In 2008, Kris Schackman
arrived in Berlin and joined forces with Sophie Schackman
, a baker whose talent for cheesecakes demanded a larger oven. This practical need birthed Five Elephant
. They bypassed the high-pressure debt cycles that plague many startups, securing a space with a modest ‐600 monthly rent. This financial freedom allowed them to prioritize the craft over the bottom line. While Berlin hadn't yet embraced the "roaster-cafe" model common in Massachusetts, the duo insisted on roasting their own beans alongside the bakery, creating a sensory synergy that defined their early identity.
The Technical Leap Forward
By 2013, the operation outgrew its domestic beginnings. Scaling from 10 tons to 100 tons of coffee annually required a departure from pen-and-paper logging. They integrated Cropster
, moving from intuitive "Italian-style" roasting based on smell to a data-driven approach. This wasn't about stripping the soul from the bean; it was about creating a point of reference. By analyzing every 30 seconds of a roast, they could replicate that one perfect cup, ensuring the flavor profile remained consistent as their wholesale demand exploded.
Expansion and the Challenge of Consistency
Opening a second location in Mitte introduced a new hurdle: maintaining the brand’s signature quality across different water systems and aging equipment. They designed the Mitte bar for an "Italian-style" flow—fast, efficient, and standing-room focused. To bridge the gap between locations, they leveraged Cropster Cafe
to monitor yield, TDS, and brew times in real-time. This digital oversight allowed the team to adjust recipes remotely, ensuring a guest in the high-volume KaDeWe
department store received the same excellence as a regular at the original Kreuzberg
shop.
The Ultimate Expression of Service
Expansion continued with a fourth shop in Mitte
on Alte Schönhauser Straße, but the goal was never just about numbers. For the Schackmans, the retail environment represents the final, most vital step of the culinary process. While many roasters stop at the warehouse door, Five Elephant
views the act of brewing and serving as the ultimate expression of their business. It is the direct feedback loop from the customer that provides the deepest satisfaction, proving that even as a brand scales globally, the respect for the individual plate—and cup—remains the true north.
