Alexander Rappoport

Lawyer and restaurateur Alexander Rappoport told Forbes about the standard of quality, service standards and the revolution in business.

"Quality is a tuning fork"

- What is the standard for you highest quality in business, and how is this benchmark implemented in your business?

Alexander Rappoport: You know, the standard of the highest quality is the absence of a standard as such. Because everyone has their own ideas about what quality is, in what area and how it should manifest itself. Quality is a kind of tuning fork that you need to be equal to. For me, the standard of the highest quality is a neutral tuning fork sound. If it is accurate, if you use it to set up everything you do, then everything works out for you.

Quality, whatever it refers to, is a subjective concept. When we talk about restaurant business, there is a clear idea of ​​what good service is and how to deliver it. With the menu and products more difficult. If the service can be defined by quality categories, then the food is only at the initial level. If it is of poor quality, then you generally ended up in an institution from which you need to run headlong. It is clear that quality products mean freshness. And what do you make of them - here, in my opinion, it is difficult to determine what the maximum quality is. After all, what is boiled potatoes - the highest quality or not? This is a creative process. As with a picture: it should touch on some feelings that are already beyond a clear idea of ​​quality. Probably, at the initial level, you can tell if a person can draw or not. But if you are talking about some masterpieces, then here the criterion of quality steps aside. And something else is coming. The same goes for food.

— What service standards and how have you established in your business?

Alexander Rappoport: Service standards are one of the few things that cannot be invented. Unlike, for example, music or design. We try to follow the rules of restaurant business etiquette that already exist in the world. How many forks should be on the table, from which side the waiter should approach, how many managers should be in the hall ... All these are very precise criteria. You can change some details. Of course there are trends. About eight years ago it was fashionable when the waiter sat down at the table. Today, this is unlikely to come to someone's mind.

- Perhaps you can tell a personal story about the unsurpassed service that you remember.

Alexander Rappoport: I remember how in one of the restaurants in New York the manager made a strong impression on me. I heard how, in a conversation with the director, he reported about six tables: who ordered what, where and what delays occurred. And about ours, he said to the minute when this or that dish would be served. For me, this is, of course, a matter of service. And non-standard, unexpected. Here, after all, one more thing is important - the service, oddly enough, should not be very noticeable to those at the table. The service that combines the incongruous is amazing. That is, on the one hand, it should be unobtrusive, and on the other, it should be extremely clear. We very often have either one or the other. By the way, this is not ideal in our restaurants either. For example, when the waiter needs to ask something, he can interrupt the conversation. And good service assumes that a person will observe and come at the right moment.

- And what is an example of a revolution in business for you? Tell us about your personal "business revolution."

Alexander Rappoport: I am a little skeptical about the revolution in general, and in business in particular. After all, a revolution involves a sharp change in anything. I'm more of a supporter of evolution - gradual development. Still, a revolution is needed when it is impossible to continue as it was before. If we are talking about our business, it is difficult for me to evaluate the word "revolution" or "evolution". But there are a few things that we tried to do differently. They are primarily about the public. About 10-15 years ago, restaurateurs very clearly defined their target audience. Depending on this - the menu and design. We are one of the first who tried to mix the audience, as such. It is important for us that anyone can come to us. A person who arrived on a Maybach or on roller skates should feel equally comfortable. It seems to me that this is more convenient for everyone.

If we talk about other things that we somehow brought in, this is a change in pricing policy. Still, before the criterion for a quality restaurant was the question of price. We have tried to change this. AT good restaurant it is not necessary that the prices were exorbitant. And now it is a trend, as we see.

— Finally, what kind of coffee do you prefer?

Alexander Rappoport: Depends on mood and location. If I am in London for a long time, I drink tea with milk. In Moscow, this would never come to mind. I don't drink coffee very often. I like Turkish coffee brewed in a cezve on the sand. But this drink is not for every day. If there is no time, you can take a Nespresso capsule. On the one hand, such coffee is always of high quality, and on the other hand, taste sensations can be varied. Depends on the mood.

Text: Natalia Mayboroda

Specially before new year holidays Nespresso presents a wide collection of gifts for every taste, so that you can please your loved ones and friends. So, for example, a limited collection of accessories will be an excellent gift for true gourmets, and Nespresso coffee machines will be appreciated by fans of advanced technologies.

Nespresso Grand Cru: 22 fabulous pleasures

The variety of aromas and tastes of Grand Crus will take you to a world of new experiences. The Nespresso collection of 22 premium blends, from the most intense Kazaar Grand Cru, to the refreshing floral blend Bukeela ka Ethiopia, which was introduced in the Nespresso Pure Origin line in 2014, and the updated Fortissio Lungo Grand Cru blend, will provide unforgettable tasting moments.

Gift sets of chocolate and cookies

To highlight the subtle flavors and blend flavors, Nespresso offers an elegant chocolate gift set. This collection includes sets of milk chocolate, milk chocolate with caramel, dark chocolate and dark chocolate with cocoa.

The festive atmosphere will be complemented by Nespresso Speculoos Limited Edition cookies. Christmas cookies with cinnamon in a gift box will be the perfect complement to Nespresso blends.

Accessories

The festive season will give coffee connoisseurs more pleasure with a gift set of accessories from Nespresso. The Pixie Espresso set includes four cups made in the brand's iconic design. This festive set will be a great gift for all coffee lovers.

A practical gift would be a Nespresso capsule holder. The elegant design makes this accessory the perfect addition to any interior. The stylish Versilo dispenser can be placed on the table or hung on the wall.

The Limited Edition Ritual Mug set will be a nice gift this holiday season. Those who prefer long cru coffee and milkshakes based on Nespresso Grand Cru blends will love the collection cups made of porcelain.

Coffee connoisseurs who prefer coffee and milkshakes will appreciate the new Nespresso Aerocino, which makes hot or cold froth in just a few seconds with absolutely no noise. Also with this accessory you can easily heat milk for latte. Aerochino is presented in three colors: red, black and white.

Nespresso coffee machines

This holiday season, Nespresso invites you to enjoy coffee again with the Littisima Pro coffee machine. Thanks to professional technology, the coffee machine allows you to prepare various coffee and milkshakes, including latte macchiato, with just one touch on the touch panel.

Coffee connoisseurs who prefer compact models of coffee machines will certainly appreciate the Nespresso Inissia. With a wide range of colors to choose from, Inissia will be the perfect addition to any interior and will provide unforgettable tasting moments this holiday season.

Rare, especially expensive varieties of coffee are called grand cru. Their variety is small, but the quality is exceptional. Grand cru coffee characterizes the stability of taste and aroma, although different varieties differ in cultivation and processing technologies, place of growth, and so on. Of course, elite coffee has one more common feature - high cost.

One of the most famous varieties elite coffee- Jamaica Blue Mountain. It is grown on a small plantation in the highlands of Jamaica. Coffee has a balanced taste and excellent rich aroma. Kenya AA Ruiruiru, grown in Kenya, is an excellent example of exceptional quality grand cru. The cultivation of this variety of grains is under the control of the state commission. Coffee is produced for export to European countries, where it is sold at auction or on order. In free sale, you can only find "Ruiruiru" without the "AA" marking.

Indonesia is famous for two types of grand cru. One of them - - appeared thanks to the Malay palm marten, whose diet includes ripe coffee berries. The animal chooses only ripe selected berries, excluding overripe grains. After passing through the digestive system of the animal, the berries do not undergo changes. They are collected, cleaned and roasted, after which the coffee is revealed in its entirety of taste, acquiring a chocolate-caramel flavor and a delicate aromatic range.

Another type of elite Indonesian coffee is subjected to artificial aging. Ripe berries are dried in the sun, cleaned and packed in storage bags, which are placed in special wind-blown warehouses with a certain regime of temperature and humidity. The process of "aging" stretches for a period of two to six years, during which the bags are periodically shifted. Coffee beans get a sweetish aftertaste and excellent aroma, and the consistency of the drink is more dense and thick.

Elite varietal blends use beans from one or more Grand Crus along with complementary high quality coffees from various regions. For example, this is how . Grand cru coffee capsules can surprise even the most sophisticated connoisseurs. The NESPRESSO Grand Cru collection includes 16 exclusive blends:

• 9 types of espresso;
• 4 varieties of lungo;
• 3 decaffeinato (2 espressos and one lungo).

All nine varieties of espresso grand cru are unique in their own way. They have a unique taste bouquet and aroma. Lungo varieties are intended for supporters of soft, but rich coffee, which is usually served in a large cup. Decaffeinato varieties do not contain caffeine, but perfectly retain the taste characteristics of coffee. To neutralize caffeine, the most effective and natural method is used, which does not harm the quality of the drink.

In addition, Nespresso offers a limited collection of coffee capsules that have unusual aromatic and palatability. Such coffee, as a rule, has its own interesting story and grown under special conditions. The limited collection blends are released only for a certain period of time, after which their production stops.

What is the secret behind Nespresso Grand Cru popularity?

• Firstly, capsule coffee is much more convenient and easier to prepare;
• Secondly, thanks to the capsule, optimal conditions for storing ground grain are provided;
• Thirdly, Nespresso offers a whole collection of grand cru, from which it is easy to choose the drink that is optimal in strength. Even the most demanding coffee lover will be able to find their taste and aroma.

Grand cru coffee is the standard of the highest quality. If you want to know what is good coffee, taste Nespresso blends. The easiest way to order capsules is in our online store, where both classic and limited collections of blends are presented, and there are also quality ones from Russia, Italy and Germany.

Capsule coffee has long become somewhat commonplace in our country, but still many people are skeptical about this type of drink. Often they are afraid of the possible unnatural composition or the addition of harmful chemicals, or there are fears that the taste will be different from the usual ground coffee for the worse. For skeptics, the Italian brand Dimaestri has released its author's blend Di Maestri Gran Cru, which has a perfectly balanced and deep taste.

The main features of the blend

The composition perfectly complements each other several types of elite coffee beans:

1. The exclusive Brazilian Arabica, which dominates here, gives the blend a warm taste of candied oranges and spices, as well as the aroma of melted creamy caramel.
2. Ethiopian and Indian Robusta, which have similar invigorating properties, dilute the Arabica bouquet with tart woody-rum shades and give a long velvety aftertaste interspersed with dark chocolate and hazelnuts.

Roasting coffee in Di Maestri Gran Cru capsules is medium, which allows you to save the maximum aroma and taste of each variety that is in the blend. Drinks based on these capsules are good both on their own and with the addition of milk or cream, toppings or syrups with a neutral taste. It is ideal for consumption in the morning or in the first half of the day.

Compliance with quality standards

Really quality product impossible to create without a clear algorithm. Therefore, in order for coffee fans to fully appreciate the blend, the coffee experts of the company adhere to a number of unspoken rules:

• exclusively manual collection, cleaning and sorting of fresh coffee berries;
• each type of coffee is roasted separately, in the most optimal way. temperature regime;
• grinding and roasting degree are controlled by modern equipment;
• to create capsules, portioned capsules made of neutral food-grade plastic are used, which can keep coffee fresh for up to 12 months.

Nespresso is the pioneer of portioned coffee. The brand presents an exquisite collection of Grand Cru coffee blends. Only 1-2% of the world's coffee harvest meets Nespresso quality standards. At the moment, the Nespresso Grand Cru coffee palette consists of 24 blends, each of which has a unique aromatic profile and taste characteristics: from soft and delicate to intense and rich. The variety of blends is due to the wide geography of coffee plantations and the finest art of roasting and blending. Nespresso cooperates with the best plantations in Brazil, Colombia, Costa Rica, India, Ethiopia and a number of other countries. In an effort to give coffee connoisseurs the perfect cup of espresso, the Company's coffee experts select unique coffee terroirs around the world. On all plantations, coffee berries are harvested by hand, then passing through a careful selection and more than 70 stages of quality control, they fall into the hands of roasters. Nespresso controls all stages of coffee production, from growing beans to coffee tree to a finished cup of espresso. This allows you to guarantee the unsurpassed quality of every cup of Nespresso coffee. Nespresso is more than just coffee. This is a unique experience that combines the perfection of taste and tasting pleasure, ease of preparation and aesthetics.