ALEX FISENKO, references and business background (at the end of the references)
"In the '60s Alex Fisenko introduced Americans to espresso drinks; now look what's happened!" "Portland Oregonian" Oct. 14, 1993 - full page article.
Please click here to see this article
What is an effective Consultant?
It is a person who will guide you towards the successful opening of your business "with the least of pain and the most of gain". He will position your business so as to generate the most sales and profits for you. His expertise in locations, design, marketing, products and training may result in an additional $25,000 to $50,000 in your pocket a year, depending on the location.
Who should qualify as an effective consultant?
- A person who has opened and operated multiple shops for many years in different parts of the country. I owned and operated sixteen shops in four different states for twenty five years, not just a cart or one or two shops. I had two failures, from which I learned a lot about choosing the right locations. The other fourteen shops I held from one year to eleven years, and consequently sold them for about twice what it cost me to open them. Recently, one of my clients in Fl sold his shop for $325,000, after holding it for nine months and investing in it $154,000. In most of my shops, I got my investment returned from eight to eighteen months after opening. Several of my ex-employees, landlords or associates opened their own successful shops, two of them operating over 60 units (Espresso Roma and Espresso Royale) based on my model.
- A person who has been exposed to different locations and conditions. I have opened shops in Saudi Arabia, South Korea, Thailand, Belgium and in most of US states. Though most of my clients are individuals, I have also consulted for companies like the Boyds Coffee, Borders, Barrie House Coffee and presented for five years the "Espresso Business Seminar" for the Coffee Fest.
- My personal belief and philosophy is to provide my clients with the expertise to operate their business as efficiently as possible, with the most return for their investment. Though in some parts of the country the competition may be fierce, my clients can compete very successfully with better and faster service, and with much better tasting drinks. Most of the independent coffee shops manage to serve only 20%-35% of espresso based drinks of their total sales, while my client's espresso sales account from 75%-92% of total. This obviously puts more money in your pocket and develops a loyal customer base.
Here are some photos of shops that I helped to open, followed by a long list of clients:
Seekers Coffee House - Cleveland, OH
Javas - Columbus, OH
Blue Bottle Coffee- Muncie, IN
For my business bio please click here
Letters from some of my former clients
Dear Alex:
There are no words to express our deep gratitude for your services. You made a tremendous difference in our lives! Here is a letter for anyone that needs your services:
"I will highly recommend Alex Fisenko to anyone seeking advice on the espresso business. I called him - knowing absolutely nothing about the business, beverage preparation, equipment, etc..... - and within four months we opened a coffee house in a small mid-western college town and was successful from the first day.
Alex has such a grasp of successful marketing strategies, as well as knowledge regarding the equipment and supplies needed to open a business. He was available anytime I needed advice and I sensed a real concern for his client's welfare."
Pastor and Dottie Branson
The Gathering Coffee House
Hillsdale, MIPS:
Hi, Alex! Just to say, "Hi." and give you my new E-mail address. I promised myself that when we had our 1st $1,000-day at The Gathering I would let you know. Well, we did it yesterday, AND today, too! I cannot thank you enough for all you did for me. I know you rejoice with us in the success of our coffeehouse. Thanks again, and God bless... Dottie
$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$
Dear Alex:
Hello from Gahanna, the Cyber Espresso Capital of Ohio! This is to update you on our progress six month after opening.
Thanks to your expertise in planning, design and training we have been running like a well oiled machine. The biggest thing I noticed was how fast we can move a line as compared to our not far-away competition! This morning we did $175 in about one hour with only two of us behind the counter, and no one waited longer than one minute! Some places I have been have four people working and I had to wait 5 minutes or more to get a simple "latte" and it did not taste as good as ours!
Here are some of the comments that I hear everyday from our customers:
Your taste is so much better than Starbucks!"
" Your prices are very reasonable and your drinks taste much better than Brewster's Coffee down the street (which used to be "Aromas" until they went out of business after we opened).
"Why does your Latte taste so much better than in the other espresso bars?"
Alex, remember that you trained myself and my people and we never made an espresso before! Now, I would say that my employees are some of the best baristas in town! Some of my customers tell me that Beth (remember her, she does not even drink coffee) makes them even better than me!
The menu that you set up for me is still the same. It is very easy for the customer to understand, and it is certainly "espresso friendly". I raised my prices by 15 cents, and nobody even noticed. We are able to maintain consistently our espresso sales at 80% or better of our total sales by following the techniques that you taught us.
Though our location, as you said, is not the best around, I am very pleased with our progress. I believe that we will hit $1000 a day when it gets colder and the rest of the center is leased out. I am also pleased that we were able to reach our break-even point during the summer months, without any foot traffic and the center leased only 25%.
Sorry I got so wordy. Call you later!
Erich Gellner, (owner)
Java's Cyber caffe
Columbus, Oh
www.javas.com#########################################################################
Espresso Kiosk in large medical facility in Yakima, WA
Dear Alex:
Your espresso expertise is truly appreciated. You have given us insight to the true meaning of superb coffee taste and service. We are grateful to have found you prior to our Atrium Cafe opening.
Your design of the bar and equipment lay-out was masterful, and we would have certainly missed some health code requirements without your assistance. The design is wonderful, we love having such a spacious work place with the equipment placed perfectly.
We also appreciate your suggestions on the equipment and where to get it. You were able to get us quality equipment at the best price.
The time you spent with us training our crew was truly important and enjoyable. We appreciate your subsequent calls checking to see how things are going, as well.
Again, thank you for your outstanding service.
Sincerely,
Suzanne Mackey
Yakima Urology Associates Accountant
Yakima, WA@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@
"When I first met Alex, I had no idea about the espresso business. He guided me through all the stages of designing and opening the business. Then he stayed with me for the first few opening days, teaching me and my employees all about the espresso business, from how to build customers, to preparing the drinks and serving customers fast. Now I have two busy stores."
Pat Weinberg, Minneapolis, MN
"I have owned and operated a gourmet coffee store & espresso bar for three years. After taking the Espresso Business Seminar I realized just how ignorant I was about this business. This is the best money that I have ever invested!"
Jackie Webber,
The Daily Grind.Some more of my recent clients:
Crissy's Coffee
Davison. MI
Crystal Prince
810 6540044Via Cappuccino
Rocky Mount, NC
John & Gayle Fatheree
252 937 0004College Coffee House
Fairbanks, Alaska
John Taylor
907- 374-0468Gecko Espresso
Phoenix, Az
Sheila Shuster, owner
480-288-6624Seekers Coffee House (click)
Cleveland, OH
Paul Zorich, owner
440-884-0000Blue Bottle Coffee (click)
Muncie, IN
Tom and Kristine Steiner, owners
765-284-3630Java J's
Bristol, TN
Julie Marion
540-466-8882Global Village Coffee
Raleigh-Durham, NC
Mike Ritchie, owner
919-828-4567Kaladi's Coffee
Galena, Ill
Miguel Sanches or Carmela
815-776-0723Higher Ground Coffee House
Chico, CA
Kurt and Joy Knackle
530-343-3336Espresso Yourself!
Santa Rosa Beach, Fl
Karen Ray, owner
850-534-0045Coffee!Coffee!Coffee!
Atlanta, GA
Kevin or Karen LoefflerJava Depot Drive-Thru
Fort Wayne, IN
Lisa or Dave Zerilli
219-407-5282Fireworks Coffee House
Moline, ILL
Jim O'Hern, owner
309-762-5596Village Coffee House,
West Lafayette, Ind. (Purdue U)
Owner: Bob McAdoo
cell: 314-616-7087Green Street Coffee House,
Champaign, Ill. (U of Ill)
Owner: Bob McAdoo,Espresso Yourself (not the same as above)
New Orleans, LA
Mark or Donna Bonfatti
504-271-0380Java Lounge,
Gainsville, Fl
David Martin, owner (sold to new owner)Gary Jacobs Boyd Coffee Co. Portland, Or.
(Company Consulting)
(503) 666-4545Ramon Pantoja,
"Espresso Mi Cultura"
LA, Ca.
323-461-0808Pat Weinberg, Pres.
Purple Onion, Minneapolis, MN
(612) 378-7763foodlife, a "Lettuce Entertain" you concept, Water Tower Pl. Chicago, Ill - Jeffrey Winograd, Gen. Mgr.
312-355-FOODMr. Fahed Dawaish - Cone Zone- Saudi Arabia- (Company)
Borders Books & Coffee- Ann Arbor Mich.
Freedom Of Espresso, Seoul, South Korea
West India Coffee Co.-Barbados- Kim or Eddy Abed 246-426-4873
ALEX FISENKO, BEAVERTON, OR.
PHONE (503)590-9423
FAX (503)590-9533
E-mail: alex@espressobusiness.com
What ever you decide, good luck to you!
Alex FisenkoBUSINESS BIO
Alex Fisenko has been in the espresso business since 1969, when together with Joe Carpiac they started to import and sell "Gaggia" espresso machines in Los Angeles, CA.
As very few people in this country knew at that time what espresso was, it was very difficult to sell any machines to restaurants, as they did not have any demand for the product. Realizing that consumer demand for the espresso based drinks would have to be created before the machines could be sold, Alex opened his first espresso bar in Berkeley, CA. in 1970. The menu was very simple:
Regular Coffee......15
Espresso............ 25
Cappuccino..........35Pastries as available
At that time there were a few coffee houses across the country, but they served mainly as "beatnik" hangouts and coffee was incidental to the whole setting. If they served any espresso, it would be unrecognizable by our present standards. So opening a coffee house where people would go just to drink espresso and not listen to poetry or "hippie" music, was a new concept.
His total investment for that store was under $6000 with most of the remodeling work done by himself. As there was no precedent in this country for this kind of a venture, or none that he knew about, he had to invent what American people would drink. And one of the things that he realized right away was that espresso, like they drink in Italy, wasn't it! You see, for Americans, coffee was a beverage, with unending refills, while Italians considered coffee as a quick "pick-up stimulant". There was no way that Americans would accept a small, one oz. cup of strong, black coffee!
After three hard years of educating mainly young people in the finer art of consuming espresso based drinks (mostly cappuccinos and mochas) his efforts finally paid off with 1973 sales of $310,000! Considering that cappuccino was only 45c. that wasn't too bad!
In 1976 Alex opened another location, also in Berkeley. In 1981, at the expiration of the lease and sales of $400,000, the landlord decided that he wanted that location for himself and would not renew the lease. Not knowing anything about the business, he hired some of the employees and proceeded to develop the business further. By 1988, it became one of the busiest espresso operations in the country, serving about 4000 drinks a day from three 3 group espresso machines!
Since then, from what he learned from that operation, he opened about 30 more stores under the name of "Espresso Roma", and one of his former managers, with the help of another entrepreneur with money, opened another 30 some chain under the name of "Espresso Royale". This shows what can be done with this business if you get a good understanding of its principles and apply them!
In 1974, after reading an article on espresso written by Alex, a young man came down from Seattle wanting to buy an espresso machine and open a similar operation in Seattle. But not knowing the business, he asked Alex to train him in all phases of the operation. He went back and opened the first true coffee house in Seattle, the Caffe Allegro. His name was Dave Olsen. In 1982 he got together with Howard Schultz and opened an espresso bar in the Columbia Center Building in Seattle. That was the birth of Starbucks as we know it today. Mr. Schultz attributes in great part his company's success to Dave Olsen's dedication to espresso.
Meanwhile, in 1981, Alex opened the first true espresso bar in a downtown financial district, the "Espresso" in the Embarcadero Center in San Francisco. It became an instant success, with first year sales of $320,000. Not bad for a total investment of $37,000 and cappuccinos selling at 95 cents! For the first two years, "Espresso" was the only game in the San Francisco business district, but after a while, scores of imitators began to open all around, among them "Pasqua" and Oh La La.
In 1986, after he sold all his units in California, Alex moved to Portland , Or. and opened the first true espresso bar there, the "American Espresso" by the Portland State University. Impressed by the 200 lb. of espresso coffee that was being used weekly in that location, the Boyd Coffee Co. hired him as a consultant to help them organize their espresso program.
He worked with them for over a year, opening several espresso bars that would serve to show Boyds Coffee expertise in the new espresso trend. Now, Boyds Coffee has one of the most successful espresso wholesale programs in the country.
All together, Alex opened and operated 16 espresso bars in diverse locations, including the Ohio State University Student Union and the University of Michigan. All his stores, except two that were absolute bombs due to terrible locations, returned their opening investment within a year or less. He sold his last store in 1994.
At the present time Alex Fisenko serves as a free lance consultant, teaching individuals and corporations how to open and operate successful espresso bars and how to increase sales in existing locations. He travels all over the world on consulting assignments, including Thailand, South Korea, Belgium, Saudi Arabia and Barbados. He was a speaker and seminar presenter for five years for the nationwide "Coffee Fest" organization.
In 1996, he wrote the "Espresso Business Success" guide, which provides the start-up entrepreneur with "real-world" useful information (please see contents at the end of this letter). He lives in Portland, Or. with his wife Oksana and his teenage son Michael. On the weekends, when he is in town, you will find them on his boat on the Columbia river fishing for sturgeon. He can be reached at 503-5909423 Pacific time.
