Jason & Jon Araghi - Founders of Green Beans Coffee

Summary

The transcript details the journey of an American food company, Green Beans Coffee, which began serving coffee to troops in Kuwait. The founder recounts innovative ideas like transforming shipping containers into full-service cafes to provide support in war zones. Amid challenges like transportation risks and security threats, the company has maintained a commitment to serving military personnel. Their initiative, 'A Cup of Joe for a Joe,' allows civilians to send coffee and letters to troops, fostering connection and appreciation. The founder's experiences emphasize resilience, community, and the importance of supporting those in service.

Takeaways

• ☕ The company was the first American food company to set up operations in Kuwait, driven by a mission to support troops.
• 🌍 The founder's journey started with the idea of creating a coffee house inspired by experiences in Saudi Arabia.
• 📦 They transformed shipping containers into full-service cafes to operate in remote military locations.
• ✈️ Logistics were challenging due to the war zone conditions, including risks like hijackings and dangerous transportation.
• 🤝 The company initiated a program allowing people to send coffee and letters to troops, enhancing morale.
• 💌 Soldiers expressed appreciation for the personal connections and support received through these gestures.
• 🏗️ The business adapted to rapidly expand during the Iraq War, opening multiple stores under challenging circumstances.
• 🚁 The founder often traveled on Blackhawks and faced the realities of military life while conducting business.
• 😓 Risks included incoming mortar rounds and uncertain safety conditions, but the commitment to service prevailed.
• 💪 The founder highlighted the importance of courage and camaraderie among troops and staff in difficult environments.

Q & A

What inspired the creation of Green Beans Coffee?

The idea originated when a niece of the Saudi royal family expressed a desire to have a coffee shop in Riyadh after visiting various cafes in the United States.

How did Green Beans Coffee start operating in military bases?

After establishing a successful cafe on an army post, the Air Force approached them to open more locations, even in challenging environments.

What unique solution was implemented to create a cafe in the desert?

They designed a 40-foot shipping container that was transformed into a fully self-contained coffee shop, equipped with all necessary facilities.

What challenges did Green Beans Coffee face in logistics?

The company dealt with significant risks, including transportation through war zones, threats of kidnapping, and the unpredictability of military logistics.

What is the 'Cup of Joe' program?

This program allows people at home to purchase a cup of coffee for troops overseas for two dollars and send letters of appreciation to them.

How did soldiers respond to receiving letters from home?

Soldiers expressed immense gratitude for the letters, which served as a comforting reminder that they were not forgotten.

What kind of risks did the company face while operating in war zones?

They faced financial risks, personal safety threats, and the risk of not returning from dangerous locations, such as receiving incoming mortar rounds.

What personal experiences did the founder share about working in Bagram?

The founder described his two weeks in Bagram as life-changing, reinforcing their commitment to supporting the troops wherever they go.

What impact did the company aim to have on the morale of the troops?

Green Beans Coffee aimed to provide a sense of normalcy and comfort through coffee and community, helping soldiers feel appreciated and connected to home.

How did the company's approach to business differ from typical food service models?

They prioritized making a meaningful impression and providing high-quality service, even in the most challenging environments, rather than settling for temporary solutions.