In this blog post, we share the inspiring story of Tom, one of our clients who decided to leap into the hospitality industry through a transfer with Bareca Group, our agency. Tom, who has previous experience in the sector but had never owned his own business, chose this path because it felt more accessible and provided the opportunity to receive guidance on key entrepreneurial aspects like licenses and local management.
Tom is one of the founders of SAGA Coffee Stories, a charming café located in the vibrant Eixample neighborhood. In this interview, he shares how he chose his location, the surprises the space held once it was operational, and the changes he implemented to transform an old take-out shop into a cozy and elegant café. He also discusses the success of his innovative menu, which combines classic and creative options, and how he has managed to build a loyal clientele, both local and international.
Tom's story not only highlights the challenges and achievements of starting a business in a competitive environment like Barcelona, but it also serves as inspiration for other entrepreneurs considering a transfer as a viable alternative to fulfill their dreams.
1. What motivated you to choose a transfer instead of starting a business from scratch?
I opted for a transfer because it was my first time, and it seemed the easiest route. This way, I could receive advice on licenses, the premises, and the rental issue, since I dealt directly with the owner.
2. Is this your first experience in hospitality?
As an owner, yes. I’ve worked in the sector before, but I’ve never had my own business.
3. What factors did you consider when choosing this particular location?
I chose it mainly for its appearance. I liked its look, the windows that let in a lot of light, and its corner location with a terrace. The neighborhood also influenced my decision: Eixample, near Arc de Triomf and El Born, where many foreigners live. The area is known as the “Golden Triangle” and is one of the most beautiful in Barcelona.
4. How important is location to the success of your business? How did it influence your decision?
Honestly, I didn’t know much about the neighborhood before arriving. I knew Eixample was a good area, but what really made me decide was the place itself. When we saw it, we knew it was the right one.
5. Was there anything about the premises that surprised you once you took it over that you hadn’t anticipated?
Yes, many things. At first, you don’t realize everything. For example, the design of the place has changed several times. The kitchen, which is quite large, gave us more ideas on how to adapt our offering and utilize the entire space. We also have a basement that we use as storage, which I hadn’t initially planned.
6. What kind of changes or renovations did you have to make to the premises after taking over the transfer?
We made quite a few changes. It was previously a take-out place, but we wanted something more elegant and open. The space was very closed off, so we opened it up a bit more and created more seating. You progress little by little and discover other things that can be changed or improved. For instance, the flooring is completely new.
7. How was the process of adapting the license and permits? Did you encounter any issues?
No, I actually didn’t have problems. I spoke with Ángel and explained what I wanted to do. He took care of finding a license that fit our needs. Plus, we were adapting to the premises. I didn’t want to make many changes, just find the simplest way to start working directly.
8. How was your experience working with our agency? Did you feel supported throughout the process?
Yes, it went super well. In fact, I just spoke with Ángel on the phone. I hadn’t done that in a while, but he helped me a lot throughout the process. As a foreigner and since Spanish isn’t my first language, discussing legal matters made me a bit nervous. Also, I was in the middle of negotiations between the two parties: with the person transferring the business and then with the landlord to negotiate the rent. I felt much more comfortable thanks to Ángel and Bareca, as they guided me every step of the way.
9. Would you recommend our agency to other entrepreneurs looking for a location in Barcelona?
Yes, absolutely, without a doubt.
10. How much time has passed since you took over the transfer, and how is the business doing now?
We took the keys at the end of November 2023 and opened in May after making quite a few renovations. Now the business is doing well. From day one, we had a lot of people, and we noticed interest from the neighborhood even during the renovations. Each month we’ve been improving. Now we have many regular customers who have become loyal, and it helps a lot that there are so many foreigners and tourists in the area, as there are several hotels nearby. We are very happy; customers are satisfied, and the business is going well.
11. Is your clientele mostly foreign or local?
This neighborhood has many foreigners living here, which fits our concept since we are also foreigners but have lived in Barcelona for many years. We want it to be a place where foreigners feel comfortable and connect with the local community. We also have regular Catalan customers, and although it’s not a typical café, we’ve received very positive feedback from them.
12. What has been the most challenging aspect to manage at the beginning? And the most rewarding?
The most difficult part was the construction and renovations. It took a lot of work, both in design and execution, but in the end, it was worth it. People loved the place from day one; they walked in and said, "wow," it’s not a typical café. The most rewarding part is when customers return, bringing their family or friends, and seeing that we’ve managed to establish a base of loyal customers. That’s definitely the best part.
13. What are the most innovative features of your menu that set it apart from other cafés in the area? How do you think these features have impacted the customer experience?
We try to offer items inspired by our travels. Whenever we find something we like, we think about how to adapt it here. For example, we have a kimchi toast, which is quite uncommon. We also try to include many vegan options, work with vegan and organic bread, and offer several gluten-free desserts to cater to our customers' diverse needs.
The best part is that anyone can come and find something they like, even if they bring a friend with different dietary preferences. For instance, we have a customer who orders a vegan sandwich, the "Vegan Layang Layang," made with jackfruit, which is quite unusual, and their companion orders a fuet sausage. We have options for everyone, and that has positively impacted the customer experience.
14. When developing the menu, how did you decide to balance classic café offerings with more creative or novel options? What process did you follow to select the products you included?
We found that balance gradually by listening to our customers. At first, we designed the menu based on what we thought people would want, offering our most creative ideas. But after opening, we realized there was demand for more classic items like croissants or ibérico ham bars. We didn’t know this before opening, so listening to the public gave us many ideas. We want to offer our original proposals, but it’s also important to adapt to what customers are asking for.
15. Have you noticed any specific trends or preferences among your customers since implementing this innovative menu? How has this influenced your planning for future updates or changes to the menu?
Yes, we’ve noticed some trends. This year, we introduced more classic options, like a Caesar salad and a Club Sandwich, because we saw that some customers, especially those traveling, prefer to order something familiar. Sometimes they feel uncomfortable trying new things, and a Club Sandwich never fails. On the other hand, the "house favorite" is the vegan and gluten-free brownie, which has become so popular that we’ve had to add more brownie dishes because it sells out quickly, especially on weekends.
16. How do you see the future of your business? Are you thinking about expanding or improving any aspect?
It’s complicated because when you start, you’re already in a project and have to focus on making it work and improving it. There are good days and bad days, but with the positive reception we’re getting from people, the idea of expanding has crossed our minds. We’ve talked among the partners about opening another location. I believe the key is to have a solid foundation that you can replicate. I’m not sure if it will be a chain or just one or two more, but it depends on how far we can go.
17. Would you recommend other entrepreneurs consider transferring a business instead of starting from scratch? Why?
It depends on each person's situation. There are people with more experience than me who can start from scratch without issues, but I didn’t have the skills to do that. For someone like me, who dreams of starting their own business but lacks experience, it’s better to speak with professionals and people who know the process. Hiring experienced people, like a good cook or a barista, is essential, and the same applies to any business. Ángel helped me a lot with licenses and paperwork, allowing me to focus on the business. So yes, I would recommend the transfer, depending on where you are in life.
18. If you could give advice to someone looking for a transfer, what would you say?
I would tell them to have a clear idea of what they want but also to be willing to listen and adapt. For example, I was thinking of a smaller location without a kitchen, but when I found the right place, I realized it could work better than I had planned. You need to be open to considering all options and listening to suggestions.
