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To those who want to create their own coffee shop

Fenster Cafe | 28 April 2023 | 14:40

Let’s digress from the history of the best coffee shop in the world for a moment. Let’s talk a little about philosophy. I am often asked for advice on creating coffee shops. And every time my advice becomes shorter and more specific.

So, how do I start my conversation when someone asks where and what kind of coffee shop should be created? It is very simple. I advise …. never to create a coffee shop, as well as anything related to the so-called hospitality industry. And above all, anything related to gastronomic activities. But there are exceptions.

So. Statistically, depending on the country and conditions, 97 to 99 percent of food startups fail. In the first two years. And one more thing. Even after two years, not so many survive to 5 years. I am not talking about those who are able to work efficiently and fruitfully for 10 years or more. This is just dry statistics. Even banks almost do not finance projects related to gastro, if the company is less than 5 years old. The reasons are known.

So, winning the lottery is more realistic than becoming a successful entrepreneur in the food industry. Do not forget that, unlike the lottery, you will have to work very hard and very hard. Until you are completely exhausted, and then so much more. Not to mention constant doubts and disappointments.

The reason is simple. The population of the settlement is stable, and the number of people wishing to earn money in gastronomy is constantly growing. It is because of the excessively large number of applicants for visitors’ money that we have such funny statistics.

On the other hand, such fierce competition generates quality. It is because of the need to constantly improve and improve, successful projects are forced to constantly move forward and never stop.

Competition is one of the main and beautiful features of business, especially in gastronomy. I love this competition.

But everything is not so bad.There are a few exceptions when you can do gastronomy if you really want to. And here they are:

You grew up in a professional kitchen. Either you are the children of successful gastro-entrepreneurs, or you have worked very hard in various positions in the restaurant since childhood, in any case, you have spent a significant part of your life in the kitchen of a successful restaurant.

And you know everything from “a” to “z”: how the institution functions, what visitors need, where everything comes from and where it goes. In general – you know everything. So in this case, you do not even need my advice. You, with a high degree of probability, will become a successful gastro-entrepreneur yourself.

If you have nothing to do with gastro, but you have the appropriate amount of money and you want to become an entrepreneur in the hospitality industry – welcome. You just need to be aware of a couple of important points: success is expensive. Sometimes very much. And do not forget to multiply this amount by two. Or better – by three. Ask Chichvarkin. And the most important thing in your future business is people. And they are also expensive. Very expensive. Also to Chichvarkin, he knows. If this mood does not scare you – try it. Sometimes success smiles even to such people.
And the third exception. Fun, but often dramatic. You are just a crazy fan. Anything: food, drinks, yourself, success – anything. Crazy and stubborn always win. Just crazy – always lose. And that’s the fine line of this exception. If you have a little money or you know where to get it, if you believe in yourself and your goal for about 10000000%%, if you agree to work tirelessly for 5 years without any days off and schedules – then congratulations, you can theoretically get into those 0.7% of the lucky ones who survived the fifth anniversary of their institution.

What a fly in the ointment. The food business, like any other, is always a risk. And when you start your business, you have to forget about your investment. Treat it as if you have already lost it. Just forget about this money. It will be easier and freer to make important and correct decisions. Consider it an advice. Very important advice. And here I have a little story (will appear later on the video, the link will be here).

Now you know exactly why Fenster has become the best coffee shop in the world. Twice in a row (as of December 31, 2020). I didn’t have any gastro experience. And I had money for one try. Only one attempt. I would even say half an attempt. And then – only faith and stubbornness. And so it was.

And I have already drunk my traditional morning coffee in Fenster. Now I’m going for the second cup 🙂

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