The Key Ingredient for Success
Words Deven Wilson | Photos Baptiste Despois
“The second we visited Austin, we fell in love,” Alin, co-owner of Afuga with Roee Erenshteynw reminisces, adding that upon arrival they felt confident that they could build their dream of opening a coffee shop here.
While they faced the classic, new-business battle of drawing people in after building out their space from scratch in The Hatchery ATX, smack dab in the middle of Austin on Navasota Street, Roee jumped into action to bring people in to try their coffee. Roee recalls walking down to the trails on Ladybird Lake to personally invite people to Afuga. “It was crazy, but it worked.”
Today, with a second location in Hutto, the shops are abuzz with lively packs of people. Alin and Roee continually connect with regulars and greet first-timers as if they’ve come to Afuga a thousand times before. “The personal connections are very important to us,” Alin points out. “You can see in both locations that we will always talk with people.” It’s a quality of hospitality that radiates from behind the counter and continues through the quality of the coffee.
Roasted in a traditional style in an oak wood oven by an Italian immigrant family the Erenshteyns connected with, their organic blend pairs with their house-made syrups and creative concepts to fill out a menu with both the European espresso classics and Afuga originals. Playing with flavor profiles, drinks like their cinnamon date latte and orange blossom mocha bring together tastes that excite taste buds and celebrate the coffee at its center. Even for those looking for something sans espresso, their homemade lemonade with butterfly pea flowers is as deliciously refreshing as it is vibrant. All of their drinks come with an intricacy that is no doubt derived from the Erenshteyns’ radiant personalities.
They both take great pride in their efforts to create defining details that not only set them apart but also continue to attract customers. “We really put our hearts into the business,” Alin expresses, hoping that they succeed in making a difference in each customer’s experience, even if it’s simply receiving a smile along with a good cup of coffee.
Contact:
31 Navasota St., Ste. 100
2100 Muirfield Bend Dr., Ste. 125
afugacoffee.com
@afugacoffee
