A CUP ABOVE THE REST
By Johan du Preez. 18 May 2015.
The Daily Coffee Café with its New York meets Karoo theme recently opened its third café where coffee lovers can savor the ultimate in coffee, this time in the new Vergelegen Plein shopping centre on Sir Lowry’s Pass road, Somerset West.
“We do not only sell coffee, we afford a warm emotion,” says Adriaan de Bruyn, owner of The Daily Coffee Café franchise group, an independent truly South African owned business based on world-class standards with coffee cafés already in Paarl and Wellington. “Our cafés offer seclusion for a lingering me-time breather, a homely corner to catch up with a friend, an appealing ambience for business discussions and a quality setting to treat the family. And we have the best coffee!” Adriaan adds.
Adriaan started his first coffee café in 2013 in Paarl. “I became frustrated with typical coffee shops which look like one another, even serving the same below standard coffee as the other. It was time to introduce something with appeal,” he says. He chose Paarl for this venture, knowing that the town has the biggest number of coffee shops per capita in the Boland. If he could succeed there, then he would succeed anywhere, was his approach.
The Daily Coffee Cafés in Paarl and Wellington soon became destinations of choice. Not only did Adriaan make it a priority to personally get to know his clientele, he also created ongoing opportunities to share his coffee knowledge with his clients and, furthermore, to gain from feedback from them. “More than 70% of our clientele are regulars, some even driving as far a 20 km just to visit us,” says Adriaan. “This could relate to the fact that our clientele visits a destination where they experience genuine hospitality, where they’re known by name and where the staff knows what they prefer. It could also be that they’ve become accustomed to seeing and meeting the same, proficient members of staff whenever they visit. It’s definitely also for our good coffee and it could even be for our apple strudel, made from an original Austrian recipe which, on occasion, brought tears of nostalgia into the eyes of an elderly German gentleman.”
Adriaan carefully selects experienced staff. Such already excellent performers, now with focused training added, perform exceptionally well right from the start. The baristas who prepare and serve the espresso-based coffees undergo extensive training at Terbodore Coffee Roasters in Franschhoek, the supplier of quality coffee to The Daily Coffee Café.
The Daily Coffee Café does not use automatic espresso machines. According to Adriaan the use of manual machines enables the baristas to have better control over the preparation of the coffee and it allows them to deliver the best coffee results. “Manually prepared coffee is the one place where man is still able to do better than an automated machine,” Adriaan believes.
Adriaan is particularly excited about the future. “My dream is to grow the franchise group at a steady pace. To get there, I’m driven by my passion for people and my underlying desire to offer the Daily Coffee Café experience to a wider clientele to also come home to our fine coffee and to be hooked by our warm emotions.”
And the soon to be launched Daily Coffee Café in Calvinia in the Hantam Karoo, not only demonstrates Adriaan’s drive to grow the business, but, in a rather prophetic manner the franchise group’s New York meets Karoo theme is becoming a reality in a remarkable way.