Coffee House Shuts 4 Locations in a Day: What Kept It Alive
“Coffee House has transformed the perception of coffee in Armenia—and we are proud that we did it right here, on our native land,” said the founders of Coffee House, Arutyun Mkrtchyan and Narek Keyan, in an exclusive interview with HoReCa Magazine Armenia.
— Tell us a little about yourselves. How did your path to success take shape?
Narek Keyan: I was born and raised in Armenia. I received my higher education at Yerevan State University, graduating from the Faculty of History. From an early age, I showed an interest in analytics, research, and entrepreneurship.
rutyun Mkrtchyan: I was also born and raised in Armenia. I graduated from the Faculty of Economics at the Slavic University.
Narek and I are connected by a long-standing friendship—we have been friends since childhood.
From a young age, we were united by a desire to grow, develop, and create. We often shared ideas, dreamed, and discussed possible directions for a future business.
It was in those conversations that the first bricks of our joint venture were laid—built on trust, knowledge, experience, and a shared goal. Coffee House
— How did the story of your company begin? What inspired you to create this business
Arutyun Mkrtchyan: The idea of going into business came to me when I was just 15, after a summer trip to China. It was there that I first encountered Starbucks and was deeply inspired not only by the product itself, but also by the culture of coffee consumption—how to drink it properly, with what mindset, and in what kind of atmosphere. I realized that at that time nothing like this existed in Armenia, and I wanted to bring this idea back to my homeland. Coffee House
After returning, I decided to take action. Of course, my first project was far from the level of Starbucks. Together with a friend, we opened a small coffee shop—at that time, Narek was serving in the army. However, due to a lack of experience, we were unable to achieve success, and the business had to be closed. Coffee House
In 2015, after Narek returned from the army, the two of us decided to start everything from scratch. Despite past setbacks, we were full of determination. This is how the idea of creating Coffee House was born—a place where quality, atmosphere, and the approach to coffee would reach a new level.
Narek Keyan: When Arutyun shared his story with me and his aspiration to bring an entirely new approach to coffee culture to Armenia, I was immediately inspired by the idea. My interest in history and culture perfectly complemented his entrepreneurial perspective. We understood that we wanted to create not just a coffee shop, but a space that would become part of urban life—a place for meetings, inspiration, and taste. Coffee House
From the very beginning, we set high goals for ourselves, were not afraid of challenges, and believed that we could change the attitude toward coffee in our country. That is how the journey of Coffee House began.
— What were the main challenges you faced at the outset, and how did you manage to overcome them?
Narek Keyan: For me, it was a completely new experience. Although we had no guarantee of success, from the very beginning I believed that the idea would attract attention and find a response. The most important thing was not to dwell on past failures. I tried to stay focused, discard unnecessary information, and concentrate on bringing our plans to life. Arutyun was worried that, as in the first case, the project might not meet expectations, but I was determined and did everything to ensure that nothing stood in the way of our forward movement. Coffee House
Arutyun Mkrtchyan: When we were launching the new Coffee House format, I was very anxious—memories of the failure of the first project were still lingering in my mind. But despite the anxiety, I continued to believe in the idea. Narek’s confidence, energy, and determination inspired me. Thanks to our unity and inner confidence, we overcame our fears and kept moving forward, convinced that we had chosen the right path. Coffee House
— Why coffee in particular? What does this product represent for you—a business, a passion, or a way of life?
Arutyun Mkrtchyan: It was important for me to create something new in Armenia—something that had not existed before. I wanted to offer people not just a drink, but an entire culture, an atmosphere, a style of communication. That is precisely why the choice fell on coffee. A coffee shop in a new format became for us a way to combine aesthetics, taste, and modern values. It is not just a business—it is a way of thinking, a way of life, and a sincere passion for what we do. Coffee House
Narek Keyan: Coffee is much more than a beverage. It is a tradition, a moment when people pause in the rhythm of the day to talk, reflect, or find inspiration. For me, this product has become a symbol of the connection between culture, history, and modernity. We saw in coffee an opportunity to bring people together, to create a space in which every detail matters. That is why, for us, it is not just a business—it is a passion and a lifestyle that we are happy to share with others. Coffee House
— What other difficulties did you face, and how did you manage to overcome them?
Narek Keyan: One of the most serious challenges was the lack of experience. At the start, we already had seven locations open across the city, and we were actively expanding. But at one point, the landlord, with whom we had contracts for several locations, unilaterally demanded that we vacate four premises—and this happened literally in one day. We lost more than 60% of the business almost instantly. Coffee House
It was a difficult test, but Arutyun and I did not allow ourselves to give up. We understood that this was the work of our entire lives, the reason we work every day. It was precisely our belief in the idea and our perseverance that helped us continue on our path.
Arutyun Mkrtchyan: Yes, at the time it seemed like the end. A phone call from the landlord demanding that we vacate four locations was a real blow. But looking back, I realize it was not the end—it was a new challenge. It took us an entire year to recover, reopen the lost locations, and even surpass our previous scale.
Coffee House: Every difficulty we faced became a lesson for us. And it was precisely thanks to these trials that we grew—as a team, as a brand, and as individuals. Coffee House
— What is the secret of your friendship? Do you ever have disagreements?
Arutyun Mkrtchyan: Honestly, it is a real pleasure to work with someone who does not always agree with you. Our debates are not conflicts, but a source of growth and new ideas. Yes, we are different, but we always align on what matters most—our goals, principles, and approach to work. I believe it is this shared value system that truly makes our friendship strong.
Narek Keyan: The most important thing is that we have no disagreements on our core values. In my view, this is the foundation of our friendship and partnership, which has lasted for more than ten years. We are indeed very different—in character, in perspectives, in ways of thinking. Sometimes this makes it difficult to make quick decisions, but this is precisely where our balance lies. We complement each other, and that is our strength. Coffee House
— How did you manage to make such a splash in the industry? In your opinion, what has been the key to your success?
Narek Keyan: I am convinced that the foundation of our success is the sincerity and honesty we maintain in everything: in our approach to the product, to the team, and to our guests. Without this, it would have been impossible to earn the trust of such a diverse range of people—from students to representatives of older generations. We do not play roles, we do not create an image—we live what we do. This has become our greatest strength.
Arutyun Mkrtchyan: Our journey is a story spanning ten years. Behind this success lie many factors: hard work, belief in the idea, team cohesion, and a constant pursuit of quality. We never sought easy paths—on the contrary, every challenge made us stronger. I believe our success is the result of accumulated experience, an honest approach, and the ability to evolve alongside the world.
— How do you select your staff?
Arutyun Mkrtchyan: From the very beginning, Narek and I personally handled staff recruitment. It was important for us not just to find someone with experience, but someone who shares our values and philosophy. We developed a clear concept: an employee must be able to create an atmosphere, give emotions, and warmth to every guest. Our goal is not just to sell coffee, but to ensure that a person leaves with a smile and wants to return again.
Service has always been a priority for us. In the early years, we personally oversaw the process—standing nearby the coffee shop, observing how guests were served, and trying to understand whether the person was satisfied. It is precisely this approach to quality and attention to detail that became the foundation of our philosophy and continues to this day. Coffee House
Today, we already have clear selection criteria: candidates go through an interview, then training, and afterwards an internship to gain a deeper understanding of our culture and standards. Currently, our team has more than 300 employees, whom we proudly call “golden”—each of them puts their heart into their work. Coffee House
Narek Keyan: This journey has taught us a lot. In the beginning, we personally conducted all the interviews, and over time we came to better understand people’s psychology. We developed not just standards, but even a certain “type” of employee—those who can sense the guests and live our philosophy. This is the main criterion: a person must share our values and genuinely want to bring joy.
— How has the concept of Coffee House evolved from its founding to the present day?
Narek Keyan: Our concept has remained unchanged from the very beginning—we still aim to give people mood, atmosphere, and quality coffee. However, as we have grown and developed, we have adapted to new guest expectations.
Today, we have full-fledged branches where you can not only buy coffee to go, but also sit, relax, and enjoy the moment. We have updated the interior, making it more modern and cozy, because a business must keep pace with the times. But the main thing—the essence—remains the same: warmth, care, and sincere service.Coffee House
Arutyun Mkrtchyan: Our values have remained the same as on the day of opening. Everything we do—we do from the heart. Over 10 years, of course, much has changed: we have expanded, become larger in scale, and refined certain aspects of the format. But these changes are external. Inside, everything is still the same: genuine care for the guest, attention to detail, and the desire to create a special place that people want to return to.
— What is your attitude toward coffee culture in Armenia and beyond?
Arutyun Mkrtchyan: As bold as it may sound, I genuinely believe that we have become among the founders of modern coffee culture in Armenia. At the time when we started, the country had virtually no concept of a “coffee to go” format. Now, most coffee shops operate according to this model—and that inspires us.
I am delighted to see how coffee culture in Armenia is growing, developing, and in some ways even surpassing European countries—especially in terms of service quality, as noted by tourists themselves. This is incredibly valuable. I am proud that we have become part of this story and will continue to contribute to its development. Coffee House is not just a business; it is a cultural phenomenon, and we are glad to be at its origins.
Narek Keyan: We have truly changed the very idea of how coffee can be enjoyed. Just ten years ago, it was hard to imagine people walking the streets of Yerevan with a cup of coffee to go, simply enjoying the moment. Today, however, it is part of city life, part of the rhythm, style, and atmosphere.
When I see people with our branded cups on the streets—winter or summer, day or evening—I smile. Because I realize: we did it. We really brought something new and alive into the everyday life of Armenia. And this is just the beginning. Coffee House
— Tell us about your production. What does your own production look like today?
Arutyun Mkrtchyan: One of our key steps was establishing our own coffee production. We began roasting coffee ourselves because we realized that to maintain high quality, it was necessary to control the process from start to finish. Our head barista personally oversees the process, selects the beans, and monitors every stage, as the taste of the coffee is the heart of our brand.
We are also actively developing the retail segment. Already, our drip packs with signature coffee are available in Parma supermarket chains, and soon they will appear in other stores across the country. In addition, we proudly introduced our new product—Coffee House express coffee, which combines convenience and quality. This is our way of being closer to people and making coffee accessible in any format. Coffee House
Narek Keyan: We also launched our own dessert production. Initially, we had not planned to pursue this direction, but, not finding partners who met our standards, we decided to create our own confectionery line. Our desserts quickly became favorites among guests—their taste, presentation, and affordable price make them not just an addition, but an important part of our concept.
We are always thinking about how to surprise, delight, and stay one step ahead—this is howнаши новые идеи.
— How do you approach negative reviews?
Narek Keyan: Our whole team loves reading reviews—both positive and critical. It is a real opportunity to look at our product from another perspective, to notice what we might have missed. Sometimes a single comment can point out a problem we hadn’t seen ourselves. We are grateful to everyone who shares their opinion, because it is through this dialogue that we can improve every day.
Arutyun Mkrtchyan: We view constructive criticism as a gift. It is precisely such feedback that helps us grow and become better. Of course, we do not take every comment to heart—there are situations where it is clear that a review is subjective or unfounded. But every reasonable signal is carefully analyzed because quality is our priority. Working on ourselves is a continuous process, and guest feedback plays a key role in it.
— What are your personal coffee favorites?
Arutyun Mkrtchyan: Interestingly, when we first started, I didn’t drink coffee at all. But over time, trying different flavors, I gradually fell in love with this beverage. At first, I preferred sweet options—frappés, lattes with syrups, something light and dessert-like.
A couple of years later, however, I arrived at my personal coffee ideal—a classic Americano without sugar or additives. Today, it has become my favorite. It offers a pure taste, balanced strength, and genuine energy. Moreover, in our work, quality control comes first, and an Americano is the best way to feel the beans and evaluate the result. Our team drinks our coffee every day to ensure it remains at the highest level. Coffee House
Narek Keyan: I also choose Americano. It is honest, straightforward, and without excess—just like our approach to work. This flavor has become part of my daily routine. Through Americano, we best sense the quality of the beans and the roast—it does not hide mistakes. This is how we monitor quality every day: if something is off, we notice it immediately.
— How many coffee shops are currently in the network, and are there plans for expansion beyond Armenia?
Arutyun Mkrtchyan: As of today, the network includes 48 coffee shops, including a branch in Moscow.
Narek Keyan: And this is just the beginning—we have big plans to expand beyond Armenia and develop the brand internationally.
— What new offerings or changes can Coffee House guests expect in the near future?
Narek Keyan: We have already entered the Russian market, and even more ambitious steps lie ahead. We are currently actively developing a strategy to enter the American market. We have big plans: we want Coffee House to be known and talked about all over the world.
Arutyun Mkrtchyan: In the near future, we will open 8 new Coffee House locations. But most importantly, we are preparing something special. For the first time, we are sharing details of a project that will represent the next level in the development of our brand.
It will be a completely new format. Professional specialists will roast beans and create specialty-grade coffee in front of guests. We aim not just for a high-quality beverage, but for the creation of a unique coffee experience. Coffee House
We are carefully planning every stage: from the bean to the cup, from the atmosphere to the emotions. It will be a space where the passion for coffee is felt in everything—in the details, in the service, in the philosophy.
— Do you participate in gastronomic festivals? If so, what value does this format hold for you?
Arutyun Mkrtchyan: We are always where people experience emotions and joy—and that is exactly why Coffee House participates in gastronomic festivals. Wherever there is a celebration, we are there.
Narek Keyan: For us, it is an opportunity to give people atmosphere, flavor, and mood—everything we live by every day.
— Who inspires you—in life, in business, and in culture?
Arutyun Mkrtchyan: Since childhood, I haven’t sought idols—it was important for me to follow my own path. But, of course, there are personalities who inspire me. In the restaurant industry, it is Boris Zarkov; his approach to business and his conceptual vision command respect. In management and leadership, it is Ichak Adizes; his philosophy resonates with me on a personal level.
Narek Keyan: I would answer differently—what inspires me is our team. Working with them gives me strength, ideas, and powerful motivation. It is a living process that energizes me every day. In my personal life, my main source of inspiration is my wife. She supports me, helps me move forward, and fills each day with energy and purpose.
— How do you keep going and not give up? What advice would you give to those who are just starting their journey in business?
Arutyun Mkrtchyan: Svetlana, today competition in business has become significantly higher. If in the past we still had the right to make mistakes, now a single mistake can cost you your place in the market—especially in such a saturated sector as the coffee business. Coffee shops are literally on every corner, and to stand out, you need to offer something truly new.
My advice is to seek fresh ideas that are not yet on the market, not to fear challenges, and to be ready for obstacles. Difficulties are an integral part of the journey. If I wanted an easy path, I simply wouldn’t have started anything. But it is precisely overcoming these challenges that makes us stronger. Coffee House
Narek Keyan: I completely agree with Arutyun. Looking back, it becomes clear: all problems were solvable, even those that seemed impossible. Start small, learn from your mistakes, get inspired by the experience of others, but never lose your authenticity.
Stick to your values, be honest with yourself and with people. We started with the simplest things, and today our brand is known across the entire country. And one more thing—it is very important to allocate your budget correctly and not be afraid to invest in your business. Money has to work; only then does it bring results. Coffee House
