Jasmin on Legacy, Leadership & Specialty Coffee in the Midwest

A2: What's going on everybody, this is A2. One of the cultures that’s shaped me—and led to moments like featuring Bill on the podcast—is the specialty coffee scene. I first discovered it in New York City back in 2017, and I immediately got immersed in the latte art community. I met roasters, shop owners, and so many passionate people. It even took me beyond New York City.

The next voice you’ll hear is someone I have immense respect for in the coffee world, especially in the Midwest. Jasmine McGinnis is the owner of multiple ventures, including a specialty coffee shop concept based in Kearney, Nebraska. Her story isn’t just about coffee—it’s about how deeply her life and her passion for the craft are intertwined.

Hi Jasmine, welcome!

Jasmine: Hi, I'm Jasmine. I’m one of the owners of Baristas Daily Grind here in Kearney, Nebraska. I also run Cup of Coa, a cocoa company we distribute nationwide. That’s a little bit about me.

A2: Awesome. Are you a Nebraska native?

Jasmine: Yes, although I moved all over the state—but never left it. Definitely a prairie girl.

A2: Cool. Let’s talk about Baristas Daily Grind. What exactly is it?

Jasmine: Well, it’s a long story, but I’ll try to summarize. Right out of college, I got to work at my dream job—coffee. I’ve loved coffee since I was eight, sitting in a coffee shop, having a bagel and a latte. Fast forward to college, I met Kathy Sickler, the original founder of Baristas. We became like soul sisters. She’s my mentor, but she’s become so much more.

Baristas was revolutionary—one of the first drive-through specialty coffee shops in the U.S., way before Starbucks dominated every corner. We opened multiple stores across states, franchised, and had incredible baristas, including a corporate trainer, Ryan Dennhardt, who became a top-three National Barista Competition finalist.

But then came tragedy. The legal team we hired for our franchise documents wasn’t authorized to practice that form of law. The original founders lost everything in an eight-year lawsuit—shops, franchises, personal finances. They passed ownership to their son, and as baristas, we literally took to the streets, serving coffee for 30 days until I could open my current shop.

Ownership wasn’t something I initially sought. I loved working for others and being creative without worrying about numbers. But after personal tragedies—my own pulmonary embolism and my sister’s death—my brother-in-law and I became co-owners to preserve the legacy of Baristas and continue raising my niece in a stable environment. That was four years ago.

A2: Wow. That’s a powerful story. Every time I hear it, it hits. For listeners who don’t know, you and I met almost a year ago, which ties into this story. Can you share how that came about?

Jasmine: Sure. After taking ownership, we wanted to return to our roots and build a solid foundation. We were operating three stores in a town of 30,000 and had to overcome financial challenges after the lawsuits. We had tried opening a second store twice unsuccessfully, but eventually, we took over a small bank and converted it into a double drive-thru coffee shop—our second location.

We invited Joe Gonzalez to do a throwdown at the grand opening, which is when A2 and I connected. The Midwest often gets overlooked in coffee trends, so we wanted to bring a bit of New York awareness and culture to Nebraska. It was serendipitous, and having different perspectives from other coffee professionals helped inspire growth and creativity.

A2: Right, so you’ve been co-owner for a few years, and you also run Cup of Coa. How important is it for you to establish yourself as a female business owner when meeting people in the industry?

Jasmine: It’s interesting. Reflecting on these four years, I realize we’ve accomplished incredible things. I don’t compare myself to others—I compete with myself. That said, this year, I’ve been focused on balance. It’s easy to get caught up in ego and titles. I remind myself to feed my spirit so I have the energy to invest in my staff, grow my companies, and nurture relationships.

Barista is about connection. My passion is people—building relationships. I’m not interested in labels or fame; I care about genuine connections and “Pure Customer Love,” which is more than a tagline. It’s a philosophy: real interactions, even through a drive-thru, that make people feel seen and valued.

A2: I love that. You mentioned the double drive-thru concept and how it was revolutionary. Can you explain that to listeners?

Jasmine: Absolutely. In 2001, specialty coffee wasn’t what it is today. There were no drive-through coffee shops like we created. Out here in Nebraska, people drive a lot—40 minutes just to get groceries. We built a tiny, beautiful shop with USBC Champion baristas, award-winning coffee, and customer-centric service.

The first shop was small but striking, with terracotta roofs, flowers, light posts—it invited people in. And while it had no bathroom (don’t ask how we got around that!), it worked. We were doing hundreds of dollars in business the first day and never looked back.

We trained staff to guide customers in a non-snobby way, helping them discover drinks they’d love. Even in a drive-thru, we focus on relationships. No electronic headsets, no digital menus—just human interaction. Over the years, these connections have changed lives.

A2: That’s incredible. You’ve resisted automation in favor of relationships. With trends and tech evolving, what excites you in the industry right now?

Jasmine: Coffee is in a bubble. Many think it’s all glamorous, but it’s hard work. Trends like pourover are popular, but in our drive-thrus, it’s not practical. The key is knowing your “why.” Understand your market, educate your customers, and focus on genuine experiences. Innovation is great, but it shouldn’t distract from your core mission.

We’ve seen third- and fourth-wave coffee trends, water purification fads, fancy tech—but what truly matters is training baristas, connecting with customers, and delivering a consistent, high-quality product. Stick to your why, don’t chase every trend, and invest in your team.

A2: That brings us to a great point. Any final lessons for people who want to follow in your footsteps?

Jasmine: Yes—pure customer love begins with pure staff love. I invest deeply in my employees. I hire students for multi-year retention, treat them like adults, and create a safe space to grow. They become personally invested, and it reflects in customer interactions.

We’ve seen employees go from working at Baristas to earning master’s degrees or leadership roles, thanks to relationships built across the counter. Investing in people isn’t easy, but it multiplies your business impact. It’s bigger than a job—it’s a community.

A2: That’s powerful. Thank you for sharing all of this, Jasmine. Listeners, that’s a masterclass in leadership, passion, and staying true to your values in business.