Coffee is not only tasty, but also profitable
The Endorfin team has remained stable all these four years: the three founders of the company continue to develop their business, chief barista Anna develops new tastes and trains staff. The staff turnover, according to Valentine, is natural. Someone graduates and leaves Tomsk, someone starts working in their specialty. There are those who, having accumulated start-up capital, start their own business. And some remain, simply because coffee is interesting.
numbering-mal.png “Endorfin” depends on the weather
– Our coffee house offers alternative methods of preparation (Kemex, Pourover, Coldbrew) and signature coffee: there is lavender raff and honey-ginger cappuccino, there is latte on cedar milk and pink men’s latte. And we also have a very important atmosphere, contact with the barista, in general – when the party and taste attractions begin. While we are not going to change our business model, it is quite dynamic at the level of Russia and even the world, ”says Valentin Kasitsky.
– We started with a separate pavilion, now there are two of them, and another coffee house is in the building of the former TEMZ recreation center. The difference in profit between a separate pavilion and a room in a large building is, of course. It all depends on traffic: the more people pass by, the more people come to us, that is, the greater the conversion. Of course, there are people who specially come to us for coffee, but this percentage is insignificant.
The number of “coffee with you” customers is very dependent on the weather. When the weather changes, and regardless of whether it was cold, but it became warm or vice versa, fewer people come to us. This cooling is especially true, of course: everything that makes you stay at home interferes with our business. Minor changes are noticeable in July-August, when the number of people in the city decreases. But the peak time is September, it is new blood, new interest of the students who arrived. Everyone who was not in Tomsk in the summer is returning.
In general, our guests are, firstly, students who gravitate towards a beautiful image. It is for them that we try to change the design of our cups in accordance with the latest trends of what is happening in the design. The second category is middle-income people who value taste and quality. They once chose Endorfin for themselves and go here. Somehow we manage to combine them.
Endorfin offers over 20 types of coffee. In addition to the classics, new items regularly appear, for example, “Duberry” – coffee with grapefruit bitterness, which is combined with the sweetness of strawberries and a distinct aftertaste of rosemary. Or Coldbrew – summer cold extraction coffee, brewed one drop per second.
The selection of personnel and the maintenance of his interest in the work, Valentin Kasitsky considers his main task. “Employees are my personal pride and competitive advantage of Endorfin,” he says. – We have a very convenient schedule, we always try to listen, talk and go forward – this is one of our principles. And the salary of the barista is the highest in Tomsk. In addition, we help employees grow: we have team building, courses aimed at developing taste skills and professional – how to communicate with guests, conflict-free communication. Nobody teaches this anywhere.
I always say that in a small business a leader is a person who can, firstly, see an opportunity, and secondly, combine resources. When we started working with coffee, we knew absolutely nothing about it. Accordingly, the task arose – either to learn by ourselves, or to attract a person who knows how. And the second option is the most correct one, it is connected with the issues of delegation. At the first stage, you just need to understand that you are recruiting a person whom you will obey. It is difficult for many people, but it makes life easier and makes all the processes right! Then, over time, you catch up with this person for some reason, if you are interested, and joint work begins already – and this is the coolest thing.
– I can’t say that the changes that have occurred on the market over these 4 years have greatly shaken us. On the contrary, we even minimized certain costs. For example, we had to find a grain supplier, which is beneficial to work with. And when the dollar jumped up, we began to discover local roasters. More precisely, I began to discover that our chef barista had been talking to me about this for a long time. And in the end, we found in Novosibirsk a man who fries espresso mixes for us. At some point, we increased prices by 5%, because for 4 years we could not help but do this. And still, we always have a slow and systematic growth in revenue, we note this.
The biggest problem was with the pavilions. People in the city administration are forced to struggle with the dominance of scary buildings, and sometimes it’s easier for them to put an end to any projects.