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Dazzle Coffee

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Written by Katherine Kennedy Thursday, 07 June 2007

Unique shop strives to ‘dazzle’ with superior taste

At Dazzle Coffee, the drive-thru in downtown Pflugerville, customers are greeted with either a smile and a “good morning” or a friendly joke. Because customer service is important to this year-old company, the staff makes a point to form lasting impressions.

“We have a blast with our customers and that is why they are loyal to us,” co-owner Cory Wertenberger said. “We even had people come get coffee during the ice storm after we blocked off our entrance. We have built a great relationship with the city.”

Dazzle sells a variety of coffees, as well as an assortment of other drinks. All natural ingredients are used, and the shop has a super-automatic machine for consistency, to ensure the absence of chunks in drinks.

“We spend a ton of money on our product to ensure its quality. Some coffee shops aren’t as focused on product quality as we are,” Michael Scheschuk, co-owner, said. “Even with a better product, our prices are still comparable or below our competitors’ prices. Customers will get a great product for their money and will want to come back.”

Map showing location of Dazzle Coffee The drive-thru coffee shop is a new idea for the Pflugerville area. Wertenberger came up with the idea to start a shop similar to those he knew from his college days at Washington State University.

“Drive-thru coffee was very popular, but the shops were very small. I wanted something that was larger to support a higher volume of customers and that served a better product with faster service from an exceptionally friendly staff,” Wertenberger said. “The drive-thru offers a more comfortable interaction between the staff and our customers. People don’t have to get out of their cars and disrupt what they are doing to get a cup of coffee.”

After working in coffee shops in Austin, Wertenberger decided it was time to open his own. Scheschuk, who also works at Dell Inc., was looking for an investment at the time and Dazzle Coffee was born. Scheschuk says they chose Pflugerville as Dazzle’s home because of its small-town atmosphere.

“It’s nice to know the names of our customers and know that they truly care about our well-being. We enjoy being a part of this tight community,” Scheschuk said. “About 75 to 85 percent of people who buy our product are repeat customers. Our customers tell their friends about our fun atmosphere and spread the word about our place. We have built a strong bond with the community.”

Expansion is in the future for Wertenberger and Scheschuk, and they hope to remain in the Pflugerville area.

“Be on the lookout for shop number two,” Scheschuk said.

Best Sellers:

Six Shooter: Six shots of espresso, Ghiradelli chocolate and heavy cream, 12 oz. cup $5
Fresian: Coffee/frappuccino with all natural ingredients and whip cream, 12 oz. cup $5
Strawberry banana and cream smoothie, 12 oz. cup $3.25

Why are the beans different?