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 said! Yes, just one of anything makes the one thing special, worth making an effort for, and the appreciation for and credit to the family and staff of the people who make our lives just that much better.
Well said. You are an institution that countless people respect and support. It is a joy to visit and when that is not possible, your internet shopping service is impeccable. Keep doing what you do so well.
Sadly we never get to visit 52 Compton Street because we live too far away but we love your coffee and the service you provide. Thanks so much for your new blog; we love you just the way you are
Just one store? That is the unique selling point of the Algerian Coffee Stores. A genuine relic of bohemian Soho when you could buy fresh meat and fish, then stock up at Continental Stores before buying your coffee, just look on the smiley faces of customers, whether there for an espresso to go or a Kilo of Blue Mountain coffee.
we love you just the way you are not ‘one shop’ but THE SHOP
if you were a chain it would be just another shop
This blog brought tears to my eyes, Marisa, remembering coming to your shop with my Mum,( I was a London child),then a treat in Patisserie Valerie, and bread from Madame Floris- remember her? I’m 82 now, on a train from East Anglia to meet a chum for lunch at Zédel and then to your shop for coffee supplies and Easter choc! I’m so glad you are still there. Just one wonderful shop.xx
Well said! The older I get, the more I gravitate toward the traditional, the comforting stability of life. Please keep your uniqueness, the special ‘flavour’ of your shop going.
Thank you.
Wow. I mean, just looking around the corner from you we’ve all seen what happened with Patisserie Valerie; a business that used to be a temple and now I wouldn’t touch it with a bargepole. I understand that as generations change the tempation to cash in is strong, but those who do it must recognise that they destroy what they have built even while maximising their profit from it. Stay as you are – there are many of us who care and appreciate your dedication.
We love you just as you are. I love the excuse to come into the shop if I am in town and if not online orders are perfect. We are loosing too much of the personal connection in modern life, and a family run shop that sells superb coffee at a fair price, we don’t need more than one shop for that. Thank you!
Yeah, look at what happened to Patisserie Valerie, a few doors from your own. My folks started visiting it during WWII, they knew the owners. I used to go there with my dad in the 50s, musicians used to hang out there. I loved that place. Then it got taken over and expanded – and died. A great loss, so stay ‘small’ and cool.
Lovely writing and sentiment. Thanks.
You’re right. Don’t change. You can expand online if you want to, doing what’s most important – producing and selling good coffee. Expanding locations just means adding staff overheads, managing rent payments, multiple landlords, logistics and inventory risk. You’d have to change your products and prices to account for all that and lose what makes people love you: the location, the history, the people, the knowledge, good coffee at honest prices. You’re not even a coffee shop, really, you’re a coffee business that’s run from a museum. That’s why you’re unique!
You opened the year I was born. I have been coming to the shop for 50 some years. I take your coffee beans with me as I live in 3 different countries. Your shop is a Soho institution. May it remain 💖
Do what feels right in your hearts, you say you are busy enough, so surely that is enough? I buy through your website and I came to you by a fb recommendation as I had been buying from another coffee house. What spoke to me was your history and family and love for your business. Small can be beautiful, I never go into the trendy coffee shops that are in every town, I spend my money in the independent ones, the ones that have a ❤️
So thank you for reading, I wish you well in your journey whichever road you take, keep smelling the coffee…x
Please stay as one shop! I love my visits and missed them during COVID . I did order on line!
I was brought up in a small business family with one shop. We were part of the community and
I still meet people who remember our one shop and it’s quirkes!
Stay just as you are. I can’t imagine you expanding. It would never be the same. Since lockdown I have been ordering online, occasionally stopping by and always sorry I missed you for the friendly chat. I’ll catch up with you again one day. Keep up with the blogs as well. I agree
Please, please, please stay just one shop 🙂 and that comes from a customer who lives in Derbyshire!
I have had a subscription for about 3 years now and I love receiving my coffee every fortnight through the post (wrapped in brown paper) and even though people may think me pretentious (I don’t care 😂) I also love saying “Oh, I get my coffee from the Algerian Coffee Store in Soho.”
We come to London fairly often for the art galleries and theatre and I always love popping into the shop for the sights and definitely the aroma or I just really enjoy looking in the window – you are a wonderful emporium!
I love what you do, please don’t change 🇩🇿
I agree entirely. We all know what happened to Patisserie Valerie!
You keep doing exactly what you’re doing because it’s fantastic!
Thank you.
Mary
Marisa,
You have a talent for writing. And your coffee’s pretty good too. Keep going – small is beautiful.
Best wishes,
Edward.
I completely agree – we love the traditional values and especially the smell of coffee. Very much why we also love Maison Bertaux. Please don’t change or try to expand. Our very fond regards, William