A coffee break with...

Rob Darby, CEO, 200 Degrees Coffee

What does your job typically entail? 
As CEO, my role is to be involved in the creation, sharing and execution of the company strategy. While some of this involves board and senior leadership meetings, I spend a lot of my time with the teams in our shops and at our Roast House.

I believe I can best serve the company by having a clear understanding of the successes and challenges every team member encounters. I also feel there is nothing more powerful than hearing the company strategy from the person responsible for creating it.  

How did you get into the industry?
I spent some of my year out from university working in a pub-restaurant and I just fell in love with hospitality. I get a real buzz from ensuring every guest has a fantastic visit. 

What’s your favourite part of your working day?
I love visiting the coffee shops, seeing our teams delivering great products and customer experience, and the camaraderie they share while they do so. It’s also wonderful to see our customers enjoying our seasonal menu and the surroundings of our shops, whether they are relaxing or working – or a bit of both!

And your least favourite? 
At school, I never liked writing essays and to this day, I still don’t like writing reports! 

What’s your favourite food and beverage?
In a restaurant, there’s nothing I enjoy more than a perfectly cooked steak. At 200 Degrees, a black americano and a bacon ciabatta is my most regular order.

And your least favourite? 
It would have to be anchovies. 

What is the biggest factor currently affecting the industry?
Reduced footfall as a result of the Covid pandemic, challenges with recruitment and a number of financial pressures. These include wage inflation, food and utility prices, and the looming threat of increased taxation. 

What one piece of advice would you offer someone working in the industry? 
Understand the shop floor before you become a leader and only pursue it if you have a passion for great hospitality. If not, it will feel like hard work.

It’s a great industry to be in and, as a business, we are always evolving and learning. This keeps our customer experience fresh.

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