This time, the EK43 grinder used in CROWD ROASTER has started to malfunction, so Honda, representative of R&D ESPRESSO LAB, a group of coffee mechanics, is expanding his work to include maintenance of espresso-related machines and grinders. We invited Kokoro to talk about the maintenance of the grinder.
We interviewed Mr. Honda about his career and the company.
We interviewed Mr. Honda about his career and the company.
We would like to tell you some interesting stories about how he decided to start a company specializing in machine maintenance and what kind of work he usually does.
(Interviewer: CROWD ROASTER Hiroto Usukura )
Focus on the “machine” rather than the barista
Usukura : Mr. Honda, how did you get into the coffee industry?
Mr. Honda: I started working at Starbucks in Tokyo when I was a university student.
When I was working part-time, specialty coffee was at its peak, about 10 years ago, when Blue Bottle Coffee was established in Japan.
When I was a student, I had the opportunity to go abroad to places like the United States, Canada, India, and Australia, and when I saw the coffee scene overseas, I thought it was cool and became addicted to specialty coffee.
Since then, I wanted to have an espresso machine at home and a MAZZER grinder, but since I couldn't buy one in Japan, I researched how I could buy one, and I was so passionate about coffee that I bought one myself. .
Usukura : Have you benefited from your exposure to foreign countries during your student days?
Mr. Honda: It may have been because I originally studied at the Faculty of Business Administration, but when I went overseas, I also observed what kind of market this country was in.
When I saw a market like Japan, where chain stores are strong, and a market like Australia, where people drink coffee every day at their favorite coffee shop, I realized that this is a cultural difference.
Since then, I have always had questions about various things, and my experience overseas has influenced the way I work today.
Mr. Honda: I started working at Starbucks in Tokyo when I was a university student.
When I was working part-time, specialty coffee was at its peak, about 10 years ago, when Blue Bottle Coffee was established in Japan.
When I was a student, I had the opportunity to go abroad to places like the United States, Canada, India, and Australia, and when I saw the coffee scene overseas, I thought it was cool and became addicted to specialty coffee.
Since then, I wanted to have an espresso machine at home and a MAZZER grinder, but since I couldn't buy one in Japan, I researched how I could buy one, and I was so passionate about coffee that I bought one myself. .
Usukura : Have you benefited from your exposure to foreign countries during your student days?
Mr. Honda: It may have been because I originally studied at the Faculty of Business Administration, but when I went overseas, I also observed what kind of market this country was in.
When I saw a market like Japan, where chain stores are strong, and a market like Australia, where people drink coffee every day at their favorite coffee shop, I realized that this is a cultural difference.
Since then, I have always had questions about various things, and my experience overseas has influenced the way I work today.
Usukura : What is your background in the coffee industry?
Mr. Honda: Later, when I got a job, I received a lucky coffee machine, and I worked there maintaining the machine for about three years.
After that, I worked in sales at DCS for about a year, and here I am today.
Usukura : I think there were other options besides machines, such as barista or roaster, but why did you choose machines?
Mr. Honda: About 10 years ago, when I started working, roasting wasn't much of a focus.
At that time, NOZY COFFEE was at its peak, and they elevated the status of the vague profession of coffee barista.
However, I thought I might be able to become a barista later.
So, what else is there besides baristas? Since I was a student, I had been observing the coffee scene overseas, and I had a strong desire to go abroad someday.
Mr. Honda: Later, when I got a job, I received a lucky coffee machine, and I worked there maintaining the machine for about three years.
After that, I worked in sales at DCS for about a year, and here I am today.
Usukura : I think there were other options besides machines, such as barista or roaster, but why did you choose machines?
Mr. Honda: About 10 years ago, when I started working, roasting wasn't much of a focus.
At that time, NOZY COFFEE was at its peak, and they elevated the status of the vague profession of coffee barista.
However, I thought I might be able to become a barista later.
So, what else is there besides baristas? Since I was a student, I had been observing the coffee scene overseas, and I had a strong desire to go abroad someday.
I vaguely thought that if I wanted to go abroad, I would need to have English and some competitive skills.
That's when I started focusing on "machines."
Usukura : Were you able to start your current company immediately after leaving DCS?
Mr. Honda: The start-up of my company was a combination of miracles (lol)
When I worked at Lucky Coffee Machine, I originally joined the company because I really loved specialty coffee, but there weren't many places where I could put that knowledge to use.
Lucky mainly sells commodity coffee such as convenience store coffee and chain stores.
I realized that it was different from my ideals, so I next joined DCS as a salesperson.
At that time, the customer base changed, I was able to interact with various people, and I became absorbed in the world of specialty coffee again.
However, as I worked there, I learned about the Japanese coffee industry and realized that there was a gap between Japan and other countries.
So, I decided to go abroad, which I had always dreamed of.
Just as I was making various preparations to go abroad, the coronavirus struck and I was unable to go abroad.
At that time, I honestly felt hopeless...
That's when we decided what to do, and that's how the company started.
I gave up on going overseas and became an authorized distributor of roasting machines.
Usukura : What led you to start your company?
Mr. Honda: At first, I worked in small jobs, just completing tasks when requested by people around me or acquaintances who were in need.
Mr. Honda: At first, I worked in small jobs, just completing tasks when requested by people around me or acquaintances who were in need.
However, I felt that I would not be able to scale the business as it was, and when I thought about what I should do other than machine-related work, I decided to try roasting as well.
The first roasting machine I bought there was ``aillio,'' which I now handle as an official distributor.
Usukura : Why did you focus on “aillio”?
Mr. Honda: I bought it because no one else had it, and because a friend of mine was using ``aillio'' and when I drank his coffee, I thought it would be good.
As we started using it, we received a flood of inquiries from various people, and we shifted away from being a roaster to a distributor.
From there, we started talking more and more about repairs and agents, and we settled on the company's current style.
Usukura : So the company started by selling "aillio"?
Mr. Honda: Of course, this is the case with "aillio," but at every place we go to perform maintenance, customers ask us if they don't have a tool like this. We started receiving a lot of inquiries, and that's when we started bringing in products from overseas.
Usukura : When bringing in products from overseas, such as "aillio", do you contact the manufacturer directly?
Mr. Honda: Of course, we are directly inquiring. People overseas are very clear-minded and often make quick decisions about whether something is good or bad (lol).
It seemed like ``aillio'' wasn't doing much, so we quickly settled on a conversation.
Usukura : It's like when you started a company, and the amount of action you take is amazing (lol). Is there anything that is important to you in your work?
Mr. Honda: "R&D" in my company's name "R&D ESPRESSO LAB" means "Research & Development." I named it to mean innovating without staying in one place, such as encouraging improvement or making something better.
Our theme was not to improve the machine, but to make the coffee even more delicious.
So, I would like customers to consult me about anything related to coffee, regardless of the machine.
Therefore, the most important thing for us is to solve the coffee-related problems that our customers have.
Flexibly respond to requests from cafes and baristas
Usukura : What kind of people do you often hear about work with now?
Mr. Honda: We often hear from people working at cafes that mainly serve specialty coffee, but we have also begun to hear from people from a variety of fields, including Italian restaurants and freelance baristas. Ta.
Furthermore, recently we have been receiving more and more requests from barista champions.
Usukura : What do you feel is the difference between you and other companies?
Mr. Honda: I feel that there are not many coffee makers that operate flexibly.
I think the big difference between us and other agencies is that we have a coffee machine technician at the top, and because of that, I think our decision-making speed is vastly different compared to other manufacturers.
Usukura : Please tell us your future goals as Mr. Honda.
Mr. Honda: Japanese engineers tend not to disclose much information, and if an experienced person quits, maintenance often becomes impossible.
In order to change this current situation, I would like to share my skills as a technical trainer.
As stated in our company name, we would like to continue to be positioned as a problem-solver.
Mr. Honda: We often hear from people working at cafes that mainly serve specialty coffee, but we have also begun to hear from people from a variety of fields, including Italian restaurants and freelance baristas. Ta.
Furthermore, recently we have been receiving more and more requests from barista champions.
Usukura : What do you feel is the difference between you and other companies?
Mr. Honda: I feel that there are not many coffee makers that operate flexibly.
I think the big difference between us and other agencies is that we have a coffee machine technician at the top, and because of that, I think our decision-making speed is vastly different compared to other manufacturers.
Usukura : Please tell us your future goals as Mr. Honda.
Mr. Honda: Japanese engineers tend not to disclose much information, and if an experienced person quits, maintenance often becomes impossible.
In order to change this current situation, I would like to share my skills as a technical trainer.
As stated in our company name, we would like to continue to be positioned as a problem-solver.
Mr. Honda is always looking for what the problem is and how to solve it.
Through this interview, I realized that it is precisely because of Mr. Honda that so many people at coffee shops come to him for advice on machines.
Mr. Honda also did the main maintenance of the EK43.
The entire CROWD ROASTER team was amazed at how quiet and smooth the grind was.
We also asked about maintenance that can be done easily at home, so we would like to introduce detailed maintenance methods in the future.
Through this interview, I realized that it is precisely because of Mr. Honda that so many people at coffee shops come to him for advice on machines.
Mr. Honda also did the main maintenance of the EK43.
The entire CROWD ROASTER team was amazed at how quiet and smooth the grind was.
We also asked about maintenance that can be done easily at home, so we would like to introduce detailed maintenance methods in the future.
looking forward to!
