In the recent years, the golden age of the specialty coffee shops seems to be over and has come to a heated competition in Korea. The specialty coffee shop owners have to deal with the extremely competitive environment, where the competitors are as many as 10 or more coffee shops within a radius of 100-200 meters. The purpose of this study is to find out the relations among the psychological characteristics of specialty coffee shop owners, the job satisfactions and their career recommendations. Here we focused on the hypotheses that the characteristics of the ownerships-dedication, initiation, goal-oriented, positivity, risk-taking propensity- could have effects on the emotional and/or the financial satisfactions of the specialty coffee shop owners and these satisfactions could have some extent influence on the degree of career recommendation to those potential coffee shop owners. From the results of empirical research, the theoretical and practical implications could be found by suggesting more successful characteristics of small business owners in the coffee or food industry. The result could also be applied to improve the business performance of those who are already in the business.