Shipped By Small Teams - Not Warehouses.
In the ever-changing landscape of retail — where independent shops are dwindling and speed seems to trump everything — a question crossed my mind this week:
Should small businesses try to keep up with the retail giants, or should consumers be encouraged to slow down and appreciate a different pace — one that doesn’t involve doorstep deliveries within hours?
Not long ago, I had a conversation with a customer who felt our service was too slow. Their order was dispatched within 24 hours and delivered 48 hours later via our Royal Mail Tracked 48 service. In total, it took three working days — the order was placed on Monday, delivered on Thursday.
To them, that wasn’t fast enough. They felt that in today’s climate, we should be matching companies offering next-day delivery.
It’s not the first time I’ve heard this, and I doubt it will be the last. But it did make me stop and think:
Have we lost sight of the effort and dedication that small businesses put into every single order? Have we come to expect all businesses — regardless of size — to keep pace with a 24/7, fast-delivery culture?
Behind those quick deliveries from big retailers are enormous teams, automated systems, and dedicated delivery networks. They own the infrastructure that allows them to move mountains in hours. Most small businesses, however, work very differently.
For instance, we don’t have a warehouse. Every order is picked, packed, and processed from behind the counter of our small shop. If you’ve visited us, you’ve probably seen the bags lined up along the back shelf — those are your orders, waiting to be shipped. We have a high volume of orders to manage daily. While we’re fulfilling online orders, we’re also serving in-store customers, restocking, answering questions, and doing the hundred other jobs that come with running a small business. We are a small team, and our fabulous team work incredibly hard to get the job done, every day.
And yet, we still process and dispatch most orders within 48 hours — just as we promise on our website. Delays only happen around Christmas or when we’re waiting on stock, and even then, we communicate clearly. We use Royal Mail Tracked 48 — which is not a guaranteed timeframe — but often, expectations now are for same-day dispatch and guaranteed 48-hour delivery.
We were told that as our business grows, our service is “declining.” But the reality is: growth doesn’t always mean more resources — at least, not overnight. Yes, we’ve heard the advice:
“Get a warehouse.”
“Hire more staff.”
“Work longer hours.”
And while all of those are valid ideas, they come with hefty costs — ones we can’t absorb without raising prices. They’re things we may consider for the future, but they’re not simple switches we can flick on. And we do not own the building that we are in, that still comes with a sizeable rent that increases, and hefty council rates.
So, here’s the big question:
Should small businesses bow to pressure and adopt the same standards as giant corporations — even if it means compromising their identity, sustainability, or personal touch?
Or should we, as consumers, take a moment to rethink our expectations?
It might be time to slow down — to go back to a time “BA” (Before Amazon), when 3–5-day delivery was the norm, and faster service came with a premium. Even some of the biggest companies don’t offer guaranteed next-day delivery without a fee. Yet we’ve become so used to instant gratification that anything slower can feel like poor service.
As someone who shops online often (because unfortunately I don’t have opportunity to wander the shops), I get the appeal of quick delivery. But I also understand what goes into getting a package out the door.
Let’s not forget what small businesses really are: behind every parcel is a real person — not a robot, not a massive warehouse, just someone (or a small team) working hard to make things happen. Juggling the demands of running a business, often on top of family life, can be overwhelming. It’s no surprise that some small businesses hit breaking points.
That’s why they need our support — not just our orders, but a little more patience, kindness, and grace. Because behind every “out of office” message or slightly delayed package, there’s a story. And that’s something worth supporting.
Comments
As I live only 12 miles away from the Stores it is an immense pleasure to personally come down to get my coffee, I always feel rejuvenated after a visit.
Recently I had a heart problem which has stopped me from physically travelling to Soho. Even so I haven’t ordered online, I’ve sent my son or daughter to get my coffee beans. They absolutely love to do this ‘favour’ for me.
The only time I used to mail order was just after the pandemic when again for health reasons I couldn’t get out and about. Then I used to order my coffee when I was on my last bag thus ensuring I wouldn’t run out. But please carry on regardles, when we desire something so wonderful and precious we should be patient and savour the wait not least the taste.
Good health to you and all your staff. You don’t realise how much happiness you spread!
Thank you.
I am quite happy with your service and understand you cannot be the same as Amazon. You have a great product and it’s worth a couple days wait. Amazon may be quicker than you but they cannot equal your quality. Keep up the good work.
Never had a complaint about your delivery times Always more than impressed with the service you deliver. Good product is definitely worth waiting for. Keep doing what you’re doing .
I’m more than happy with your delivery times. I frequently order over a weekend and have delivery by end of following week. If you keep an eye of your coffee stocks it’s not difficult to order in time. I have been buying mail order from you for over 20 years and never had problem. So disregard the clamour for next day delivery and keep on as you are, efficient, personal, and quality service.
Fully agree with you, having recently discovered the wonders of making espresso on a 20yr old gaggia classic that I repaired from a non-working model on ebay, I am now a firm lover of coffee, made without a pod or a capsule, the whole ritual from grinding the beans to tamping the grounds and watching the black gold trickle from the portafilter, it truly is catthartic and i get you that we seem to need the dopamine hit from next day and waiting for something, like your wonderful bags of coffee( well only 2-3 days) but the anticipation as i try a new blend every month is what we need. I feel truly blessed to have found you at the height of my coffee hobby! and you add to my enjoyment especially opening a new red heat sealed bag and the anticipated aroma …. carry on as you are – long live ACS!
Just keep on doing what you’re doing, it works just fine. You’ll never be a Starbucks, thank goodness. I just hope you guys can continue to survive as a family business in a soulless, dog-eat-dog world. I’m amazed that you’re still on Old Compton Street when all around you has been gobbled up by capitalism.
I am 100% with you Marisa.
As a customer with you for around 25 years – both in store and postal once we moved out of the area, I would be heartbroken if you had to try and compete with the mega corporations. The service for both in store and postal service is great (& as advertised). Sure, we can order our coffee on Amazon or elsewhere, but will we get the quality? Anyone who feels you should compete with companies such as Amazon, absolutely miss the point. I, for one massively appreciate the effort that goes in to your store and hope this can be retained. A true icon. Thank you.
I’m very happy with your delivery times and think three days is pretty quick. Your blog was very clear and your situation understandable. Thank you for being such a great business and it’s a great pleasure to support small quality businesses like yours.
Please don’t change.
Don’t change a thing. I’ve ordered on-line and visited your shop. The service is outstanding and so is the product.
I think the speed of despatch is perfect.
I was a customer pre-internet and now that I don’t live in London, I welcome the fact that I get to still experience the coffee by ordering online.
In my mind complaining about speed of despatch when ordering and comparing the Algerian Coffee Stores with the likes of Amazon, is the same as complaining that Andrew Edmunds (another Soho institution) takes longer than McDonalds to produce a meal.
Your service as usual is exemplary. Those disgruntled customers should reassess their senses of entitlement and their unreasonable expectations. TBH, I can never get to the shop quickly enough after the order is ready… usually takes me a week!
Thank you for your lovely blog. Please don’t change, don’t become a mini Amazon, your coffee, service and staff are so much better for being small and dedicated.
I agree with everything you said. Keep up the good work. Hopefully the complainers are a tiny proportion of your online customers
I couldn’t agree more: the personal service is what makes you (I use the shop and it is a joyous experience); and to lose that would be to deprive you of your unique charm.
Slow down and think ahead.
Thank you for lovely coffees! You are one of the coolest coffee shops of the world. Just like that.
I have been ordering from you by mail for the past 35 years, ever since I moved out of London, and have always been delighted by the speedy delivery you organise, usually as quick as 3 days. I order when I am down to my last 500gms, perfect timing, and no problem. Keep up the good work, no change necessary. Thanks.
Unfortunately Royal Mail is not what it used to be. Now expensive and slow. Even ‘Tracked’ stuff can take a week or so and when it gets lost – not a rare event – RM have no clue where or why…. sad.
ACS, on the other hand, is great! [Shame about the old shop though…]
I buy my coffee from the shop and always admire the hard work going in serving customers and particularly the effort going to send orders.
People may expect an Amazon service but this is unrealistic.
Keep things as they are as long as possible.
It would be sad if customers preferred filling the boots of Jeff Befos to the survival of your fantastic store.
Best wishes
I’ve always been delighted by your first class and efficient service. Please keep this up and look after yourselves!