Inside LeGrand’s approach to business, entrepreneurship

The basics:

• Eric LeGrand expanding LeGrand Coffee House with second planned café
• Former Rutgers football player also continues to build bourbon brand
• LeGrand says entrepreneurship requires constant problem-solving, long hours, persistence
• Encourages aspiring New Jersey entrepreneurs to lean on fellow small-business owners for advice

For Eric LeGrand, growing his businesses is about more than milestones and headlines – it’s about the grind, the lessons learned, and the day-to-day work that makes success possible.

From the launch of the Scarlet Knight Series bourbon with Rutgers University to the growth of his Woodbridge coffee shop and the planned second location in Middletown, LeGrand has spent the last few years building ventures that reflect both his entrepreneurial drive and his connection to the community.

Each step forward is rooted in careful planning, collaboration, and a commitment to delivering quality experiences for his customers.

As he prepares to open the Middletown café and expand his bourbon brand, LeGrand offers a candid look at what running multiple businesses really entails. It’s not just the buzz of announcements or partnerships. It’s the sleepless nights, the constant problem-solving, and the attention to detail required to make every operation run smoothly.

In the final installment of a three-part series from a recent interview, LeGrand shares the lessons he’s learned along the way, the advice he offers to aspiring entrepreneurs in New Jersey, and the mindset that keeps him moving forward.

He reflects on how his teams make growth possible, how milestones feel after months of hard work, and how he continues to stay connected to his community – all while expanding his ventures and pursuing new opportunities.

Part of the daily grind

LeGrand spoke about the process and how he gets into the nitty gritty of owning and operating his businesses – the day-to-day stresses beyond any headlines and stories like this. And the reward that comes with that grind.

“I enjoy the grind because I enjoy the results – they don’t happen easily,” LeGrand told NJBIZ. “It is a grind. It’s hard work. Most of the time you are stressed more than you are happy. You’re trying to figure out – OK, how do you hit numbers here? How do you make the business grow? Not every day is great. People always think everything is roses and dandies – and it’s just not.

“A lot of times, you have to work to get to that ultimate goal. That’s why, when you hit certain goal, or you hit certain milestones – it makes you feel that much better. Because there were so many ups and downs along that road and that journey to get there. That when things do go in that right way – when you get that break, you’re like – wow, that was not easy, but it’s awesome.”

“And I imagine with this Middletown expansion, you probably got that feeling?” NJBIZ asked.

“Oh, yeah,” said LeGrand. “That announcement and seeing the feedback was such a great feeling. Because like I said, I’ve been working on this since last year. And I told some people about it, but most people didn’t know. I’ve been working on it for months upon months – building it out just to make that announcement.

“Now that we made the announcement, there’s still so much to be done – that’s why I didn’t sleep that night,” he said, noting all of the things that have to be done in advance of the opening. “My mind was like – the announcement’s out there. Now it’s time to execute. We’ve got to get stuff done.”

Real social connections

“What would be your advice to a young entrepreneur starting out, particularly in New Jersey, where it’s not always the easiest place to do business?” NJBIZ asked.

“I would say definitely lean on other people that are not even in the same business – but are in small business, other entrepreneurs,” said LeGrand. “You see a lot of stuff on social media, and social media will fool you. Because you think everything is great, look at how much they are doing.

“But then when you actually get to talk to other business owners, and you hear their struggles – and what they’re going through, you’re like – ahh, I’m not the only,” he stressed. “I’m not the only one that’s dealing with this right now. It’s very humbling, and makes you feel like things are never as bad as you think that they are.

[W]hen you actually get to talk to other business owners, and you hear their struggles – and what they’re going through, you’re like – ahh, I’m not the only … It’s very humbling …
– Eric LeGrand, entrepreneur

“And I would say for people – make sure that they lean on that. Talk to other business owners, talk to people that have done it before you,” he explained. “Learn from the past – and don’t ever think that, oh yeah, I want to be the best at this. Because some people come out and they want to be the best. Some hit – some don’t.

“But make sure you’re trying to learn from other people that have been around it or been through this before. And then try to put that into whatever you model is.”

Community influence

“What impact do you hope your businesses have on the community?” NJBIZ asked.

“I want people to feel like once they come into my place, you’re going to get a great product. You’re going to feel comfortable – our motto is coffee, comfort, satisfaction,” said LeGrand. “You feel comfortable there. You’re happy while you’re there. You forget about all of the stuff that’s going on in the outside world.

“You’re just thinking about what’s going on that day. When you leave, you leave satisfied. You want to tell a friend or family member – I had a such a great time at LeGrand Coffee House,” he continued. “You’re there. You’re comfortable. We’re welcoming to everybody of all kinds.”

Thankful for his team

“So much going on between the coffee side, the bourbon side, and your other ventures; how exciting of a time is it and for what comes next?” NJBIZ asked.

“Exciting and stressful all at the same time,” said LeGrand. “I continue to tell people – I wouldn’t be able to do this second shop without my staff at the first shop and the work that they do. The people that are coming through my business see my staff every single day. And if they weren’t doing their job and doing the right things, people wouldn’t want to come, and I wouldn’t be able to open another shop.

“So, I’m thankful for my staff, and without them, this honestly wouldn’t be possible.”

He continued, “I’m excited to see how many more people in the Middletown area and in the Monmouth County area get to enjoy what we’ve been brewing up here in my hometown of Woodbridge.”

But, wait, there’s more

On the Eric LeGrand Bourbon side, he expressed excitement about how people continue to take to the Scarlet Knight Series – as well as more barrel picks, tastings, and other events with liquor stores and bars.

The conversation wrapped highlighting another key part of LeGrand’s professional work alongside his growing brands.

“I still do speaking engagements for a living. That’s what I do,” he explained. “That’s how I pay my bills. The businesses – I’m growing for my future. But how I pay my bills on a daily basis, I still do motivational speaking for businesses and schools and whatnot. So, if people are looking for a motivational speaker, definitely reach out to my website: EricLeGrand52.com.”