Anna Serova
Consulting mixologist ~ Sourdough baker and cafe chef ~ First female WCIGS world champion ~ Founder of No More Mondays ~ Founder of Smart Coffee ~ Inventor of lavender raf ~ Mother to Agatha
Things I do
Go-to-market execution
Open a coffee shop or a cafe from scratch with everything taken care of: from supply chains to architecture to menus.
Bespoke menus
Coffee, bakery and food: ethical, original, ensuring ingredient reusability and ease of execution. Complete with full documentation.
Ergonomics design
Counters, kitchens and bars. For your shifts to be effective, your space must also be effective, safe and clear.
Consultancy
Hospitality is as diverse as the world is. Let's talk and see if we can brainstorm your new concept, franchise or specialty place.
Freebie: Hardtank Signatures, Part One As a part of being an independent brand ambassador with Hardtank, I am creating recipes for rapid beverage preparation. This volume is available free of charge for all Hardtank aficionados and includes nitro cocktails, coffee and cold brews—on tap and per-serving. Download and enjoy! |
No More Mondays
My own little place at the heart of Tbilisi
LATEST
The AI coffee cat
The AI coffee cat
Together with friends at Likely Tomorrow, we concepted and prototyped this cute little AI device.
It sits on the counter, and, without recording any personal data, ethically analyzes consumer behaviour, staff friendliness, menu efficacy and a ton of other things.
It helps with improving visitation, shifts, analyzing marketing efforts, bringing down ingredient waste and much more.
It sits on the counter, and, without recording any personal data, ethically analyzes consumer behaviour, staff friendliness, menu efficacy and a ton of other things.
It helps with improving visitation, shifts, analyzing marketing efforts, bringing down ingredient waste and much more.
A detour into retail consultancy
Grab'n'go at SparSpar has been actively looking into delivering fast and healthy to-go options for the Georgian branches. I consulted and produced action strategy for the grab'n'go counters—complete with ergonomics, presentation options, business analytics, among others.
WAGMI
A new concept on Cyprus
A new concept on Cyprus
I was invited for the end-to-end go-to-market project. In three months, Limassol saw its new specialty coffee shop and restaraunt.
In architect's words
The main design concept is formed around the typology of “stoa”—a covered walkway—extending the pedestrian street in the interior space of the cafe
An open space built for ergonomics
With an extremely large square footage, visibility both within and without the bar was crucial. This made us plan it in an isle-like manner. Ergonomics allowed for shifts of very different volume allowing for an effective throughput of any number of guests.
Hidden gem
The patio with a pond complements the guest experience and gentle climate of the Mediterranean seaside.
The glass ceiling, in a good way
To support the street-like design, the place features a transparent piece, allowing for cozy sunlight to shine through.
A diverse offering for everyone
A touristic destination, this is one of my widest menu offering. Working with local tastes and touristic preferences from around the globe, WAGMI has something for everyone.
Bar mixology meets coffee mixology
Located in a warm climate, WAGMI called for a special line of nitro-based cold drinks. To further the offering, I borrowed a lot from the traditional bar mixology.
♥ Smart Coffee
The specialty bike, coffee shop and sourdough bakery in Moscow with owned roastery, working directly with coffee farmers. As seen in Barista Magazine.
The art of sourdough
As freshness was tantamount, we produced our own sourdough from a 120-year-old starter
A coffee shop, a bike shop
My cofounder posing inside our bike repair shop, by Barista Magazine. Located in a highly gentrified area, the shop saw a lot of business from weekend crowds.
Food menu
Working around local fermentation tradition, healthy everyday options and freshness, I created several rotations of menu choices—highly praised among both regulars and one-time patrons.
Directly sourced coffee
Working with farmers in Brazil and El Salvador, our supply chain ensured fair trade, outstanding quality and crop control.
Working ultra-local
Sourcing veggies and eggs directly from the local suppliers, we introduced outstanding breakfast menu
Milking our own cows: always
Always working from scratch, we even produced our own granola and had to join a small-scale ethical milk production group.
Roastery open for everyone
Not only roasting for ourselves and friends, we opened our roasters to the larger community to use, complete with an educational programme and a dedicated training center.
Next-level bakery
I decided to modernize a number of comfort foods for an additional twist. Presented here is our croque madame.
The central park people
Proudly situated in the largest central park of Moscow, Smart Coffee has become an attraction point for locals and tourists alike, producing numerous collabs and pop-ups.
Summer in Tel Aviv
It's tough to live at 40 degrees centigrade
The magnificent bumble
Refreshing zero-sugar option for the daily commuter
About Coffee Point
Proudly local trailblazer of specialty coffee in Israel
The signature lavender raf
A rare guest from Eastern Europe and Caucasus
Lychee ESP tonic
The renowned Israely berry meets coffee classics
Soy and lychee coffee lemonade
Modern vegan option in the Middle Eastern style
COLLAB
Trigger Coffee Stout
Сoffee-flavoured stouts ain't easy.
The way coffee beers are produced, you'd normally add some cold brew at the very end. Trouble is, cold brew conceals taste nuances. Acidic (and expensive!) Kenyan bean would be wasted this way, providing no contrast to the sweet, dense caramel tones of the stout.
Instead, we added coarse-ground coffee to the hopping filter. The delicate peculiarities of coffee then played very nicely in this limited-edition collaboration.
The way coffee beers are produced, you'd normally add some cold brew at the very end. Trouble is, cold brew conceals taste nuances. Acidic (and expensive!) Kenyan bean would be wasted this way, providing no contrast to the sweet, dense caramel tones of the stout.
Instead, we added coarse-ground coffee to the hopping filter. The delicate peculiarities of coffee then played very nicely in this limited-edition collaboration.
Eugebelle Menu
Championship-class drinks in a simple place
Basil and cucumber hot infusion
The soothing warmth of the infusion enhances the delicate balance of flavors, creating a calming yet invigorating experience perfect for relaxing moments.
Vanilla and cucumber lemonade
The zesty lemon base, infused with these contrasting flavors, creates a harmoniously refreshing drink, perfect for a sunny day or a cheerful gathering.
Cold brew with tangerine
This blend delivers a citrusy punch, cutting through the rich coffee with a bright and refreshing note.
Tumeric and tangerine lemonade
The earthy warmth of turmeric meets the sweet, tangy burst of tangerine. This golden-hued drink offers a unique blend of flavors, balancing the spice with the citrusy zing.
Sorrel and tangerine lemonade
The bold, berry-like notes of sorrel beautifully harmonize with the sweet citrus burst of tangerine, resulting in a refreshingly unique and zesty sensation. Perfect for sipping on a warm day!
Cucumber milkshake
This is a smooth, refreshing drink with a subtle hint of cucumber, making it a perfect choice for those seeking a unique, lighter milkshake option.
Urakhan-Saraj
An ecosystem-forming park cafe & coffeeshop
A business for business
Designed as a concept model for other HoReCa establishments in Tatarstan, Urakhan-Saraj was supposed to demonstrate the business viability of park-based food and drinks around Kazan.
The park needlemover
As the gentrification trailblazer, Urakhan-Saraj succeeded to bring several chains in that followed by example. The result was, a rich and profound community service for then-renewed Tatar parks.
Child-friendly, pet-friendly, in general—very friendly
Going as far as to selling bird food within, Urakhan-Saraj has been catering to family clientelle, involving more moms with kids into the overall park ecosystem.
Good into the world
I was hired for the go-to-market of the chain that has since opened more outlets and continues to serve as the community anchor point for the families all around Tatarstan.
Feel free to write, call or visit me. I really enjoy meeting new people!
Merab Kostava 21, Tbilisi, Georgia
anna@grey.coffee
anna@grey.coffee