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From Trust to Creativity Create a Distinct Character
A café cannot survive on its distinct menus alone. Staffs Although the café has just recently opened, it is doing
are another essential part of the business as they are the connect- very well, but Naruworn is not yet thinking about the second
ing dots between customers and the business. Warm wood café branch. “Ideally everyone wants to see the business grow and
treats every staff like a family and they are trusted to do their job expand. Personally, I want to build a stronger brand from a small
because Naruworn believes trust and confidence in the staffs are shop and we will expand when the brand is strong enough.”
the keys to efficient management. “We should be confident in
the staffs because we need them. I give them the power to decide As for Thailand coffee industry, “Thailand is producing a
their approach to service within their responsibilities, but I do number of quality coffee, such as coffees from Chiangmai which
keep a watchful eye. If there is a problem that they cannot solve, we are using. We do not need to use imported coffee because
then I will be there to take care of it.” Naruworn believes giving Thai coffee beans are unique in their own ways. Quality coffee
the staffs some power will lead them to be more creative. It’s a section will continue to increase as 3-in-1 and traditional coffee
good way to let the staffs show their potential rather than just drinkers started to switch to freshly brewed coffee. It might be
limiting them on with strict rules and regulations. more expensive but it definitely tastes better.”
“Recruiting is a very important process for me, and I
value attitude more than experience because one can be trained To wrap things up, Naruworn has some advices for those
easily but it’s extremely difficult to change one’s attitude,” Naru- wishing to open a café; “You may think opening a café is a walk in
worn said, and the attitude he would look for are positive think- a park, but in reality, you need to do a lot of research beforehand
ing, service mind, and cheerfulness. as thinking and doing are completely different. There will be a lot
of detail to cover, from the espresso machine and coffee beans,
to water temperature and etc. There will be even more detail if
you want to sell food and snacks too. Be sure to learn as much as
you can before you actually do it.” In addition to your own café,
check out the surrounding shop which can eventually be your
competitors. Learn what makes them unique, but do not copy
them. Instead, build the café in your own way that will differen-
tiate your café from competitors, and customers will remember
your café for what it is, not just a reflection of other café.

Special Thanks
Naruworn Wongwitdecha:
warm wood café

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