This article is based on TheStreet’s Stock & Markets Podcast. Hosted by Chris Versace, the veteran Wall Street investor and lead portfolio manager for TheStreet Pro, the weekly podcasts are available early to members of TheStreetPro investing club.

In 1524, the Ottoman Sultan declared that Khair Beg, the governor of Mecca, be put to death.

His crime? He had attempted to ban coffee.

While today’s coffee lovers will find this reaction a little extreme — right? — the story does highlight the immense passion that people have for the drink known as cupped lightning, bean juice, joe, rocket fuel and countless other nicknames.

And if you’ve got 90 seconds, Mark Davis is happy to hook you up.

Davis is CEO of Black Rock Coffee Bar (BRCB) and he sat down with TheStreet Pro’s Chris Versace during the Oct. 29 edition of the Stocks & Markets Podcast to discuss the company he said will “be a bold consumer brand … rooted in culture and community.”

Founded in Beaverton, Oregon in 2008, as a single 160-square-foot coffee bar, the company, which went public on Sept. 11, has since expanded to over 170 locations spanning seven states from the Pacific Northwest to Texas.

Black Rock Coffee Bar is looking to grow 20% in 10 years.

Black Rock Coffee Bar

Black Rock Coffee Bar CEO: We emphasize the barista

“We really have an emphasis on the barista and the experience,” Davis said. “Having grown up in the industry, everybody on our team and everybody within the company works real hard at making sure that we realize the baristas are our point of difference.”

The way the baristas connect with the customers and build a community, he said, “in turn helps us build, a great brand and a great company.”

More Retail Stocks:

  • Mall retailer makes comeback after closing 100s of stores
  • Costco quietly made a major benefit change
  • Workers strike could keep popular shoe brand off shelves
  • T-Mobile to discontinue convenient customer perk after 10 years

Davis is operating in a monstrous market, as 66% of Americans drink coffee daily, Versace said, “and the demand for premium coffee continues to rise.”

The worldwide coffee drinking market clocks in at roughly $486 billion, according to Statista, with $105.4 billion from at-home consumption and $380.2 billion from out-of-home imbibing.

And with all that money comes all the competition, starting with Starbucks (SBUX), the world’s largest coffeehouse chain, along with such names as Dunkin’, Dutch Bros (BROS), Peet’s Coffee, while other companies like McDonald’s (MCD) look to get in on the java act.

“I understand the part on the barista,” Versace said. “But when it comes to an execution business, how is your go-to market? How do you compete with these folks?”

“We want everything to be under 90 seconds,” Davis responded. “We would work really hard from the time you place the order to the time you receive it, that you’re going to get it in 90 seconds.”

Davis said Black Rock has a high grade of coffee, with roasters in Vancouver, Washington and Tempe, Arizona, and the company is looking to add a third one.

Company’s same store sales strong

“If we’re friendly, if we’re fast, if we’re accurate, and I give you a high-quality beverage, especially at a good value proposition, you’re going to come back often,” Davis said.

Davis said Black Rock is looking to grow at 20% and within 10 years, “we were going to be at 1,000 units.”

Related: Stocks & Market Podcast: Return to sender is big business that shows consumers remain healthy

This is a turbulent time for coffee market. Prices have surged as President Donald Trump imposed a 50% tariff on Brazil, which produces 40% of the world’s coffee.

The U.S. Senate approved a resolution on Oct. 29 that would nullify Trump’s tariffs on Brazil, including oil, coffee and orange juice.

Trump addressed the issue himself, telling reporters aboard Air Force One on Oct. 28 that “we want to get coffee down a little bit.” 

“We buy our beans from eight different origins,” Davis said. “We are able to move between those eight origins and come up with the best flavor profile, the most consistent flavor profile, while also paying the appropriate price and keeping our prices as consistent as possible.”

So, if Brazil has higher coffee prices because of tariffs, Black Rock can move to Mexico.

“Are you seeing consumers continuing to spend, or are you starting to see them become a little more hesitant, maybe trading down in your menu?” Versace asked.

“We’ve had really strong same store sales and even better, same store transactions,” Davis said. “I’m really proud of that and how the teams have been able to continue to grow our business.”

Whether the economy is tough or whether it’s good, he added, “everybody wants that experience and wants that value proposition.”

Related: Scary Frankenstein fraud is a growing financial crime, analysts say