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REGULARS: Café case study
the bar, with rich descriptions of the bean blends and their origins scrawled across it in rainbow chalk. But the homely ambience extends beyond the tangible, as Rupert’s naturally talkative, disarmingly charismatic nature gives a welcoming presence that seems to radiate beyond the door. “I wanted the interior of the shop to have
a very familiar and traditional look, a kind of personal feel to it, so it looks a bit like a mish mash of furniture but its actually been done on purpose. Everyone remembers the old tables from their grandparent’s house. The rocking chair for example… everyone remembers rocking chairs. Not that I’m trying to re-create peoples’ grandparents’ houses, but its got that kind of tradition that people are familiar with. It’s quite important that all the furniture felt used.” The well-travelled Rupert displays an
Rupert Ellis
honest approach to running his business, and he has shunned uniforms for a more Victorian approach to shopkeeping. “People know the shop by the person behind the bar regardless of the product and I think this focus is important. People relate to those that look like them and like to buy face to face. It means some will come in just to chat and loiter, though of course the quality of the coffee is essential.” Rupert’s energy and enthusiasm for his
trade and people has allowed him to secure some of the most exclusive suppliers from the UK, including a roaster in London who are notoriously selective about their clients. “I’m going straight to the source so I can guarantee the quality,” he explains. “There are only five artisan roasters in the UK that supply the strains I’m after and I’ve managed to get one. It’s the pinnacle of where I can get my coffee from so I’m really pleased.” His knowledge of world coffee is
extensive and though his stock constantly changes, he can tell you exactly what each tastes like, which region it has been grown in and even the farm it has come from. His involvement with Fuller’s Brewery has given him an awareness of the importance of understanding the aesthetic characteristics of a product. “It’s like wine. Over the last 20 years people have become more curious about the region that a grape is from. Now it’s the same with coffee – the regionality is a factor to taste. The geographical narrative is really important for what people are requiring on the high street. “The days of Starbucks and Costa Coffee
are, I think, kind of over. They still have their place, but people see through that now.
OOH JULY 2012
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