At Simple Roast Coffee, we take pride in our straightforward, sophisticated, and locally roasted brews. That’s why we’re thrilled to announce our partnership with the Inns of Aurora, offering their guests an exceptional taste of Finger Lakes coffee. Lovingly roasted right here in Auburn, NY, this collaboration brings together our shared values of quality, approachability, and dedication to the local community.
We sat down with our founder, Matt Peirson, to talk about his journey—from teaching himself the art of coffee roasting to managing a growing business while raising twins—and the joy of crafting coffee that’s as uncomplicated as it is exceptional.
A Simple Vision
“I’ve always had a pretty clear vision of what I wanted,” says Matt, recalling his college days. “I told a friend, ‘I just want to own a coffee shop, have a wife and a couple of kids, and enjoy my weekends.’”
Today, that vision is a reality: Matt’s married with twins, running two successful drive-through locations in Auburn, and loving every cup of coffee he roasts. While the journey hasn’t always been as simple as his dream, Matt finds immense fulfillment in his work.
“Coffee roasting is the hardest thing I’ve ever done, but it’s also the most rewarding,” he says. “It’s amazing to be part of a team, interact with our baristas daily, and hear how much our customers love what we do.”
From Hobby to Hustle
Matt’s passion for roasting began in 2011 as a hobby. A natural tinkerer, he fell in love with the endless possibilities of coffee roasting after his parents gifted him a small roaster. He started experimenting, selling at local farmers’ markets to fund his hobby, and slowly scaling up his operations.
“It was a lot of trial and error,” Matt explains. “The roaster I started with didn’t have temperature gauges or automation, so I had to rely on my senses—how it smelled, how it looked, and how it tasted.”
These early experiences shaped Matt’s intuitive, hands-on approach, which still guides Simple Roast Coffee today.
Building a Community of Coffee Lovers
Simple Roast’s first big leap came in 2016, when Matt purchased a small drive-through kiosk—fondly called “the hut.” The cozy setup was an instant hit with Auburn locals, who embraced Matt’s fuss-free ethos.
“Auburn was ready for this,” he says. “We didn’t try to be fancy or overly serious. We just flicked on the lights and said, ‘Hey, give it a shot. We’re glad you’re here.’”
Since then, Simple Roast has grown to include a second location and a roasting facility, but Matt remains committed to quality over quantity.
“We don’t pre-grind beans or use heat-sealed packaging. Freshness matters. That’s why we partner with wholesale clients, like the Inns of Aurora, who share our commitment to delivering coffee at its best.”
A Perfect Match
The partnership with the Inns of Aurora felt like a natural fit for Simple Roast. Matt appreciates the Inns’ attention to detail, from their use of fresh grinders to their focus on offering guests a truly memorable coffee experience.
“A freshly roasted coffee tastes completely different from something that’s been sitting on a shelf for weeks,” Matt says. “Our single-origin Peruvian coffee, for example, gives guests a chance to taste something pure and distinct—coffee from Peru, unblended and roasted to bring out its unique character.”
Keeping It Simple
While Simple Roast has grown significantly, Matt’s goals remain grounded. “I’ve already fulfilled my college dream,” he says with a smile. “Another location might kill me, but I’m content. We’re here to serve Auburn, roast great coffee, and enjoy life.”
Through partnerships like the one with the Inns of Aurora, we’re proud to share what makes Simple Roast Coffee special: an honest, down-to-earth approach to extraordinary coffee. Whether you’re savoring a cup at the Inns or stopping by one of our drive-throughs, we’re just glad you’re here.