The mistake that built a coffee empire

Lott, who spent decades in the industry before joining founders Issam Freiha and Vinay Menda, initially viewed innovation through a lens of complexity. He pushed for avant-garde offerings like sparkling grapefruit cold brew spritzes, prioritizing novelty over accessibility. Had he been present for the matcha’s debut, he admits he would have blocked it. The experience forced him to relinquish his role as a gatekeeper, teaching him that the most effective ideas often come from empowering others rather than centralizing creative control.

Beyond product strategy, Lott maintains a strict "no knucklehead" policy for hiring, prioritizing cultural fit over raw skill. He uses informal conversations about life—not work—as a litmus test for potential colleagues. His approach extends to small, seemingly trivial gestures: failing to push in a chair or clear a coffee cup after an interview serves as a definitive red flag. To Lott, these habits signal whether a candidate possesses the selflessness and hospitality required to succeed in a service-driven environment, proving that the foundation of a 100-location chain often rests on the smallest professional details.