PHOTOS BY JULIE OLDFIELD
Recently I was able to reconnect with Marianne Warfle, owner of the newly opened Neutral Ground Coffeehouse in Pittsford, NY. I knew from the moment that we sat down in her beautiful venue, that we had big things we were going to do together…again!
I met Marianne in 2018 when she was then managing the Port of Rochester and the venue above it called the Greenhouse. We immediately connected, started planning events, and were planning coordinating some other things for the coming months. Well, then the pandemic decided to make its appearance, Marianne’s life is completely turned upside with a life changing diagnosis, a long time relationship ends, and then by chance I see her post on social media about opening her new dream business.
So, of course I decided to stop in and catch up with her, and we talked for hours about her truly incredible, courageous and inspirational journey. So now let me introduce you to our May 2022 She Hustles Talks cover woman…from Hell to neutral ground. we have Marianne Warfle.
Tell us about yourself and what made you decide to start your own business during the pandemic?
Who opens a coffeeshop during a pandemic! Do you know how many times I said that to myself as I was doing the buildout? About ten times a day. But life really threw me some curveballs and I decided I needed a really big change, something to challenge me and help me get through a terrible time in my life. Cancer, then a hurtful break-up from a long term relationship that I didn’t see coming, and then Covid. So I got a stem cell transplant, a dog, and with the encouragement from my friend Bonnie who I love and respect so much, I decided if I was ever going to do something crazy for myself, now was the time because it may be the last chance I get.
What was one moment in your life that changed everything for you?
You know it was probably the time the oncologist told me the Lymphoma returned. It’s something you’re not prepared for, as my whole life I have been blessed with good health within my immediate and extended family. It was sort of like a “well it had to be somebody” moment. I realized that I was that 1 in a 100,000, and I had a pretty big battle in front of me. Everything changed and I knew I had to focus on beating this stupid thing. My brother Steve was there in the DR’s office when I got the news (thank god), and we went out to dinner afterward, called my son, and he immediately kicked into his “lets fix this” guy. Forever grateful for that, he was my 10/10 match and stem cell donor.
What makes you hustle?
Pleasing people. Every time I get a compliment about Neutral Ground, our food, my staff, or anything I am involved in really, it gives me so much happiness. I am not motivated at all by monetary things at all, heck I drive a 2011 Mazda with over 100,000 miles on it. I buy my clothes at thrift shops, I wear a pair of sneakers until the soles fall off, I eat cereal for dinner. Fancy things do not impress me or make me happy, but making someone smile or laugh, giving a hug to a person I hardly know or someone I love, that’s what makes me happy, and makes me want to do more for the community, my patrons, my family and friends.
What was your mission behind the start of your company?
Neutral Ground has really become exactly what I wanted it to be, a place where people came come alone, with their families, friends or colleagues, with the dog, the kids or grandma, and enjoy some great food in a really cozy atmosphere. When I hire staff I always tell them, I can train anyone to be a barista, work the POS system, work in the kitchen, but I can’t train them how to engage patrons and making them feel welcome then they walk in. That is the most important thing at my place, you will feel like family the minute you walk in.
What did you do prior to creating Neutral Grounds Coffeehouse?
I have had quite of variety of employment in several different fields, most recently opening the new Port of Rochester Marina on Lake Ontario in Charlotte. It was a challenge I took head on, and enjoyed every minute of it. Previous to that I was a Director at an advertising agency managing a staff of eight for 10 years, previous to that I was a Director at a digital prepress company managing a remote location with 14 employees, the list goes on. I have always been in leadership positions, and forever put my heart and soul into everything I did, to a fault. But, it was always benefitting someone else. It was time to change that.
What are your top three priorities for being a success?
1.)Don’t expect any of your employees to do anything that you won’t do yourself.
2.)Be consistent. Nobody wants to come into a place and get something subpar from what they had gotten before.
3.)And always try new things, (sort of contradicting #2, I know) Some brilliant ideas will flop (had a few of those already), but there are always services, events, amenities that will enhance your customer experience if you just keep trying new stuff. I feel some places don’t make it because of the whole “rut” syndrome.
“What is your ‘why? ‘” Why do you do what you do?
Ah, the age-old question, why. I had so many days second guessing myself, I called them my WTF moments, and there were a lot of them. But I needed to do something that I was in complete control of at this stage in my life, and create a business that was a reflection of me, nobody else. Friends and family provided a lot of input and I will be forever grateful, but at the end of the day Neutral Ground reflects me and what I am about. I have always been a doer, but always contributing to somebody else’s success, to the point of sometimes just being stupid. This feels good that this is mine to succeed or fail.
What do you do when you are not working in/on your business?
Well, I think about the business, how to improve the business mostly. But I have a dog, Harper Lee (yes, my favorite book is To Kill A Mockingbird), and we spend time in parks, at the beach, chatting about life stuff. Dogs are so therapeutic, she knows my deepest, darkest secrets and always gives me the best advice, I couldn’t be more grateful to her and all here love. And I love live music, I will walk to a show downtown on a whim, drive to a show on a whim, music is my medicine as well.
How did you come up with the name for your company?
Neutral Ground is actually a historic term still used in New Orleans, referring to common areas such as grassy medians between streets where people of all classes, races, religions etc. would meet to trade goods. Locations where all were welcome, where people would “meet in the middle” without judgement, agendas, or opinions. This is the whole concept behind Neutral Ground Coffeehouse. We welcome and love everybody, and have created a cozy place for folks to meet their friends, family, colleagues, and feel comfortable and a part of the Neutral Ground family.
What do you find is the best form of promotion for your business?
I am so fortunate to be in the best location in Rochester, and I really mean that. Pittsford is so beautiful as a destination itself, and the Erie Canal off my front porch attracts so many people enjoying the towpath, biking, walking the dogs, running and enjoying the town and all the local family businesses. I have been so lucky that folks stumble upon Neutral Ground, and have a great experience and tell their friends. It’s the best marketing of all and I am so happy to be in this community.
Tell us one thing that most people don’t know about you.
Well let me tell you a few things. I’m clumsy and a spiller, I have a terrible memory (A Warfle curse but I recently blame it on chemo-brain), I actually enjoy driving and traveling alone and blasting music in my car and I sing a lot, very badly but Harper Lee doesn’t mind, I was a punk rocker and still revert back to that music often, I can kill an air plant, and love urban living. Oh, and Thai food is my very favorite.
Is there anything that you feel sets you apart from other coffeehouses?
Honestly, Rochester have some amazing coffee places, I walk to Ugly Duck and Java Joes on Gibbs St. all the time, and stop into others here and there, but Neutral Ground Coffeehouse has an amazing location, great food, an awesome staff and I am trying to keep up on all the trends with Nitro Brew, Matcha, Lavender, other weird coffee stuff (don’t ask me about my latte art, I have watches so many You Tube videos and still haven’t mastered it, not even close) and even have a whole vintage candy section, we have Mallo Cups, come on!
What are your plans both personally and professionally over the next year? What about three years?
Professionally? I guess staying open would be a good start, we just got approved for beer and wine, and I plan on extending our hours and doing some live music one night a week. Personally? I am planning a trip to visit my amazing son Jeff in Seattle, he is crushing life, and I am doing a solo trip in the Fall my best marketing tool. They tell two friends and so on, and so on, and so on… it has been amazing.
What are your typical responsibilities as the business owner?
Oh geez, taking out the garbage, shopping for everything, scheduling staff, being a barista, being a cook, troubleshooting the internet and the POS, the banking, power-washing the patio, weeding, breaking down boxes, applying for a liquor license, getting permits, ordering product, hiring, social media, menu changes, special events, being happy all the time.
But here is what I don’t have to do: payroll, insurances, human resource crap, accounting, taxes, all the stuff I hate. I have my amazing sister Sherry to all the for me and I could have never done this without her. Family is everything.
I have been blessed with an amazing upbringing, the youngest of four in a blue-collar family, my Mom and Dad were so hard working, but we had a very modest life in the country. All of us kids, me being the youngest of four were taught a great work ethic, manners, and the gift of compassion. But we never got a pass, we all forged our own way, paid for our own first car and gas, our own college, the choice of our future was ours. I remember thinking, why couldn’t I have been born into a family business? Been given a restaurant from my Dad to run? Been born into money and just handed a golden ticket? But I am so happy that was not my life, because I am proud of my accomplishments, my mistakes, my perseverance, and am now the best version of myself, thanks to my upbringing, Mom and Dad, and most importantly my siblings.
What are your plans both personally and professionally over the next year? What about three years?
Professionally? I guess staying open would be a good start, we just got approved for beer and wine, and I plan on extending our hours and doing some live music one night a week. Personally? I am planning a trip to visit my amazing son Jeff in Seattle, he is crushing life and loves living out there, but I miss him and his wife Maike terribly. And I am working on plans for a solo trip in the Fall to Croatia and Portugal, two places on my bucket list and I can’t wait. I can live out of a little tiny backpack for a long time!
How would you describe your company’s success so far?
I am amazed at how many people come in and say that Neutral Ground is exactly what this location needed. We have so many regulars that have become my friends, advocates, and my best marketing tool. They tell two friends and so on, and so on, and so on… it has been amazing.
What are your typical responsibilities as the business owner?
Oh geez, taking out the garbage, shopping for everything, scheduling staff, being a barista, being a cook, troubleshooting the internet and the POS, the banking, power-washing the patio, weeding, breaking down boxes, applying for a liquor license, getting permits, ordering product, hiring, social media, menu changes, special events, being happy all the time.
But here is what I don’t have to do: payroll, insurances, human resource crap, accounting, taxes, all the stuff I hate. I have my amazing sister Sherry to do all the for me and I could have never done this without her. Family is everything.
I have been blessed with an amazing upbringing, the youngest of four in a blue-collar family, my Mom and Dad were so hard working, but we had a very modest life in the country. All of us kids, me being the youngest of four were taught a great work ethic, manners, and the gift of compassion. But we never got a pass, we all forged our own way, paid for our own first car and gas, our own college, the choice of our future was ours. I remember thinking, why couldn’t I have been born into a rich family business or given a restaurant from my Dad? Been born into money and just handed a golden ticket? But I am so happy that was not my life, because I am proud of my accomplishments, my mistakes, my perseverance, and am now I am the best version of myself, thanks to my mistakes and successes, my upbringing, my Mom and Dad, and most importantly my siblings. And Harper Lee.
