“We know that, by geography, not everyone can sit with us at the café to enjoy a cup with us,” say the team of @almanegracafe. “Our intention is to be able to share the aroma of coffee, the feel of a cup, the look of our spaces and the taste of our drinks through our photographs."
The team founded Almanegra in 2014 with the goal of creating a specialty coffee shop in La Narvarte, the neighborhood in Mexico City where the three partners live. After cycling around looking at spaces, the team ultimately rented a shop before they had a name or even a concept. Six months later, the café was born, with a second shop in the La Roma neighborhood in 2016. "The Instagram aesthetic allows us to communicate a more complete and complex vision of what the world of specialty coffee is, from the cup to the barista, the plant to the roaster,” says the team. “There is a level of friendship, fun and enthusiasm that is clear through the imagery."
The shop has had so much success with its Instagram account that it even uses the platform to procure new employees. “It's almost a secret, but our staff selection program includes an important filter: be an Instagram user! One of our most successful posts was when we sought out employees for our new La Roma branch through Instagram!"
Given the integral role that Instagram has played in growing their brand, what advice would the @almanegracafe team give to other businesses thinking about starting an account? “Do it!” they say, emphatically. “For us it has been a great opportunity to join not just a national but international coffee community. We are able to be part of something much bigger than just a brand – to be part of Instagram.”