In this episode of En la Barra we visit Afortunato in Pamplona (Spain) and chat with Joaquín about its beginnings, the growth of specialty coffee in the city and the challenges he sees for the coffee chain.

From Coffee Bruno to Afortunato: continuity with new scale

The story began in 2000 with Cafés Bruno, the family project of his wife’s family: roasting, sales and tasting in the same premises. After the closure of the business, Joaquín launched Afortunato as a “second part”: the same concept, but larger and more modern, with a larger capacity roaster and a clear commitment to integrate everything in a single space.

Pamplona today: more cafeterias, but a unique model

When they opened, there were very few specialty coffee shops. Today Joaquín estimates there are more than 10 in the city. Afortunato stands out because it is the only one (according to his experience) that combines roastery + coffee shop in the same place, which allows tastings with customers and immediate feedback in the cup.

A charter designed for Profiles (and to educate)

They work with about 10 coffees and four simple profiles to guide the customer: Floral, Citrus, Fruity and Chocolaty. They seek a balance between innovation (Processes/fermentations) and sustainability (preference for Organic coffees when possible), without falling into elitism.

“Connecting people”: let the mug tell a story

Afortunato’s vision for the future is that the consumer, in addition to enjoying the coffee, should keep in mind the people behind the coffee: Producer, Cultivation, social/environmental project and more conscious purchasing decisions.