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As founding owner of Matador Coffee Roasting Co., Mario Martusciello has extensive experience in making a perfect cup of coffee. Just read for proof.

The first-generation American of Italian descent from Naples -- known for its espresso and specialty coffees -- perhaps possesses an internal barometer for the bean.

After 15 coffee years in Seattle, he returned to Phoenix in 2005 to build Matador with his father Jack, then a vibrant 75-year-old. The commercial roasting and retail business, with Mario solely at the helm, headed north in 2015.

“The main tenant of Matador is fresh roasted coffee, and we roast every week to clients� orders, like Pepsi and the Grand Canyon,� Martusciello explained.

In his retail stores, the coffee is only one to two weeks out, so customers can enjoy that same freshness.

He credits Matador’s success with learning the service and back-end part of the business first � repair and supply of equipment � to align with an industry expectation that those “connected to the equipment are expected to provide on the equipment. Others in the industry are insular, but we were always focused outward.�

The Flagstaff business launched by gathering wholesale accounts, even creating a hybrid position to manage coffee sales and service equipment.

“We’ve worked with startup people to create and move up; it’s a core piece of who we are," Martusciello said. 

Tanner Thorp is an example of growing with the business. His well-connected background in coffee has primed him to grow sales relationships in Flagstaff.

As Matador expanded its wholesale roasting accounts, its retail side grew as well, and Thorp and wife Carly Saunders bought the location on the east side of the city in 2023.

“It operates as a franchisee, using all the same recipes under the umbrella of Matador Coffee, like the downtown location and newer, fully branded NAU campus spots,� Thorp explained.

Besides the standard Americano, latte, cappuccino, mocha, macchiato, espresso and pour-over, Matador offers specialty drinks, such as the Bees Knees. The Honey Lavender latte is a springtime sipper. The Black and White mocha offers both white and dark chocolate, while the Dirty Chai brims with warm spices. There is tea, lemonade and refreshers, plus smoothies in mixed berry, banana blast and peanut butter.

People are often surprised at the food options beyond pastries and muffins.

“We keep it simple with great quality,� Thorp said.

Crossover ingredients expand the opportunities from a bagel and cream cheese to bagel sandwiches, such as the Pesto Turkey, stacked with provolone, lettuce, tomato and red onion. The Spicy Turkey boasts in-house pineapple pepper jelly or the Hot Hammie Sammie Cuban style. A host of avocado toast choices include The Matadora with olive oil and lemon juice and Bullfighter’s Breakfast layering scrambled egg, bacon, provolone and red pepper flakes.

“We try to cultivate a fun place to be � come in and spend time,� Thorp said. Where window times with customers in chain shops are often limited to under a minute, he added, “We want to know about the kids� soccer games, their pets and lives. And we invite people to take a bag of coffee home as a gift � something to use and enjoy.�

Some popular offerings are Grand Canyon Blend, Northwest Espresso, Whiskey Barrel Aged and Tanzanian Peaberry.

The matador symbol reflects a love of Latin culture alongside the overall vibe and original vision of the wholesale company. Head roaster Kent Simmons at Matador creates about 20 varietals and blends from about 11 single origins. Roasting 20,000 pounds of coffee a month, the numbers are pushing up with new contracts.

“It’s been a great 10 years here, and we’ll continue to develop,� said an unstoppable Martusciello.