GREENFIELD, Wis. — To Ethan Rode, coffee is more than just a caffeine boost to start the day or even a treat after dinner. It’s about pouring the perfect cup.
“I’ve been in the coffee world for about six years,” said Rode. “My older sisters introduced me to the coffee world. They both worked at Starbucks.”
Not long after, Rode was a barista at Starbucks, too. That’s where, he said, he learned everything he needed to know about coffee.
“Then, I learned everything else on my own,” said Rode. “[I] visited different coffee shops and talked with people from the coffee world.”
And the love for lattes didn’t stop after Rode moved on from Starbucks. It only continued to grow when he purchased a high-end espresso machine.
“I started posting a few videos on my Instagram,” said Rode. “People are like, ‘these are super cool, super satisfying.’ Then, I thought maybe I should post it on TikTok.”
From there, his videos took off, generating millions of views.
“Right now, I think the video with the most views is 12 million views, and it’s me making my girlfriend coffee,” said Rode. “So, that’s what I specialize in now. I make her coffee every day and post videos of it.”
Since starting his TikTok just six months ago, Rode has opened the door to new opportunities.
“I’ve worked with big brands like Nespresso,” said Rode. “I worked with a lot of smaller coffee roasters and got them off the map. I work with coffee equipment companies and they send me products to try out.”
Rode wants to use his platform to showcase the coffee shops around Wisconsin. As a part of that mission, he posts reviews on his TikTok.
“I go to these coffee shops and I usually get a cortado, which is a small four-ounce drink,” said Rode. “I get that same drink at every coffee shop. I’ll test out a pastry item, a drink. I’ll make videos of the architecture and the building, and the vibe of that coffee shop, and post it on my TikTok. Hopefully, to get these coffee shops on the map.”
His recent coffee shop review was at Interval Milwaukee. Owner Ryan Hoban said social media is huge when it comes to advertising, so when influencers, like Rode, show viewers a glimpse of their cafe, it helps tremendously.
“Influencer culture is really important for small businesses,” said Hoban. “As they’re building up their following, if they’re in your space enjoying your products, taking pictures and tagging you and talking to their followers, you see a big boost from it.”
Rode is hoping the video he created on Interval gives them an influx of customers and maybe, introduce the Milwaukee east side coffee shop to others who haven’t heard of it.
He said his online presence is just getting started. In the future, Rode said he’s hoping to create his own line of glassware, along with making TikTok a full-time job, so he can continue sharing his love for coffee.
You can follow Rode on TikTok at @ethanrodecoffee.