Pay It Forward – Studebakers Coffee House & Deli

Itzia Rico, owner of Studebakers Coffee House & Deli

I am happy to present to you our eighth local business spotlighted in the Pay it Forward feature – Studebakers Coffee House & Deli.

Our recent Lake County business featured was Marisol Fernandez, owner of The Men’s Place, who chose to Pay it Forward to Itzia Rico, owner of Studebakers Coffee House & Deli.

The catch is that I will not choose the next business to interview, but the current spotlighted business will choose who I will interview next. Local businesses will Pay it Forward.

Studebakers Coffee House & Deli is a locally owned and operated coffee shop & deli that features a variety of specialty coffees, pastries, handmade brown sugar tortillas, homemade cookies, specialty fresh sandwiches, personalized Lake County gifts, and so much more.

Itzia Rico & her amazing crew support the local community (schools, seniors, etc.), offering several fundraisers throughout the year. You can pre-order and they also offer gift certificates. Itzia provides a friendly, fast and cozy establishment. Studebakers Coffee House & Deli is located in downtown Kelseyville.

1. Why did you decide to start your own business?

I started working at Studebakers in 2005. I was hired by Nancy Yost and LouAnn Bauer. They started Studebakers and later sold it to Russ Shuppert. Russ came to a coworker and I around September of 2006 and said he’d be selling the business if either of us was interested in buying. I loved working there, and I said I was. I spoke to my parents and husband and they supported me. 

2. How do you deal with fear and doubt?

I am a worry worm. So I always lean on my family. They are very positive and uplifting.

3. How does your business look different now vs. when you first started?

We’ve really tried hard to keep it the same. There is a comfort that customers feel when they come in knowing what to expect – especially with so many changes in the world. I like the idea of preserving it like a time capsule of sorts. 

4. How do you set your business apart from others in your industry?

It’s really tough, especially in these times of social media. We work hard to make everyone feel like family. We want customers to feel welcomed and appreciated. We also offer high-quality ingredients. 

5. What is the hardest part of being an entrepreneur?

Definitely would have to be not having financial stability. You never reach a point where you feel like you’ve made it. At least, I still don’t.  We’ve been through many lows – many months without an income. It’s tough. 

6. What is your favorite part of being an entrepreneur?

I truly love the coffee shop. I could do without the administrative/financial side of it. My favorite is building relationships with customers and staff and all of the conversations and watching them enjoy their food and beverages. I love customers’ compliments of our staff and food. 

7. If you could travel anywhere in the world, where would it be and why?

I’ve always wanted to visit New Zealand. It looks like a fun, beautiful place with many outdoor markets and activities. 

Itzia Rico 

Studebakers Coffee House & Deli


3990 Main Street, Kelseyville, California 95451


IG- Studebakerscoffee  

Business Hours 

Saturday & Sunday – 7-4 

Monday – Friday – 6-4

Itzia is Paying it Forward to Caitlin Andrus– owner of Oak Boutique. 

Stay tuned for Oak Boutique! 

Lori Armstrong

Lori began her career in the legal field, leaving that position to pursue full-time writing endeavors. Being a criminal court reporter for the Record-Bee, she balances the chaos in her brain by writing children's books and reflective pieces. When time allows, she publishes books for Amazon.

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