Today we’d like to introduce you to Jenna Griffis.
Hi Jenna, please kick things off for us with an introduction to yourself and your story.
My beloved grandmother Betty Sue Chance (my “MawMaw”) passed away in February of 2024. Her passing was the first time I experienced major grief. She had a major hand in raising us, and in fact, she lived with us our entire lives. We didn’t know life without her, and as soon as I started to experience it, I decided it needed to look different. I truly could not continue the life I had been living for the past 5+ years, although it was a really good one. It just wasn’t who I was anymore, and it was time for a new season.
I always feel I should preface the story of Later Gator with the fact that I did not grow up with an entrepreneurial spirit or drive to start a business. It never occurred to me that it was something I could do. But one day, I was spitballing the idea with my partner (life partner, that is). He is incredibly creative and loves to make and build things, and he had recently gotten a 3D printer. “What if you started selling something really useful and practical?” was my pitch to him. He also didn’t have the business bug, and we let the conversation fizzle. One thing that I have always “joked” about with him is how, if I had all my druthers, I would be a barista. I made the comment to him again on this evening, his response being, “What if you started your own coffee shop?” I quickly brushed him off.
But that night, I couldn’t sleep. My notes app was open and glowing under the covers as I typed out all of my drink ideas, names included. One of those drinks was The Pelican, which is continues to hold the title of the most ordered drink at Later Gator to this day. What was coming to me was the story of my grandma, of living in Louisiana, of summer nights where the cicadas screamed and mosquitos ate us up, of drinking coffee on the porch, of crawfish boils, of 4-wheeler rides, of Zydeco. The story would be told through coffee, and I already knew exactly what to call it.
It wasn’t long after this that I started designing the logo and thinking about my trailer design. Pink has always been my favorite color, and as a millennial who never grew out of her emo phase, I knew the checkered pattern was also a must. What I didn’t know was just how much people would adore this little gator and the cuteness factor of the business (the gator is named Gabby, by the way). I spent six months working in the trailer by myself, with my partner helping me at a few markets or learning how to do manual labor I’ve never even thought about before. Let’s just say brain had to make some space for all of the things I know about plumbing now. Things were slow for awhile, and I would be lying if I said I didn’t lose hope that I could keep this thing going.
I have had the mega privilege of working with some cool and kind influencers since starting Later Gator. It was thanks to two in particular, Zoe and Bree, that the Valentine’s menu went viral. Once this happened, I had LINES! This was amazing, and terrifying. The next step was interviewing and hiring baristas to help me make these drinks with pink cold foam and heart sprinkles. This was the major turning point for Later Gator and how we got to where we are now. How amazing it is that a year from when I said goodbye to my grandma, my business created in her honor completely took off.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
The road to Later Gator has been both scenic and fun and filled with giant potholes and torrential downpours where you can’t see your windshield. The biggest struggle was one that was unique to my situation – experiencing major loss and grieving all while starting a brand new business. Any time something stressful happened with the business, my resiliency left the room. I’ve been through a lot, and me and stress go way back. This was a whole different level of stress, because it felt like a constant reminder that she was gone on top of all of the other things that I had to overcome. My partner and therapist really came in clutch during this period.
Other struggles included plumbing and electrical issues, dealing with gray water (the best smell ever!), hauling the trailer and setting up at markets, and finding my place in a coffee-saturated city. I was worried that Later Gator would turn people off by its sugary sweetness and vibrancy. I knew Austinites loved their coffee in a religious way, and I felt like I was committing a bit of blasphemy with my cold foams and pre-made syrups. I learned quickly that there are many people in this city just like me who love coffee in the same way – like a treat, a memory, a vibe. The coffee I grew up drinking with my grandma was drowned in sugar and Coffee Mate. I was lucky enough to get to drink coffee milk out of my sippy cup and watch cartoons on the couch as a toddler. At the same time, I have great taste, and the coffee we use at Later Gator comes from Greater Goods. It’s incredible on its own, or with a splash of whole milk (we use Mill-King from Farm to Table).
Great, so let’s talk business. Can you tell our readers more about what you do and what you think sets you apart from others?
Later Gator Coffee Co. currently has two locations in Austin: Southeast at Drinks Backyard and South Congress at The Lawn. We specialize in sweet treats and drinks inspired by The Pelican State (Louisiana). Our speciality lattes showcase flavors, recipes, and memories from time spent in the South with a precious loved one. The mascot of Later Gator, Gabby Gator, is a representation of the sweetness we are bringing to ATX. We are most proud of being 100% women-owned and operated, and we love to have a good time. Currently we host monthly events at The Lawn on South Congress such as Matcha & Pilates and artisan markets.
How do you think about happiness?
Coffee, my partner, my dogs, horror movies, my family, a good nap. They help regulate my nervous system (well, maybe not the coffee).
Contact Info:
- Website: https://www.latergatorcoffee.com
- Instagram: https://www.instagram.com/latergatorcoffee/
Image Credits
Drew Elaine Photography
