Spilling the coffee beans on Mojo's magic formula

KENT BLECHYNDEN/Dominion Post

MOJO RISING: Lambros Gianoutsos and his son Steve Gianoutsos of Mojo Coffee. They plan to open two more cafes in Wellington.

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How many more cafes can a city handle? About two, Mojo boss Steve Gianoutsos says.

Mojo has been a fast mover in the cafe game for the past five years; since opening its first shop in Wakefield St, six more have opened in Wellington and one in Auckland.

Mr Gianoutsos thinks another two Mojos, in the right spots, will be Wellington's lot.

But in a coffee-soaked city, how do so many new outlets work?

The Mojo philosophy is as much about people as it is about coffee, Mr Gianoutsos said.

Having been in the cafe trade under his dad Lambros' watchful eye since childhood, he knows New Zealand coffee culture is becoming the envy of the world - and he believes there is still room for a few more cafes.

"Eighty per cent of New Zealand still drinks instant coffee. There is plenty of room to grow."

Each Mojo store is owner-operated in partnership, and every owner-operator is one of Mojo's own.

Turning down offer after offer to franchise his cafes, Mr Gianoutsos gives new cafe sites to his workers only, following the family-style cafe tradition that has worked overseas.

"As people get older they need a better income, so we offer them a business opportunity," he said. "So as we get bigger, we don't lose the personal touch."

Mojo, the top Wellington newcomer in the Deloitte Fast 50 awards recently, was getting bigger fast, serving about 25,000 people a week, and even copping some criticism for the rapid rise.

In the past year, the back office team has blossomed in expertise and number and several experienced staff recently "graduated" to their own shops.

It was exactly that business model that would restrict the coffee brand's growth - "no good people, no new stores", Mr Gianoutsos said.

Roasting their own coffee, making their own sandwiches, installing alcohol licences, developing meeting rooms in their cafes ... the Mojo mix is based on coffee, but does not flog the typical coffee talk.

Mr Gianoutsos compliments his competitors, all of whom are doing a good job, but says making money is harder than making coffee.

"A lot of places talk about their beans, about their roasting, their blend. We do all that, but to make good coin you need good customers - that is the hard bit.

"It is about what's in the cup, and if the customer walks out happy, that's what matters."