Luigi Di Ruocco and John Di Ruocco, Mr. Espresso
Bonus Episode. Previously recorded in spring 2025.
Editor’s note: Prefer the audio only or want to watch the podcast on Spotify? Click here! Or here for Apple Podcasts.
Guest(s): Luigi Di Ruocco and John Di Ruocco, CoOwners at Mr. Espresso
Based: Oakland, CA
Online: mrespresso.com • www.thecaffeoak.com
What they drink: John is a drip coffee kinda guy. Luigi goes for an espresso and/or a cup of drip if he is at another coffee business to see how they prepare their coffee, or a house specialty if something stands out on the menu.
From Mr. Espresso:
Luigi and John Di Ruocco are the driving forces behind Mr. Espresso, a pioneering coffee company rooted in a rich family history. Their father, Carlo Di Ruocco, brought the craft of wood-roasting coffee from Salerno, Italy, to Northern California, establishing Mr. Espresso as a staple in the region’s earliest farm-to-table establishments. This legacy of exceptional espresso, intertwined with their family's dedication and passion, is what Luigi and John continue to honor and advance.
This interview was originally slated for Season 13 of the podcast. We delayed the recording after the passing of the family patriarch and founder of Mr. Espresso, Carlo Di Ruocco. He had an outsized impact on coffee, in particular in the Bay-area, his legacy continues with the family and team who are continuing to share the Mr. Espresso mission with the coffee community and beyond.
To learn more about Carlo, check out this interview he did with Sprudge in April of 2015. We Interview Mr. Espresso Himself, Carlo Di Ruocco.
NOTES FROM THE PODCAST:
Luigi, John, and Laura are the siblings tasked with running Mr. Espresso. Their father and Mr. Espresso-himself, Carlos, never really retired.
The youngest, Luigi, didn't plan to join the business, but after a stint in corporate finance, he realized he preferred the connection of a smaller business. Mr. Espresso was the opportunity right there in front of him.
John, the oldest, was drafted into the business from the beginning, at about age 10. He left for college and graduated with a degree in architecture, but timing is everything. The market for architecture wasn't there post-college, and he rejoined Mr. Espresso to work his way up.
A family business doesn't always run like a regular business, but the family of co-workers do, at least try, to keep personal and work separate. They recognize that they all have a particular set of skills and bring different things to the business that are essential for success.
The business grew out of a wholesale relationship with clients. At first, Mr. Espresso was providing coffee equipment to restaurants and wholesale clients. They moved into roasting coffee to serve clients seeking out a consistent, quality product for their businesses.
The brick-and-mortar concept bounced around the business for a long time before they finally decided to sign a lease for a spot in early 2020, but Covid-19 delayed the opening of the doors of an Italian-style espresso bar called The Caffè by Mr. Espresso. The Di Ruocco's Italian heritage is part of the business. With the cafe, they aim to be respectful of Italy's coffee culture and traditions, while also exploring new coffee concepts that meet the desires of the Oakland consumer. It can be a challenge, but it is also part of the fun of the cafe experience.
Being part of a long-running company means adapting as customer preferences change, but being true to their roots by providing a style of roasted coffee has also created long-term loyalty. Specialty coffee is a fairly big tent. Not every style will fit the Mr. Espresso brand. They pick and choose which trends to follow, while maintaining classic flavor profiles that their customers have grown used to.
They still use a wood-fire roaster, a more common style a century ago. The Di Ruocco's use oak wood. They say the wood roaster provides a more moisture-rich roasting process than a gas or electric burner. The fire box temperature is more than 1000 degrees, providing a very clear heat, but without adding smoke or flavor to the coffee itself.
This photo was is from @mrespressooak on Facebook. Carlo hecking the wood-fired roaster. Click to see more images of the family using the wood-fired roaster on the Mr. Espresso Facebook page. If you're looking to create a family business structure, the brothers recommend developing a hierarchy. Which may occur naturally, by age, and/or parents inviting kids into a business. They warn that there will be a lot of opinions, and sometimes you'll be right, but other times you'll be wrong or on the losing side of a decision. Just because you are an owner, it doesn't mean you'll get everything you ever want.
They take running the business day by day.
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There is a new Simply Good Coffee Brewer out that I’ve been testing. The thermal pot version of the machine has an updated coffee with an insulated coffee pot. So far, I’d still recommend the original glass brewer. The lid on the new pot is hard to wrangle and isn’t terribly intuitive. Using the pot without the lid makes for a messy pour.
To credit SGC, they reached out to me (and all the customers) to say the lid wasn’t up to snuff, even before the package reached me. The message informed us that a newly designed lid was being processed. I checked in again last week for an update. They are working on manufacturing a new pot lid that is more intuitive and stable and will be an upgrade on the current iteration. Once it is ready, it will be sent out to all the purchasers at no charge.
There was no mention of delay or issue in our emails due to concerns about tariffs or an uncertain manufacturing landscape. I’ve always strongly recommended the original SGC brewer (reviewed at the link above) and still do. If I were buying a machine this week, I’d stick with the original over the thermal brewer, for now.
Personally, I prefer the glass pot and have no concerns about its lid. I did break it recently, which is the downside to glass. Click the link below to learn more about the brewers on the Simply Good Coffee website.