Introducing

Wobbe van Zoelen, founder of Anne&Max. At 15, Wobbe already knew it; the best way to make your dream come true is to wake up! His dream? A business in the middle of the city that should feel like a living room, or living room in the city. A place where people enjoy their first cup of coffee of the day, a place to work quietly, share stories with each other over high tea and a club in the afternoon sun. The idea stays in his head forever, and right after graduation, he begins spending one day a week writing a thorough business plan. In 2005, he opens the first Anne&Max in Haarlem. Now in 2020, Anne&Max consists of 20 locations where everything revolves around hospitality and honest products: from specialty coffee to juices, bread, meat, chicken, egg and wine.

Recently, Wobbe answered some questions about coffee in KTC (KoffieTCacao) magazine. The makers of the magazine have a passion for pure, honest, distinctive and quirky products. We are therefore super proud of this cooperation!

What's in your head right now?

Tipoj Guatemala, a washed filter coffee roasted by Keen Coffee. Fruity, firm and slightly fresh. Ideal to start the morning with.

Do you have a coffee mission?

For more than twelve years we have been serving organic coffees, for which we work closely with the coffee roasters and plantations. Together we try to improve the living standards of the coffee farmer on and around the plantation. For example, we participate in a project of MVO Netherlands to find out the true price of coffee.
We also do our best to visit all suppliers to discuss how we can achieve even better results together.

What is your favorite coffee country?

When it comes to coffee, I still choose Ethiopia. An unwashed Ethiopia from a Kinto filter makes my heart beat faster. As a country in general, however, I go for Costa Rica because of its overwhelming beauty and diversity.

How do you ensure uniformity within a franchise formula?

In beautiful Dutch, "Knowledge is power, but enthusiasm pulls the switch. In other words, by seeing franchising as a great way to cooperate with like-minded people, while having a very good division of labor. Only when franchisees are convinced about the products, the methods and the result will they execute everything to perfection. Of course, all procedures and manuals are vital. The magic lies in the shared enthusiasm for the end result. These are the moments when our guests truly feel at home.

What trends are we going to see in the coffee world? 

More awareness. More specialty. More decaf or low in caffeine. More storytelling. More automation and more speed.

Which new coffee gadget are you excited about?

I am a big fan of filter coffees and automatics. I love a machine like the Automatica from American Saint Anthony Industries or the Marco SP9. It may even be the future for any coffee bar; relatively fast, always exact.

Who would you like to give a heads up?

I am extremely proud of all the teams within Anne&Max, who have held their optimism during this difficult period. All the franchisees, their employees and support teams are very actively thinking and tackling everything to be able to continue and reinvent the concept. So they do deserve a pat on the back.

What is your favorite brewing method?

Generally filter coffee, brewed with Kinto or Hario, because that's where you get the best flavors. But I'm really up for anything, depending on the time of day, the temperature and the country you're in. In Costa Rica I really enjoyed the local pouring method, through a kind of sock. Technically maybe not super, but in combination with the people and the view at that moment the very best.

Golden tip for hospitality industry?

It's all about only two things: acknowledgement and recognition. Make guests feel at home, know their names and their habits, and give them the recognition (plus the compliments) they deserve. And finally, thank each guest sincerely.

What else would you like to mull over?

I would like to continue talking about how great it is as a company to have real contact with the producers. It enriches a company when you know that on the other side of the world people are working with pleasure and future prospects on the product we put on the table. So that everything that tastes good also feels good.