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High-tech espresso machine and accessory maker Decent Espresso recently opened an extraordinary coffee bar and showroom attached to its factory in Hong Kong.
The 800-square-foot cafe is designed to appeal to all senses. Visually, the shop presents modern design, comfortable furniture and almost entirely indirect lighting so that everything appears to glow. A large glass wall offers views to the factory floor. Ambient music from speakers throughout the space is intended to inspire a zen-like mindset.
“The question we’re asking ourselves is, if Michelin gave stars to cafes, what would it take to get in the Michelin Guide?” Decent Espresso founder John Buckman told Daily Coffee News. “You have to push everything from hospitality, the beans, how it’s ground, how it’s brewed, how it’s presented, as well as the setting. Just how far can we push coffee excellence?”
A fleet of four Decent Espresso machines are lined up on the bar where they’re paired with two FM Grinders that are new to the overseas market. Both FMs spin flat burrs made by SSP (98-millimeter and 120-millimeter, respectively) via 1,000-watt, variable speed Mitsubishi-made motors.
Beans for the shop are vacuum-sealed and stored in a freezer at -28°C (-20°F). The menu reflects an international multiroaster approach, with coffees currently coming from Dark Arts Coffee (UK), Dak Coffee (The Netherlands), The Alchemists (France) and Prodigal Coffee, the roasting company created by Decent Espresso Product Designer and well-known coffee consultant Scott Rao.
“We’re vac-packing fine beans, and what we’re really focusing on right now is Prodigal’s beans,” said Buckman. “His stuff is expensive, like $50 for 150 grams. We’ll sell a drink for $7 that uses those beans, and that is at cost.”
In addition to espresso, the cafe utilizes its Decent machines for filter-style cups using a custom system called Filter 3.0. The system involves the latest generation of Rao’s specialized, portafilter-fitted baskets combined with paper filters designed by Jonathan Gagne.
“That’s our go-to for any of the really expensive beans,” said Buckman. “We get them out of the freezer, we grind them really coarsely, and then we can make basically any of a variety of beans.”
One corner of the space includes a display of all of Decent’s products, including Decent espresso machines, which users are free to test. The display includes a working beta model of Decent’s upcoming Bengle espresso machine (DCN will have more on this machine when it launches).
“People often bring in their own coffee and we will dial in for them, or they can play on their own, but quite importantly, that nook is in a corner where the employees can’t see you, so you don’t feel like you’re being judged,” said Buckman. “It’s super nerve wracking to try and make coffee in front of someone.”
Due to local ordinances, the cafe is technically a private club, open only to members. Membership is available to anyone online for $1.50. Guests can also pay upon arrival, and the fee includes the first drink.
Given the off-the-beaten-trail location, the cafe is expected to remain a destination point for Decent customers, potential buyers or hardcore coffee fanatics.
“We’re not looking to make money with the cafe. We don’t have the throughput and that’s not what we’re trying to do. [Selling] one machine for us is like selling 1,000 coffees,” said Buckman. “What we’re much more interested in is for you to have a ‘wow.’ If you’re in the market for machine, great, if you’re not, you will spread the wow, and hopefully someone who is in the market will come.”
The Decent Espresso Factory Cafe is located at Shield Industrial Centre, 21/M, Hong Kong. Tell DCN’s editors about your new coffee shop or roastery here.
Howard Bryman Howard Bryman is the associate editor of Daily Coffee News by Roast Magazine. He is based in Portland, Oregon.
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