The Coffee Trailer Roseburg Didn’t See Coming
Meet the Barista Turning a Parking Lot Into a Morning Ritual
We are sending this week’s newsletter out a day early.
Tomorrow is Thanksgiving and most of us will be with family, cooking, traveling or taking a much needed break.
I hope you get a slow morning.
I hope you get to enjoy amazing food.
And I hope you get a moment to relax and breathe.
Happy Thanksgiving to you and your family.
Now here is this week’s story.
The Trailer in the Parking Lot
If you pull into the Staples parking lot early in the morning, you might see a customized black cargo trailer sitting under the gray Roseburg sky.
It has bold orange and white stripes wrapping around the middle.
It looks retro.
It looks intentional.
It looks like someone cared about every detail.
No neon signs.
No loud colors.
Just a clean build and the smell of something warm drifting out the window.
Inside that trailer stands Steven Kloster.
A Decade Behind the Bar
You would never guess it, but Steven has been pouring coffee for ten years.
He has worked the bar.
He has managed a shop.
He has handled vendors.
He has built menus.
He has done the grind in ways most people never see.
And he absolutely loves it.
Steven talks about coffee the way artists talk about paint.
He did not start Mantle Coffee Company because he wanted a business.
He started it because he got obsessed.
He wanted to know how coffee worked.
He wanted to know how flavors changed.
He wanted to know how a simple drink could shape someone’s day.
So he volunteered under a mentor.
He learned the craft.
He learned the pressure of a morning rush.
He learned how to make the work feel like a performance.
He learned how to talk to customers without forcing it.
He learned how a cup of coffee can feel like a breath of calm.
“When I felt fluid behind the bar, it became a bit of a performance for me. Talking about the coffee came second nature because I had become obsessed.”
From SoCal to Roseburg
Eventually he built Mantle Coffee in Southern California. A mobile shop. A metal box on wheels.
Not because he did not want a brick and mortar. He did. He even came close. But the deal fell through when the landlord found out he was only twenty.
So he adapted.
He fabricated the sleek black trailer.
He kept moving forward.
Six months later the economy shifted.
The shop he almost signed would have crushed him.
But the trailer?
It kept him alive.
It let him stay lean, stay moving, and stay in business.
Earlier this year he packed his belongings and drove that same trailer north up the 5 to Roseburg.
A Ritual for the Community
He parks it right in the Staples lot at 1414 NW Valley View Drive.
Monday through Friday.
Six in the morning to two in the afternoon.
Rain or shine.
If you stop by, you will notice something right away.
Everything is intentional.
They make their own chai concentrate.
They make their own syrups.
They pour latte art on every drink.
And the menu is built for people who love the craft. Coffee. Espresso. Lattes. Mochas. Cold brew. Tea. Chai. Matcha.
Simple. Clean. Done right.
Steven focuses on quality, but he is quick to admit that what really matters is consistency.
People rely on their morning ritual.
He wants to honor that.
He listens to customers.
He adapts.
Roseburg made one thing clear: they love white mochas.
Now they’re on the menu.
“The shop plays a part in everyone’s day. With that comes the responsibility to be consistent, whether someone shows up for a drink, or a vent, or both.”
The Human Side of Coffee
What stands out most is how he talks about the people who show up.
He pays attention.
He notices when someone is hurting.
He notices when someone is overwhelmed.
He gets a front row seat to lives unfolding in real time.
That is what keeps him grounded.
Not the coffee.
But rather the connection.
Steven is still dreaming of a brick and mortar.
But for now, he is here.
In that black trailer with the bold retro stripes.
Serving drinks.
Talking story with people.
Doing honest work the right way.
If You Go
Where to find Mantle Coffee Company:
Staples Parking Lot
1414 NW Valley View Drive, Roseburg
Monday to Friday
6 AM to 2 PM
Support a Small Business That Shows Up
If you want to support a business that puts its heart into every cup, stop by Mantle Coffee Company this week.
Try the honey cinnamon latte.
Try the pumpkin spice while it is still here.
Bring a friend.
Bring your routine.
Great coffee is simple.
It just needs someone who cares.
“Coffee is communal. Shops are a haven for people from all walks of life.”
P.S.> If you know a local business owner with a story worth telling, reply to this email and I will reach out.
Marketing Minute: Your Google Business Profile Might Be Costing You Sales
Most small business owners in Roseburg never check their Google Business Profile.
They set it up once.
Then they forget it exists.
That is a mistake.
Your Google listing is often the first impression someone has of you.
Not your website.
Not your Facebook page.
Not your sign.
Google.
And here is what usually happens.
Someone searches your business.
They see you on the right side of the screen.
They look at your hours.
They look at your reviews.
They look at your photos.
If anything looks outdated or sloppy, they leave.
It takes three seconds.
Here is how to fix it this week.
Update your hours.
Do not make people guess.
If your hours change for holidays, update them before the holiday.
Add photos.
Real photos.
Your products.
Your storefront.
Your team.
Your work.
People want proof.
Ask for fresh reviews.
You do not need to beg.
Just ask.
One review a week keeps your profile alive.
Reply to every review.
Even the hard ones.
Especially the hard ones.
People notice.
People respect it.
None of this takes more than ten minutes.
But it pays you all year.
P.S.> If you want me to audit your Google Business Profile and tell you what to fix, reply with “Google tune up.”
Stop Posting Random Stuff. Build a Simple Content System Instead.
A lot of business owners post on social media like they are throwing spaghetti at a wall.
Random photos.
Random announcements.
Random quotes.
Nothing connects.
Nothing compounds.
Nothing builds trust.
Then they wonder why nobody engages.
Here is the truth.
You do not need more content.
You need a system.
Your system can be simple.
Three posts a week.
Three clear themes.
Three chances to earn trust.
Here is a framework you can use today.
Post one.
Teach something.
Show people how to solve a small problem.
You become useful.
Useful people get remembered.
Post two.
Show behind the scenes.
Your process.
Your tools.
Your team.
Your mess.
People love “real”.
Post three.
Make an offer.
Tell people what to buy.
Tell them how to buy it.
Do not be shy.
Your business needs to sell things.
When you follow a system like this, you stop guessing.
You stop forcing creativity.
You start building trust the straightforward way.
Small businesses win by being consistent.
Not fancy.
Not loud.
Just clear.
Just steady.
P.S.> If you want help building a simple content system for your business, reply with “content plan.”
Community Conversation
The Roseburg Reader should feel like a chat over coffee, not a broadcast.
Tell us:
• What local business deserves a shout-out?
• What kind of stories do you want more of?
• What challenges are you facing as a small business owner?
Your answers shape what this newsletter becomes.
In Other News
• Retail Holiday Readiness: A Small Business Ultimate Guide
• Small Business Saturday: Celebrate And Shop Small
• Best business internet providers: Top picks and plan comparisons
• Google Workspace vs Office 365: Which Is Better?
Worth A Glance
✅ Watch: Tips to make the perfect pie crust.
✅ Laugh: The 100 best comedy movies of all time.
✅ Read: How one condiment brand infiltrated both fancy pizzerias and Pizza Hut.
✅ Discuss: Here are 61 things to fight about at Thanksgiving this year.
Thanks for Reading
If you made it this far, thank you.
You are helping build something that matters. A voice for small businesses in Roseburg. A place for real stories. A place for real people.
I want this newsletter to grow, but I cannot do it alone. If you enjoyed this issue, share it with a friend. Hit subscribe if you have not already. One click from you makes a big difference.
And I want to hear from you.
Tell me what you need. Tell me what you want more of. Tell me which local business deserves a spotlight. Tell me what challenges you are facing as a small business owner.
If you need help with your own marketing, reach out.
That is what I am here for.
Let’s keep building this together.