High street café competition in Sydney’s suburb of Surry Hills is arguably the most intense in Australia, with every major coffee brand being represented within a 400 metre radius. To compete in this market takes more than just a unique café offering – finally it comes down to producing a great coffee.
Twenty year industry veteran and business owner, Phil of KOKO’s café, talks about his commitment to producing the perfect café experience and how important finding the right product was in taking him to the next level.
What do you like most about what you do?
I still love making coffee.
And how would you describe the set up at KOKO?
It’s very homely. When someone walks in, they have to feel comfortable; they have to feel accepted instantly. I look at it this way, because I look at it as a customer myself. You go to a café, you walk in and you see 3 – 4 staff members and no one acknowledges you – there’s nothing worse.
I’ve positioned my coffee machine at the entrance to the café, so I can instantly acknowledge that person. Making the customer feel important brings them back. I do that every day by making the coffee myself, and I try to make it perfect for everyone walking in.
How important is it to have a point of difference to your business?
Extremely important; it is what differentiates your business from the rest. Particularly in today’s evolving industry. I don’t classify myself as a one of the best baristas, just a more complete barista. I’m a businessman as much as I am a barista, so for me it’s not just about making great coffee. If I have to compare myself to a nearby café, their service is more robotic. You need to join one queue to order, one to pay, another to pick up your coffee. Here there’s no system … yet there is.
Do you see coffee company branding as a positive thing in the industry?
To a certain degree yes, but that depends on the market you want to attract. My market is not that audience. They are more discerning and savvy. I target people who come here because of the coffee, not what is written on the coffee cup. Coffee for me is about how it’s roasted, how it’s packaged and how it behaves through my machine.
Given the level of competition, how important is the choice of coffee?
In recent years, competition has grown. I had to make sure that my level of consistency and taste of coffee was always going to be competitive and needed to take my business to another level. I stuck with my previous supplier for so long, because I hate change.
Tell us a little about the blend you have now
The majority of coffee I sell here is milk based – drunk in 8 oz takeaway cups, so I wanted a coffee that has good body and sweetness, with an earthy, aggressive bite. I believe I achieved this working with Numero Uno. My blend consists of several high quality Arabica beans, some washed, some dry processed. The KOKO blend is made up of African coffee for a winey acidity and fruitiness, a high grown South American and Central American for a cleaner acidity, with a premium Sumatran for body and sweetness.
Any regrets in changing?
Absolutely not! I can’t believe I waited this long before I changed. It’s already having a positive impact on the business.
Phil, do you think that Arsenal will win the Champions League this year?
OK. My prediction for Arsenal this year is we will finish third in the leagues, and will get to semi finals Champions league; FA cup semi finals we’ll lose; Carling cup final we’ll lose. So we’ll win nothing!
Numero Uno’s Roaster, James Craig, began the process of developing the right coffee blend by first understanding Phil’s market, then establishing the coffees that would provide the kind of body, roast flavour and crema that Phil was looking for and that would eventually build KOKO’s brand.
To make a booking for Numero Uno’s Coffee Tastings or Professional Barista Workshops, phone Gina or Richard on (02) 8399 0111.
www.numerouno.com.au
