Cafe Case Study: Sam Coffee Roasters, Tehran Iran

Modbar - 05.16.22

This post is another in our Cafe Case Study series. We interview cafe owners to learn about the vision behind their space and then ask them a bit about the equipment they chose and why they made that decision.

Use these case studies as inspiration for your cafe dreams or to get a behind-the-scenes look at some beautiful coffee spaces worldwide.

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The Details:

Sam Coffee Roasters. Tehran, Iran. Founded in 2009. As told by Mohammadreza Ghaffari.

What made you want to open a space?

Our first cafe was intended to be a one-time project to promote a shopping center in Tehran. It turned into one of the founders’ most essential businesses over time, and it is now their primary project. We currently have six curated spaces available for coffee enthusiasts and coffee lovers.

How would you describe your brand?

We tried to take a new look at cafes and spaces created around coffee, but Sam Cafe is not just about coffee.

We believe that we cater to guests and audiences, not just customers. Welcoming any suggestions or comments that they may have, we are always aiming to improve and get better.

We strive to maintain a high quality, though this doesn’t only mean the product in the cup. It’s a much broader idea for us. Originality matters more than antiquity. We look at the past and traditions deeply, but the future is what we dream and project. We pay attention to the most minor details, wanting to predict difficulties and be as efficient as possible.

Describe the location/ demographics of the area where you opened. Why did you choose this area?

Our spaces are in genuine Tehran neighborhoods, making a unique and quality experience accessible to a wider range of people. From students to entrepreneurs and families.

Describe your customer flow, break this down for us. How did the equipment influence the flow? Or vice versa?

Our coffee bar is like a laboratory, and our baristas are constantly on a search of ideas to improve the quality of our coffee. The most important tool for achieving this solution is equipment. Modbar increases our quality not only as coffee equipment but also as a design element. Not just the quality of our coffee, but rather the quality of baristas’ emotions and intentions, we feel like this is similar for our guests too.

What equipment are you using to make coffee? Why did you choose this equipment?

We use the Modbar and La Marzocco in our cafes. We want to achieve and maintain ideal quality and feel like these machines do that.

What’s one thing that makes your cafe special?

Design in every aspect.

Are you interested in connecting with the Sam Coffee Roasters team to learn more?

Find them on Instagram.