Second Alarm Brewhouse in Pasadena is pioneering a new business model: Great coffee that helps local volunteer firefighters. The shop has opened its doors in Pasadena and celebrated Saturday. But instead of cutting a ribbon, they cut a hose. The coffee shop was originally a coffee truck, and owner Duane McKee is a volunteer himself. It is the first of its kind, or at least to McKee's knowledge. The coffee shop is a non-profit with 501(c)(3) status. Money made will be used to develop a marketing firm to help volunteer fire companies recruit and raise funds. McKee also hopes to expand the brewhouse with a liquor license and operate as a pub at night. He plans to cut a firetruck in half and mount it to the front of the building. The front of a truck adorns the wall indoors. "I'm not interested in making money; I just want to help," McKee said.