Survey English
MATCHARISTA GUIDE
The Matcharista Guide
Official Training & Operations SOP
Culture &
Identity.
Born in Vietnam. Inspired by Japan. Built for the World.
Welcome to Cha Kobō. You must understand our DNA before you step behind our bar. We are not a normal local coffee shop, and we do not aim to be one. We are a premium lifestyle brand that fuses traditional Japanese product quality with modern global design and service.
Our ambition is massive: to act as a global brand operating in a local market, serving both domestic tastemakers and international clientele. We intend to remain the #1 leader in our space, and we achieve that through four unique pillars that no other brand has mastered.
1. The Retail Experience
Our storefronts are our sanctuaries. They are not just places to grab a drink; they are high-end showrooms representing the very best of our aesthetic, service, and product.
2. B2B Powerhouse
We supply the finest hotels, restaurants, and cafés in Vietnam and globally. When you serve a retail customer, you might be serving a future wholesale partner. Every cup matters.
3. Product Ownership
Unlike other shops that buy generic powders, we own our registered trademark in Japan: Hoshi Cha Kobō. We control our supply, our quality, and our narrative. Wear this with pride.
4. Lifestyle Collabs
We work with global icons (Adidas) and local streetwear legends (Dirty Coins). We are deeply embedded in the creative, music, and fashion cultures.
The Cha Kobō Philosophy
The Mocktail Bar Approach
We are positioned right between a high-end mocktail/cocktail bar and a café. We don't just serve basic drinks. Alongside our pure matcha, our menu features highly creative, seasonal beverages offering unique flavor experiences. We deliver premium quality while being deeply conscious of offering the best value for that quality.
Unapologetically Us (No "People-Pleasing")
We do not design our space, our menu, or our operations to please everyone. We have strict, uncompromising guidelines. We never do things just for cheap social media virality. Every new idea must strictly align with our brand identity, our operational flow, and our financial logic.
A Design Brand as much as an F&B Brand
Cha Kobō is a design brand. This means details matter. From the microscopic cleanliness of the store and the precise alignment of our tins, to the visual perfection of a drink and the typography on our menus. Everything must be visually consistent and strictly on-brand.
Product Mastery
You cannot sell a premium experience if you do not understand the craft. We are educators just as much as we are hosts.
Hoshi Cha Kobō Matcha
Sourced directly from Japan, our signature blend is First Harvest. It is shade-grown, stone-ground, and vibrantly green. We own this brand—it represents our ultimate standard.
- Profile: Umami-rich, smooth, zero bitterness.
- Prep: Exactly 80°C water. Whisked in a 'W' motion for velvety micro-foam.
Roasted Hojicha
Green tea roasted over charcoal. It turns a beautiful reddish-brown and contains significantly less caffeine.
- Profile: Nutty, caramel, smoky, soothing.
- Prep: Thorough whisking required to suspend roasted particles. Pairs beautifully with oat milk.
The B2B Connection
Our retail store is a live showcase for our wholesale business. Café owners visit incognito. The perfection of your pour could secure a massive contract. Every cup is a pitch.
The Guest Journey
The Arrival (0-10 Seconds)
The moment the door opens, all available staff face the entrance. Eye contact is made.
The Guide (POS Experience)
Do not rush the guest. If they are new, ask: "Is this your first time with us?" Guide them through the menu. Recommend pairings. Explain the difference between our matcha and hojicha with passion.
The Theater of Craft
Drink making is a performance. Work cleanly and with precision. Whisking should be visible to the guest. Keep the bar immaculate. Never use your phone or chat casually about personal matters while crafting a drink.
The Handover
Call the guest by name clearly but gently. Hand the drink over with two hands. Make eye contact.
"Here is your Iced Matcha. Please stir well from the bottom before drinking. Enjoy."
The Departure
When a guest heads for the door, acknowledge them. They should leave feeling valued.
The Art of Hospitality
Posture & Presence
Your body language communicates our quality before the customer even tastes the matcha.
- Eyes Forward: Always look towards the entrance.
- Hold the Line: Stay positioned at the front POS.
- Zero Distractions: Phones are strictly prohibited.
The "Make it Right" Policy
Mistakes happen. How we recover from them defines us as a premium brand.
- Listen: Do not interrupt or make excuses.
- Remake Instantly: Remake it immediately, free of charge.
- Grace: "I'm so sorry. Let me craft a fresh one for you."
5-Star Grooming & Space
The Space
Treat the store like the lobby of a 5-star hotel.
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01Constant Vigilance Wipe down counters and stations after every single order.
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02Merchandising Retail tins must be perfectly aligned, labels facing front.
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03Spotless Wares Glassware must have zero watermarks or fingerprints.
The Person
Personal hygiene is strictly enforced for premium service.
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01The Uniform Clean, crisp, wrinkle-free. Aprons tied neatly. Closed-toe shoes.
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02Hair & Hands Hair tied back. Hands washed frequently. Nails short and clean.
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03The Olfactory Rule NO strong perfumes. We allow the natural aroma of matcha to lead.
Floor Operations
Absolute Punctuality
Being "on time" means arriving 10 minutes early. You must be fully dressed in uniform, mentally prepared, hands washed, and ready to take your station the exact minute your shift begins. Clocking in late disrupts the entire flow.
The Flow of Service
Move with purpose and grace behind the bar. Do not run, but do not drag your feet. Communicate clearly with your team members ("Behind you," "Hot water," "Order up") to ensure seamless execution and prevent accidents.
Station Ownership
You are responsible for your assigned station for the duration of your shift. Do not abandon your post without communicating with the Shift Lead. Before handover, your station must be fully restocked and spotless.
Proactivity & Lifestyle
"We don't wait to be told what to do.
We anticipate what needs to be done."
Extreme Proactivity
If the floor is quiet, do not stand still. Restock cups. Prep matcha. If windows are smudged, grab a cloth. Initiative is the difference between a good employee and a future Cha Kobō Manager.
Culture & Content
We are a lifestyle brand. Participate in events, assist our social media team with content creation, and act as an authentic ambassador for the Cha Kobō lifestyle both in and out of the store.