Coffee, Tea And Versatility
If you think there’s only one gourmet coffee chain in town, well, you don’t know beans. The company that started the fancy coffee trend pours its first cup in Honolulu this week
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George Kwon and Jamie Seo will each manage
The Bean stores
record of success.
“The joint venture makes perfect sense,” says Sunny Sassoon, CEO of The Coffee Bean & Tea Leaf. “Our shared vision and values about providing customers with a total quality experience of a warm environment, genuine care and community support are closely aligned.”
Wall says collaborating with a kamaaina company is a prudent way for newcomers to the Hawaii market to get accepted quickly. There’s no steep learning curve and cultural awkwardness.
What else sets apart The Bean from competitors? “Our food offerings will be a point of difference,” answers Wall as she sips a Moroccan mint tea latte. That’s because Foodland’s corporate chef Keoni Chang is involved.
A seven-member corporate team scouted the hottest and trendiest bakeries and coffee cafes in New York. “We ate and tasted food from morning to night,” he recalls of a three-day trip in June. “We decided on a comfort Americana theme - traditional baked goods made from scratch. No shortcuts. No mixes.”
Chang adds, “We want to create items that people know, but deliver them in a way that’s dressed up. Simple things are the hardest to do because you can’t hide behind anything.”
Chang found a purist with flair in the person of Rick Chang (no relation), formerly pastry sous chef at the Halekulani. The Kalaheo graduate got his culinary training at Kapiolani Community College and served his apprenticeship at the Hilton Hawaiian Village.
“It’s exciting to be in on the beginning of something,” Rick says. “We’re doing down-home pastries that people are going to love.”
There’s more to The Bean than
caffeine drinks and pastries, as
corporate chef Keoni Chang shows
Among the offerings are retro favorites such as red velvet cake, devil’s food cake, and cup-cakes. Signature items include a delectable brioche with haupia and azuki beans, and savory lemon-guava bars.
“Our pastries are definitely decadent,” Keoni says, “but there are times when you need to treat yourself. Items are baked fresh daily and delivered early in the morning to our stores. There’s a short shelf life to assure the finest quality and taste.”
Rick adds, “Even the brownies are made from scratch, using professional-quality couverture chocolate.”
Insisting on the best ingredients for cooking is a passion that Keoni has brought to the supermarket chain. His knowledge of what it takes to make tasty foods becomes a mission for the merchandising team, which must source goods for the grocery shelves.
“They’ve brought us their passion for food,” says Wall of her corporate chefs, “and they want to educate consumers.”
The company recently opened Beard Papa at Food Pantry-Waikiki and Foodland-Hawaii Kai. There is a constant line of customers waiting for made-to-order cream puffs that originated in Japan. The first U.S. store opened in the exclusive Upper West Side of Manhattan last year and attracted the attention of trendsetters and world-class pastry chefs.
“This is the best cream puff that we’ve ever tasted!” exclaims Wall.
They are made fresh daily and are baked, not fried. The shells are made of a double-layer of soft French choux and outside pie crust that are filled with whipped-cream custard that takes two hours to prepare. The custard and whipped cream are combined just before the cream puffs are filled. Flavors are created using Madagascar vanilla beans, Bavarian dark chocolate or high-grade Japanese green tea. The assembly of these cream puffs involves showmanship, according to Wall. Customers stand in line and watch the performance. You see it, hear it, and smell it.
Pastry chef Elijah Frost frosts a red velvet
cake
Best of all, you eat it. Kailua will get the next Beard Papa, and there will be seven locations statewide by next year. Get your taste buds in line now.
Opening new stores such as The Coffee Bean and Beard Papa’s draws upon the talents of many people in the Sullivan Family of Companies. When expertise is needed in food preparation, visual merchandising, marketing, and other matters, Wall is able to look to her team.
This cross-functional capability expedites decision-making and attaining goals.
Eight-year company veteran Teppi Waxman is director of operations for The Coffee Bean stores. Jamie Seo manages the premier Manoa store, overseeing a staff of 15.
“We believe in our product, our people and our ability to compete with anyone,” Wall says. “Bringing new concepts to Hawaii gives our people opportunities to grow and to better serve our customers. You can’t do things the way you always have and expect people will still come to you. Being local is not enough.”
Equally important is building customer relationships by constantly monitoring their needs and preferences. Market research is an essential ingredient in Wall’s recipe for success.
“We try to fill the gaps and stay ahead of the trends,” she says. “It’s always a work in progress.”
The innovative spirit of Foodland’s founder seems firmly entrenched in the company’s culture. Wall says there are more new ventures on the horizon. Where there’s versatility, there’s profitability.
Something tells us Sully would be pleased.
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