By Tim Rohr
The following was published as a Letter to the Editor in the Guam Pacific Daily News on Oct. 15, 2026. It was also published on my Substack.
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Having been in business for 40 years, with most of those years in sales, coffee shops, like for most people in my profession (especially if they are self-employed as I am), are our second offices.
We meet clients there, meet business partners there, transact business there, grab wi-fi there, and even drink coffee there.
So, over the years, I’ve been in a lot of them. I’ve even done business with some back in the day, when one of my companies was a distributor of food-service cleaning supplies.
I’ve seen several coffee shops come and go, and I’ve learned to spot “the signs” of decline.
Today, given my daily routine, I frequent three coffee shops, each with multiple locations. I won’t name them for now. I’ll just call them Coffee 1, Coffee 2, and Coffee 3.
Coffee 1 is the oldest of the three. Their product is always good. Their atmosphere is very “coffee,” meaning “pleasant.” Their locations are good. However, I give them about a year before I think we will see them downsizing, and maybe closing altogether. I’ll explain in a minute.
Coffee 2 is the newest. It’s Asian, very modern, with amazing attention to detail and ambiance. They appear to be part of a large Asian chain, so they will be around a while.
Coffee 3 is neither new nor old. Of the three, they are doing it right. Their product and coffee ambiance aren’t any better or worse than the other two; however, they pay attention to something the other two don’t: the people behind the counter.
Coffee 1’s people behind the counter are dressed in everyday clothes, even “home clothes” looking. And other than taking your order, they don’t engage the customer. They are more interested in carrying on conversations (in their own language) with the other employee(s).
Coffee 2’s people are similarly unengaged but dress better. There appears to be a uniform, even if it’s only an apron. But at least there is some attempt to look like they’re on the job and didn’t just roll out of bed.
Coffee 3’s staff are dressed in coffee-shop-appropriate attire. I would say that it’s a uniform. More importantly, they are very engaged with the clientele. They look at you, smile at you, and say your name. Plus, they’re hustling. They don’t act like you’re interrupting them when you walk up to the counter.
Standing straight, moving quickly, smiling, engaging the customer in conversation. If they keep that up, they’re going to be around for a while.
My only recommendation is to address the bathroom key issue at one of their locations. The key is tied to a large, heavy piece of coffee equipment. I don’t know what it’s called. It’s a thing with a handle. And a zip tie is used to attach the key. The zip tie has a sharp edge where it was snipped, and it scratches your hand if you’re not careful when you try to use the key to open the bathroom door. Plus, you need two hands free to open the door because the coffee thing the key is tied to is so heavy.
Oh, and the wi-fi at that location is hardly ever stable. Other than that, I’m a supporter and customer, not because their coffee is better, but because their people are.
I love Infusion wherever they are on Guam. My favorite is the landmark Infusion near Navy Federal ATM in Tamuning. But wherever on Guam there is an Infusion I am always greeted warmly by a friendly young person who acts interested in my small talk. Some will even bring my chai latte and Spinach Caprese to where I am sitting. They remember me when I come again. I get attached to some of them and am always sad when they move on to a higher paying job with more benefits. But I'm happy for them. Infusion's employees give my mood a greater lift than their products do.
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