Archive for the ‘Just Diesel’ Category

A Fresh Coat

Saturday, February 7th, 2009

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Painting Diesel is not an easy task. We are open 18 hours out of the day, seven days a week.  There is little “down” time at Diesel, so a task like painting the walls, which seems like it should be easy enough, is a week long ordeal done in the over night hours when everyone is sleeping.  Picking paint colors for me and Tucker was certainly a challenge.  Total, it took us about 4 hours and, in the end, we stuck very close to the original colors, although we had a few people fooled that the red wall was going to be Pepto Bismol pink.  This time painting the store was different for a few reasons.  It was the one of the first times that I did not take on the task of re-painting myself.  The red wall was re-done completely for the first time since we opened.  The store never smelled like paint.

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One of the reasons that I love painting is that I actually like the smell of paint.  But, it does make me feel queasy, light-headed, and eventually gives me a headache.  About a year ago, when we got involved with GoGreen Somerville, I learned that there are actually different kinds of paint that are better and worse for the environment.  Most paints on the shelf contain VOC’s (Volatile Organic Compounds) that are harmful to the environment and dangerous to human beings and animals.  While I was sure that sniffing glue and paint thinners was not a good idea, it had never really occurred to me to a) consider an alternative and b) stop to think why it was not good for the planet and to people.  When we decided that we were going to re-paint, we were reminded by our in-house propainter Cole Johanneck that there was a paint at our local hardware store that was low odor and no VOC paint called Mythic Paint.

In comparing and choosing “green” and “eco-friendly” products, we have learned a couple of things.  First, many of these products are not really “green”.  Take for example Cloroxs’s “green” alternative.  I think the only “green” thing about it is the color on the label.

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“Currently, there is no industry standard definition for natural cleaners. To create Green Works™ natural cleaners we set ourselves a very stringent standard. The ingredients must come from renewable resources, be biodegradable and free of petrochemicals. Green Works™ cleaners are at least 99% natural. In certain cases we had to use synthetic ingredients, like the preservative and green colorant. But we’re working hard to develop natural alternatives so the entire line can be 100% natural.”  Does anyone else think that this is really funny, preservatives and green colorant????

Second, we have also learned that in some instances, “green” alternatives are not as effective.  Since I just made fun of Clorox, I will admit that we use chorine-based bleach in our stores for disinfecting and sanitizing purposes.  We have tried oxygen-based bleach and have not had much sucess with it.  Here, customer perception plays a large part in why we chose to go back to chlorine bleach.  The color white symbolizes clean to all of us and having “dirty” looking rags and cutting boards seemed to reflect poorly on our sanitation….Perhaps these are merely excuses, but.

However, every once in a while, we come across products like Mythic paint that really deliver while standing true to their mission.  The paint did not smell at all.  I even stuck my face in it so far that I got green paint on the tip of my nose and could hardly smell a darn thing.  And the paint covered beautifully.

Needless to say, it is a great thing when any product exceeds an expectation and we were very pleased with the results!!!

PS.  Thank you to everyone who helped paint Diesel.  We couldn’t have done it without you.

The Original Love Story Pt 2.

Saturday, January 17th, 2009

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“The Original Diesel Love Story” Pt 2.

The following is an excerpt from co-owner Tucker Lewis’ essay initially published by the Diesel Staff in May 2006.

“In sixth grade my history teacher gave us a crash course in economics.  It was the early eighties, Regan was at the helm and the Trickle-down theory was the talk of cocktail parties.   Mr. Madden explained the theory in which money is invested into companies maintaining the upper echelon of the economic stratosphere.  He then went on to say that conservative rhetoric would have us believe that same money then filters downward to the less privileged, thus stimulating growth of the entire economy.  In other words, the money is supposed to trickle down through the system.  This hardly seems like a love story.  Often times it is hard to understand the practical use of the things you learn in school and I’m sure Mr. Madden did not teach us his crash version of the trickle down so we could then fold and bend it into something we would later use to describe our emotions with.  And perhaps it is a far stretch, but sometimes this is how I see what resulted from that December intersect.  I don’t see it in some in some self-inflated way with a highly romanticized, unrealistic view of how we got rich with spoils and gave to the less fortunate. More, I think of it as a sideways version of the outdated economic theory, where the good trickles out, rather than down.  I think of it as a method used to describe something big that has had effects, exponential.

p1000411On May 29th 1999, Parky and I gave birth to a two-ton baby, the spawn of our connection.  Our offspring, or what I like to jokingly refer to as our giant love child, we affectionately named Diesel.  She doesn’t like it when I call it our love child.  Maybe that is what makes it funny.  And from our love child came all of this.  Four walls with lots of space in-between.  Four walls virtually designed for intersection.  Four walls containing countless connections and endless creations.  Four walls inside which tell at least four million stories.  And I only see the most minute fraction of it, but it’s interesting to think about it from that perspective.  Although falling in love is often a very self-absorbed moment in time, it isn’t often that the absorption is realized in the tangible. Although it p1000407may seem as though the planets have stopped and that time is shinning down, typically affection, even that which is returned, doesn’t usually directly impact too many outside the immediate social circle.  Just last week though, a person came up to me and told me the story of their two good friends that had just had a baby and went on to say that the couple had met at Diesel four years prior.  I hear similar versions of that same story fairly often.  It’s pretty cool to think about both the direct and indirect impact of a single intersection or what I like to refer to as the “Trickle-out theory”.  I think about this even within the smallness of my own life and the inextricable people within it and how Diesel has facilitated a great many of those meetings.  And then I multiply that outward and it gets so p1000404much bigger.  I ponder all of the connections that were made possible indirectly through a meeting of chance, Mass Ave and Dunster, ten years earlier.  Dumb luck or more, who really cares because I couldn’t feel any more thankful than I do and this is my story of love.”

Authors note:  For those of you who know the history of Diesel, you probably know that there were originally three of us.  The above is not meant as an omission, but rather as seen from a particular point of view.

The Original Love Story Pt. 1

Thursday, January 15th, 2009

This post is excerpted from a publication the Diesel staff put out in May 2006 called “Work”.  This is the first half of an essay by my best friend and co-owner Tucker Lewis.  The illustrations are also by Tucker Lewis recovered from various scraps of paper, hours sheets for staff to sign out on, birthday cards, or notes passed between our two offices.

“The Original Diesel Love Story”

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“I guess it started with coincidence, a lot of it.  Perhaps a different way to see it is as a tale of impeccable timing.  Some may look to something larger, but to me that something seems nothing more than a whole lot of dumb luck.  I might be able to suspend my disbelief a bit further to a slightly more scientific approach.  For example, Newton’s Law of Gravity, which states that every particle on the planet is attracted to every other particle, and that each particle attracts another at a force that is determined by their proportionate masses and is inversely proportional to their proximity.  Therefore, it stands to reason that she and I were almost bound to intersect, she being an arguable inch shy of five feet and a few pounds under one hundred and me standing not one hair taller or one pound heavier.  Gravity had us moving towards each other with a precisely equal and relative pull, complimented by the fact that we had been sharing the same general radius for the better part of our individual lives.

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The history of a single intersection will never cease to amaze me.  I don’t gamble, but I know enough to know to know that the odds are against it.  It doesn’t just begin with the events that unfolded on that fifth of December a decade prior.  You can forget about those.  Forget about the fact that I hit snooze an extra time that morning, or hit three greens on my way to work, followed by five long reds.  And forget about the school bus releasing small people on the opposite of Concord Ave, forcing me to stop the required fifteen foot distance for what seemed like fifteen minutes too long.  Forget that I arrived at my destination on Dunster Street that day some 22 minutes later than I should have.  And similarly, we can forget everything that happened to her that same brisk winter day; everything that p1000385landed her at that Harvard Square corner at the exact moment that I was frantically running by.  We can forget it all because it is too big to think about.  We can simply purge the thought of every detail, not only on that day, but on every day that came prior.  One huge, way-too-elaborate, mathematical mindfuck.  Each moment had to go just the way it did, from the precise instant that sperm greeted egg in order to facilitate the navigation of our collective gravitation.  And it gets exponentially bigger because each detail matters in the lives that came first and brought us here. If my grandfather’s grade school teacher hadn’t decided to do the seating assignment in reverse alphabetical order that first day of his fourth grade year, who knows what other girl might have sat in front of him and taunted him p1000396with her mesmerizing braids of molasses.  Without them I am nothing.  And without their parents they are nothing and on an on backwards as far as we can conceive. Every last fucking moment exactly the same, otherwise, it’s all different.    So, automatically, our story begins with more dumb luck than I can imagine, with an infinite (and by that I mean a totally countless) number of details dictating our intersection.  But for the sake of space and sanity, let’s try to start the story where it faux-begins.  Mass Ave and Dunster, we intersect.

Recently, I was telling a story about my grandmother getting mugged on the T when I was about 8 years old.  I distinctly remember her calmly and matter-of-factly stating that the mugger probably p1000397needed the money more than her and that she hoped it would help him in his life.  It was an early lesson in optimism, one of the few things I would grow to actually excel at, arguably to a fault.  But really, my “sunny side” as it is often unaffectionately referred to, is largely beside the point.  The point is more one of memory.  If you think about it one way, every last second of every day is memorable, but virtually all of them are oddly and easily forgettable, or at least forgotten, or more generously, misplaced.  And I was thinking about that I as I was retelling the story of my grandmother’s mugging.  It wasn’t a particularly poignant circumstance.  Even at the time I recall feeling as if it was just part of life and one of those things that just happens, at least that’s how it seemed, judging from p1000395my grandmother’s reaction.  Yet here I stand, some twenty-eight years later retelling the story and I realize that it is one of the very few that has actually stuck around and not succumb to the near inevitable abyss of misplaced memories.  In the moment it is near impossible to recognize the ones that someday you will choose to sew together to title your history.  I guess in a way, I see this love story as one of those moments.  A meeting of chance, that at the time seemed not distinctly different than any other coincidental point of greeting.  And although the fast friendship and four-year love affair that followed were admittedly unique, it was still accompanied by a sense of misunderstanding of significance.  It isn’t every day that you intersect with someone with which there is unquestionable p10003991connect, so this in and of itself should scream summersaults and jump off the page.  Yet sometimes you need the benefit of time to reveal the picture, fuller.  Sometimes it is impossible to glean the impact of a single detail until you are allowed the luxury of distance to understand the actual magnitude and how something so big can come out of something so very small.  Without the improbable intersection, Mass Ave and Dunster, there would stand no Diesel at the corners of Elm and Chester.  That much I’m sure of.  And I don’t like to think about my life as the unending series of near-misses that it certainly is, but at a certain point it’s difficult not to.  It’s difficult to imagine Diesel would have remained this massive mass of potential energy bouncing around, instead of the heap of kinetic that became, had I not hit snooze an extra time on that December morning.  And that is not yet to mention the other half of my equation, my best friend, my business partner, my accomplice in crime, Parky.  So integral, so entwined, so inextricable that I can’t imagine my hours without her.”

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to be continued…..

The Process of Egg Sandwiches

Monday, January 5th, 2009

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Today, Monday, January 5th, 2009 marks a rather big day for Diesel.  When we opened in 1999, we had said that we would start doing eggs within two years of being open.  Well, a decade and an entire store later, we will start serving egg and cheese bagel sandwiches.  While we are excited to make this announcement, this recent process has gotten me thinking and this post is actually less about our new offering but more about all the steps that go into making a change as small and big as a new product.  Here is a rough outline:

  1. We (pretty much anyone who is up for the challenge) listen to and solicit feedback from staff and customers.
  2. We come up with an idea.  Or few.
  3. We go back and forth about which idea we will execute.
  4. We each take turns doing some research and recipe testing.  Some of it is rather covert, some of it is very open.
  5. We test them out.  Sometimes repeatedly.  With different groups.  With various tweakings.
  6. We look for problems.  Because every idea has lots of issues: structural, spatial, demand, etc.
  7. We adjust our ordering to make sure that we will have enough.  This step usually has to be modified repeatedly.
  8. We look at the cost of goods associated with a new product and set prices accordingly.
  9. We begin our training.  We have 7 managers and close to 30 employees.  That’s a lot of training.
  10. We re-do our menu boards.
  11. We re-do our takeout menus.
  12. We re-do our registers to make sure that customers can order the new products.
  13. If we haven’t started our training, we begin training.
  14. We practice and set up to mock what it will be like when we have to go live with something.
  15. We try to anticipate what customers will want and what kinds of questions we will get so that we can be prepared to answer them.
  16. The whole process can take anywhere from a week to ten years, it seems.

Obviously, this scenario is in an ideal world.  The reality is that it happens out of order, by the seat of our pants, and quicker than we would like and slower than we would like.  Each time, I learn something new about how to plan better, train better, communicate better.  Each time, I repeat a mistake that I have made somewhere along the way.  Each time, I think, next time, it will be so much easier.  Sometimes it is, and sometimes, it is harder,  Most times, planning is the only way to minimize the initial backlash, but there is always something that we have not taken into account.  And that knowing that we have not accounted for something is both a comfort and a source of sleep deprivation for me.  I worry that we have forgotten something but also know that,of course, we have forgotten something.  I just hope that it’s not….

Come to think of it, I am not sure that we ordered any eggs….. :)

Drinking Responsibly.

Sunday, December 28th, 2008

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One of the things that I love about our job is that there are no rules.  I never went to business school and had worked for less than 3 full-time years before starting and owning my business.  It is also the hardest part of the job for me.  Most of the time, I feel as though I have no idea what I am doing and second guess most decisions we make.  We make a lot of mistakes and hopefully learn from them.  And, thankfully, our customers and staff are forgiving enough to stick with us.

When we opened Diesel, we had a frequent buyer program that rewarded loyal customers a free coffee and sandwich after ten purchases.  A couple of years ago, (my timeline is horrible, so it may have been longer or more recently) we looked at the actual cost of what this meant over the course of a year and realized that we were giving away thousands of dollars annually.  Upon serious consideration, my partner Tucker and I realized that we could not continue to give away as much as we were and become profitable. 

In the early and mid-90's, there were a slew of local cafes in the area.  1369 Coffeehouse, The Someday, The Phoenix Coffeehouse, The Liberty Cafe, Toscanini's (all 3 locations), and The Coffee Connection (before Starbucks bought them out).  Most of these cafes had some sort of loyalty program that gave something back to their regular customers.  With the demise of most of these cafes, the concept of a loyalty program diminished as well.  Our immediate competitors in Davis Square, Starbucks and Dunkin' Donuts do not have any sort of frequent buyer program.  And we realized that as our competition changed, we had to adjust our business model as well.  Many people still expected that the independently and locally run places should be cheaper than the bigger chains and wanted recognition for their loyalty, which they should.  For surely, there is a difference between Diesel and Starbucks, right? 

At the core, we felt that what we were doing with our coffee card program was rewarding each customer with a little something and also giving back to the community.  But the cost of a coffee card program and a sandwich program had gotten too high.  So, after many weeks of deliberating, we decided to eliminate our sandwich card program and overhaul our coffee card system.  Instead of a free drink, we discounted the customer's 11th order by a $1.  And we matched that $1 to a local charity of our choosing. 

Each quarter, we choose a local non-profit that we want to partner with to donate the proceeds.  We have received a lot of interest and have been able to reconcile our desire to give back to individual customers and the larger community that we exist in with our need to stay profitable and competitive. 

Some of our past recipients of our quarterly coffee card program are Resist, Groundworks Somerville, The Somerville Homeless Coalition, and The Family Center.  Each of these organizations is committed to bettering the community, whether it be by promoting social justice, helping the homeless, educating people on global warming, or promoting healthy family systems.  Each of these organizations are based in Somerville and give back to the immediate (and larger) Somerville communities.  We are proud to have been able to help in a small way.

In addition to drinking tasty, responsibly traded coffee, we hope that knowing that you are helping to give back to the community with every cup makes it even a bit more enjoyable.  Thank you for continuing to choose us!!!

If you are interested in applying to be a recipient, please email the following to info@diesel-cafe.com: Diesel Non-Profit Application.