How Our Expansion Started
Behind The Scenes
We launched Tala Coffee Roasters on June 7th, 2017. Ever since that day, we’ve gotten questions to the tune of what’s next? The following year we opened the doors to our cafe in Highwood, and it didn’t take long, then either, for the questions to roll in on a second location or plans for expansion. It’s no surprise then, that the news that we were exploring options for a second cafe couldn’t be kept entirely quiet even during months of uncertainty as to what would happen.
It’s always interesting to me how much curiosity people display, how much they want to know and how much they seem to truly care what the future holds for our little company. It is in that spirit of curiosity and care that I was persuaded by inquiring people to give something of a “behind the scenes” look at what this process has been like for us in the form of answering some commonly posed questioned.
If you haven’t heard about what’s going on, we’re opening two cafes in the coming months: one in Libertyville and one in Winnetka. Although our Winnetka project began first, our Libertyville project will open sooner, so we’ll take this opportunity to explore Libertyville specifically, though you should be sure to circle back for more Winnetka content soon, too!
How did you decide to take up the libertyville project?
Our decision to open Libertyville was heavily influenced by our decision to open in Winnetka. As I touched on in our previous post, we knew that expanding our company in general meant our headquarters needed to grow. Once we decided we’d pursue the extra space, it just made sense to put a cafe in it. I think I’ve actually been surprised how many decisions aren’t made by careful calculations (although there is a lot of that, too) and rather made by just logical problem solving. Once you make one decision—like our Winnetka cafe—a cascade of other decisions are essentially made for you along the way in order to facilitate that original decision. Of course, we could have cut corners or done things easier. I think our tendency is to figure out what has to be done by necessity and then try to maximize the potential of that as best we can, even if an easier way could be followed.
What is the hardest part of beginning a project like this?
This specific project had a very unique hurdle at the beginning: zoning. We had to submit for a text amendment and special use permit—among other things—before even being able to see if a cafe in this space would be allowed. It was months of working on super complicated paperwork for a hypothetical dream. Thankfully, I personally have a pretty high tolerance for hypotheticals, but it was hard on the team to have so many months of not knowing, especially because the outcome impacted so much of our plans and our business. If someone told me how difficult and complicated the process would have been at the beginning, I probably would not have pursued the cafe, especially with so little guarantee of success. I have zero regrets now that it is all happening, but looking back now it seems like a miracle that we got to where we are.
Before we could begin construction, we were able to use the empty unit as a workshop, staging and storage area as we upgraded other areas. This is me working on the design for our production tables and storage that Dan, our Warehouse Manager, built installed.
How has this cafe expansion differed from Highwood?
These projects have differed a lot, but generally I’d say there are four main differences: background, build-out, experience and implications.
By the time we started build-out in Libertyville, we had already been doing months of work with zoning and permitting which, of course, was not the case with Highwood, as all of that fell to our landlord. The background legwork for Libertyville has been just much more intense than anything in Highwood was for us.
The build-out in Highwood was also made easier by our wonderful landlord (s/o to Michael for being the best). He delivered our unit to us with as a beautiful blank canvas. He had already done the HVAC, the framing, drywall, new windows, floor refinishing, etc. by the time we started our build-out. Although it took us several months to do it all largely by ourselves, the amount we did there pales in comparison to what we’re doing in Libertyville—which, by the way, pales in comparison to what we’re doing in Winnetka. With this build-out, we aree designing things mostly from scratch, although one bathroom and the training lab have been salvaged from the original floor plan.
Although this all is clearly more work than Highwood was, we are so much more experienced now than we were then. We have a better handle on what it will take to open and so much more confidence that our cafe will ultimately be successful. Opening Highwood was terrifying because we just had no idea if anyone would show up. Thankfully, the community in Highwood responded with vigor, and we have confidence that Libertyville will, too!
The final unique characteristic of this project is it’s far-reaching implications on our roastery. With the promise of more space, we’ve been able to re-configure our storage, re-imagine our office areas and re-design our production area. It has been a lot of fun thinking of the ways everything can be elevated, allowing us the room to grow we need right now.
What is your advice for someone considering starting or expanding their small business?
What advice would I give? Don’t do it alone. As I write this, I’m looking at scaffolding and drying paint and tons of wooden scraps and long stretches of conduit all around me. The idea that in a few weeks I might be standing right where I am with an espresso in hand and chatting with the barista working behind the bar at a brand new cafe feels almost foolish to hope. Yet, I also see hope all around because I have seen things come together time and time again with our team. We have an exceptional ability to rally our potential when put to the task, and because of that I believe in our success. If I were alone I would have given up a very long time ago. Even with the help of a strong leadership team, capable staff and a wonderful community, it has been a lot to bear. I would never suggest attempting something this big alone. If you’re going to do it, do it with people you love and trust.
Joanna Tong
Joanna is one of the owners here at Tala, heading up Operations and Strategy. Born and raised in Minnesota, she moved to Illinois in 2014 with no intention of staying long-term until the idea of Tala came to light. When not in the office or the cafe, you can find her in a forest preserve enjoying the outdoors or at home hanging out with her cat.