Estimated read time: 3-4 minutes
HOLLADAY — There's another new coffee spot along the Wasatch Front. This one just happens to be a bright pink, Instagram-worthy 1963 Ford Vannette.
Jitterbug Coffee, which also sells doughnuts, lemonades and teas, draws inspiration — and customers — from the ski slopes nearby.
Fans of Alta Ski Area will recognize that drinks like the Jean Jerry and Bell to Bell are a nod to the resort. The shop opened in the middle of ski season this year, and it attracted attention from tourists staying in neighboring hotels, who would pop in for a pre-run pick-me-up.
Parked next to Powder House Ski Shop in Holladay, the eye-catching truck is owned by Paul Eugene Huber. He saw potential in the local ski culture and recruited skiing enthusiasts and baristas Maizie Murphy, 25, and Emma Beerman, 24, to bring his vision to life.
"Paul literally treats us like we're franchise owners," Murphy said.
She and Beerman have been friends since they were 14 and worked their first barista jobs together at Beans and Brew. They're both Corner Canyon High School grads, and Beerman recently graduated from the University of Utah.
Managing a coffee shop together is something of a dream come true, they say.
"Since we have full control, we're finally doing everything we wanted to that we couldn't before," Beerman said. "Now we can just make it our own."
Beerman likes to come up with new doughnut and drink flavors, and she designed the shop's website. Murphy draws on her experience as a former Nordstrom eBar manager to handle a lot of the scheduling and hiring.
"I know who works well in this environment," Murphy said.
Despite what the name "Jitterbug" implies, the environment is pretty chill — the six employees wear tank tops, beaded necklaces and easy smiles — perhaps proving that ski culture is to Utah what surf culture is to California.
During ski season, employees work a four-day workweek so they have more time to hit the slopes. No matter what season it is, the truck is open every day from 7 a.m. to 3 p.m.
And it's not just for skiers, or even coffee drinkers — Murphy and Beerman say they sell more doughnuts than coffee, and some of their biggest fans are kids.
"We cater to all the culture in Utah," Beerman said. "I know a lot of people don't drink coffee, but we also have a bunch of doughnuts, lemonade and tea."
Social media is a big part of the small company's marketing strategy. Customers like to post pictures of the vintage pink bus on Instagram. Up until the website launched a few days ago, Instagram and Facebook were the only way Jitterbug reached its audience.
Looking forward, Murphy and Beerman want to expand Jitterbug's offerings. They hope that someday, the truck — which stays parked, and can only drive 20 mph when it does move — will be a little more mobile. The pair sees potential to cater at birthday parties, weddings and farmers markets.
In the meantime, they'll be putting out some corn hole boards, and maybe even a kiddie pool.
