Hayley Lusk, manager of Battle Cat Coffee’s East Asheville location, has forged an unexpected and fulfilling path since her days as a student at the University of North Carolina at Asheville. Initially majoring in Drama, Lusk’s journey took a significant turn as she discovered the value of trade work through technical courses.
“My two years at UNCA had a profound impact on how I viewed myself in the workforce and what I wanted out of life,” Lusk said. “I enrolled with every intention of majoring in Drama, but the reality of university life left me more confused than ever. Like many ‘dropouts,’ I started my career in food and beverage.”
Lusk credited her technical drama classes for reshaping her career perspective.
“Before, I had only considered a four-year university track. Growing up in a rural area, I wanted to break negative stereotypes about trade careers. The class opened doors I hadn’t considered,” The coffee shop owner said.
Lusk noted that her liberal arts education prompted her to reevaluate her career plans.
“It made me scrutinize my path, allowing me to explore other disciplines and continue my education in a more relaxed setting,” Lusk said.
Lusk fondly recalled professors who influenced her journey, particularly a technical drama instructor known for his engaging teaching style, whom she described as a “mad scientist.” Another significant mentor was Brent Skidmore, a sculpture professor who has since become a customer at Battle Cat.
Regarding Battle Cat’s appeal, Lusk remarked that while the East Asheville location is still growing in popularity, the West Asheville shop is well-established. “The brand centers on quality, value, and a welcoming vibe. Our baristas are personable and remember regulars’ names and orders, creating a sense of community,” she explained.
Lusk has observed a shift in Asheville’s coffee culture over the years. “When I was a teenager, most shops were focused on 2nd wave coffee, emphasizing basic espresso drinks. Now, we’re in the 3rd wave, where origin and processing of beans matter,” she said, comparing coffee culture to the wine industry.
At Battle Cat, Lusk emphasizes the value of community connection.
“We’re like the ‘Cheers’ of coffee shops, where everybody knows your name. I strive to create a special atmosphere, encapsulated by my catchphrase: ‘community through coffee,’” Lusk said.
To maintain the shop’s popularity in a competitive market, Lusk relies on social media.
“Creating a dialogue through platforms like Instagram has given us a personal voice, reinforcing our shop’s vibe,” the owner said.
For aspiring coffee entrepreneurs, Lusk advises them to go with what is the simplest.
“Start with a manageable menu and focus on quality. Research your market and build relationships with your customers. Expect a challenging first year; word of mouth is the best marketing tool,” Lusk said.
Now a key figure at Battle Cat Coffee, Lusk has cultivated a welcoming environment that blends quality coffee with genuine customer connections. Her story reflects the journey of a community builder who has transformed her education into a thriving local business.
