Layoffs became a chance for a reset.
For Jesus Hernandez, Kevin Pacheco, Ryan Pizarro, Ryan Kim, and Brian “Franco” Vazquez, the abrupt closure of their workplace became the beginning of something they would build themselves.
On November 1, the five second-generation partners opened Dura Coffee on Beverly Boulevard in LA, only about three blocks from the Starbucks at Beverly Boulevard and Detroit Street, where they all previously worked until it was shut down in September. The group had already been discussing a mobile café, but losing their jobs turned talk into action.
Kim said the idea formed quickly after the layoffs: “We wanted to continue what we built, but under our own effort.” Their connection, however, goes back much further — each member grew up in LA, and the group bonded years earlier through a high school basketball club.
The name reflects their background. “‘Dura’ means ‘strong’ or ‘hard’ in Spanish,” Jesus Hernandez said. “As second-generation Asian and Hispanic kids who watched our parents settle here from other countries, we wanted to carry their strength forward in our own way.”
Their experience at Starbucks also shaped their approach. They had learned how coffee builds community, and they hoped to recreate that same atmosphere on their own terms.
One month after the layoffs, opportunity arrived. While sourcing cake pops for the mobile-cart concept they envisioned, the group met Lerida Mojica, owner of New York Cake Pop, who was considering closing due to operating costs. Instead, Mojica proposed collaboration — she would continue baking under Leri Bakes, and the five would run the coffee program.
With November 1 set as opening day, they spent two intensive weeks renovating the space, installing equipment, developing the menu, and distributing flyers — often working from 6 a.m. until the next morning while maintaining other jobs. Kim recalled balancing the work while caring for his six-month-old daughter; the others also handled dual responsibilities with little sleep.
When opening day came, familiar customers from Starbucks began walking through the door. The shop’s proximity made recognition instant. “I saw so many supporters and people I hadn’t seen in years,” Kim said. “It felt like we picked up from yesterday.”
Dura Coffee and Leri Bakes now operate at 7306 Beverly Boulevard, Los Angeles, CA 90036, open daily from 6 a.m. to 6 p.m.
BY YOONJAE JUNG [jung.yoonjae@koreadaily.com]
