William's Coffee Co

Every once in a while you find a coffee shop tucked into a quiet strip mall right off the freeway. You walk in expecting nothing and you leave with a story. Williams Coffee Co. is that, basically a stone's throw from the I-17 exit and sitting in one of those calm shopping centers that feel like they are minding their own business. Inside is a book nook (with books for sale), fresh muffins on the counter and some of the friendliest folks you could ask for on a random morning.

Williams roasts their own beans which I always respect. And they pull shots on a Victoria Arduino Leva, which is a beautiful piece of hardware and frankly a bit of a flex for a small neighborhood shop. So I ordered a small latte and expected good things. My latte was a swing and a miss. It felt unbalanced and the espresso came through a touch bitter and flat. I am going to point my finger at the roaster machine on this one. Williams roasts on a US Roaster Corp machine that is heavily manual. This means that the operator is dialing heat and airflow second by second with no automated profile replication. When it works, it works. When it does not, you get batch to batch swings, and my cup felt like one of those swings. The espresso is a blend (nobody on shift knew what goes in it) and it reads somewhere between medium and medium dark. The single origin bags on the shelf might tell a different story, and I would have loved to grab one and see for myself I I was not already loaded with beans at home.

As for pastries, everything in the case was on the darker, whole grain side of life. That is not really my world (I am a buttery/golden brown kind of guy) but I respect it. If you are the type of person who wants a muffin with actual substance and a little fiber in your morning, you are going to be very happy here. The vibe though? Williams nails it. Every single person working was warm and welcoming, and that goes a long way.

The bones are good and the hospitality is real. With some tightening up on the roast side, this place could really sing.