"Today's minimum wage doesn't go very far," said Obama.
He is pushing to increase the minimum wage to $10.10 an hour.
The message resonates with Steve Brewster, owner of Millcreek Coffee Roasters.
In fact he says he's paying even more and is challenging others to do the same.
"My challenge is $11.11 an hour rather than what he called for is $10.10, we can do more," said Brewster.
He believes when he does more as an owner, his employees do more.
"It works for everybody. I have better employees than most people, I don't have turnover, they treat our customers better," said Brewster.
Roaster, Eric Hatch says he sticks around because the higher pay makes him feel valued.
"Paying a wage is something that I actually feel I’m getting a little bit ahead in life, keeps me around," said Hatch.
Brewster insists the investment pays off in the long run.
"You can treat employees as commodities right? And lowest cost commodity could theoretically generate the highest amount of net income, but just like the coffee we buy, I buy the best, why wouldn't I have the best employees," asked Brewster.
Tuesday night President Obama said he will be signing an executive order requiring federal contractors to pay their federally funded employees at least $10.10 an hour.
Speaker John Boehner criticized that statement from the President saying he should not bypass Congress.
Boehner says minimum wage increases in the past have cost hundreds of thousands of Americans their jobs.