Exactly 20 years ago, he started a specialty coffee shop on Luttekestraat in Zwolle. Now, Hans Tietema owns a national chain that has also expanded internationally.
The hipster era ahead
In the late 1990s, Tietema was already well ahead of the current coffee trend. He recognized back then that the individual experience of coffee and tea was becoming increasingly important and took the plunge. Tietema quit his job, developed the unique Kaldi formula, and launched his first business in Zwolle.
These days, you see a barista with a bun, beard, and glasses on every street corner, preparing the most elaborate coffees in a trendy bar. Tietema: "Back then, people weren't so focused on coffee other than the old-fashioned filter coffee machine. The Senseo and its pods marked the beginning of many subsequent innovations in the coffee world. And while Senseo is unfortunately closing down this year, we continue to develop."
Black gold?
As early as 2000, Tietema knew he wanted to grow Kaldi into a national chain. Thanks to courage, hard work, and a clear vision, Kaldi continued to expand. Kaldi now has around 30 locations, primarily in major cities. In addition, Kaldi has several Kaldi Mobiel Piaggios that serve coffee at parties and events, and franchisees who focus on the business market. The business has not been without its setbacks. Tietema: “We've experienced ups and downs over the years. In some periods, we opened many new locations, while in others, it was difficult to find franchisees. However, our vision has proven timeless. We still strive to ensure that as many people as possible can enjoy the perfect cup of coffee at Kaldi, both at home and at work.”
Still much to develop
Although the coffee market has evolved enormously in 20 years, and a simple espresso and cappuccino are no longer "exciting" enough for many people, Tietema believes there's still much room for improvement in the coffee experience. "Look at the experience people have with wine. Buying a bottle of wine for €7 isn't a problem; you'll definitely pay €1.50 per glass. A carton of coffee for €7 is a bridge too far for many people. Even though you get 35 cups out of that, a cup of coffee is still considerably cheaper. Yet, you're increasingly seeing that people prioritize choosing good quality coffee. And that's good news for Kaldi."
The future is like reading tea leaves
What does the future hold for Kaldi? "We want even more people to enjoy good coffee and tea. That's why we're still expanding. For example, we have a presence in Denmark, and there are current developments in Saudi Arabia. But of course, we're also celebrating our 20th anniversary with great offers and promotions all year round."
