Bharat Poria twice lost his job in the dot-com bust.
Now he’s helping create new ones.
Poria and his wife, Raksha, opened It’s A Grind coffeehouse on
March 26 at Gilroy’s Pacheco Pass Center near Costco. Currently,
there are 19 employees at the elegant cafe, and the couple plans to
hire six more.
Bharat Poria twice lost his job in the dot-com bust.
Now he’s helping create new ones.
Poria and his wife, Raksha, opened It’s A Grind coffeehouse on March 26 at Gilroy’s Pacheco Pass Center near Costco. Currently, there are 19 employees at the elegant cafe, and the couple plans to hire six more.
To say Bharat switched fields is a bit of an understatement – the 41-year-old Morgan Hill resident is a former high-tech worker who lists high profile companies like Yahoo! and Philips on his resume. In addition, he was chief information officer of a telecommunications component manufacturer and helped author a book titled ”CIO Wisdom.”
”We wanted to do something we could call our own, and not be at the mercy of the corporate world,” he said.
His wife’s background also is in a different ballpark. Born and raised in India, she was a practicing lawyer in Bombay before marrying and moving to Salinas in 1990. She’s waiting for the results of the state bar exam she recently took and, while she hopes to be a part-time lawyer, the coffeeshop is her number one priority.
”This is a whole new world for us,” she said.
Though neither are particularly avid fans of coffee, the Porias say they looked into other business opportunities, but were impressed by It’s A Grind’s commitment to product quality and customer service. They were also drawn to the relaxed ambiance of coffeeshops, an environment they believe customers as well as staff can enjoy.
”We didn’t know we were going to fall into the coffee business,” said Bharat. ”We visited (the corporate headquarters in) Long Beach, California. That’s when we saw the other stores. We fell in love with it.”
Opening the coffeeshop is a big financial investment. The couple initially invested more than $250,000, plus a $30,000 franchise fee for a 10-year term. Franchisees also pay an ongoing 6 percent royalty fee.
It also requires a significant time commitment. When the store first opened almost three weeks ago, Raksha Poria said her husband regularly worked 18- to 20-hour days, and she would put in 13 or 14 hours a day herself.
Even still, they are having a good time.
”We like being here,” she said. ”We feel enthusiastic coming in to work.”
Self-described ”people people,” Bharat Poria said they enjoy the interaction with their customers and the challenges cafe work presents.
”Coffee is something everyone enjoys,” he said. “We can change someone’s mood bright and early in the morning.”
A stack of brochures advertising It’s a Grind franchising opportunities sits on one of the counters. It reads, ”The American Dream Just Got Easier!”
For the Porias, that certainly seems to be the case.
As newbies to the business, the Porias say they are grateful to the guidance the corporate headquarters offers.
”To us, It’s A Grind is like a family,” said Bharat Poria. ”With this arrangement, we have the support of a whole network behind us.”
The corporate structure helped them with site selection, for example. Keeping in mind customers with children in tow, the Porias opted for a corner lot in order to include a drive-through window.
”We’re parents too,” said Bharat Poria, who was born in Tanzania. The couple have two children at Nordstrom Elementary School in Morgan Hill.
”We know what a pain it is to park the car, take the kids out of the car seat, take them into the store, get your product and go back to the car.”
It’s customer service details like this and attention to ambiance that the Porias hope will help their cafe stand out in a sea of coffeeshops.
”We wanted a homey place for people to come to, a nice place to relax and enjoy,” said Bharat Poria.”
If patron Greg Robinson, 21, is any judge, the Porias have succeeded in that goal. The Gavilan College student was recently found doing his homework while sipping an Italian soda at the cafe.
”This coffeeshop looks a lot nicer inside than most places.,” he said, referring to the cafe’s sofas and armchairs. ”And the store in Pacheco Pass Center may just be the start as the Porias are considering opening similar coffeehouses in the South Valley.
Details like a working fireplace and a restroom that customers have described as ”like one in a five-star hotel” add to the appeal of the Poria’s It’s A Grind. Going along with the jazz-themed decor (pictures of legends like Billie Holiday hang on the wall), live jazz will be performed at their cafe every other Saturday beginning April 24.
Because It’s A Grind roasts its coffee in small batches, makers boast that their beans are more flavorful.
Bharat Poria also points out that once a bag is opened, it is kept for two weeks max. Despite the upscale setting, cafe prices are reasonable. A latte is $2.60 and brownie cheese bars go for $1.95.
And the store in Pacheco Pass Center may just be the start as the Porias are considering opening similar coffeehouses in the South Valley.
It’s A Grind Information
Address: 890 Renz Lane Suite 100 Gilroy, CA
Hours: Monday – Friday: 5:30 a.m. to 11 p.m.
Saturday – Sunday: 6 a.m. to 11 p.m.
Telephone: 846-1711
Web site: www.itsagrind.com
