Zurich

The Foundational Philosophy of Specialty Coffee Emi Fukahori and Mathieu Theis did not just build a cafe; they constructed a sanctuary for technical excellence. The MAME philosophy defines specialty coffee as "coffee with care," where every hand in the supply chain—from farmer to barista—honors the ingredient. Their initial motivation centered on accessibility, creating a space where the complex profiles found in global barista championships became reachable for the daily drinker. This transition from competitor to business owner required shifting from personal achievement to collective brand identity. Competitive Workflow in a Commercial Setting Efficiency at the bar mirrors a championship routine. MAME utilizes a linear workflow that separates espresso and filter stations to prevent cross-traffic among baristas. During peak hours, a three-person team divides tasks: one manages the till, another handles milk and filter brews, and a third focuses solely on espresso. By placing high-runner grinders like the Mahlkönig E8 and EK43 in dedicated zones, they reduce retention and save critical seconds. This speed serves a higher purpose: it buys the barista time to engage with the customer, transforming a transaction into an educational moment. Sensory Navigation and the Flavor Wheel To strip away the intimidation of specialty coffee, MAME uses a color-coded flavor wheel. They source beans with specific profiles—chocolatey, fruity, or floral—and align them with visual cues. This system allows customers to choose based on preference rather than obscure varietal knowledge. For their "exceptional" menu, they push boundaries with MILBOK, a freeze-distilled milk that intensifies sweetness without added sugar. This technique, borrowed from the competition stage, creates a "liquid dessert" texture that highlights intentionally fermented coffees. The Evolution of the Roastery and Team Growing a business across Zurich and Geneva demanded a pivot from total control to trust. Transitioning into roasting in 2020 opened direct dialogues with farmers, ensuring the quality in the cup remained consistent despite seasonal variations. Success now rests on the team's ability to act as brand ambassadors. For Emi Fukahori, the journey from a two-person operation to a multi-city presence proves that specialty coffee succeeds when it becomes a shared culture rather than a fleeting trend.