Esprezzo CafeEsprezzo Cafe is located in Noranda, Western Australia. It is owned by husband and wife Jason and Bri, who strive to bring healthy wholefoods to the community, made with care and passion. Bri’s partner is a chef, and although her passion was never hospitality, she was working in hospitality recruitment when she met him. Upon conversation, Bri and Jason found that they had similar goals, they both wanted to work for themselves, and so combined both of their skill sets to set up a café. Esprezzo opened in mid 2008.
Esprezzo’s mission and vision has changed since they started. This was due to the already existing clientele of the previous owner, their location- being unique, in a shopping centre and near a sporting centre, the awareness and education around food at the current time- evolution and knowing that they had to work with their existing clients and over time build up new ones with their philosophies to keep business running profitably |
motivationBri never liked being told what to do, so she knew for certain she wanted to be her own boss.In her other hospitality jobs, she always liked to find proactive things to do, but it was a blow to ego when you’d think you had a good idea but the owners say no. With her own business, she would be able to develop those ideas and apply them. Both Bri and Jason come from a family of business owners, so they are used to that kind of environment.
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how the business startedBri and Jason knew that they wanted to buy an existing business for a number of reasons
-Cheaper set up costs -Existing base to build on which means a guaranteed income (regardless of how little) -Previous trading history to go by, as this allowed them to gauge foot traffic and viability of the business From initial concept to opening day was around 6 months. This included -Sourcing money for the start up -Finding a viable location -Branding -Marketing -Fit- out -Training and menu planning etc. |
financial processSet up a document- make a very transparent business plan, as professionals can see straight through it. Include all costs, and with that, overcost it. Projecting your turnover is also very good in order to get an idea about where the business will go, and how it will evolve in the future. Bri and Jason had family and friends help with their startup funds, however they also use crowdfunding, which provides extra cash, gets the community involved and promotes the business, as well as giving rewards, eg 20 free coffees creates habit.
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competitive advantageEsprezzo has rebranded 3 times in 8 years, which gives them a fresh look, logo, presentation etc. They understand that over time, people have evolved and changed and so has perception on food and coffee, and so the business also needs to change.
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future expansionThe owners are thinking of selling the business and focusing on new plans. Bri and Jason run a consulting business on the side which helps people to start up their own businesses. They softly launched it, but when Esprezzo is sold, they can focus entirely on it. Expanding is very patentable, but they don’t want to for personal reasons, Bri believes that it would be selling a lot of her soul, and Esprezzo would lose a lot of what it’s about.
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Media presence and marketingEsprezzo can be found on all the big social media platforms, you can find them on facebook, instagram, twitter and all of the reviewing sites eg zomato. They also contribute to the community, such as sponsoring local sporting teams, attending fundraisers and donations. Word of mouth is another way they get customers, as well as immersing themselves in the coffee community – organize cupping and smack downs etc. Another way Esprezzo markets through television- Matt and Kim to the rescue, and as well as entering competitions.
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