Recently, we caught up with JoEllen about her journey as a Cortland Merchant.
JoEllen, Pinhole Coffee Bernal Heights
Can you tell us about the history of Pinhole Coffee and how it came to be in Bernal Heights?
We opened in 2014 at the corner of Cortland Ave. and Bonview St. in an 1880’s building that use to be the original butcher shop. I was initially looking at a space in the Lower Haight where I was living at the time. We needed a plumber to check out the location, and my business partner Bob recommended Lauren Haynes of Piccolo Plumbing. I called Lauren up and she told me was actually looking for someone to open a cafe in her building at 231 Cortland Ave. I drove from the parking lot of Rainbow Grocery to meet her and was introduced to our now cafe space for the first time. It was in rough shape but I imagined and felt so much in that corner space.
What made you want to launch your business?
I’ve been in coffee since 2002, working for Intelligentsia Coffee in Chicago and Blue Bottle Coffee in the Bay and NY. Since I was in high school I always wanted to open up a cafe that promoted culture and a homey vibe. With my coffee background over the years, I also wanted to provide an approachable but curated coffee menu. Our motto is “Stimulating Senses w/ Coffee, Art and Community”
Pinhole Coffee Cortland Avenue, Bernal Heights
What sets Pinhole Coffee apart from other coffee shops in the area?
Each small business has their own special offerings and passion that speaks to different people in the Community, and that goes for all the coffee shops in the area. I’m very grateful for the Pinhole Crew that makes up our cafe. Some have worked many years and have become a daily friend for some people. In addition, the Community makes our space special too. We’ve become friends with people that have lived in Bernal since the 50’s and hearing their stories is the best. It’s easy to say that coffee makes us special, but foremost it’s the people involved that make it what it is.
Can you describe your approach to coffee roasting and brewing?
We are a multi-roaster so we like to be a playground of other people’s roasts. We have collaborated with Linea Caffe for our own blend called “Masarap.” It was actually created for my wedding in 2017 and has become our house coffee. We have Quick Drip for those in a hurry, pourover coffee for those who want a more curated and rotating coffee selection and espresso. Our approach is in a scientific way of utilizing time, temp, weight, record and conversation. What we love about coffee is that it is inexhaustible, there’s so much to learn about it.
Do you source your coffee beans from a particular region or supplier?
Our main roaster is Linea Caffe, they are great friends of ours and have collaborated on projects with us. Otherwise we rotate with our other friends in the industry across the country for our guest roaster series.
How do you engage with the Bernal Heights community and its residents?
We are a part of the Bernal Business Alliance who is made up of small business owners and artists in the neighborhood. We donate coffee to the local bernal outdoor clean-up crew every month. We’ve also donated to teachers at neighboring schools over the years. The main engagement is our everyday interactions with people in the community. They sustain us, and we sustain them 🙂
Can you tell us about any unique events or promotions that Pinhole Coffee has hosted or planned?
We are working on a fundraiser to save our joint parklet with Avedanos. Our current one does not fulfill the current permanent parklet codes so it either needs to come down or be revised. Currently people can donate here:Â https://gofund.me/d5a0896f
Pinhole GoFund Me
Do you offer any non-coffee beverages or food items to accompany your drinks?
We serve lovely teas from Berkeley Womxn owned company Blue Willow Tea. We also offer Matcha, Chai, Hot Chocolates and Kiduccinos (steamed milk w/ honey and cinnamon). Our pastries are from local bakers Kahnfections and Wholesome Bakery.
Any new offerings that Pinhole Coffee has in the works?
The Pinhole Crew has the option to create Signature Drinks where they get 20% of sales for their featured month. Currently we are serving Prudence’s “Tchotchke”: it’s a latte with flavors of rose, almond and cardamom bitters.
What do you hope customers take away from their experience at Pinhole Coffee?
We just want to make people’s day as we know sometimes days can be hard with all that’s going on in the world. We hope we can continue to enhance the Community however we can.