April 2012 • Vol. 17, No. 4


3 Pulling the Shots By Dot Frank


One would assume that most consum- ers get their caff eine ix by 10:30 a.m., however that assumption was proved wrong by the trafic that Mocha Mom- mas experienced recently. Located in Gateway Fashion Mall, Mocha Mom- ma’s Espresso Bar and Coff ee Shop has been a staple of the north Bismarck shopping center since 1996. Randy and Holly Vigesaa purchased the company in July 2011. Holly shared the company’s history and future plans over a steaming hot latte on a late Wednesday morning, pausing to pull shots during the Q&A session. “I do everything except cover all of the hours,” Holly shared about her responsibilities as the owner. Holly employs four part-time staff to cover the hours that she gets to sneak away from during the evenings and some weekends. The Vigesaa’s are new the Bismarck-Mandan area, but aren’t new to the business of brewing. Holly and her husband are originally from Cooperstown, N.D. where they farmed. The couple moved to Red Lodge, Mont. in 1999. During their stay in the resort town, Randy and Holly purchased a coff ee shop and roasting company, which they ran for about two-and- a-half years. In 2002, the Vigesaa’s moved back to their family farm and continued to roast beans on a whole- sale basis. In 2009, Randy was off ered a job transfer to Bismarck and they moved their family for the inal time. “I worked at various businesses


after moving to Bismarck,” Holly said. Her work experience included stints at an insurance company, Scheels and Starbucks. She said she was browsing BisManOnline.com when she noticed that Mocha Mommas was for sale by owner. “I didn’t think much of it, but then my husband called me and said he talked to the owner that we were going to buy it and I was going to operate it,” she said, still surprised about the chain of events.


Since taking ownership in July 2011, Holly has maintained much of the original product off erings, but has expanded coff ee-related merchandise and added Beyond Organic items. She also off ers Damsel in Defense products. “In here we have to be really diversi-


ied,” Holly said. She clariied that the mall environment creates that need. “People don’t necessarily come here for a cup of coff ee only; we’re part of their mall shopping experience.” Mocha Momma’s diversiication in- cludes the merchandise and specialty items noted above, but it also includes a limited lunch menu, Pride of Dakota member Marie Ann’s Gourmet Kitchen treats, lavored whole beans and candy. “People do come here for the candy


Owner of Mocha Momma’s Espresso Bar and Coffee Shop Holly Vigesaa stands in front of the dozens of flavored syrups and iced coffee mixes that customers request with frequency.


and for our lavored beans and syrups,” she said. Holly says that the mall location


produces a niche market that includes an older clientele who gravitate toward a small cup of plain coff ee and maybe a mufin. She would like to attract a younger crowd who isn’t bashful about spending upwards of $4 for a lavored and frothy drink. She’s been experimenting with dif-


ferent advertising methods to reach those consumers. “We’ve been picking and choosing our advertising carefully considering we have a small budget,” she said. Couponing and trade outs have comprised her strategy to date. Asked about the latest industry


trends, Holly shared that “white cof- fee” is the current buzz word. She said that her roaster has off ered samples but she’s indecisive about off ering it. Apparently, white coff ee is the term coined for beans that are roasted for a shorter time, thus developing only a caramel color as opposed to dark brown. White coff ee is said to have higher caff eine content because the roasting process “burns” off the beans’ caff eine content. White beans are harder and require a special grinder and produce a nutty lavor. Holly said that blended iced coff ees


and lavored cappuccinos and lattes top the list of requests by her custom- ers. She shared that many of her cus- tomers request skinny drinks (those made with skim milk); something that she provided a brief education on. “Many of the customers think skim milk is a healthier choice, but consum- ers should be more concerned about sugar content, not fat,” Holly said. A certiied nutrition coach, Holly


hopes to educate customers on healthy eating habits and dispel myths. “I believe in whole foods and organic products,” she said. Holly is starting to incorporate those types of products


into the store. She has non-dairy milk on hand to make drinks for consum- ers who prefer that option. Currently, she stocks coconut milk. “It has a good lavor and works well with the coff ee drinks,” she said. Asked about her commitment to continue a Chamber membership, Holly said, “When you’re part of a group, you’re always stronger and have


more support.” Holly’s success strategy is creating


good relationships with customers. “I realize how important it is to connect with people,” she said.


Scan code to receive a 10% discount on all new services.


ServiceND.com 222.3889


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24