Mamonaku Kohi is a next-wave, specialty iced kohi Japanese-inspired coffee shop, with its flagship store established in Gyud Food UP Diliman in 2023. As I write this, we are in the process of opening our 3rd, 4th, and 5th stores, while also promoting the brand at the Philippine Franchise Expo 2024 to seek Kohi Partners for collaborative expansion.
I never really intended to open a retail store or coffee shop, primarily because, over 18+ years of blogging, I’ve witnessed the challenges faced by retail food business owners, including how the pandemic has profoundly impacted the industry. However, with the right mentors and partners, we are on the road to opening 100 stores in 5 years. I wanted to write this origin story from the perspective of our early beginnings with the intention to capture the vibe, the moment, and the aspirations of growing this business. I wanted to share this to inspire the next generation of food entrepreneurs and give back to the startup community with our learnings and insights.
Ready? Here is how it all started…
ABOUT MAMONAKU KOHI
Mamonaku Kohi, a Japanese-inspired Coffee Shop incubated in UP Diliman, takes the lead in Gyud Food, capturing both the highest sales and the hearts of UP Gen Z students and the QC Foodie Community. Trailblazing the next era of iced coffee concepts, it promptly serves up your favorite coffee creations with no delays. The name is inspired by Japanese Train Announcements, echoing the reminder that the train is arriving soon or announcing the name of the next station — Mamonaku, (station) touchaku shimasu, or Mamonaku, (station name). O deguchi wa, migi (hidari)-gawadesu.
Every Kohi drink is meticulously crafted, featuring two shots of espresso blended with premium milk and sauces sourced from either Da Vinci or Monin. Recognizing that approximately 90% of your coffee drink is water, we prioritize quality by ensuring the water we use undergoes a thorough 3-stage filtration process. Even our ice is made from the same meticulously filtered water. Our skilled Baristas are trained to craft each drink with Japanese precision, utilizing our exclusive Mamonaku Blend, a rich combination of 100% Arabica beans sourced from Brazil, Papua New Guinea, and Ethiopia.
A must-try from our menu is the Chizu Latte, an enticing fusion of two irresistible delights – coffee and cheese. It is perfectly paired with the glazed Japanese mochi donuts.
Incubated Concept in UP Diliman with a second branch in Benilde Design Arts Center. Co-founded by JoMag and Raymond So of El Kapitan as our coffee master.
Now open for franchise/ business partners. Contact Anton +63 917 5683627.
We recommend:
• Iced Caramel Macchiato (₱189))
• Tres Leches Kohi (₱179)
• Non-Kohi: Ichigo Yogurt (₱209) Iced Matcha Latte (₱159)
• Iced Latte (₱149) or Chizu Latte (₱189)
• Mochi Donuts (₱59)
Follow @mamonakukohi (IG) and Mamonaku Kohi (FB)
Related blog post: Secrets of Gyud Food UP Diliman! (Food Guide)
HOW IT ALL STARTED?
On September 9, 2022, we met Raymond and Din of El Kapitan Coffee and proposed partnering to open a coffee shop in the upcoming Gyud Food market in UP Diliman. We knew Raymond from the early days of the Ultimate Taste Tests events, where his coffee consistently stood out. Despite losing touch for a few decades, we reconnected, aware that he had since founded Manila’s first specialty coffee shop and faced business setbacks. Both parties had experienced entrepreneurial setbacks, but we believed that our past experiences only made us stronger and wiser.
Sometimes, it is better to partner with an expert who has been grounded by past business losses and can make smarter decisions moving forward.
Admittedly, at that time, I wasn’t particularly passionate about coffee. However, Raymond managed to captivate me with the excitement of coffee through his various flavors and concoctions during our taste test sessions in the early days. Drawing from decades of experience in tasting food, both of us have a keen sense of what’s exceptional and what we personally enjoy. This formed the foundation for the specialty iced coffee concoctions we’ve included in our menu. Each drink is meticulously crafted with precision to ensure that every sip of Mamonaku Kohi offers the same exceptional coffee experience.
Our creative brainstorming sessions often took place at Sekai Center, and it was during one of these sessions that the brand was conceived.
• Sir Homer coined the name “Mamonaku,” drawing inspiration from the train announcement messages in Japan, which loosely translate to “no delay.” The concept resonated with our desire to provide high-quality coffee promptly, steering clear of the discount coffee often lacking in brewed beans, relying solely on coffee syrup.
• Lorraine, the briliant creative director of FXB Design, contributed significantly by crafting the iconic blue running cup and designing the Japanese logo for the brand.
• JoMag was the mastermind behind the retail store operations, the commissary, and guiding us to a stage where we are actively seeking business partners in a remarkably short period of time.
The brand draws inspiration from the vibrant energy of Tokyo’s Akihabara district, the precision of Japanese traditions, and the youthful vibe inherent in Japanese pop culture.
Launching Mamonaku Kohi felt like a hands-on MBA masterclass, with direct mentorship from JoMag, Professor Luis, and Sir Joel Perez, our CFO for the kohi startup. Our company board meetings took place at Gyud, creating an alfresco atmosphere, typically every Thursday morning. We progressed from merely an idea to a proof of concept, then to a startup company with seed support from the Magsaysay Food & Beverage team, and finally to a fully independent company with three branches within one year.
I still vividly recall our pop-up stall at Gyud moment, where a lady became our very first customer, purchasing and believing in our Mamonaku Kohi brand. (If you know her, please let us know because she will forever be part of our original story.)
The initial customers and brand enthusiasts play a crucial role because their smiles fuel our drive for innovation and our mission to spread joy through our kohi. This criterion is a cornerstone for hiring baristas like our lead barista Jenny, who is always ready to serve with precision and with a smile.
This is a momentous occasion for our startup as we’ve just completed the creation of the first-ever Mamonaku Kohi stall and are on the verge of launching the concept at Gyud.
The memory of opening your first store ever is one that stays with you forever.
At this point, we were unaware that this would become the top incubated concept in Gyud, and that the discerning UP students would rally behind it. We take pride in being incubated in UP Diliman, and we extend our gratitude to the UP community for granting us the opportunity to realize our concept in the UP Food Hub.
For the first time ever, we participated in the UP Fair with our lead barista Zandro at the forefront of our brand. It was a learning experience for us, as we discovered how to distinguish ourselves from the competition, master event setup, and find new ways to delight customers with our iced kohi concoctions.
We proudly opened our second store in DLSU – Benilde Campus, situated on the 12th floor of the Design and Arts Building, adjacent to the cafeteria. Our iced kohi quickly became a favorite among Benilde students, and our brand continues to enjoy their patronage. However, our full potential here remains unrealized due to restrictions imposed by our cafeteria landlords, who prohibit us from selling hot coffee, offering our Japanese mochi donuts, or expanding our menu. Lessons learned.
We aspire to secure a more suitable location where we can enhance our service to the Lasallian community at Benilde, or even explore the possibility of establishing a presence on the main campus. With the students clamoring for our offerings, and as Lasallian alumni ourselves, we are driven to bring more smiles to their faces by providing high-quality kohi without delay.
If you have any leads on potential expansion locations, please don’t hesitate to reach out and let us know.
As of now, we are gearing up to open Mamonaku Kohi @ Enderun Co-working Space on the 4th Floor of the Podium (Old Wing). This space will serve as our coffee science lab, where we’ll craft our innovative kohi concoctions and train the next generation of Mamonaku Kohi baristas.
Additionally, we’re excited to announce our upcoming openings at Scout Rallos and Ayala Fairview.
FINAL THOUGHTS
The journey from 5 to 100 stores, spanning not just Manila but also Guam, UAE, and our ultimate aspiration to open in Tokyo, is still a long road ahead. It’s challenging, but we strive to savor every moment of it, involving our children to witness the brand’s evolution and, hopefully, inspire their own entrepreneurial dreams. We celebrate each milestone, every success, and every partnership that helps bring our concept to life and serves millions with our iced coffee concoctions without delay.
This is an invitation to be part of the brand and our journey to 100 stores. To be continued…
Live an Awesome Life with Christ,
Founder & Digital Creator, Our Awesome Planet
Disclosure: I wrote this article 100% by a human with my biases, opinions, and insights but edited with AI for grammar.
P.S. Join us at the Philippine Franchise Expo this weekend to learn more about Mamonaku Kohi. Feel free to share this with your family and friends who may be interested in partnering with us or have access to potential locations.
The post The Mamonaku Kohi Story… (How it All Started?) appeared first on Awesome! - Our Awesome Planet.