The Sanity Mug Opens in Port Lavaca, Texas through Crimson Cup’s 7 Steps to Success Coffee Shop Startup Program


The Sanity Mug, an independently owned coffee, tea and smoothie shop, opened September 30, 2022, in Port Lavaca, Texas.

What makes the new shop so special is not only its commitment to delicious drinks and terrific customer service, but also the story of how Owners Steven and Susie Smith got into the coffee shop business without any experience.

When the couple began looking into starting their own coffee shop, Coast Guard Veteran Steven was manager at Napa Auto Parts and Susie worked at Alcoa. “Looking around Port Lavaca, we saw a need for a place where people could come together over their favorite beverage,” Susie said.

They discovered a prime location but, lacking coffee experience, they hesitated to open a shop without support. “I spent over a month researching all aspects of coffee,” said Steven Smith. “It’s important to find the right coffee and training partner.”

A Google search led them to Crimson Cup Coffee & Tea, an award-winning coffee roaster that teaches entrepreneurs how to open a coffee shop in Texas and all other states using the 7 Steps to coffee shop startup success program.

The program is based on the book, by Crimson Cup Founder and President Greg Ubert. The 7 Steps provide a proven system for running a thriving coffee business, including designing and laying out each coffee shop, choosing the right espresso machine and other equipment, writing a strong coffee shop business plan, hiring and training staff, and much more.

The Smiths said they found Step Five: Focus on Training, especially valuable. “We had no idea what we were doing behind the counter,” said Susie Smith. 7 Steps Project Manager and Trainer Steve Bayless spent the week leading up to the opening of The Sanity Mug training the Smiths and their baristas in all aspects of drink preparation and business operation.
“Beyond the training, Crimson Cup has been there with access any time we have a question, with personal help and with step-by-step guidance to get us opened,” said Steven.

About Crimson Cup Coffee & Tea
Founded in 1991, award-winning coffee roaster Crimson Cup is at the forefront of the coffee industry. Crimson Cup travels the world searching for the perfect cup – driven by meaningful local relationships, honesty, and a shared vision for the future.
Through its 7 Steps to Success coffee shop startup program, the company teaches entrepreneurs how to open a coffee shop. By developing a coffee shop business plan, entrepreneurs gain insight into coffee shop startup costs.
Crimson Cup coffee is available through over 350 independent coffee houses, grocers, college and universities, restaurants and food service operations across 30 states, Guam, and Bangladesh. The company also owns several Crimson Cup Coffee Shops and a new CRIMSON retail flagship store.

To learn more or to get in touch, visit

Source: Coffee Talk

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