CAT & CLOUD PODCAST
Cat & Cloud Coffee www.catandcloud.com/
From Soil to Service Part 6: Interview with Cat & Cloud Head of Retail, Herman Madrigal - Ep# 454
EPISODE SUMMARY
Jared and Chris sit down with Herman Madrigal, Head of Retail and one of Cat & Cloud's longest-tenured team members at eight and a half years. They trace his unlikely path from championship cell phone salesperson to yoga teacher to barista to retail leader, and the specific moments — a TL who knew his order and his name, a cupping at Aptos, a raw conversation with Jared — that locked him in. The conversation goes deep on what it actually takes to build hospitality culture from the inside: why the details matter, how to make team members feel like experts, and the difference between giving people rules and giving people a reason. Herman also shares what he's still figuring out, including how to protect thinking time, empower shift leaders to coach, and whether the Cat & Cloud culture can live outside of Cat & Cloud. He ends with a dream: Mexican street food, intimate counter service, and a line worth waiting in.
CHAPTERS
00:00 – Cold Open Mustache Energy
03:30 – Welcome Herman: Eight and a Half Years at Cat & Cloud
08:00 – From Championship Cell Phone Sales to Barista
13:00 – How Herman Fell in Love With Hospitality
18:30 – Getting Tapped for Leadership (And Struggling at First)
25:00 – The Hard Conversation That Changed Everything
31:00 – Learning to Lead Through Systems, Not Doing
38:00 – Why the Details Matter: The Seam of the Cup
45:00 – Concierge Choice and Teaching Coffee With Stories
52:00 – Autonomy, Fear, and Why Owners Clamp Down
58:00 – Thinking Time: The Underrated Leadership Skill
63:00 – Herman's Dream: Mexican Street Food & Taking the Culture Beyond Coffee
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Cat & Cloud Coffee was founded in 2016 by three friends who believe experiences and connections shape our lives. Former barista champions and lifelong coffee professionals, they envisioned a better way to do business and set out to create a values-driven organization that put culture first.
Our mission is to inspire connection by creating memorable experiences. Whether it's with guests in our 4 retail locations in Santa Cruz, our team members, or our wholesale partners across the country, we strive to leave everyone better than we found them.
The Cat & Cloud Podcast is a space for us to share our experiences and adventures in coffee and business in hopes of inspiring more people to create culture and values-driven organizations.
Hosted by Chris Baca and Jared Truby
Produced by Casey Ryan
June 2026
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