Matt Pierson didn't have to say a word Tuesday afternoon about the success of his business, Simple Roast Coffee Co. It was the first day of the soft opening of the company's second drive-thru kiosk, located in Towne Center Plaza on Auburn's west end. And within a span of 15 minutes, Pierson and his staff had served almost as many customers.
Saturday will be the grand opening of the kiosk, which comes two and a half years after Pierson opened Simple Roast's first location in Grant Avenue Plaza. Speaking Tuesday, he said he knew by last summer that a second location was necessary. Lines for Simple Roast's coffee were growing longer and longer, leaving customers more and more frustrated.
Pierson, who roasts his own coffee beans at a West Street facility, believes the quality of his product is a small reason for Simple Roast's success. The bigger one, he continued, is customer service.
"People like to have a good experience here, a friendly face," he said. "We remember their drinks. We know their dogs, we know their kids. We know when they're driving their wife's car."