Fresh Cup Magazine, providing specialty coffee and tea professionals with unique insight into the trends, ideas, products and people that shape their world.
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chronicled in travel journals on the company Web site. The jour- nals read like "Indiana Jones" scripts, filled with the passion and adventure of tea. The essence of these relationships is expressed in the teahouse. Dobra workers are steeped in tea science and pass practical exams before they begin serving. The trips to origin help the devotees understand not only tea, but also the traditions of serving it. Pictures of the growers keep the relationship present in every shop, an element of supply-chain consciousness that transcends the business aspect and brings both producer and consumer into a deeper experience of tea. AN UNCOMMON CHAIN For all of Dobra's offbeat, two-wild-and-crazy-guys backstory, it's a thoroughly winning business. And it's also that rarity in tea: a franchise-based growth model. But Dobra is no Dunkin'. "Our franchise model is slightly dif- ferent from more common chains," Simsa explains. "We allow and even encourage our franchisees to add their knowledge and express their individuality in the tearoom." He explains that in the Asheville shop, there is a focus on organ- ic foods as well as chilled tea beverages in the Southern tradition, whereas the Madison, Wis., store hosts musical performances and offers hookah pipes, reflecting the interests of that owner. Meanwhile, in Portland, Maine, the owner happens to be a yoga instructor, so yoga classes are held in the tearoom. The franchi- see's wife, a co-owner of the franchise, is an artist who organizes exhibitions of artworks in the tearoom. Simsa calls the Dobra approach "organic franchising." "Our way of negotiating with a potential partner is similar to other franchise companies in some ways," Simsa says. "For example, you need a certain amount of money and a good location." Dobra zeroes in on progressive towns with "strong communities of artists, musicians and students." Burlington, Madison, Portland and now Asheville are perfectly suited, as the margins demonstrate. The franchisee's monetary buy-in is critical, but it's not everything. "The most important investment we require from the new applicant is a devotion to tea," Simsa says. And this is the key. Dobra still resembles that subversive core band of tea lovers, exploring their tastes and expanding their awareness. The company is still small and familial enough that store owners travel with Simsa to tea origins, and together they learn about tea-growing techniques and serving traditions. While there is a single company tea menu and the product is distrib- uted from the central office in Prague, all the owners share in the relationship between Dobra and the individual growers who sup- ply the tea. "A knowledgeable staff—that is the main difference between Dobra and other tearooms," Simsa says. "From the way we brew and serve teas to the type of tray and vessel we use— every detail is important." Bohemian in every sense of the word, geographical as well as social, Dobra embraces the novice, rewards the connoisseur and honors the grower. FRESH CUP MAGAZINE $# FRESH CUP IS DIGITAL The entire issue of Fresh Cup Magazine is viewable on your computer, tablet and smartphone! Go to freshcup.com and click on the E-Magazine link. <----- Or use the QR code to take you there right now.