Before it became Noe Café, the space at 1299 Sanchez Street was something else entirely—a laundromat called Spin City Coffee. It was functional but noisy, a far cry from the kind of place where people wanted to sit and enjoy a cup of coffee. Owners Christian Ritter and Maricar Lagura saw an opportunity to transform it into something better.
With backgrounds in coffee and a vision for a neighborhood café, they reimagined the space as a welcoming, community-focused coffee shop. The transition wasn’t seamless—converting a laundromat into a café came with its share of challenges, from handling neighborhood concerns to making sure the space felt just right. But by 2014, Noe Café was up and running, bringing something new to the area while keeping its ties to the neighborhood intact.
Rather than relying on outside suppliers, Christian and Maricar decided to take control of the roasting process themselves. In 2014, they launched Noe Valley Coffee, roasting small batches of beans using a Diedrich IR5 roaster. This move gave them full control over quality and allowed them to fine-tune their offerings. It also turned Noe Café into more than just a place to grab a cup of coffee—it became a roastery where customers could see the process firsthand.
Of course, roasting coffee in a city setting comes with its own hurdles. Coffee roasting can create strong aromas, and not all neighbors were thrilled at first. They worked to find a balance, installing thermal oxidizers to reduce roasting smells and keep things in line with local regulations.
Like many small businesses, Noe Café had to adapt quickly when the pandemic hit. With in-person dining put on hold, Ritter and Lagura shifted to takeout, adjusted their operations, and found ways to keep serving the community while keeping their staff and customers safe.
What never changed was their focus on creating a space where people felt welcome. Noe Café became a place where customers could count on a familiar face behind the counter, a consistently good cup of coffee, and a neighborhood feel that made it a local favorite.
Christian and Maricar understand that a great café is built by people behind the counter. From the beginning, they’ve prioritized creating a positive work environment for their team, ensuring that baristas and staff feel valued and supported. They hire people who share their passion for coffee and customer service, giving them opportunities to grow within the company.
Training is a key part of their approach. Baristas are encouraged to develop their skills, whether it’s through perfecting espresso techniques, learning about the roasting process, or deepening their knowledge of coffee sourcing. By fostering a workplace that emphasizes both learning and teamwork, Christian and Maricar have built a café culture that keeps both employees and customers coming back.
Noe Café has never been about rapid expansion or chasing trends. These owners are focused on maintaining quality, fostering relationships, and keeping their café a place where regulars feel at home. Sustainability plays a role in that too—they carefully source their beans and focus on long-term relationships with their suppliers.
With two locations now—one in Noe Valley and another in Dogpatch—Noe Café continues to be shaped by the same mindset that started it all: a love for coffee, a respect for the neighborhood, and a commitment to doing things the right way.