Exploring Life & Business with Andrew Paniagua of Satori Coffee Project

Today we’d like to introduce you to Andrew Paniagua.

Hi Andrew, we’re thrilled to have a chance to learn your story today. So, before we get into specifics, maybe you can briefly walk us through how you got to where you are today?
My name is Andrew, and I’m the co-owner and creator of Satori Coffee Project. What began as a daydream on a Denver vacation with my fiancé, Jenny, quickly turned into our shared reality.
Our mission is simple but deeply personal: to elevate not just the drink culture within cafés, but the entire experience of hospitality itself. We believe a café should feel like more than just a coffee stop — it should be a space of connection, care, and craft.
For the past four years, I’ve also had the privilege of leading the bar program at Camphor, a Michelin-starred restaurant in Los Angeles, which just celebrated its two-year anniversary this October. It’s been a journey filled with early mornings, late nights, and plenty of moments that tested our resolve — but every challenge has fueled our growth.
What keeps us going is seeing familiar faces come back, watching new guests discover us, and catching those moments in public when someone recognizes our brand. Those small connections — that feeling of being seen and remembered — remind us exactly why we started Satori in the first place.

Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
It’s been a journey full of highs and lows — from seasons where we were thriving and making great money to times where we made nothing at all, even going negative while testing out new markets. We’ve gained some, lost some, and learned a lot along the way. There’s plenty of competition out there, but our biggest challenge has been learning not to compare ourselves and instead stay true to who we are and what we believe in.

As you know, we’re big fans of Satori Coffee Project. For our readers who might not be as familiar what can you tell them about the brand?
The mission of Satori Coffee Project is to elevate the coffee experience through a fusion of innovative Mocktail-inspired drinks crafted by our co-creator, a renowned Beverage Director from a Michelin star restaurant in downtown Los Angeles. Our dedication to premium, ethically sourced ingredients, sustainable practices, and a commitment to creativity sets us apart from other coffee vendors. We strive to transport our customers on a sensory journey that combines the sophistication of cocktails with the comfort of coffee, providing a unique and indulgent beverage experience that transcends traditional expectations.

Is there any advice you’d like to share with our readers who might just be starting out?
If I had any advice for anyone just starting out, it would be this: buy wholesale, build as many genuine connections as you can, and stay consistent. There will be times when you’re not making any money — maybe even questioning if it’s worth it — but keep pushing through. Nothing good comes easy, and the payoff is always worth the perseverance.

Contact Info:

• Instagram: @satoricoffeeproject