The Room Behind the Warehouse

A working roastery in Clovis, California. Pallets stacked high, the hum of a Primo roaster, green coffee bags from Brazil and Guatemala lining the walls. Then a door opens, and everything shifts: Chesterfield sofas, brass table lamps, a hand-painted mural of a coffee cherry tree with an Italian phrase woven into its branches.

Dolce far niente. The sweetness of doing nothing.

This is Sanctuary Coffee Roasting's new tasting lounge, and it exists because Vatche Moukhtarian believes a quiet cup of coffee is a refuge in itself.

What Sofia Might Recognise

Sofia's specialty coffee scene has matured significantly. Roasteries like Blue Bag Specialty Coffee, led by head barista Francisco Lopez, work with verified farms and small-batch roasting much like Sanctuary does. Blue Bag's twelve-plus partner cafes serve excellent coffee. The craft is here.

Most specialty cafes here are built for throughput. The espresso machine is fast, the wifi reliable, the tables full of laptops. Moukhtarian's model suggests something different: a space designed explicitly for slowing down, where the point is the experience, not the takeaway cup.

Accessibility Over Gatekeeping

The tasting lounge hosts free public cupping sessions every Wednesday and Thursday at 11 a.m. and 1 p.m. Each session lasts about 45 minutes, limited to eight guests, reservations by text. What makes them unusual is a tool Moukhtarian designed himself: Cup Rings.

These coasters use plain-language flavour and intensity cues instead of what Moukhtarian calls "coffee snob vocabulary." No tasting wheels with 47 descriptors. The rings meet people where they are.

"The idea was a speakeasy behind a working warehouse. You walk past the roaster and the pallets, open a door and the room changes."

Vatche Moukhtarian

Ritual as Hospitality

Moukhtarian's approach traces back to his childhood in Lebanon, where a roaster down the street would fill the block with coffee aromas two or three times per week. In his family home, every guest was greeted with a cup. His mother and grandmother would grind coffee almost to powder and brew it in a jezve. When the cups were empty, they'd flip them over and read fortunes in the grounds.

"That's what coffee was to me before it was ever a business. A way of welcoming somebody."

Vatche Moukhtarian

The tasting lounge is designed around how coffee is experienced. The blue rug, the leather ottomans, the burlap sacks from Peru and Indonesia on the walls: every element signals that you are meant to stay.

Two Rooms, Two Speeds

Moukhtarian operates two distinct spaces. Sanctuary Coffee Refuge, his cafe in northwest Fresno, uses Eversys machines for espresso-based drinks alongside pourovers and pastries. It's built for the morning rush.

The tasting lounge takes a different approach. A manual ECM espresso machine. No rush.

"Two rooms, two speeds, same coffee."

Произходът не е етикет - той е обещание, вплетено в самата тъкан.

Vatche Moukhtarian

He roasts to order in approximately 24-pound batches on a Primo roaster with Cropster software. The same beans go to both locations. What changes is the context, the pace, the invitation.

A Sustainable Model

This is not a boutique experiment. Moukhtarian is a classically trained chef with more than two decades of kitchen experience. He opened Cracked Pepper Bistro in Fresno in 2006 and won an episode of Food Network's "Guy's Grocery Games" in 2019. His wife keeps operations running; his children help on big roast days.

He is expanding Sanctuary's retail and wholesale reach.

"Coffee wasn't a pivot away from cooking. I build roast profiles the way I build recipes: balance first, then clarity, then sweetness."

Vatche Moukhtarian

What Cities Need

The tasting lounge at 12 W. Palo Alto Ave. in Clovis is a small room.

But the model it represents suggests that cities can have spaces designed for both productivity and pause, that a working roastery can contain a refuge, that hospitality means creating the conditions for slowness.

In June 2026, the Fresno City Council approved a lease for his company to operate a new Cracked Pepper Cafe inside Fresno City Hall. The chef who put a quiet room behind a warehouse is set to open his next cafe in a government building.

Frequently Asked Questions

Q: What are Cup Rings and how do they make coffee tasting more accessible?

A: Cup Rings are coasters designed by Vatche Moukhtarian that use plain-language flavour and intensity cues instead of technical coffee terminology. They sit in front of guests during cupping sessions, allowing anyone to evaluate coffee without prior expertise.

Q: How can I attend a cupping session at Sanctuary Coffee Roasting?

A: Free public cupping sessions are held every Wednesday and Thursday at 11 a.m. and 1 p.m. at 12 W. Palo Alto Ave., Clovis, California. Each session lasts approximately 45 minutes and is limited to eight guests. Reservations are made by text.

Q: What is the "two rooms, two speeds" model Sanctuary uses?

A: Sanctuary operates a fast-paced cafe with Eversys machines for quick service, and a deliberate tasting lounge with a manual ECM espresso machine for slow, intentional experiences. Both serve the same small-batch roasted coffee but in different contexts.