More Than One Shop
Recently, a customer made a comment about us being “just one shop.”
It wasn’t meant kindly — there was an implication that somehow, we were less. Inferior.
And it got me thinking…
Does having multiple locations really make a business more credible? More successful?
Over the years, we’ve been told countless times that we should expand. Open more shops. Franchise. Grow bigger. And yes — we’ve thought about it.
But the truth is, our Soho shop keeps us more than busy enough. It keeps us on our toes. And we’re incredibly grateful to say it’s thriving.
So what exactly is wrong with being one shop — and doing that well?
Because what people truly love about our shop isn’t just the fresh coffee.
It’s the history.
The original counter.
The old shelves.
The shop window that’s seen decades pass by.
And, of course, the family behind it all.
If we were to branch out — go bigger, bolder — would we lose that essence?
I suppose it depends on the business. But if you walked into Algerian Coffee Stores in another city, would it be the same. You wouldn’t see us behind the counter. You wouldn’t step into a space filled with years of stories, with history worn into every surface.
It would be new. Different.
So much of what makes us who we are is rooted in that personal, familiar approach. Our family has been running the shop for 80 years now, and on some days, you’ll even find three generations behind the counter, quietly keeping it all going. It’s in the small moments you see; grinding spices in our little grinder, weighing out teas, packing parcels. Preparing everything in a way that feels real, not rushed.
If all of that had to be scaled up to supply multiple branches… would it still feel the same?
Would it become just another mass-produced product?
Or maybe that doesn’t matter to some.
Maybe all that matters is consistency — the same recipe, the same taste, the same beans.
But for us, it’s more than that.
I remember, as a child, coming to work and being taken to Patisserie Valerie for a croissant. We knew the family, and they knew us. There was something comforting in that — something real.
When they sold the business and it expanded rapidly, it changed. It no longer felt the same. Everything became more distant; it was just a brand. And, if I’m honest, the quality didn’t feel quite as it once was.
Growth doesn’t always mean improvement. Sometimes, it means letting go of the very things people fell in love with in the first place.
That’s what people connect with. Not just the product — but the people, the rituals, the feeling.
There’s often a certain rhythm in businesses like this — maybe not perfect, maybe not polished, but real. Perhaps “chaos” isn’t quite the right word. Maybe it’s heart. They’re family-run, by people with families. Sometimes the day starts a little later because the school run didn’t quite go to plan. Sometimes things run behind because life simply happens.
But doesn’t that make it feel more human?
And for me, that’s exactly what makes me love places like that even more.
And that’s what we hold onto.
Because for us, it’s not just about selling coffee or tea. It’s about the experience of it — the conversation across the counter, the smell of freshly roasted coffee, the small, imperfect, human moments that can’t be replicated at scale.
Could we expand? Possibly.
Would it still feel like us? I’m not so sure. Maybe there’s simply too much history rooted in 52 Old Compton Street — or perhaps, too much heart.
Of course, there are businesses that grow and manage to keep the soul intact. But that balance is rare — and it requires letting go of a level of closeness that, for us, is everything.
So for now, we choose to stay as we are.
One shop.
One space.
One story — still being written, day by day, behind the same counter.
And that’s not something to apologise for.
It’s something to be proud of.
Comments
Well I’m a newbie only been visiting for 5 years! I love the feeling of turning the corner of the street and seeing the shop wondering what delights await.
I always enjoy looking at the window display and seeing all the different things there and then walking in to the shop past your fans already there, eagerly anticipating my next purchase.
Everyone is so friendly and helpful and always serves with a smile.
There have been times when I have had to wait to get into the shop because of the queue if that has been a bigger shop with less customer service I would have gone elsewhere.
Your fans know and recognise quality so don’t change, keep your one shop and more importantly your family values.
PLEASE don’t change what you do and how you do it on the basis of an ignorant comment. Your are perfection.
I first crossed your threshold in 1963 as a student; now living 420 miles away, but wouldn’t go anywhere else for coffee. Thank you!
I’ve been buying from your wonderful shop for 40 years at least, (introduced by someone who adored it) in person when I lived in London and for many years now I have used your brilliant mail order service. Please don’t change. I fondly remember the rare teas and talking and learning surrounded by enticing aromas. And I’m promising myself a trip to London to see and experience the Algerian Coffee Stores all over again. Meanwhile I came here to buy something….
..Carry on are you are – it’s wonderful!
Your shop is a delight. I’ve been buying coffee from you since the 80’s and although I no longer liver in London, it is always a port of call when I visit London. Do not change!
I can only echo the others posts.yes 40 years of buying your coffee both by old fashioned phone and now online. And always loving the in store visits when in London. Next visit planned for 6th April . Keep on being yourselves as long as you possibly can be.
With deep respect for you and what you have done and continue to do.
Well, I guess you could expand. And bring out your own crypto currency. And then in a few years you could stop doing that tiresome coffeee and tea altogether. Or maybe….
Only a corporate Muppet who is lacking in any sense of community spirit would make such a mindlessly disparaging comment thinking it had any credence in the real world where humans still live.
The Algerian Coffee Stores has been and remains my favourite local store during the (almost) 33 years I have resided in Soho.
And you still serve up the lowest priced best quality take away coffee in London and quite possibly the whole of the UK
Keep on keeping on and ignore the naysayers.
I used to work in the shop many years ago, and it genuinely was the best job I ever had. Paul was like family, and so was everyone who worked there. I can remember you coming in Marissa, after dance classes, and just the love you all had for that shop. Hey; I even remember blending coffee beans fondly.
Yes, you are just one shop, but one perfect shop.
I’ve been a customer since the very early 1980s – that’s about 45 years ago, beginning on visits to London, then as a regular shopper when I moved to Surrey in 2013, and now by mail order. Please NEVER change Algerian Coffee Stores! You are wonderful, splendid, magical and truly unique. A friendly haven and greatly valued by all of us. xxx
We have been using your store for about ten years now and I think that my husband still misses ordering by phone as he used to love a quick chat . Please don’t expand and become just another chain the quality of service always suffers as to staff in different locations it’s just another job
Hi
If you franchised I suspect you would lose the qualities which make you special.
What makes you special? The fact that you care about your business rather than extracting money from the business. Your customers trust you – this is a rare resource.
Maybe you could open another shop – this could be done without franchising and ensure the business does not lose its uniqueness. But it might dilute demand.
We (my wife) order most of our coffee from you because of the quality. On the rare occadions we come to London we come to the shop because you are unique. If you were in a trendy destination like Tokyo vloggers would be hyping you as a must-see!!
You embody an ethos of quality and care which is rare and precious. This was what shone out of your window in the 1950s when, as a young child, I often stood outside marvelling at the Aladdin"s cave of treasures on display. My wife loves coffee and one of the first things I did with her was to take her to the shop to buy coffee.
You are not a run of the mill high street shop. You continue and update the best traditions of London and Soho life
Please don’t change, there is something so special when I come to London from Australia and visit your shop. I buy coffee from your shop as a gifts to my family in in the UK. When I enter the doors I feel the history and care. I feel something special that I can’t describe, it’s just a feel of knowing that everything is so right. Plus your online presence is so good and when I buy online for my UK family everything is just so perfect. One shop, one history, one special experience.
Personally I value uniqueness. And your coffee is divine. One of those little luxurious that make life good. Never change :-)
Totally agree with everything you’ve said. I have a small business, reasonably successful and keeps me busy. People tell me I should expand. Why? I enjoy what I do and have total control. I don’t want to lose that and I totally get why you would not want to either. If people want chains let them go there. There are more than enough people who love and cherish the independent touch to keep us both busy.
Marisa, family and team.
Your values and presence are so important and I applaud your commitment and principles.
ACS is a breath of fresh air and part or an increasing body of successful small businesses rooted in quality and relationship with their customers.
Your coffees are exceptional and I would be a regular in your store if I weren’t ‘up north’.
Thank you!
We have been going to the shop since 1968. It’s quiet something special to be recognized, know everyone and
know the coffee beans are special and the double espresso is always there.
Love you !
Philip
I emigrated to London 35 years ago and I’ve been buying coffee at your wonderful store for 35 years! A short break ordering online over Covid (and thank you for keeping us stocked up) but I was back into the shop as soon I could. Keep on doing what you do the way you do it. Lovely post.
We’ve been lucky to spend extended periods of time in London since 2001. First stop after the flight from Chicago? 52 Old Compton Street. A welcome like no other. May it always be so.
I totally agree with the positive comments. Your products are wonderful and the service simply the best .Do not change. Thank you for being you .Rob