DATE: Monday, September 8, 1997             TAG: 9709060625

SECTION: BUSINESS                PAGE: D1   EDITION: FINAL 

TYPE: SMALL BUSINESS Q & A 

SOURCE: BY MELISSA GUNDEL, STAFF WRITER 

                                            LENGTH:   59 lines

ESPRESSO SUPPLIER HELPS ITS CUSTOMERS BREW UP SALES

Larry Epplein, 54, has been in the restaurant industry for 25 years, as owner of the Village Inn Pizza Parlors, the Atrium and Cafe 21. After selling his restaurants, he decided to open another business. Two years ago, he and his wife, Jeanette, started Virginia Espresso Sales Corp., a supplier of espresso/cappuccino equipment and systems to food-service operators throughout South Hampton Roads, Richmond and the Outer Banks. Clients include the Norfolk Zoo, Eastern Virginia Medical School and the Harrison Opera House.

Why did you want to go into the coffee business?

After 25 years in the restaurant business I thought it might be nice to get on the other side of the counter. I was looking for a business where I could use my experience and expertise in food service. I was a coffee nut and I was aware of the increasing popularity of espresso/cappuccino-based drinks. I also knew that it was difficult for the server or the bartender to make a consistent drink because of the complicated nature of the machinery. I researched systems that were virtually fast, simple and foolproof so that anyone could make a perfect drink every time.

How does your system work?

We provide espresso/cappuccino systems for any food-service operators, restaurants, hotels and even businesses and offices. What is unique is we partner with our customers to ensure that they successfully sell espresso/cappuccino. We provide training in service, point-of-purchase materials, all the supplies that they need and selling techniques. We have also just introduced the Unimax 425si, the world's first commercial coffee machine that roasts, grinds and brews at the touch of a button.

What steps did you take to open the business?

We researched the espresso machines, most of which are made in Italy through their U.S. importers. I selected lines of equipment for ease of use.

What is the biggest thing you've learned about running a business?

That you can never give too much service to the customer. And that what differentiates you from anybody else is how you treat your customers.

How did you find out what coffees sell?

Traveling throughout the country, especially on the West Coast in San Francisco and Seattle, the coffee capital of the country, and attending trade shows such as the annual National Restaurant Association Show in Chicago.

What have you found to be different in this business?

At first, I thought the hours would be better. No nights and weekends. But in fact, my customers operate on weekends and nights, so if they need products or service I am available for them. However, I'm not open 16 hours a day, seven days a week, as you are in the restaurant business. It's not as physically demanding.

What are your observations on the coffee market here, especially in light of Starbucks' recent openings?

Typically, when Starbucks opens in a market other operators and espresso sales increase. They act as a pump-primer for espresso sales with their high profile and advertising. ILLUSTRATION: [Color Photo]

Larry Epplein

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