Josh Molina is the CEO of Makers & Finders, a specialty coffee brand and Latin café with locations in Las Vegas and Henderson, Nevada. Josh is a first-generation Colombian-American entrepreneur who opened his first brunch restaurant at age 25. A graduate of University of Nevada-Las Vegas, he toured the coffee countries of South America in 2013.
Here’s a Glimpse of What You’ll Hear:
- Josh Molina talks about the food, drinks, and vibes that a customer can expect from Makers & Finders
- How Josh came to appreciate Colombian food while growing up in Las Vegas
- When did Josh begin to envision what Makers & Finders would look like?
- What types of marketing did Makers & Finders do when it launched?
- How the menu was developed and customer appreciation of Latin American food evolved
- What did Josh learn about the role of the founder when launching and growing his restaurant brand?
- Josh discusses adding Makers & Founders locations and his goals for the future
In this episode…
Talk to anyone who successfully launched their first business and they’ll tell you they figured it out as they went. For Josh Molina, who founded Makers & Finders at age 25, not only was he learning how to make his restaurant brand bigger and better, but he says it took about nine years to realize what he should be doing day-to-day. Through experience, Josh learned the value of empowering a team and giving its members space to grow and thrive, as well as how to manage his own tasks and allow himself adequate time to be a father.
On this episode of the Top Business Leaders Show, Makers & Finders CEO Josh Molina joins Rise25’s Chad Franzen for a candid conversation about all things related to launching and growing a restaurant brand. Josh shares how he came up with his vision for the brand, launched his first location, developed and evolved the menu, and grew from one to four locations. He talks about the ups and downs he experienced as an entrepreneur and how he has grown as a manager and leader.
Resources mentioned in this episode:
- Josh Molina on LinkedIn
- Makers & Finders
- Makers & Finders on Instagram | Facebook | Twitter | TikTok
- Van Wyck Brooks
- Chad Franzen on LinkedIn
- SpotOn
- Rise25
Sponsor for this episode
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Episode Transcript
Intro 0:04
Welcome to the Top Business Leaders Show. Powered by Rise25 Media. We featured top founders, executives and business leaders from all over the world
Chad Franzen 0:20
Chad Franzen here co host for the show where we feature top restauranteurs, investors and business leaders. This is part of our SpotOn series. SpotOn has the best in class payment platform for retail and they have a flagship solution called spot on restaurant, where they combined marketing software and payments all in one. They’ve sorted everyone from larger chains like Dairy Queen and Subway to small mom and pop shops. To learn more, go to spoton.com This episode is brought to you by Rise25. We help b2b businesses to get ROI clients referrals and strategic partnerships through done for you podcast. If you have a b2b business and want to build great relationships with clients, referral partners and thought leaders in your space. There’s no better way to do it than through podcasts and content marketing. To learn more, go to rise25.com or email us at support@rise25.com Josh Molina is a first generation Colombian American entrepreneur based in Las Vegas, he opened his first brunch restaurant, Makers & Finders at the ripe age of 25. And now with five locations and counting, the burgeoning entrepreneur is ready to take his company to the next level. Josh, thanks so much for joining me today. How are you?
Josh Molina 1:25
I’m great. And I’m happy to be here to chat. I appreciate you getting on with me this morning. And I look forward to talking about my story. Yeah, it’s
Chad Franzen 1:32
great to talk to you. Hey, so as we start off here, tell me about makers and finders. And maybe what a what a customer might expect when going there.
Josh Molina 1:40
Yeah, Makers & Finders is a full service coffee shop café. We serve brunch where breakfast and brunch restaurant, right? Our brunch menu is a Latin comfort food based brunch menu. So that was a big inspiration for me being a first generation Colombian American I, I wanted to bring these dishes into a mainstream, easy to navigate menu. And so that’s that’s the theory behind the food menu. And then we have a craft coffee program, all of our syrups for our lattes are made in house. And then we also serve a full bar. So we have bottomless mimosa, Mimosa blinds, the works. That’s makers and finders in a nutshell, the space is brightly lit, very eclectic. Lots of color. It’s made for, you know, creation really like we want people to come in there have some I have great memories, close business deals, co work network. And so we really build that space for that vibe. So it really feels the energy at any Makers & Finders location really feels like a bustling kind of entrepreneurial spirit. And it really is implied in the name as well, makers and finders. It’s it’s about you know, the entrepreneur, the spirit, taking an idea and turning it into reality.
Chad Franzen 2:57
Awesome. So tell me a little bit about what life was like for you growing up. You said you’re a first generation Colombian American. You’re from the US and then your parents are from Colombia.
Josh Molina 3:08
Yeah, so both my parents are from Colombia, my dad’s from and they Jean, my mom’s from Cali. They immigrated in the early 80s, to New York City. So I was I was born in New York City, I was there for first 10 years of my life. And, you know, they were, you know, I really embraced the mentality for my parents, because they really paved the way for me to be in a position that I’m in. And so they, they packed up all of our stuff, everything that we own, got on a truck, and we drove cross country, to Las Vegas just for some more opportunities. At the time, we had, you know, some family that had made the trek over here. And we just felt like, my parents felt that Las Vegas just had a lot more opportunity for us to really thrive. And so they made that move, and it was probably the best decision they could have made. And I’m so thankful for that.
Chad Franzen 4:03
Was there anything? I mean, was there anything like as part of your childhood or as part of just growing up even as a young adult that made you particularly appreciate, you know, Colombian food? I know, I know, it’s part of your family heritage, but you’re not from Colombia yourself. So what about growing up made you appreciate that so much,
Josh Molina 4:20
you know, it’s a me, I really, you know, Sunday mornings were very special for me, because, you know, throughout the whole week, obviously, you know, my parents both work full time jobs. I have two siblings. So there were three of us going to school. So a very fast pace. And so Sunday mornings were the day that we all got to sit at the table, you know, and, and enjoy that quality time as a family. And in the, on the table. Were all of these dishes, these, these, these, these Colombian, these Colombian recipes that have been passed on from generations to and I really, you know, it’s theirs A lot of nostalgia involved with these dishes, because it really takes me back to that, to that Sunday morning breakfast with with my family. And so that really became an anchor of inspiration for me to create a menu that that represented that. But it’s easy to it’s something that is can appeal to a wide base of people. So yeah.
Chad Franzen 5:23
So you started Makers & Finders at 25?
Josh Molina 5:28
Yeah, the idea actually started when I was 22. That’s when I really started envisioning and really what it was, do, in fact, because in New York City, you know, actually, the highest concentration of Colombian Americans are in New York City, specifically, where I’m from Queens. So we’re pretty much a majority over there. And so there’s Colombian bakeries, Colombian restaurants, you know, depending on the neighborhood on every street corner. So moving to Las Vegas, which we don’t know, there, there wasn’t a lot of Elumynt Americans live in years, mostly like Central Mexico, Central South Central America, I just, you know, I realized that, hey, you know, there’s an opportunity here. And I want to do it in a version, that’s my version, you know, this, this culture kind of mix of Colombian and American in the trendy very modern way. So that was also a really big, just seeing the landscape of Las Vegas, I really saw a big opportunity. And I started working on that opportunity at the age of 22.
Chad Franzen 6:28
So and he just wanted to what, what were you doing, like, how did you get kind of a vision for what you wanted makers and funders to be?
Josh Molina 6:35
So leading up to that I was in pretty much just sales. So I did insurance sales for for a while, and you know, I was really good at it natural salesman, I was really doing well for myself at an early age, commission checks, I was putting that saving it saving it, I just my gut always. My God always told me that there was something good, that’s gonna, I’m gonna need to save this for a reason. Like, you’re saving for a reason. I didn’t know that reason. And, you know, when I turned 22, you know, I spent two to three hours of my eight hour shift, you know, making the sales I need to make and meeting the quota. So I had five, six hours of essentially free time, and I didn’t particularly enjoy being behind a desk. I didn’t like the nine to five structure felt very bad. Bound. Right. And so in that, in, you know, in that misery, to be honest, I really just started looking within I’m like, Well, what, how do I get out of this? Right? How do I, you know, make that leap? And that really was the trigger for, you know, digging into my imagination, and starting to conceptualize makers and finders.
Chad Franzen 7:51
And then you mentioned what the name represents? How did you kind of come up with that name? Did you had a, you had a vision, like this was going to be a place where people came up with ideas? Or, or was that something that you thought of right away?
Josh Molina 8:03
So, you know, just kind of going back to what I just said, you know, I really started looking at within, right, like, I really started embracing my roots, memories, nostalgia, I mean, the Stallion was just so it’s such a powerful emotion, right? And so I, I just kept thinking about my childhood, the moments that I treasure for a lifetime. And those were inspirational kind of moments or points that that I pulled from. So really, the way I, how makers and finders came about was, I had, you know, before makers, planners, there was five different iterations of the name and the concept. And I just wasn’t happy. I had already started building out a space, there were about three months, but we’re opening and I just felt that I didn’t have the right name for it yet. At the time, I had read a very powerful book by Edward Glaeser called triumph for the city. And you know, being from the city, New York City, I saw Las Vegas and I and I thought to myself, that I really think that Las Vegas is going to become a metropolis one day, and I really wanted to embrace that urban kind of that urban spirit, you know, that the spirit of the city and the machine behind it. And so, that was that was kind of floating in my mind. And the name I was going to go with was bandwidth coffee. And then wake is is is an expressway of a freeway in New York City. I always remember you know, traveling that that expressway as a child, my dad used to work in in the city in Manhattan as a doorman and he you know, we used to pick them up midnight. And, you know, my mom, she’s you wouldn’t leave us at home for our for our own safety right And so she’s taking me and I just remember laying in the back seat at midnight, on a Monday, Tuesday, whatever, you know, week school day it was and just like seeing the bridge pass, and that I really like live that moment lives in my mind. And so I’m like, Well, you know, the Van Wyck expressway was a big inspiration for me, I’m gonna name it that, but I wasn’t happy with that name. So, but and, but I was going to commit to it. Before I committed to it, I’m like, Well, I probably should know a little bit about this bandwidth guy is, and, you know, in that, in that investigation, I found not the Van Wyck that it was named after but another Van Wyck his name was Van Wyck Brooks. And he was a you know, mid century economist, Idealist very, you know, postwar, like, Larry, you know, driven by that American dream, that American spirit and it just spoke to me and when I when I read it, and and I just became super inspired. And I said, this has to be the New England. I didn’t want to give it away at the door, I wanted something nondescript with with some power to it. And after I found bandwidth Brooks in the makers and finders series, which is actually a it’s a four part series written in the mid 1950s. I just gravitated to it and said this, this was it.
Chad Franzen 11:27
Nice, awesome, great story. Hey, so you know, you’re selling insurance at 22. You’re trying to think of a way out you have this vision you have this idea. Tell me about the the first location and kind of building it from the ground up.
Josh Molina 11:42
And yeah. You know, just I was I’m glad I was, I did it at that age, because I was just very blindly just, you know, plowing forward, I didn’t really necessarily know what I was doing. I did start working in restaurants part time at the age of 21. While I was still selling insurance, trying to learn that and learn that so I can be hands on when when I open makers and vendors. And I Oh, shoot, I lost my train of thought. Sorry about that. So can you repeat the question? Sorry.
Chad Franzen 12:19
Yeah, sure. Just tell me about kind of like the the opening process of Makers & Finders. Sorry. Yeah.
Josh Molina 12:24
So we, I saw the arts. So the art the first locations located in the arts district, right at the time, 2013 2014. I, you know, I was looking at, I want it to be downtown, right. But traditionally, downtown Las Vegas was known at the time as Fremont Street in old Vegas, right? The arts district was a pocket, you know, a mile and a half down the street from downtown, where there was a lot of, you know, mechanic shops, thrift shops, art galleries, but it had kind of, you know, it’s one of the oldest neighborhoods in Las Vegas, it’s actually the first reported map from 1904. The arts district was on it, right Main Street, which is where we’re located. So very historic neighborhood, but, you know, it was aged at the time. And because of the how age that was I and then I was able to find a really good deal on a lease for the space. And so I was very driven by that. But I also saw the arts district as like, the the next neighborhood of Las Vegas, and I really thought it was going to thrive one day, especially because the city was also behind it. They they had plans at the time to you know, redevelop the streets, make it into one ways, add greenery, shrubs, trees, and make it more walkable. And so I thought, you know, well, when that happens, there has to be a cafe everyone, you know, can can congregate at. And so I landed on the arts district. And, you know, I was able to raise just enough money to kind of get get get enough to make the purchases that I needed to purchase and do everything that I needed to do. I mean, we started with very humble, humble beginnings. I didn’t even have a walk in cooler. I had nine fridges that you know, was my the entire refrigeration for the restaurant. So very humble start and learned a lot made a lot of mistakes. But after a six month construction process, we were finally able to open our doors. Then it was a really it was it was an incredible experience that I learned a lot from
Chad Franzen 14:36
Yeah, I’m sure so you open your doors. What were the early days there like that, you know, kind of kind of getting going.
[continue to page 2]
Josh Molina 14:43
Yeah, so you know, the neighbors. The Arts District is really close to the city hall, the courthouse. So there’s a lot of professionals that work in the area. Not a ton of residential but we had early support from you know, the Are the people that were in the district or nearby it? The early days, you know, we were bare bones, right? We’ve come, we’ve added so many pieces of equipment, decor, but the early days were, you know, we’re, we’re great, we’re a great experience, because we were well received, you know, we were the first coffee shop in that neighborhood. And so we drew a lot of people in and we learned a lot at the time. And, and we, we kept going, and we kept growing. As we grew, we kept evolving, and, you know, reinvesting into the, into the location until we felt that we had everything we needed.
Chad Franzen 15:38
So you didn’t have to do much to tell everybody about yourself, you were kind of in just a location where people were waiting for a coffee shop.
Josh Molina 15:44
Yeah, I mean, I, you know, we did a lot of marketing, I think we did, we did a lot of like grassroots urban style marketing. So we did. I forget what that’s called now. But we did a wall on the on the plywood covering the storefront, we did a wall of like, really unique, kind of like LA New York style marketing. Very, very grassroots, I think we just came with a very unique and different angle that hadn’t been seen in the city before. And so that, that, that, that that really added to into our early success was, you know, we just, we just looked sounded and felt different.
Chad Franzen 16:30
Was the was the coffee the primary draw then initially? Or is it still?
Josh Molina 16:35
Yeah, it isn’t anymore, but it was at the time, because we identified as a coffee shop at first. But that was purely, you know, strategy, because, you know, there’s, there were hundreds of restaurants in Las Vegas, and there was probably like, less than two dozen coffee shops in the entire city. So we thought we’d have a much better time competing in that space. And really, when they came in, is when you realize that it’s a restaurant, right? Well, breakfast and brunch restaurant, there was a lot of educating because it was, you know, could be confusing for some guests. But ultimately, it was received and people love it, and they’ve embraced it. Did people
Chad Franzen 17:21
start ordering, you know, the specific Latin American items right away? Or was that was there a little integration period.
Josh Molina 17:28
So initially, when we designed the first iteration of our menu, we, we were confident, confident about the Latin American food, but we also, you know, needed a safety net. So 50% of the menu was Latin American base, and the other 50% was, you know, just café food. So like sandwiches, salads, wraps, and so on and so forth. Almost immediately, we realized that the Latin American food was the favorite. So slowly, but surely, over time, every new iteration of the menu, the concentration of Latin American food grew, and now it’s 95% of the menu.
Chad Franzen 18:08
Who came up with, like, the recipes or whatever? I mean, I’m sure there, I’m sure you grew up with those eating that food. But did you come up with all the food concepts?
Josh Molina 18:17
So the menu concept, you know, was definitely, I came up with the menu concept and how its laid out and what and what the dishes were. We had a chef partner, and early on in that location, so he used to come over my condo at the time, and we, you know, he made, he made the dishes. And he commercialized the process, right, so that we can make it and high volume and quickly, right. So through his help, we created spec sheets for all of our recipes, but it was very much inspired by, you know, the recipes that I grew up loving, just, you know, had to make some tweaks to commercialize them.
Chad Franzen 18:58
So How long had you been operating before you thought like, we can grow?
Josh Molina 19:05
Even before we opened, I just that was always that was that was, you know, I, you know, my, my gut always told me that it’s not going to be just one like you have to keep going. And then obviously that early success was a big catalyst to to make that jump. And you know, being being a young entrepreneur, I mean, I’ve learned so much and to be completely transparent. It wasn’t until these last six to nine months that I really understood what you know, my position and what I’m meant to do, which, I mean, means that it took me eight years to really learn what the hell I was doing. But early on, you know, I actually wanted to expand almost immediately we opened at the end of 2014 grand opening was 2015 in 2016. I started scouting for our next location and actually got into a partnership out in Henderson, which is a suburb of Las Vegas, and in their downtown, which is Water Street, right? So I was I, you know, I started an architect firm, you know, we, we met and we click. And so they were building out a three phase commercial building very modern, very trendy kind of art. Look. And we were going to be the cafe at, at their retail level. And so, you know, I was pursuing that for about six, six months. And, you know, it didn’t feel right, I just, I just, I had just gotten to a neighborhood that I was a pioneer in and help redevelop. And that’s a lot of work. It’s a lot of work and energy. And this, this, the the Water Street district in Henderson was very similar to the narcissists are very old, very rundown, and I knew that I was going to be facing very similar challenges. And I didn’t really want that I wanted a different challenge. I wanted to really test this concept at the max capacity, and I want it to compete with national brands. So I so we pivoted, I decided to end that partnership before we opened and even built out the space. And so 2016 asked, and then that’s when I, you know, was looking elsewhere. And in 2017, I found a third generation restaurant space in Downtown Summerlin, another suburb of Las Vegas. And it’s an it’s a mall. It’s an open air Mall. So there’s Macy’s major brands like Trader Joe’s footlocker, the works, right. And I, you know, at the time, they had just been sold and purchased by a different Corporation and their the direction that they were heading in was more local and focused on, you know, that the local crowd, and they really wanted to build a community. And I really believed in that vision. So I felt like that was the next step I should take. And, and that way I can really test makers and find those in a way that it would, you know, in the highest at the highest level, right? And so we made that choice. And it was also very appealing because it’s a third generation space. I didn’t have to go through the whole construction process of the first location. The first location in the arts district was a furniture store once upon a time. So I had to, you know, saw cut the concrete, do plumbing and, you know, install a kitchen hood. I mean, it was it was a labor of love, for sure. And this logo is downtown Sunland location in 2017. Had a kitchen it had a grease interceptor. It was a restaurant already. So it felt more like a renovation, which, because we were still growing it for a month for financial purposes. That was more within our budget than you know, building an entirely new restaurant. And so we took over the Downtown Summerlin space. Two days before my son Hudson was born, August 1 2017, that signed the lease. And we got the keys September 1. And we were able to open in three and a half months, three, three, yeah, three and a half months. So we open our doors just December 21 2017. A fast and furious renovation because you know, the clock was ticking and that the naturally the rent at this location was significantly higher than the arts district location. So that was a really big push to get open. And, and we open and you know, same thing. We were well received. We were well received in Summerlin. And now we’ve been there for going on six years.
Chad Franzen 23:54
Wow. Awesome. So you and you now have five locations. Is that right?
Josh Molina 23:59
Four and a half. Yeah, the fifth locations opening? Hopefully Memorial Day weekend. Okay. So that’s, that’s been a full build out like the person that arts district location. So now I’m revisiting that and it’s been a big challenge, but a another learning experience.
Chad Franzen 24:19
Sure. So you say, you know, you have multiple locations, four and a half locations now. And he said just within the past six to nine months, you figured it out what you should be doing? What did you learn that you should be doing? How did you figure that out?
Josh Molina 24:32
Well, I really want what I learned is, you know, how to how to really empower and manage a team I think, you know, and naturally small as a small business owner that invested you know, their entire lives to a project and relied heavily on on the success of it. You know, I was naturally very hands on and all over the place and, you know, really didn’t give the space that I needed to from I tend to grow and thrive and, and, and show their worth as well. So that was one of the biggest parts was just understanding how to really empower a team. And, and then I really just got the second part to it was just workflows, I just became, over the last six to nine months the efficiency was there, I was able to manage tasks, and really still have time available to be a father. And when I recognize that, because, you know, a lot of times you just, you’re just going and doing and you don’t really take a moment and realize, Wait, I feel like I just hit a new level, I think, I think something’s different. And so, you know, when I took that moment, six to nine months ago, I, you know, it really gave me a lot of confidence that I was meeting at the times. And, you know, in all transparency, I was, at that moment, when I broke through. I was I was in, I was in a really tough spot mentally. I, you know, I just, I had signed this new location in Henderson. And, you know, it was kind of like a late hit, I didn’t realize, you know, I almost just my entrepreneurial spirit, like, made that project happen. But my mind and my brain, when I process that later, I really became extremely doubtful, worried, and depressed, to be honest. And I had a really rough month, September, October. And, you know, in that darkness, I was able to figure out, you know, recognize what I mentioned, which is, hey, know, your, you know, what you do, you’ve broken through, and now it’s time to apply. And so that was a big part is I had to really fall on my face to pick myself back up. And now, you know, here I am. Good for you.
Chad Franzen 26:59
That’s great. Hey, so what are your goals? Now, moving forward? You said you got four and a half. So you’re kind of on the verge of a fifth location? What, what beyond that? Or is that good?
Josh Molina 27:09
Yeah. So, you know, we want to continue growing aggressively. We’re still, you know, putting the pieces of this new foundation together, this new management workflow, we acquired some offices as well, to really have a place for us to work and we’ve grown the admin, the administrative side, actually, through the help of my mother, so my mom, Martha, she’s my partner, my business partner, you know, she’s, she’s a big contributing factor to the, to our continued success. And so just having a team, especially in restaurants, you know, we’re, it’s usually focused on on the front of the house, like the hospitality and serving the guests. But having that dynamic of an extremely powerful back end, that runs all of our books that really handles the nitty gritty, has really empowered us to keep growing so we feel like we’re in a good spot. And we have plans to hopefully open or at least acquire another location by the end of this year in the Blue Diamond area, which is another area of Las Vegas, and the ultimate goal is in 2024, to expand beyond Las Vegas.
Chad Franzen 28:25
Okay, awesome. Hey, oh, I have one more question for you. But first, let me know how people can find out more about everything you’ve got going on with makers and finders. Sorry, I have one more question for you. But first, let me know how people can find out more about everything you have going on makers and funders.
Josh Molina 28:41
Yeah, absolutely. So you can find us on our website Makers & Finders is makerslv.com. We have four locations in Las Vegas with a fifth one coming on Memorial Day week. Again, we’re also all of our platforms, Instagram, Facebook, Tik Tok, you’ll find this at Makers LV, we’re open at seven days a week. Hours vary by location, but be sure to check us out we’d love to we’d love to see you meet you.
Chad Franzen 29:08
Last question for you. So as a Colombian American when you go to Makers & Finders as a customer, what’s kind of your your go to item or go to items?
Josh Molina 29:18
Yeah, so there’s two items that are my go to is Cuban. cortado, right, which is this, it’s a short latte. It’s a double espresso, steamed milk and a little bit of condensed milk. So a little hint, the sweetness. I tasted this in Miami and Puerto Rico in Miami 2012 And I’ve been hooked since and so that’s my that’s my beverage option and then for food. If I’m feeling really hungry now I’m they have Beisa law. Now pi says the national dish of Colombia. It’s a smorgasbord of protein and deliciousness. I got an eight ounce New York Strip, pork belly chatter on Maduro rows, which are fried plantains, rice the Beans, sunny side up egg, avocado, pickled onions, all of it. But it’s just it’s very, very much my power lunch.
Chad Franzen 30:09
Okay, sounds great. Hey, Josh has been great talking to you. Congratulations on all your success. Best wishes moving forward. And I really appreciate your time today. Thank you so much.
Josh Molina 30:18
Thank you, Chad. Thank you for having me on.
Chad Franzen 30:19
So long everybody.
Outro 30:20
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