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'Simple Kaffa 吳則霖 — 世界冠軍咖啡師營造咖啡新體驗'

'/uploads/allimg/170525/3-1F5251301161L.png'

'Simple,Kaffa,世界冠軍,咖啡,營造,新體驗,體驗'

'text / 梁大文；photography / Krystal Lin Simple Kaffa 咖啡店創辦人 Berg Wu（吳則霖）的成功故事，大家或許早就聽過：1999年自學沖泡咖啡開始，因著熱愛咖啡以低成本創業，2011年開設第一家咖啡館 Simple Kaffa，並自2009年起連續參加了7年的臺灣咖啡大'

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'2017-05-25 15:31:14'

'2017-05-25 13:05:08'

'101998'

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'<div style="text-align: center;">
	<span style="font-size:16px;"><img alt="" src="/uploads/allimg/170525/3-1F525125Q54G.png" style="width: 480px; height: 718px;" /></span><br />
	<span style="color: rgb(62, 62, 62); font-family: 微軟雅黑, 黑體, Arial; font-size: 14px;">專業咖啡師交流 請關注咖啡工房(微信公衆號cafe_style )</span><br />
	&nbsp;</div>
<div>
	<span style="font-size:16px;">　　text / 梁大文；photography / Krystal Lin</span></div>
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	<span style="font-size:16px;">　　Simple Kaffa 咖啡店創辦人 Berg Wu（吳則霖）的成功故事，大家或許早就聽過：1999年自學沖泡咖啡開始，因著熱愛咖啡以低成本創業，2011年開設第一家咖啡館 Simple Kaffa，並自2009年起連續參加了7年的臺灣咖啡大師賽，拿下3次冠軍並代表臺灣參加世界冠軍咖啡師大賽（WBC，World Barista Championship），最終在2016年中奪冠，一躍成爲世界級咖啡師，Berg 幾乎成爲全臺媒體的焦點。富錦樹執行長吳羽傑（Jay Wu）認識 Berg 多年，更邀請他一起在 Fujin Tree 353 Cafe 打造優質的咖啡店，一路走來，見證著他的創業追夢故事苦與甘，也見證了他爲臺灣咖啡文化帶來的轉變。</span></div>
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	<span style="font-size:16px;">　　即使 Berg 已經是世界冠軍，在言談舉止間，還是感受到他是一個專注用心而且謙卑的人，沒有被世界冠軍這個榮譽改變太多。Berg 開設的本店 The Lobby Of Simple Kaffa 雖然位處東區的地下室，但這次在店裏訪問，走進拱門後帶著歐風的舒適座位區，下午時段已經人潮湧湧。</span></div>
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	<span style="font-size:16px;">　　開放式的吧檯工作區，由 Berg 用心訓練出來的 Barista 在其中忙碌，咖啡香氣與機器的聲音從沒間斷，大家都專注在自己的崗位卻極有默契，把關整個服務過程，Berg 有時在現場指點，有時親身上陣，各個細節都看得出這家由他親自經營的本店，帶著別的地方無法複製的堅持：給人們味蕾及精神的滿足及享受，一個超越咖啡，包括環境、餐具、音樂、服務等完整的飲食體驗。</span><br />
	&nbsp;</div>
<div style="text-align: center;">
	<img alt="" src="/uploads/allimg/170525/3-1F525125TA44.png" style="width: 751px; height: 501px;" /><br />
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	<span style="font-size:16px;"><img alt="" src="/uploads/allimg/170525/3-1F525125Z1600.png" style="width: 751px; height: 499px;" /></span></div>
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	<span style="font-size:20px;"><strong>　　現在我們都很願意花錢投資在自己身上</strong></span></div>
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	<span style="font-size:16px;">　　Jay：&ldquo;其實關於世界冠軍的故事，我們都從很多媒體知道，今天我倒是不想談這些，反而想多瞭解你在這個30多歲的世代創業，期望扮演的角色。&rdquo;</span></div>
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	<span style="font-size:16px;">　　Berg：&ldquo;我記得我讀過一篇文章，說70年次前後是最可憐的世代，從求學到出社會都很慘，聯考改制、科技業熱潮卻又忽然泡沬化往下掉，不管在社會上工作上機會待遇，大環境條件都很困難，拼資本的話沒法跟上一代拼。但我覺得我們這一代是很努力的。現在很有趣，是我們都很願意花錢投資在自己身上，有許多有能力有才華的人在磨練自己，即使沒法做很大但可以做很好。&rdquo;在 Berg 眼中，即使力量不大，最理想的狀態反而是大家去串連結合，在不同產業中找到合作的共通點，擦出火花。</span></div>
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	<span style="font-size:16px;">　　&ldquo;像我跟富錦樹合作的 Fujin Tree 353 Cafe 便是很好的例子，不同產業碰撞很有趣，反而同領域就比較沒有火花，像我之前也試過與咖啡與調酒合作，如果能跟文創或行銷的東西結合在一起，也許也會很有趣。&rdquo;</span><br />
	&nbsp;</div>
<div style="text-align: center;">
	<span style="font-size:16px;"><img alt="" src="/uploads/allimg/170525/3-1F525130031221.png" style="width: 752px; height: 504px;" /></span><br />
	&nbsp;</div>
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	<span style="font-size:20px;"><strong>　　沒有人做好就是還有機會</strong></span></div>
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	<span style="font-size:16px;">　　Jay 很好奇，在臺灣咖啡店這麼多，咖啡文化也算有，高單價的咖啡大家也開始願意付錢，那在 Berg 眼中，咖啡文化在臺灣算成熟嗎？&ldquo;其實我覺得還不成熟，我遇過蠻多隻是爲了開心，但卻沒有想好商業模式就開咖啡店的人，但真的跳進來開店就不開心，面對生存就不開心，這半年我看到一波一波倒店潮，房租一漲利潤就被喫掉，不論市場成熟與否，撇開大公司以外，要個性咖啡店衍生成一個規模，至少要有好幾家做到才叫成熟。&rdquo;開店就是要面對人材、資金及成本等問題，Berg 在這產業這麼久，很知道不少咖啡店因爲背後有金主，有財力一下子便做很大，但也不代表賺錢，因此 Simple Kaffa 一直以維持做更好爲理念，他心裏最理想成熟的狀態，是像在歐美超市，也能買到獨立咖啡店的豆子，代表的是更好的咖啡已經走入普羅大衆的生活，在臺灣還有很多機會，&ldquo;沒有人做好就是還有機會。&rdquo;</span><br />
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<div style="text-align: center;">
	<span style="font-size:16px;"><img alt="" src="/uploads/allimg/170525/3-1F5251301161L.png" style="width: 752px; height: 501px;" /></span><br />
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	<span style="font-size:16px;"><img alt="" src="/uploads/allimg/170525/3-1F5251301361I.png" style="width: 458px; height: 685px;" /></span><br />
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<div style="text-align: center;">
	<span style="font-size:16px;"><img alt="" src="/uploads/allimg/170525/3-1F525130154207.png" style="width: 752px; height: 502px;" /></span><br />
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	<span style="font-size:20px;"><strong>　　要讓消費者相信你，還需要搭配咖啡以外的其他條件</strong></span></div>
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	<span style="font-size:16px;">　　Jay 在臺灣消費市場深耕多年，一直知道臺灣都講 cp 值，又要便宜又要好，因爲好奇想知道 Simple Kaffa 的客人習慣。其實因著世界冠軍的榮譽，Berg 觀察到更多，也看到產業裏很多的改變，&ldquo;現在在我們店是賣得動高單價的咖啡，是因爲我們是世界冠軍，因爲這個大獎我們業績立刻跳起來，但如果沒有獎，即使是我們也可能要兩三年才做到，沒法一瞬間就跳上去。我認爲大家都開始會想品嚐好東西，可是品嚐好東西是要經驗累積的，不見得所有消費者都能體會到差異，要能讓他們相信你，讓他們覺得值這個錢，有時候真的需要搭配其他的條件，名氣，氛圍，顧客服務，讓他覺得花這個錢拿不一樣的東西。不能說路邊攤端出好咖啡就賣那麼貴。&rdquo;這一路走來也讓他發現自己的盲點，就是技術出身的人，總會一直鑽牛腳尖，執著於由 90 分變成 91分 92 分， 但如果把這份心力用在其他環節， 客人甚至能有 95分的體會，有了這個體悟，Berg 現在變得更花心思在整體經營上。</span><br />
	&nbsp;</div>
<div style="text-align: center;">
	<span style="font-size:16px;"><img alt="" src="/uploads/allimg/170525/3-1F5251302143F.png" style="width: 750px; height: 556px;" /></span><br />
	&nbsp;</div>
<div style="text-align: center;">
	<span style="font-size:16px;"><img alt="" src="/uploads/allimg/170525/3-1F525130225926.png" style="width: 748px; height: 558px;" /></span><br />
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	<span style="font-size:20px;"><strong>　　向上做出質感，往下普及更平民</strong></span></div>
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	<span style="font-size:16px;">　　創業艱苦，但創業人都總會希望沒有資源限制追尋理想，問到 Berg 如果沒有限制，想做什麼，他很快回想出兩個目標：&ldquo;我希望往上走同時跟下走，市場現在其實有點像個金字塔，往上走就是越做越好，做出質感，做出價值越來越高，假設我們開店面，是不是這個店設計上，是讓人眼睛爲之一亮的，有旗艦店的感覺，提供的服務是不是更好呢？至於往下走，我在慢慢尋找資源或機會，希望用膠囊咖啡走得更很普及很平民，在家就可以衝煮很好的味道。&rdquo;</span></div>
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	&nbsp;</div>
<div>
	<span style="font-size:16px;">　　不過 Berg 一再強調，他指的往上，不是指再追求獎項或國際的榮譽，因爲即使市場上大家都知道 Simple Kaffa 得了最頂尖的獎項，但事實上在店裏不一定喝到最頂尖的咖啡。&ldquo;有些人會問我能不能喝到比賽的東西，我會問說到底你願意付怎樣的價格，來讓我做這事呢？打個比喻，像比賽的咖啡豆，我必須養10-12天，然後開封之後，醒豆要醒2-4小時，這區間我們來煮纔是它最顛峯的狀態，所以每一鍋咖啡豆，每次煮都要2-4小時前開封，那我們不太可能在店裏做這些事，豆子也貴，這樣成本算下來，一杯可能要2萬塊，大家就會傻眼。一分錢一分貨，光看物料成本當然是不貴，但整個製作的環節，充滿太多細節與條件。全都是成本。&rdquo;</span><br />
	&nbsp;</div>
<div style="text-align: center;">
	<span style="font-size:16px;"><img alt="" src="/uploads/allimg/170525/3-1F5251302462b.png" style="width: 747px; height: 497px;" /></span><br />
	&nbsp;</div>
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	<span style="font-size:20px;"><strong>　　說大不大，說小不小，經歷轉型問題</strong></span></div>
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	&nbsp;</div>
<div>
	<span style="font-size:16px;">　　許多困境 Berg 已經經歷過，在這個階段他的困境與面對的問題，反而是公司正在轉型， 在說大不大，說小不小的規模上，總有些問題瑣碎卻重要的問題要處理。也要面對人材的培養，&ldquo;要培養店裏的人，時間成本都很多，比賽時我也很忙，不過現在我更專心，也讓員工帶新人，團隊成員也變多有十多個正職，我相信沒有咖啡店有這個資源，我也希望在薪水休假上，做得比大多數店家好，人材纔不會流失。&rdquo;</span></div>
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	&nbsp;</div>
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	<span style="font-size:16px;">　　不過好不容易因爲拿到冠軍有些積蓄，Berg 爲了追求更好，轉眼又要把它燒光，目前正在準備開設一個純粹烘豆的空間，花大錢買了一臺新的機器，令平常烘豆消耗的大量瓦斯減少，也除去平來烘豆所產生的味道。他笑言創業人總是在這種無限輪迴中，經歷那份只有自己懂的苦與甜。</span></div>
<div>
	&nbsp;</div>
<div>
	<span style="font-size:20px;"><strong>　　繼續培養味蕾、增廣見識</strong></span></div>
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	&nbsp;</div>
<div>
	<span style="font-size:16px;">　　而 Berg 現在的生活模式，要如何再更提升自己呢？除了繼續專心在咖啡專業，他也努力讓自己喫好的用好的，這不是因爲他錢賺多了而揮霍，而是他深知道在餐飲業工作，需要培養味蕾、增廣見識，自己也試著煮東西品嚐不同味道。此外，也如他之前所說，希望透過與不同領域串連，讓大家互相認識，有更深的接觸，未來或許是舉行結合茶、酒、咖啡甚至是農產品的餐會讓大家聚在一起，期望激發更多創意，讓更多美好的事情發生在臺灣這片大家熱愛的土地。</span><br />
	&nbsp;</div>
<div style="text-align: center;">
	<span style="font-size:16px;"><img alt="" src="/uploads/allimg/170525/3-1F5251303132L.png" style="width: 480px; height: 718px;" /></span></div>
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'Simple Kaffa 吳則霖 — 世界冠軍咖啡師營造咖啡新體驗_咖啡館經營_中國咖啡網'

'Simple,Kaffa,世界冠軍,咖啡,營造,新體驗,體驗'

'text / 梁大文；photography / Krystal Lin Simple Kaffa 咖啡店創辦人 Berg Wu（吳則霖）的成功故事，大家或許早就聽過：1999年自學沖泡咖啡開始，因著熱愛咖啡以低成本創業，2011年開設第一家咖啡館 Simple Kaffa，並自2009年起連續參加了7年的臺灣咖啡大'

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