<strong>Growing trend: </strong>Russia traditionally has a strong tea culture, but coffee consumption in the country has dramatically increased in the past decade.
Growing trend: Russia traditionally has a strong tea culture, but coffee consumption in the country has dramatically increased in the past decade.
Jeffrey's Coffee
<strong>Failsafe formula: </strong>"I've heard millions of times, 'Why don't you guys invent a tea shop,'" says Alexey Karanyuk, a founder and marketing director of chain Jeffrey's Coffee. "But I still can't understand how to make it trendy and modern."
Failsafe formula: "I've heard millions of times, 'Why don't you guys invent a tea shop,'" says Alexey Karanyuk, a founder and marketing director of chain Jeffrey's Coffee. "But I still can't understand how to make it trendy and modern."
Courtesy Moscow Coffee Book
<strong>Western marketing: </strong>Jeffrey's Coffee is so called because "Jeffrey" was the most American name its creators could think of.
Western marketing: Jeffrey's Coffee is so called because "Jeffrey" was the most American name its creators could think of.
Jeffrey's Coffee
<strong>"Time café": </strong>With a style inspired by classic US TV show "Friends," Jeffrey's charges visitors by the hour rather than for the coffee they consume and also features live music.
"Time café": With a style inspired by classic US TV show "Friends," Jeffrey's charges visitors by the hour rather than for the coffee they consume and also features live music.
Jeffrey's Coffee
<strong>Popular additions:</strong> "Hipster coffee shops have been around Moscow for five years, maybe. And they already feel like they've been there forever," adds Andrei Muchnik, a freelance culture journalist in Moscow.
Popular additions: "Hipster coffee shops have been around Moscow for five years, maybe. And they already feel like they've been there forever," adds Andrei Muchnik, a freelance culture journalist in Moscow.
Courtesy Moscow Coffee Book
<strong>Third-wave coffee: </strong>Founded in Moscow in 2012, Russian specialty coffee shop Double B has become a global enterprise, reaching cities like Prague, Barcelona, and Dubai.
Third-wave coffee: Founded in Moscow in 2012, Russian specialty coffee shop Double B has become a global enterprise, reaching cities like Prague, Barcelona, and Dubai.
Courtesy Moscow Coffee Book
<strong>Scandinavian influences: </strong>Moscow coffee shop LES (which means "forest" in Russian), has a rustic look and "hygge" feel, and Maria Raylyan and Konstantin Dmitrienko, co-owners of West 4 Coffee Brew Bar, believe others will move in this direction.
Scandinavian influences: Moscow coffee shop LES (which means "forest" in Russian), has a rustic look and "hygge" feel, and Maria Raylyan and Konstantin Dmitrienko, co-owners of West 4 Coffee Brew Bar, believe others will move in this direction.
Courtesy Moscow Coffee Book
<strong>American-style service: </strong>"I think the idea of training employees as super-friendly, always smiling and sharing experience, came from the US," says Maria Orlova, who has documented Moscow's growing coffee culture in "Moscow Coffee Book."
American-style service: "I think the idea of training employees as super-friendly, always smiling and sharing experience, came from the US," says Maria Orlova, who has documented Moscow's growing coffee culture in "Moscow Coffee Book."
Courtesy Moscow Coffee Book
<strong>Luxury product: </strong>According to a recent study on the cost of Starbucks lattes in various countries, Russia topped the list as the most costly.
Luxury product: According to a recent study on the cost of Starbucks lattes in various countries, Russia topped the list as the most costly.
Courtesy Moscow Coffee Book
<strong>Evolving industry:</strong> Alexey Karanyuk, founder and marketing director of Jeffrey's Coffee, believes Russians are fed up, and are now starting to look to their own culture more and more for coffee shop inspiration. "We want to have something Russian," he says.
Evolving industry: Alexey Karanyuk, founder and marketing director of Jeffrey's Coffee, believes Russians are fed up, and are now starting to look to their own culture more and more for coffee shop inspiration. "We want to have something Russian," he says.
Courtesy Moscow Coffee Book