EP8: Scaling the Brand, Not Just the Business

In this episode, we sit down with Anthony Fassio, Chief Retail and Operations Officer at Verve Coffee Roasters—a 14-unit third-wave coffee brand based in Santa Cruz, known for its relationships with growers, surf-town roots, and quality-first approach.Anthony’s specialty is taking craft brands from cult-favorite to national name without losing their “soul”. From Shake Shack to Salt & Straw to now Verve, he’s led the operational growth of beloved brands by building the systems and team development strategies they need to scale.He shares:How Verve is preparing for East Coast expansionWhy “the checklist” isn’t always just a checklistHow his early days growing up on a farm shaped his leadership style.From launching task forces to rolling out training platforms, Anthony offers a practical, people-first approach to operations that’s built to last.This conversation is a deep dive into what it takes to grow a values-driven business—from identifying sacred elements of a brand to making change stick across regions. Anthony opens up about building trust with founders, what most leaders get wrong during early scale, and why being “number two” is where he thrives most.Chapters00:00 Introduction to Anthony Fassio and Verve Coffee Roasters02:31 Understanding Third Wave Coffee06:45 Assessing Brand Culture and Team Dynamics09:34 Balancing Tradition and Evolution in Brand Systems12:32 The Importance of Task Forces in Brand Development14:39 Indicators of Readiness for Brand Expansion16:44 Early Wins in Communication Strategies19:50 Learning from Misjudgments in Operations23:08 The Shift in Training Leadership Roles24:54 The Evolution of Content Creation25:52 Finding Your Niche in the Food Industry27:15 The Role of a Number Two28:35 Building Trust in Teams31:01 Identifying Builders vs. Optimizers32:46 The Importance of Passion in Hiring34:43 Curiosity as a Key Indicator36:34 Training as a Priority for Growth40:43 Lightning Round: Quickfire QuestionsAbout UsOpus is the leading training operations platform for multi-unit brands with frontline workforces, helping operators deliver consistent, engaging training that delivers measurable results. Trusted in thousands of locations across restaurants, retail, fitness, healthcare and consumer services, Opus customers include Smashburger, Craveworthy Brands, Let’s Play Soccer, Shipley Do-Nuts, Sound Fun Entertainment, Big Chicken, York Building Services, Gordon Ramsay Group, Jose Andres Group and more. Learn more at www.opus.soHave an idea or experience you'd like to share? Keep the conversation going with us on LinkedIn!