The art of running a station
EST
2015
Roastery & Cafe
Start-up guideline
The art of running a station The Espresso Station’s start-up introduction
Chapter 1: Once upon a time at grandma’s house 3 Chapter 2: Farm, roasting & inspiration 5 Chapter 3: Our customers 11 Chapter 4: Branding & Marketing 13 Chapter 5: Architecture design 15 Chapter 6: Menu 17 Chapter 7: Why The Espresso Station? 23 Chapter 8: Take a cup 25
Chapter 1 Once upon a time at grandma's house It’s all started from an alley in Hoi An Ancient Town, Vietnam, where Mr. Trung Phan, a young Vietnamese eagering to define self-existence, has decided to make a move in his life: Switching to Barista career to fulfill his deepest dream, despite five years in tourism.
I worked so that I could follow my own path and to see if I could reach my own dream of being a Barista.My dream of opening “The Espresso Station” gave me the strength to work and make my dream come true, to bring my baby to the world.
With thriving heart, “The Espresso Station” soon started to be formed. On July 25th 2015, Mr. Trung rent his grandmother’s house, hidden in one of Ancient Hoi An’s alleys. The traditional house reflects its long history, with rusty yellow walls, blue stained doors and an old kind lady that you may see wandering around. The ancient place then turned into Trung’s “little station”. With family-like atmosphere and the awakening scent of raw coffee beans, the station attracted dozens of tourists. It’s menu is full of in-house exotic recipes, from charcoal espresso to colorful latte. People started to notice the young owner, who cares about ultimate quality, aesthetics and creativeness every single coffee cup. Good thing come to those who hustle. The Espresso Station is going fast with continuously revived menu, passionate staffs and inspiring atmosphere. It’s might not a place for lingering, but it’s a warm house that welcome young dreams flow in to chill and be nourished.
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Our Core Values A good cup of coffee contains pure ingredient, countless recipe testing and a big heart full of passion. A Station is a flexible place where everyone is welcome. They can go to the station to stay connected, to share stories, and to open the mind. This is what you can expect at “The Espresso Station”: A great cup of coffee that requires both passion & heart, and a place to enjoy with an open heart. I make coffee in a unique way, so I hope that when you drink my coffee you can taste something uniquely different and that you share a small part of the journey I am on.
Trung Phan Founder - The Espresso Station
Straight from farms
Raw quality
Creative deliveries
Heritage
Our coffee beans are grown by trusted farmers in Vietnam, especially Lam dong province.
Rau coffee beans are then grinded in-house, and go straight to the cup for best quality.
Our menu is changed monthly with in-house, creative drinks & food recipes.
The design & operation are no doubt Hoi An style: Royal, rusted & family style.
Customers care
Social impact
old & young, bold & straight, optimistic & socialise, our customers are always be the inspiration for us to continuously innovate.
At The Espresso Station, we care about personal development and the social responsibilities: be the the inspiration, the start-up spirit and the courage to lead one’s life.
Scalable
Flexible investment scheme, ranging from small stall to large coffee shop, The Espresso Stations can be anywhere on earth.
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The Espresso Station is an inspiration of highest quality coffee beans, the outstanding barista and the modest vibe. We are now have 2 hot locations in Hoi An Ancient town & Da Nang City.
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1000+
hot locations
50+
cups per day
creative receive
50+
professional baristas
More Stations’ coming
20xx
opening the new concept of The Espresso Station in Danang.
opening the first “The Espresso Station” Roastery & Cafe in Hoian
2015
2018 2015
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Chapter 2 Farm roasting & inspiration We operate directly with trusted Vietnamese farmers.
From beans to cups We use 100% Arabica from Lamdong, Vietnam, working tightly with farmers and coffee producers to improve quality. Our speciality beans are ETHICAL and SUSTAINABLE. We support farmers with fair prices, reinforce commitment and dedication to produce the HIGHEST QUALITY coffee beans. We roast a range of SINGLE ORIGINS , ORGANIC BEANS and BLENDS, so you can sort them by your preferred brewing method.
We teamed up with coffee farmers in Lam Dong, Vietnam. Mr Diec, the one who love his farm rather
than his wife.
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Mr. H’Ray, a professional in coffee farming & storage.
In-place roasting
At THE ESPRESSO STATION, beans are roasted directly to ensure the drink’s freshess everytime. As small-batch micro-roasters, we believe the fresher the coffee beans create better cups. That means we roast the green beans before the day you order them. This way each order is as FRESH as it could possibly be!
Coffee beans are roasted and packed directly at store.
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We also offer freshly packed coffee products. With in-house packaging, we provide our partners high-quality products in designed packaging.
Wholesales We value our wholesale partnership. Since 2015, we have been enjoying successful relationships with other coffee shops, restaurants or offices that serve our HIGH QUALITY coffees. Our fresh coffee beans are roasted per order, packaged and shipped directly. Our wholesale team are trained coffee experts and supportive any time.
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Equipment & Training We provide training courses and sharing our knowledge to our customers. With WORKSHOPS, TRAINING SERVICE and EQUIPMENT SOLUTIONS, at our coffer lab in Danang, we are willing to share & support in setting up your coffee business.
Barista classes open monthly and weekly, depend on the demand, with discount for group register and special price for staff training.
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Chapter 3 Our customers We are lucky enough to serve people with free spirits, young mind and open thinking around the world.
If you are a coffee lover, we are here to share the love. If you own a free spirit that travel, we are here to chill up your trip. If you are a man or woman that have stories, we are here to listen. The Espresso Station might not be the place for lingering, but it can be a tailored coffee station that just fit in with you.
With two stations at the most attractive locations in Vietnam: Hoi An Ancient Town & Da Nang City, The Espresso Station approachs both locals and tourists. We have a chance to hear different point of view and, therefore, we are able to develop our blended menu & neutral chill-out atmosphere. Good things have wings, or may we say, we are beloved. Our instagram is full of friends captured in their most relaxing moment, spreading the peaceful vibe that we want our customers to have. More people come to chill, more artistic insta-pics, and more love for the coffee. Check out our instagram @theespressostation, you may find the reflection of yourself.
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Chapter 4 Branding & marketing
THE ESPRESSO STATION LOGO
Up-side-down The unbreakable creativeness
We have ready-to-use materials for branding & marketing purposes.
The edges bold characteristic, unstopable determination
The Station A retro combination resembles the place for everyone to come and enjoy
The making of The Espresso Station Logo reflect its own characteristic: Determination, Creativeness and Social connection. Its determination that makes things happen, plus creativeness for people to remember, therefore The Station is formed, be a place for everyone to stay connect to each other. 13
COLORFUL BRUSHES
& hand writing The color scheme & brush shapes, freestyle lines resemble the youthful spirit & cultural aspect that The Espresso Station wants to deliver. We come from Hoi An, a home of yellow rustic walls & blue doors, recalling the golden time of royal dynasties, when the prosperous Hoi An served as the main trading city. To reflects its mothertown, The Espresso Station’s Brand Color is a mix of yellow and blue, with some little dots of secondary colors to maintain aesthetically ballance. With free handwriting font, we want to deliver our love in a purest way, just like reading a note from your lovers.
Product ready
We have packaging design with branded texture for coffee powder & other products ready to be sold.
With rustic texture and hand writing, you can buy our product for your loved ones.
There are more to come, visit out website www.theespressostation.com and insta @ theespressostation. 14
We have pre-designed theme that recall the history for investors.
Chapter 5 Architecture design It’s all started from Hoi An: Yellow walls, blue windows, rusty outlook & vibrant atmosphere, The Espresso Station’s architecture design is therefore reflect ancient town.
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The first look is yellow. Just like Hoi An, The Espresso Station use this color as a recall to our Unesco World Heritage: an exceptionally wellpreserved example of a South-East Asian trading port dating from the 15th to the 19th century. Its buildings and its street plan reflect the influences, both indigenous and foreign, that have combined to produce a royal yet dinamic place that own a prosperous economy.
At Hoi An Location, The Espresso Station renovates an old house, keep all the existing detail, adding modern vide of the coffee machine, coffee grinder and vibe music. Its a combination between home-like memories and the recent wave that the young Vietnamese people want to deliver. Huge coffee grinder is placed here to roast in-place coffee beans, which are shipped directly from Lam Dong farms. People can taste and buy freshly roasted coffee powder here at the shop.
At Da Nang branch, The Espresso Station follow renovation style. Modern details enhance the rustic golden corner & wooden interior, recall the history yet let the western wind flow in.
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Chapter 6 Menu
Discover the drinks & coffee pakages at The Espresso Station.
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Made by highest quality ingredients and a large amount of heart, the menu is full of exotic recipes that are made by the founder himself - Mr. Trung Phan.
Blue Latte
Steam milk, Butterfly Pea, and prevent dementia (No caffeine).
Pink latte
Steam milk, beetroot, beetroot can help lower blood pressure, boost exercise performance and prevent dementia. No caffeine.
Dark soul latte
Espresso blended with hot creamy milk and Activated Charcoal.
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Creative coffee culture At The Espresso Station, the combination between traditional Vietnamese, Ytalian coffee & creativeness is highly prefered. Coconut Coffee
Black Latte Iced
Egg Coffee
Bling-Bling
Coconut cream blended with condensed milk and ice, topped with espresso.
Double shots of espresso topping with a well-whisked mixture of condensed milk and egg yolk.
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Espresso blended mix with activated charcoal and fresh milk foam.
Cau Dat Arabica 100% cold brew coffee, magic stuff.
Interactive drinks It’s not only stirring, it’s also about interaction and staying in the moment.
Coffee Ice Cubes Ice cubes made of frozen coffee topped with cacao powder, served with hot creamy milk separately.
Affogato Double shots of espresso, served with 1 scoop of vanilla icecream.
White
Cold Brew
Organic Robusta in Cold brew coffee, milk cube.
Made with 100% Cau Dat’s Arabica.
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"Phin" & white Try the traditional Vietnam’s authentic “Phin“ coffee and check out the white mixture.
Ca phe sua (White) Ca phe đen (Black) Coffee is brewed in individual portion using “phin”: a small metal Vietnamese drip filter, added with condensed milk
Espresso Macchiato / Latte Macchiato
Espresso Macchiato: Espresso marked with a small amount of steamed milk and foam for a rich, bold taste Latte Macchiato: steamed milk, marked with espresso for a creamier drink
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Cubano Cortado
Espresso blended with condensed milk, in steamed milk lightly topped with foam.
Magic
HOT : steamed milk poured over double shots of espresso, served in a short glass COLD : double shots of espresso brewed directly in cold milk – reduce the acidity in coffee, served in short glass
None-caffein We also offer tea or blended drinks for non-caffein customers.
Coconut Chocolate
Coconut cream blended with condensed milk and ice, topped with chocolate
Iced pink latte
Cold milk foam , beetroot. Beetroot can help lower blood pressure, boost exercise performance and prevent dementia (No caffein)
Butter fly bee
Butterfly pea flower combination with fresh lemon juice. Cold down your body.
Chocolate
Chocolate blended with hot / cold creamy milk, topped with cacao powder
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Chapter 7 Why the Espresso Station? Let’s shaking business up! Join The Espresso Station lover club, which has closed coffee bean providers, creative menu, ready-to-use branding and interior design, training service, as well as the consultancy from experienced operation team.
If you are • A coffee lover. • A positive attitude and thriving mindset, breaking rules everyday. • A remarkable enthusiasm. • Keen on culture, community and people. • The ability to inspire others. • Hunger to succeed with the chosen path.
then you are one of us
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Why The Espresso Station? With successful locations, solid concept and dynamic team of operation, The Espresso Station can offer fully support and various scheme.
Flexible investment
The Station can be optimise according to investor’s plan.
Scalable model
From 50 m2 to multiple level hosing, the Station can be scaled depends on location and market.
ready-made materials
Branding system, marketing materials, brand product, social media, coffee shop assets are already set up.
Traditional station Hoi An
Architecture design
Based on a pre-design framework for interior and exterior, a station architectural drawing can be set up in no time.
Start-up consultancy
From chosing a location, budget planning, setting up the team, running operation, etc. We have your back.
The renovating station Da Nang
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Chapter 8 Take a cup
Let’s take a tour to The Espresso Station. We have 2 locations in most visited cities of Vietnam: Hoi An ancient town & Da Nang City. Pay a visit and feel the espresso now!
The Espresso Station HOI AN 28/2 Tran Hung Dao, Hoian
The Espresso Station DA NANG 169/4 Tran Phu, Danang
(+84) 905 691 164 theespressostationhoian@gmail.com @the_espresso_station #theespressostation theespressostation.com 25
Whilst we are all walking along our own same path, we also acknowledge that life is not just about reaching a destination, it’s about enjoying the journey along the way. Trung Phan Founder - The Espresso Station
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Tel: (+84) 905 691 164 Address 1: 28/2 Tran Hung Dao, Hoian Address 2: 169/4 Tran Phu, Danang
