We Sat Down With Effy Owner Mitch Farr to Discuss the Aesthetics, Ethos and Essence Behind Good Coffee and Good Business

After five years as Nottingham’s most Instagrammable coffee shop, Effy is all grown up. Now located in Hockley’s Heathcoat Street, their style has matured but the values remain the same: exceptional coffee, progressive working conditions, happy customers. It’s a formula that has worked so far, with some remarkable results all round.

With no formal training in business or hospitality, owner Mitch learned his way into coffee through what he confesses to be ‘a bit of a weird story…’: “I was eighteen and gambling to make money - which is really bad - so my parents made me get a job in a random cafe in Newark,” he explains. “Somehow they made me manager within about a month, and I basically had the shop given to me when the owners got into debt.”

After three years, Mitch decided to move on and start his own coffee shop in Nottingham along with his partner at the time. Originally tucked away on Hounds Gate, the striking bright pink design which became synonymous with the brand was a hit with customers. “Everyone came for the pink, even though the coffee was great. But now we've got a whole fresh start - we can be more sophisticated, make it more classy,” he says.

The new premises definitely bring out a different, more grown up character from the previous site, with high ceilings, cosy seating and some exquisite original features. The rich burgundy walls are complemented by 200 year old stained glass panels, which project cubes of colour around the room on a sunny day, while at night a more intimate vibe is created. “When it's dark and candles are lit it literally drips atmosphere,” says Mitch. “The old shop just wasn’t an evening venue and eventually we want to open in the evenings, so we wanted to make the space quite dynamic and cosy.”

The building’s history also quickly piqued Mitch’s interest: “It was originally owned by John Heathcoat who invented the lace machine that makes bobbinet, which is a type of lace with mini circles.” To pay homage to this industrial past and incorporate a little modern style into the decor, Mitch hired Awn Studios in Sneinton Market to design the countertops, which feature funky pigmented blue waves in the shape of threads to give a colour pop against the classy walls.

But along with aesthetics and customer experience, Mitch has designed the business to work for the staff too, considering their experience of everything - from layout and productivity to pay and personal job satisfaction. “I love thinking about barflow and efficiency,” he explains. “Rather than putting it on the staff to be more efficient, there’s just less steps involved, which makes people work better without really having to think about it.”

This thoughtful ethos runs deep within the business, and is based on the simple (yet still rare) premise that happy staff will stick around, expand their knowledge and develop a passion for the job. Paying a wage of over fifteen pound per hour - higher than any other UK coffee shop - and providing a four day work week as standard means Effy staff have time and energy to work on their creative side hustles, study, spend time with family, or even just have space in their week to relax. 

“I think my staff are invaluable and I don’t want them to ever think about struggling financially. I don’t earn much more than them but I feel comfortable in knowing me and my staff have a pretty wicked work life, which resonates with our customer base and product,” says Mitch. “As most people know, things in this country don’t really change, they just tick along. So if we can make our own little pockets of change that works for everyone in the system, maybe we can inspire others to do the same.”

But how can an independent coffee shop provide wages that allow staff to thrive rather than survive, we hear you ask? Well, it all comes down to what Mitch modestly refers to as “a little bit of science” - infused with some good business acumen and a plentiful dose of generosity we might add.

“During lockdown I bought a load of equipment and just went down a rabbit hole,” he explains. “I started experimenting with coffee ratios and types of water, and ended up developing a system where I’m making a drink that tastes the same strength and dissolves the same amount of caffeine into your veins, with almost fifty percent less product. This adds up, and you’ve quickly got a couple of people’s salaries. I distribute this to the staff, and to the quality of coffee we use.”

It is clear that the drink is just as important to Mitch as the shop, staff and clientele. While he apologises for getting nerdy about coffee, it’s fun to hear someone talk about their product with such passion and knowledge. “The coffee we make isn’t going to taste like the preconceived taste of coffee, it's basically the most wildly sourced and meticulously processed coffees we can get our hands on from the world's best roasters. Sometimes weird is wonderful and that’s what we serve, even if it tastes like synthetic grapes!” he explains.

With a selection of coffee based events already happening in the new shop, from tasting takeovers to latte art throwdowns, there’s a lot of things to look forward to as Effy looks ahead into the new year. The basement downstairs is being fitted out as an in-house bakery to provide more of the delicious pastries and cakes they serve, and Mitch is eventually looking to incorporate late night openings and a wine menu.

For now, make sure you take a wander just slightly off the beaten path in Hockley to sample some of Nottingham’s best coffee from one of our most conscientious local businesses.

20A Heathcoat St, Nottingham NG1 3AA

@effystores