We discover how Jérôme’s passion for specialty coffee and surfing inspired the creation of Mahalo Coffee Roasters.
BY VASILEIA FANARIOTI
SENIOR ONLINE CORRESPONDENT
Photos courtesy of Mahalo Coffee
For those of us who work in coffee, it’s a business built on passion. Yet, we often encounter the question: why coffee in particular? Indeed, it’s not just about the beverage itself; it’s about the connections forged among people who share a common passion for this beloved drink. One of those individuals is Jérôme Duc, the owner of Switzerland’s Mahalo Coffee Roasters. His journey embodies the spirit of exploration and community that can be found in the coffee culture.
As consumers increasingly seek meaningful connections with the products and services they choose, understanding the narratives behind our favorite cafés becomes essential. In this interview, we delve into Jérôme’s motivations, the influences derived from his travels, and the core values that define Mahalo Coffee.
Barista Magazine Online: Could you introduce yourself and share some details about your coffee shops?
Jérôme Duc: My name is Jérôme Duc, and I am the proud owner of Mahalo Coffee Shop. We operate two locations: one at the train station in Bulle, which opened in January 2023, and another located in the heart of Fribourg, uniquely shared with Jo Bar de Quartier. Each location has been designed to reflect a warm, welcoming atmosphere where customers can enjoy high-quality coffee and connect with one another.
Why did you choose coffee as the main focus of your business, and what attracted you to specialty coffee compared to other culinary sectors?
Coffee has always represented much more than just a beverage to me; it embodies a cherished ritual and a way to create connections between people. The specialty-coffee scene, with its incredible focus on detail, transparency, and commitment to quality, genuinely captivated me. It felt like the perfect fit, allowing me to merge my passions while giving customers an authentic and unforgettable experience.
You spent 22 months traveling around the world and exploring 45 countries. What were you hoping to take away from such an experience?
My travels have always been driven by a deep passion for exploration and the joy of discovery. I felt a strong need to immerse myself in diverse cultures, sample unique flavors, and bring that rich cultural tapestry back to Mahalo Coffee Shop. These adventures allowed me to combine my love for surfing, travel, and specialty coffee, ultimately shaping my vision for the cafés.
How have your global experiences influenced the concept and offerings at Mahalo Coffee?
Each journey I embarked upon enriched the spirit of Mahalo. Throughout my travels, coffee shops became my guide to each new city. Every morning, I would map out a different café to visit, eager to see how each culture expressed itself through coffee. Whether in Melbourne, San Diego, or Buenos Aires, I found that each café had its own way of creating an experience. I took detailed notes on the shops I visited, documenting everything from ambiance to brewing methods.
This habit gave me insight into how coffee connects people across different cultures and taught me that a coffee shop isn’t just about serving coffee—it’s about creating a sense of place and community. I collected a variety of spices, coffees, and teas from the countries I visited, which enabled us to create unique drinks for our customers.
This influence also instilled in me a deep respect for producers and a commitment to sustainability, emphasizing our focus on high-quality, ethically sourced ingredients. I hope that through Mahalo Coffee Shop, customers can feel a piece of the warmth, hospitality, and passion I encountered around the world.
Since opening your first location, what challenges and successes have you encountered in establishing Mahalo Coffee within the Swiss specialty-coffee scene?
Introducing the culture of specialty coffee to Fribourg was initially a challenge, as it required educating customers about quality coffee and various extraction methods. However, positive word of mouth played a vital role in our success and helped us solidify a strong reputation. Witnessing our team grow to 10 members and opening our second location has been an incredibly rewarding journey.
Your collaboration with renowned chefs Benoît Waber and Léonard Gamba adds a unique dimension to Mahalo Coffee in Bulle. Can you share more about how this partnership enriches the Mahalo Coffee experience?
Working with Ben and Leo is genuinely special for me, not only because of our long-standing friendship but also due to the respect we have for each others’ craft. Our journey together began organically as we shared a mutual passion for quality and innovation, and I wanted to leverage that connection in a way that’s meaningful.
The creative process is collaborative; we brainstorm ideas, experiment with flavors, and explore how to harmonize food and coffee in captivating ways. By combining our expertise, we strive to create unique flavors and unforgettable experiences. These partnerships truly elevate the Mahalo Coffee experience, introducing originality and delighting our customers with exceptional moments they won’t find anywhere else.
How do you envision the future of Mahalo Coffee? Do you have any plans for expansion or new collaborations?
The future seems promising, especially with plans to open a new location in Fribourg in May 2025, which will feature a different concept and a focus on brunch. We also aim to develop more enriching collaborations and continue exploring new flavors and ideas to keep our offerings exciting for our customers.
What message would you like to convey to your customers through your coffee and the overall experience at Mahalo Coffee?
I want every visitor to feel the passion and care that goes into each cup we serve. The Mahalo experience offers moments of sharing, travel, and discovery while upholding ethics and quality. Ultimately, it pays tribute to artisans, producers, and fellow travelers who have inspired me throughout my journey.
ABOUT THE AUTHOR
Vasileia Fanarioti (she/her) is a senior online correspondent for Barista Magazine and a freelance copywriter and editor with a primary focus on the coffee niche. She has also been a volunteer copywriter for the I’M NOT A BARISTA NPO, providing content to help educate people about baristas and their work.
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