Speaker Q&A: Adnan Karim, Wayne’s Coffee
Our next Q&A features Adnan Karim, UK managing director at Wayne’s Coffee – one of Scandinavia’s leading eco coffee shop chains. With two stores now established and another six on the way, he’s been busy introducing Wayne’s Coffee and the Swedish Fika concept to the UK market.
Which café / coffee shop / food-to-go operators do you particularly admire and why?
Pret. Their food-to-go offering is fresh, tasty and very reasonably priced. They are always my first choice from the major chains if I want a quick snack.
What do you think is the key for operators to successfully compete against their competitors?
To have an offering that appeals to consumers. To expand, more people are eating on the go, so grab and go is a key component of any offering. This combined with good coffee, comfortable seating and good wifi makes any operator competitive. Having a USP, like a focus on Organic, tops this off.
What’s the most rewarding aspect of your job?
Reading positive feedback from our guests.
And the most challenging?
Delivering the concept as per my vision. There’s always space for improvement.
What does the next 12 months have in store for your business?
Expansion! We’re on track for six units by the end of this year. Next year we intend to double this.
Can you give us an example of what your business is doing to be even more sustainable?
Sustainability is a key part of our offering. We have PLA cups, use straws made of corn starch and introduce cups made from grass for Christmas. We’re working on recycling more of our waste and always on the lookout for a more sustainable Fika.
What do you see as the key food-to-go trends to watch?
Delivery to consumers and catering for vegetarian / vegan diets.
What’s your current best selling product?
Our Organic Coffee.
Why is innovation so vital to the food-to-go sector?
Innovation is the lifeblood of any industry. Consumers are more conscious than ever and are always on the lookout for the next innovative idea. Innovation keeps every operator competitive.
What innovative products are you hoping to find at lunch! show this year?
Solutions for eco-friendly packaging and new options to expand our organic offering.
How important is lunch! to the food-to-go sector?
It’s a great event to meet new suppliers and see new trends. Before we opened our UK operations we met a number of our suppliers in the UK at lunch!
Can you tell us a bit about your much-anticipated session at lunch! 2019? — What do you want visitors to take away?
An insight into what it’s like to work in and run a business this sector.
Who or what inspires you to be even better?
A desire to do something meaningful with the opportunities life gives me.
What’s the best advice you’ve ever been given?
The phrase ‘be better than yesterday’.
What advice would you give to someone starting out in the industry?
Do your research!
Tell us a fun fact about yourself that most people don’t know:
I ran the London Marathon in 2018, which was the hottest ever London Marathon.
See Adnan at lunch! 2019
Wayne’s Coffee – Why The UK Needs Another Coffee Brand: 11.30am on Thursday 19 September in Coffee Shops Keynote Theatre
Growing Coffee Shops Panel: 3.30pm on Thursday 19 September in Coffee Shops Keynote Theatre
The session also features:
- Andy Wells, co-founder, Press Coffee & Co
- Mathew Russell, Owner, Rosslyn Coffee
- Simon Stenning, Founder, Futureoffoodservice.com (chair)
