point and that helped too. Especially, I mean, eggs and everything went up. So it's like a little bit there. But yeah. And that's all kind of has helped with that.

Sam Bauman: 26:51

So being a one man show, what do you do when you're just having a crappy day and you don't feel well or you just don't want to talk to people or things are so busy that you feel like you're drinking from a fire hose? I mean, how do you work through those tough times?

Dusty Wahl: 27:09

It's something that I like spend a lot of time on thinking about during like outside of work hours as well. Like, how can I. Like this day was super busy and I felt overwhelmed and stressed and I don't like feeling that way. So I've been kind of reflecting on ways that I can. Yeah. How I can work through that. So I've thought of. One of the things that I've tried to do in particular is to create more ways to. I called it kind of to like play a little bit more during the shift, have a little bit more fun. So in very small little ways that mainly are for me that not everybody else realizes or whatnot. But just so that I can kind of. I'm having a good time and I love what I'm doing and it can be overwhelming and stressful all at the same time. Right. And so I want the joy and the fun that I'm having inside to be more outside for me to be more external because I. A lot of times I do have to get into the zone and I have to work and I can get frustrated inside about things and while I'm trying to serve people and try to not be frustrated to folks. So music has been very important for me for that. I like to choose the music that is. That fits my mood for the moment and that I can either. Yeah, somehow there's music for every mood for me kind of. And I got a different playlist and a different way to curate that. So I will switch it up if I need to for that. And I've. Yeah, kind of. It's. It's been in the back of my mind to incorporate more play. So I've been. Some of the music that I've chosen lately has been more like edm, like techno, D and B sort of stuff. And I like to do the steam wands with the bass drop. You know, like you would go if you were at a show and the steam goes off or the pyrotechnics. We had a day rave here a couple weeks ago for through 16 ounce days of local coffee. And then so I got like. I had a fan that I was using back here and I had a bubble machine that was going. I had some disco lights and I really like kind of setting that environment and when I'm able to like move and groove to the music and dance and honestly, this weekend you asked me like in particular, like, how do you work through this weekend on Saturday, for some reason I tuned into the music more than I tuned into the busyness of the room. And that's not always the way. That's usually not how it goes. You know, a lot of times I tune out the music and I'm paying attention to the crowd. So it was really nice to actually like reprioritize that and it allowed me to like engage in a better way with people as well. So I was like, this is something that I've been doing and been trying to do and practicing and like by choosing what music to play and having that happen where. Yeah, it was just like I was tuning into that. I was grooving and I was like, all right, this is what I can do this and I can do this again. And next week I'm just gonna remember, tune into the music and then like just groove along with it and it helps me stay with the flow.

Sam Bauman: 30:15

I love that there are things in your control that you get to sort of use to put you in the mood that you want to or help you manage a stressful situation.

Dusty Wahl: 30:27

Yeah, Yep. I. Yeah, I figured I want to. I'm having fun. I want to have fun. I want other people to have fun. I don't want it to be, you know, like. Yeah, just a good time here when it's busy, at least. Yeah.

Adam Rondeau: 30:40

So. So the TV that you have on, is that a part of the fun for you or how does that factor in? Because I've always wondered for sure.

Dusty Wahl: 30:48

When I first opened, I had like a smaller, more vintage TV that had like a DVD built into it. It was a smaller thing like that. And then that died. It was very old. It stopped working. But I liked that at one point I had Nintendo 64 hooked up to it. So I had video games and. Yeah, just like more ways that it's. It's kind of weird, you guys. I'm a grown person, but this is like my. This is my like living room. And so I. Yeah, I wanted to have. A lot of those movies are just mine from home that I. We don't have a DVD player at home anymore. It's gotten to that point. So I bring them here and I liked having it on in the background. And it's kind of like for me even just to like, if there's. Yeah, I can just kind of look over there and see that it's going on. And they kind of sets the mood too, you know. I like to play Golden Girls a lot on Saturdays.

Adam Rondeau: 31:41

I know the sound.

Dusty Wahl: 31:42

Yeah. Yeah. I don't know. It's a good Saturday vibe for me or. Yeah. Like sometimes the music paired with like, I like to do like lo fi, but then like throw on like King Kong or Jurassic Park. And so it's this.

Sam Bauman: 31:53

I don't know, this place does really have a living room vibe. And I think it's one of the best things about it. I mean.

Dusty Wahl: 31:58

Good.

Sam Bauman: 31:59

Yeah. You know, there's this feeling when you own a business that things need to be flashy and probably not very colorful and, you know, kind of sparse and like minimalist. That's really in right now for sure. And, you know, there's a place for that gives you a certain feeling. But I think coming into a space like this, it's very warm and it's very inviting and, you know, you're doing it partly like you're saying because of your own sort of needs and well being, but I don't think it's just that. I think you're also really creating an experience for your Customers.

Dusty Wahl: 32:32

Cool. Thank you.

Adam Rondeau: 32:33

I think we as humans are, like, so pulled towards authenticity, too. Like, there's a magnetism that comes with authenticity. So that, you know, sleek model or whatever exists, and sometimes it matches the vibe of the place and it makes sense.

Dusty Wahl: 32:48

And that's authentic. Yeah, yeah.

Adam Rondeau: 32:50

And you can tell when it does. But, yeah, when you're. When you're. Yeah.

Dusty Wahl: 32:53

Feel.

Adam Rondeau: 32:54

Feels authentic. It doesn't feel like anything in here was done to try to, like, impress me, which is, like, such a different vibe than some. Some other places. Right.

Dusty Wahl: 33:06

For sure.

Adam Rondeau: 33:06

And. And I think. Yeah, I don't know. I think about that a lot with music and musicians. And why do I think this musician's so lovely? Why do I want to listen to their music? And I'm like, I think it's just because they are no longer making music for the festival fans, necessarily. They're making music that makes sense to them. And then I'm just like, wow, that's just so great to get, like, access to that person in that way.

Dusty Wahl: 33:30

For sure. There's so many coffee shops around here, too, you know, it's like, I'm all for supporting the coffee shops around me. If I'm not your vibe, like, please find one around here because there is your vibe in this area, you know, And I think that's awesome that there's so many there. And it also, it gives me, like, kind of more freedom, like I said, to kind of keep doing that because if you don't like it, you can go two blocks in either direction and find another one, you know, and get your needs met, you know, and that's why, yeah, I'm all for the local coffee shops in the area. And I think there's a good community. Good community for sure up here.

Sam Bauman: 34:05

Such a good lesson for all business owners. Just about, like, finding your niche and really leaning into it. You're not going to be able to be everything for everyone, which is where that authenticity comes in. If you are yourself, you're going to draw the people to your business that are the best fit for your business, and that's just going to better for everyone involved.

Dusty Wahl: 34:29

Cool, thanks. Yeah. One of the best compliments I got, I feel like when I first started was somebody said that this was the only coffee shop she felt comfortable walking in here in her pajamas and that being okay. I was like, oh, yeah, this is a cop. You should be able to walk in here in your pajamas. When other time, like, what other shop or place would you be able to do that? But a Coffee shop. Yeah. You should be able to walk in your pajamas at any one. I swear that's what I. At least here you can. I'll walk in mine. Shoot, I love that. I'll make drinks in my pajamas. Clean ones.

Sam Bauman: 35:06

But what advice do you have for. Yeah, please, let's be clear.

Dusty Wahl: 35:10

Yeah, let's be clear.

Adam Rondeau: 35:12

Comfy clothes.

Sam Bauman: 35:15

What advice do you have for somebody who is running a business or thinking about starting a business?

Dusty Wahl: 35:23

I know it's cliche and common, but it is kind of like if you can just do it, just start it and see where it goes. We were talking a little earlier about not having much background in business, which I don't have. And that's not something that. That's not why I'm not running this to run a business, because that's what I'm interested in. I'm interested in the community side of things and the food and the drinks and the. That. So, yeah, I don't. I. I think, like, going for it and doing it is easier said than done. So I'm trying to think if there's other advice. But I do think, like, if the opportunity arises and the stars align and you follow your gut and your intuition on it and go for it and you'll figure things out. That's what I've learned as well. Like, there's. I've definitely ran into issues. I didn't do my taxes the first year. I was like, oh, I mean, I did, but, like, I didn't pay attention to them. And so that was a rude awakening. But it's okay. You know what I mean? It's like, I figured it out, got a payment plan, we're good. We're good. It's just. Yeah, there's. There's always room for growth, there's always room for learning, and there's always room for failure and for it to not work. You know, that's kind of like. I think were talking about perfectionism too briefly earlier. And, like, nothing's perfect, nothing's permanent. So, like, I just enjoy that I have this opportunity while I do, knowing that things can change. I know they're going to be doing construction along central in a couple years. That's going to, like, throw a wrench in business. And so, like, keeping that in mind and. Yeah. Having. Having a. Not necessarily, like, it's just a realistic expectation about things as well. And enjoy it for a while. You can. And even if it. Yeah. If you have to close down or if things don't work out for you, like you're going to have learned so much from just that process in general. And then that'll translate skill wise. And that's what I'm banking on at least that if things go solve here, I'll have learned enough skills from this experience that I should be able to find a job elsewhere, hopefully. Fingers crossed. But yeah, until then, I'm just gonna be here as long as I can and ride it out. Cause I have a good time.

Sam Bauman: 37:36

I like what you said because I think closing a business shouldn't be seen as a failure.

Dusty Wahl: 37:40

No.

Sam Bauman: 37:41

Sometimes it's just I'm ready for the next thing or it's run its course and you learned along the way and while you were doing it was a success for sure. Nothing needs to be permanent or failure. Those aren't the only two options.

Dusty Wahl: 37:54

No, and yes, exactly. Closing isn't a sign of failure at all. You know, it's just. Yeah. So I think those are some of the good perspectives to have. Yeah.

Adam Rondeau: 38:05

I wanted to ask you. I know that you have Cosmic Coffee Beans, Roasted Mac and Midnight.

Dusty Wahl: 38:13

The Mac and Midnight blend. Yes, you bet.

Adam Rondeau: 38:14

So I have questions about that and how that became something that you're offering here. There was one other thing. Maybe I'll remember it. But I guess first.

Dusty Wahl: 38:26

I was going to talk real or at some point about the art and how that kind of builds the community and stuff as well. But the Mack and Midnight. Yeah, that was. That's a long story, but it's a good one. No. And for folks that aren't familiar at. When I first opened, shortly after I opened, I had like a year or so into it. Someone had abandoned a couple kittens in front of cosmc that ended up living here for three months in the basement of Cosmic Coffee and spending and getting. Spending time with customers and getting to know everybody and being a part of the community here. And it really. Yeah. People really loved having them around. And I did too. They were fantastic. They got to a point where they were getting a little too curious and being right on central here and people coming in and out. It just wasn't safe for them to stay here anymore. It was really hard keeping them out of my kitchen and drink space while trying. Trying to make drinks. But it was fun. So now they live at home with us. But their names are Mac Miller and Midnight. Rest in peace, Mac Miller. And we now they. Yeah, now they live at home and I wanted. I use Vitality Roasting for my coffee. They're local roasters. They're fantastic. And they offered to make a House blend for me that I could serve here. So that's my house blend, the Mac and Midnight. It's a Ethiopia Columbia blend. 50. 50 on that. Yeah.

Adam Rondeau: 39:52

Nice.

Sam Bauman: 39:53

Awesome. So tell us a little bit more about the art then.

Dusty Wahl: 39:56

Oh, yeah. Just when were talking about like, the kind of, like the community and marketing and kind of like word of mouth sort of thing. So the artwork that I have on the walls are basically. It's basically all from, like, local artists, and most of it is for sale. And then there's also, like, a little section of makers stuff around the corner and some, like, clothing and some shirts for sale. And so what I've kind of done also to like, foster community everything is that I don't take any commission from any of those sales or there's no. I don't. I don't gain anything by having that here. My perspective has been I'm here to sell coffee and burritos. That's what I'm doing. The neighborhood's got our work, and if they want to sell it, I'm happy to provide a space. Space for that to happen. So with that comes kind of the word of mouthpiece. You know, people want to. People who have their artwork here want their friends and family to come see it and to support that as well. And so it's been kind of a really cool, organic way of seeing growth and like a very fun community way of marketing where it doesn't cost me anything. You know what I mean? And being a maker stuff and like, some of the commissions or consignments on pieces is wild these days in different shops. So to I. That's another thing that's important to me for keeping that community piece. And I've been able to see that the return on that through the business growth, that's manageable. So.

Sam Bauman: 41:19

Yeah, that's awesome.

Dusty Wahl: 41:20

Yeah. I just wanted to highlight that I. I love the art that we have.

Adam Rondeau: 41:24

And the people that we have around here. The other thing I was gonna ask about.

Dusty Wahl: 41:27

Oh, got you.

Adam Rondeau: 41:27

Yeah.

Dusty Wahl: 41:27

Yeah, Perfect.

Adam Rondeau: 41:28

Because I noticed that every time we come in, you know, there's. You've had a different layout since I've been coming here, but. Yeah, you've always had your table of the maker stuff. I'm not sure how much I've clocked that some of the art is for sale on the walls, but I definitely always noticed the shirts since they came in and then the maker's table and. Yeah, so I was curious. Yeah, you basically answered the questions that I was gonna ask.

Dusty Wahl: 41:51

You were looking around and that sparked my memory of that. Maybe that's where you're going. I don't know.

Adam Rondeau: 41:55

Cosmic Coffee connection.

Sam Bauman: 41:59

Actually. How did you come up with the name? That's a good question.

Dusty Wahl: 42:01

It was honestly a buddy of mine, were just like talking about different ones that sounded nice to us. And he was. He was one of my financial helpers to get things started. And so were going through names and that one came up at one point where we both, like, agreed on it. We thought it was cool. They are dear friends of ours. They live out and they don't live in. Stayed here, but. So, yeah, we did that. And then we had like a logo and everything and I made a couple changes to it. Yeah. And now it's. Yeah, it's kind of taking its own.

Adam Rondeau: 42:36

Sure.

Dusty Wahl: 42:36

Turn on things and it's been really cool. But I've always like. One of the reasons why I liked it too is I've always enjoyed the stars and the cosmos in general. And then the. One of the reasons why we landed on it in particular was like one of the definitions. You know, you look up, you got to see what does this mean? What are the different things? Which is always super fun. That's always a fun time. Brainstorming different potentials. Like some of the things that came up with. Oh, man, I can't imagine it's. It's landed where it needs to be for sure. But cosmic can refer to like the start of something big was what it said. So it's not like. Not necessarily big in like the girl sense, but more in the community sense. I'm hoping that we can be here for a while. So that was another thing. We're like, yeah, with everything that we enjoy about the universe and the world and the cosmos and the starting something new.

Sam Bauman: 43:26

That's awesome. Well, this has been a great conversation. Thank you so much for making the.

Adam Rondeau: 43:32

Time to do our community spotlight.

Sam Bauman: 43:34

Yeah. Oh, yeah, you're right.

Adam Rondeau: 43:36

So at the end of every episode, we ask the guest to highlight another small business in the area. We will then, you know, hear why that business is special to them. And then we'll also invite them to become guests on this podcast.

Dusty Wahl: 43:50

Cool.

Adam Rondeau: 43:51

Is there somebody that you can think of that you'd want to highlight?

Dusty Wahl: 43:54

I mean, well, any of the artists obviously are here and obviously I plugged Vitality already. There would be another. Their local roasters. They're a women operated space. They've got a couple different locations. One in off of Como and then one in the Skyway and then minimum wage. Tim is the other Coffee roaster that I use. He's a local guy. I'm sure you've seen him around. He delivers coffee for me that I use for his as well. And he's got a cool deal doing his own thing, which I love. There's some. I mean, this place is. This community is full of businesses and people and entrepreneurs and things. I. There's Imav Pro Theo who runs that. That's like a production company for like concerts and events and stages and stuff. They do a lot of stuff around here. Then there's Backyard Boombox, who does raves and things in the area. There's. Sorry, I'm just gonna. That's fine.

Adam Rondeau: 44:55

That's fine.

Dusty Wahl: 44:56

I know there's a ton of them. And then you got the artist. Yeah, I've got Jake, Liz, Jimmy. Jimmy, Jimmy in the neighborhood. The poker pirate. Oh, yeah. Some great pottery stuff too. Yeah, Devin does some good pottery and so does Kathy. And Kathy. There's two Kathy's. Yeah, yeah.

Sam Bauman: 45:20

Awesome.

Dusty Wahl: 45:20

Is that.

Sam Bauman: 45:21

That's great.

Dusty Wahl: 45:22

Okay. Yeah, plug the ones. I'm sorry for the folks that I missed. There's a local tea company that I'm talking to, Fresh Steeps. There have been some local, like THC companies as well. I use 56 Brewing for a lot of their THC seltzers, and I've used Fair State. I mean. Yeah, yeah. A lot of cool stuff around. Yeah, yeah.

Adam Rondeau: 45:43

Great.

Dusty Wahl: 45:44

And you all too, doing this. Yeah. Throw yourselves in the mix. Who's interviewing you next? Yeah, that's what we need to do. It's not my jam, but somebody will appreciate.

Sam Bauman: 45:54

Awesome. Well, thanks so much, Dusty.

Dusty Wahl: 45:55

This is awesome. Thanks for having me. This is fun.

Sam Bauman: 45:57

Thanks for chatting. That was dusty Adam of Cosmic Coffee. Cosmic Coffee is on the corner of 33rd and Central in Northeast. And if you head over to grab a cup of coffee, you'll not only. Get to check out the wonderfully welcoming. Space he's created, but you have a 100% chance of getting to meet Dusty himself. You can also find Cosmic Coffee online at cosmiccoffeemn.com or on Instagram @cosmiccoffeemn. Every business needs to find its own sustainable approach to growth and operations. So if you're looking for community focused support that fits your unique situation, we'd love to chat. Check us out at mellowlark.com thank you so much for listening. Make sure to follow our podcast and follow us on Instagram @mellow.lark to get updates of new episodes. Have a great day.