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Holy Roast!

"It won't last three months," was exactly what I told a co-worker when Holy Roast Coffee opened across the street last January.

Not very charitable, I realize, but I have a sense for these things, having watched eager smiles of new restaurant owners turn to tears within weeks.

The spot seemed all wrong, tucked back behind Subway on Mendocino Ave. and when owner Wayne Conley told a PD reporter he was going to beat the competitve odds by doing "latte art", all I could think was, Uh oh. Considering the fact that Starbucks, Peet's Coffee, Centro Espresso & Sonoma Coffee are all situated in higher traffic areas within a mile, Conley was gonna need a guardian angel to make it through the first six weeks.

Nearly seven months later, I'm eating crow--well, a bagel and a raspberry latte to be exact--and congratulating Conley on getting your vote as one of SoCo's favorite java haunts. Goes to show what I know.

Apparently a little faith and a whole lot of charity go a long, long way these days.

"A jerk can make you a great drink or a friendly person can make you a just okay drink. Most times people are going to choose the friendly person," says Conley, who got bitten by the coffee bug while operating a part-time coffee cart at local churches. "We try to do both--make a great drink and be friendly." Which isn't just lip service. Conley and his staff actually are some of the friendliest crew in town. They remember your order, if not always your name. They smile. They are efficient without being cold.

But despite what Conley says, cruddy coffee isn't going to keep folks happy for long--especially when your morning clientele include a chunk of the Santa Rosa PD, city workers on their morning coffee break and a bunch of cranky, coffee-starved Press Democrat employees. To keep us all happy, Conley serves up beans from local roasters Ecco Caffe and Chai Baba Chai, trains his baristas to make some killer foam and, though I cringe to admit it, I still smile secretly every time I find a little milk heart in my latte.

Maybe it's luck or just good business. Or,maybe someone upstairs is looking out for Holy Roast. Either way, the coffee's divine.

Holy Roast, 490 Mendocino Ave., Santa Rosa, 707.523.3137

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Posted June 29, 2007 4:44:43 PM
Permalink: http://biteclub.pressdemocrat.com/default.asp?item=639374
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Comments | Add Comment

Posted By: Justin (29/10/2008 8:06:12 PM)
Comment: I vouch for holy roast, I frankly found it to be the best coffee and nicest atmosphere in town. I finally got a chance to go in there this week after hearing they sell echo coffee. I heard echo coffee was right up there with flying goat coffee which I had a hard time believing but I found my taste buds did indeed prefer a cup of holy roast. I highly suggest everyone see what their taste buds think for themselves. I will be walking the extra block for that latte. see you there.

Posted By: Reeks (30/07/2007 6:40:10 AM)
Comment: If theres a coffee shop like "Holy Roast" right across the street how come there's always a PD worker getting huge orders at Starbucks at the plaza in the mornings.

Posted By: Lida (18/07/2007 1:34:04 PM)
Comment: It's strange, but I never noticed what was there before, but I did notice the spot once it became Holy Roast. Stopped by for the first time, and enjoyed a lovely mocha. Friendly staff. Clean store and easy to read board. I especially like that they tell you how many shots go into each sized drink! Looking forward to going back. Thanks for the tip!

Posted By: Reeks (05/07/2007 2:50:36 PM)
Comment: Thanks!

Posted By: Wayne (02/07/2007 6:11:21 PM)
Comment: Holy Roast hours: Mon thru Fri 7:00AM to 6:00PM Sat 8:00 to 3:00 Sunday 8:00 to 2:00

Posted By: Shawna (02/07/2007 5:58:36 PM)
Comment: I make it a point to stop and get coffee at Holy Roast every time I'm in the area. I wont go anywhere else =)

Posted By: Reeks (02/07/2007 1:11:35 PM)
Comment: What time do they open?

Posted By: Nancy Brady (02/07/2007 11:48:55 AM)
Comment: Priase the Lord for business men like you Conley. We need more business men or women like you. My husband and I visited your coffee house when it first opened. I haven't been back but am glad to get a reminder that you are there. I am going to come back real soon and am going to suggest that our Monday night bible study takes a trip together to enjoy your delicious coffee. We meet tonight so I am going to make a suggestion that next Monday night we can plan to partake of your wonderful coffee and pastries. Sincerly a sister in Christ, Nancy Brady

Posted By: Sandy (01/07/2007 12:44:21 PM)
Comment: This place is divine. The coffee is great and the employees are genuinely friendly. Cozy atmosphere too!

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