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| ▲ Esperanza / CEO Gwangsu Kim | ||
George Clooney said in a commercial “Nespresso, what else?” No other copy has been as impressive as this and it has made the brand global. Nespresso was introduced to Europe in early 80s and is now traded worldwide.
The sales of coffee in South Korea has grown to be the third in the world after the US and China. People drink coffee every day and anytime and streets seem to be lined up more with coffee shops than other stores. Being a bartista has been one of the highly demanded dreams and entrepreneurs are competitively lowering the price to take the advantageous positions in the market.
While big names keep pushing forward the number of stores, small coffee brands are targeting the niche market; and one of them is Esperanza. Gwangsu Kim launched Esperanza in 2014. Esperanza means hope in Spanish. CEO Kim was determined to introduce a new coffee brand that offers quality coffee and desert to coffee lovers and win-win management system to his business partners.
Kim used to work in the food and clothes businesses during which he learned many lessons especially the unfair business practices. This drove him to launch his own business with his own fair management policies.
Operation-wise, he introduced Nespresso coffee machines instead of bartistas to make coffee because the taste and the quality are always the same. Also, this reduced the labor cost. “In other words, a retiree couple, for example, can run a coffee shop with simple training without trained bartistas” says Kim.
As for the desert, 100% Korean wheat-based quality breads are efficiently and directly supplied to each store from the head office through its own cost-effective distribution system. So it also saves the labor cost.
Where is Esperanza? It is in Homigot, Pohang City. Not only the luxury interior wows you but also the ocean view. How to order? Use kiosk and touch what you like.
Confidence in what he has achieved so far, Kim is ambitiously preparing to enter Chinese market with a goal to grow Esperanza as a global coffee brand like Starbucks or Blue Bottle.
Yearning for a cup of coffee and the sea? Drive down to Esperanza to experience a new level of enjoying a coffee and a desert.
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相生的咖啡品牌“ESPERANZA”
以NESPRESSO丰富的味道和
相生的加盟哲学打造崭新的咖啡品牌。
胸怀希望的ESPERANZA，努力追求和消费者·加盟店主的共同成长。
ESPERANZA成立于2014年，其宗旨是想通过优质咖啡和甜点给有眼光的消费者提供满意的经验，ESPERANZA在西班牙语中具有“希望”的意思，品牌初衷是通过一杯咖啡和窗外的风景，让人们在ESPERANZA度过充满希望的美好时光。
ESPERANZA的代表金光洙介绍称：“ESPERANZA包含冉冉升起的太阳和胸怀希望的含义，其核心目标是和ESPERANZA品牌所追求的希望一起提供优质咖啡和甜点文化，努力实现与消费者、加盟店主的共同成长。”
金代表之所以如此强调与加盟店的相生，是因为他具有曾经处于乙的地位经历过很多痛苦的经验。他在经营咖啡店以前从事餐饮业和服装业等工作，有过因甲的横行霸道而深受其害的经验。因此，他致力于建立起加盟店和本社之间的相生关系，他经历过的痛苦已成为如今打造ESPERANZA的动力。
“ESPERANZA”最大优势是不需专业咖啡师，可利用NESPRESSO咖啡机提供味道均匀的优质咖啡饮料。这不仅减少加盟店的人工费，消费者还可以品尝完成度很高的咖啡。金光洙代表强调道：“已退休的夫妻不需雇佣员工可以亲自经营加盟店。只要接受一定的培训，掌握最基本的运行方法，谁都可以制造出味道均匀的高档咖啡。” 第二个优势是不需专业面包师，仅通过本社的培训提供优质的面包。提供用100%国产小麦生产的优质面包和由合作企业提供的优质面包。当然，其前提是必须要经过细致的验证和满足消费者的口味。
关键在于相生经营。不是由本社供货，而是帮助建立直营系统。食材及副菜单不是由本社供货，而是通过产地直营供应，去掉本社的流通利润，帮助构建加盟店自身的系统。所以，SPERANZA始终不忘记“消费者满意、加盟店成功、ESPERANZA品牌价值上升，只有在没有优先顺序，大家共同成长的时候才能实现可持续发展”的经营理念，旨在建设所有成员都能够梦想成真的值得信赖的品牌。而且，打破这个时代的甲乙惯例，将相生的新的加盟哲学作为基本理念。
高雅的内部装饰和东海岸海景融为一体的咖啡名所
帮助弱势群体和困难邻居，发展成相生的全球性咖啡品牌。
ESPERANZA位于以观日出名胜而著名的庆北浦项虎尾串，将高雅的内部装饰和东海岸海景融为一体，不仅具备图片墙感性，还以美味的咖啡、面包、甜点等，深受广大消费者喜爱。
受到消费者喜爱的ESPERANZA并不安于现状，积极探索“不断的研究”、“与加盟店的相互作用”、“保持对趋势变化的敏感”、“考察成立加盟店地区的市场特性”等多种发展方向。
尤其是，利用瑞士的世界性食品企业雀巢的NESPRESSO咖啡机，保证提供味道均匀的优质咖啡饮料，不需雇佣专业面包师，经过本社培训帮助加盟店生产利用在虎尾串直接栽培的100%国产小麦生产的ESPERANZA所有面包(手工面包、全麦面包三明治、切片蛋糕等)菜单。与此同时，同时考虑加盟店的业务效率和消费者需求，经过研究引进无人订餐台(自助服务机)，在提高咖啡店业务效率的同时为消费者提供更加便利的服务。
ESPERANZA除了国内市场以外，还打入中国市场，正在为发展成和星巴克、蓝瓶子等齐名的全球性咖啡品牌，努力打造坚实的基础。
金光洙代表对自己的远大抱负说明道：“我们想建立代表各个地方的相生经营的加盟店，发展成咖啡加盟店新的样板。我们保证作为值得社会信赖的企业，始终为社会弱势群体和困难的邻居着想，提供不遗余力的支援，在培养全球性人才方面继续提供必要的赞助。”我们期待着金代表为消费者和加盟店着想的经营哲学，成为“ESPERANZA”新的咖啡品牌的动力，早日走出韩国走向世界的咖啡品牌“ESPERANZA”的美好未来。
강진성 기자 wlstjdxp@naver.com
