There is a growing coffee culture in Britain.

First off, a catchy name was required. As the Double Barrel was based in the village of Thurcroft, We wanted his new enterprise to nod affectionately toward its roots. So what followed was simply dropping the 'Thur' to leave a very British name in "Croft" then of course Coffee was added to make the brand name Croft Coffee.

The next job was the location. At the side of the restaurant (which was historically a public house) there was a fire door, which was replaced with the attractive entrance door, and a simple surround framed a shop front which was tastefully finished with the Croft Coffee branding. Seating was added, alongside classy and inviting decoration, and a coffee shop concession was added to the business model. A very simple idea.

The food service hours changed, with customers able to eat on the premises from 9am to 9pm, and a launch day was publicised, with the local town Mayor invited to cut the ribbon. A 2-for-1 promotion on the day brought immediate traffic through the door for coffee and a muffin, toast or panini, adding much needed revenue to the operation at a time of day that it had previously struggled. This was all-new business, much of which led to conversions to dinner guests, as familiar faces from Croft Coffee's clientele returned for Steak dinners during the evening, after viewing the menu whist enjoying a Croft Coffee.