It takes more than great coffee to make a coffeehouse successful: comfortable, neighborhood vibes, an unrushed atmosphere, the chance to run into old friends and meet new ones, and of course, Wi-Fi.   But step one in the coffeehouse seduction is the tantalizing smell of fresh roasted, fresh brewed coffee as soon as the door opens.  A knowledgeable barista who cares about preparing you a coffee you will enjoy is step number two.

Café is the word for coffee in French and Spanish.  Where old European coffee houses were known for having racks of newspapers for their patrons to read and talk about all day long, today’s coffee bars reflect the 21st century. Each must have high speed Wi-Fi and plenty of outlets to plug in laptops, phones and tablets. Here are a few enjoyable java joints.

Café Grande 

When Laura and Hector Gutierrez returned to the Valley after trips to Europe, what they regretted leaving behind was the ambiance and the brews of coffeehouses. “That sparked our business. We missed the cappuccinos and the amazing pastries there.”  To remedy that, they opened Café Grande in June, adding it to their existing enterprises which included a San Juan laundromat and a commercial real estate development and construction business.

When a prime location with a drive-through became available in McAllen, the couple signed a 15-year lease, gutted the interior, remodeled the outside and consulted with Crimson Cup of Ohio.  “They have helped over 200 mom-and-pop stores to get set up,” said Laura, from the roasting and brewing machines, kitchen layout, syrups, supplies and of course, the coffees.  “The blend we use comes from Peru and Africa. We get fresh shipments weekly.” Café Grande plans to sell half- and one-pound bags for home brewing.

The Wi-Fi attracts a lot of people, she said.  Customers include students, a book club and pharmacy reps.  Café Grande gives 10% off to people who post their visit on Facebook.  The coffeehouse uses Fuva Media to manage social media postings on Facebook and Instagram.

Businessman Kial Gramley, who frequently works on his laptop at Café Grande, said, “The atmosphere is fantastic. I enjoy the local feel. The coffee is delicious and the service is better than at a chain.”

Gutierrez expressed her delight that Europeans who live in the Valley stop in regularly. The signature drink here is Cafe Grande Mocha, a vision of white chocolate swirls, caramel, steamed milk and expresso. “Now we want to get the word out we are here. When you start a business, you have to be here to handle things,” she said.

“The coffeehouse culture has grown. More people come to hang out and network,” said Israel Sanchez, the manager of Jitterz Coffee Bar in Mission.  Craft coffee combined with homeiness, attentive service, music at a low volume to enable talking, and of course Wi-Fi are the ingredients that have kept the business brewing for 13 years.

“We’ve gone from a lot of sweet drinks to more crafty coffees. That’s what we love to do, something approachable and easy to drink,” he said.  “Within in the past two years, we’ve seen numbers go up not only financially, but also in the people who come in and stay, who appreciate the craft and the service.  It’s neat to see,” from the early morning off-to-work crowd to the students studying together in the evenings. Jitterz added more parking to accommodate the crowds. “It’s being considerate of what is going on in our space.”

This past summer, Jitterz focused on avoiding a summer slump and succeeded, thanks to targeted marketing, Sanchez said.  Photos on Instagram and Facebook and reminders that Jitterz is open to 10:30 p.m. (and serves decaf) kept families and groups coming in.

Sanchez enthusiastically described Jitterz’s two most popular drinks: the latte del Rey, a coffee forward sweetened beverage served in-house only, “so you can enjoy it” and the cortado, a craft espresso served on a tiny platter with a side of mineral water.

Jitterz sources coffee from around the world and roasts on premises. “We hope the end result is to appreciate what the farmer did.”  A lot happens in the short, carefully timed process of bean roasting.

Sanchez himself has launched a cold brewed coffee in a bottle, Brewmstick, at Jitterz,.   “Gabriel (Jitterz owner Gabriel de la Garza) said ‘Just put it out there.’  We’re seeing numbers we didn’t think we would get.” Initially on tap exclusively, the brew is now bottled.

Pastries matter 

Beth and John Fuqua took over Java Café in Harlingen a year ago and transformed it into J & B’s Café, upgrading and expanding the coffee menu. “It’s shifting.  We now sell more lattes and specialties than before. I research constantly on fads of coffee drinks and what people are doing elsewhere. How else are you going to know?” The couple held blind tasting with customers before choosing a coffee supplier in Oregon.

“This is a place to come in and hang out,” she said. “We do well with our desserts,” a given since 75% of her pies and cakes are made in-house.  Besides morning, lunch and afternoon snack customers, J & B’s welcomes a group that comes in to knit and sip lattes and cold brewed ice coffee.  For the adventurous, the dirty chai latte is on the menu.

Fuqua, like Gutierrez, goes around her neighborhood, passing out fliers, meeting new people and reminding customers to stop by for a cup of coffee soon. Standing behind the cash register, she punched a customer’s J & B loyalty card, “just like the big boys have.”

Luis Beltran was a bartender for Southwest Airlines, which gave him the opportunity to research coffee houses nationally before opening Moonbeans 18 years ago in McAllen. Two years ago, he opened a Moonbeans in Pharr, choosing a 1928 former fire station that now also houses coffee roasting equipment open to view.  Exposed red brick walls contrast with white subway tiles behind the counter accented in black.

“I love this building. I’m part of the history of this city now,” Beltran said. “This has afforded us the ability to roast coffee here and sell wholesale to House.Wine, Santa Fe Steakhouse, etc.”

“Coffee is more than a beverage. It pulls people together. You never hear people say,’ Let’s go get a glass of orange juice,’” Beltran said. “From the very beginning, our focus has been on coffees. I’ve never really wanted to get away from that. I’m happy to talk to folks about the roast process. I love what I do.”

Beltran now travels between the stores. “I’m still a delivery boy, construction manager and barista.  I drink my fair share of coffee.”

For more information, see Jitterz Coffee Bar and J&B’s Cafe on Facebook, cafegrande.net and moonbeansmcallen.com. 

October 2016 cover story by Eileen Mattei.