Nick Griffith

Entrepreneur

Los Angeles

Nick Griffith has worn just about every hat in the coffee business — barista, café owner, specialty roaster, sales representative and food service consultant. And after being in the industry for more than a decade, it’s no surprise that Griffith is well known in both the coffee and restaurant communities for his attention to design, innovative menus and specialty beverages. As a co-founder of Tonx, a coffee sourcing, roasting and subscription service dedicated to the at-home customer, Griffith focuses on developing the e-commerce subscription business while trying to find new ways to introduce people to great coffee. Prior to joining the team at Tonx, Griffith was working on Intelligentsia’s project in Los Angeles.

  • On April 8, 2013
    Nick Griffith answered the question: Nick Griffith

    What’s the most difficult part of Nick Griffith’s job?

    I think the most difficult part of any job is really having an idea of what you think will be successful — like a successful promotion or a successful customer interaction —and truly fleshing out that idea and looking at it from every angle, then finally being happy with it. It’s very easy to want to make a change and want to create something and never doing it because you’re constantly overanalyzing it and trying to make it perfect. And because this business moves so quickly and changes happen so often, you can truly never release and idea because you’re trying to make it perfect. “Release early and revise often” are words that everyone should live by.
  • On April 8, 2013
    Nick Griffith answered the question: Nick Griffith

    What does Nick Griffith love most about his job?

    I’ve been in coffee for 14 years now, and I can honestly say that this is the coolest group of people I’ve ever worked with. We all have very similar ideas. We can all be very open with each other. I think the fact that we are focused on one aspect of the coffee industry makes it a little bit more relaxing because we don’t have six or seven irons in the fire; we have one big iron in the fire. So as long as we’re all focused on that, it’s very easy to just progress and move forward.
  • On April 8, 2013
    Nick Griffith answered the question: Nick Griffith

    What does Nick Griffith look for in coffee?

    Typically what we’re looking for — and the only stuff that we will really buy — is stuff that’s defect-free. We want coffees that are extremely clean. What I mean by clean is sort of clarity of flavor; we don’t like the muddle flavors in coffee. Coffee should always be sweet and should always be pleasant. I don’t like challenging, difficult-to-drink coffees.
  • On April 8, 2013
    Nick Griffith answered the question: Nick Griffith

    What are Nick Griffith’s favorite hotels?

    The Ace Hotel chain is one of my favorites. I get bored when I’m in a hotel, so I like to be able to walk around the building and see interesting architecture, art or a solid restaurant. If Ace is not an option, anything run by Starwood is a safe bet for me. I always feel like they know me.
  • On April 8, 2013
    Nick Griffith answered the question: Nick Griffith

    What are Nick Griffith’s favorite cities?

    New York, San Francisco and Portland, Oregon. I’ve never been let down by these cities when it comes to amazing food, cocktails, coffee, diversity and general sights to see. Whether you’re in town for a few hours or a couple of weeks, you don’t have to look hard to find great places to go.
  • On April 8, 2013
    Nick Griffith answered the question: Nick Griffith

    How does Nick Griffith take his coffee?

    Black. I’m not going to say that it shouldn’t have anything else in it, but it shouldn’t need it. If you buy coffee that’s been grown properly back at the farm, picked at peak ripeness, sorted several times over and if we don’t screw it up in the roasting, it shouldn’t be bitter to the point that it needs sugar. It shouldn’t have defects to the point that it needs cream. If I’m looking for those coffees, then I should definitely be able to enjoy them unaltered. That said, my dad still drinks his with cream and sugar regardless of what coffee it is, and that’s totally fine.