True Cafe in action

A True Cafe store — full tables every morning Barista training on a standard bar setup Store identity: red umbrellas, hotline, bikes filling the pavement Introducing pure-roast coffee at the 2024 trade fair So busy the bikes fill the entire pavement Machine and coffee setup on opening day Handing over the standard brewing procedure Rush hour at a familiar store Hundreds of cups served to trade-fair visitors A store on a busy through-road Regulars who show up every single morning A staff training class for a store Glass-roofed garden format — comfortable even on rainy days Visitors exploring the products at our booth Operations training before opening day The bar ran non-stop through the whole fair A corridor turned into a packed seating area The training room at True Cafe headquarters Serving domestic and international guests at the fair Test runs before opening hours Taking notes on the process during training The usual weekend seats An overview of the booth area at the 2024 fair The entrance leads straight to the garden seating Advising on the right coffee profile for each café format The coffee bar at the fair’s reception area The 2024 industry exhibition floor Only ripe red cherries make it into the roast batch Four roast levels for four different café styles

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Every cup finished with care, even at high volume Red umbrellas packed from early morning Vietnamese iced milk coffee — every café’s best seller Checking ripeness right out in the field Partner farm in the Central Highlands Raised-bed drying — honey process Dialling in extraction for each café’s beans The True Cafe brew bar at an event Baristas provided along with the bar

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Outdoor seating at full capacity A full view of the store at peak hour

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Cool seats under the trellis, red umbrellas front and centre Regulars who meet here every morning A lawn area for families on weekends