ZIARNO, the new coffee shop at Chester’s Forum Shopping Centre is the first of a planned chain of stylish modern eateries that will trade under the same brand, according to owner, city-based Mike Fox.
The Chester born and bred businessman is determined to take on the mainly American owned coffee shop names which dominate British High Streets with Ziarno, a home-grown alternative.
“When we decided to take on the former Coffee Republic premises as part of a diversification policy we saw it as an opportunity to develop a new High Street brand,” said Mr Fox, whose company also runs a Chester bridal store as well as two Flintshire-based engineering businesses.
“The problem was we hadn’t come up with the brand name. We listened to various ideas but nothing sounded right. Then when our joint store managers, Laura Fox and Katarzyna Grucka-Goncerzewicz were appointed, we asked them to come up with a name.
“Katarzyna immediately said ‘Ziarno’. I asked here what it means and she said that was the word for bean in her native Poland. It sounded completely different but memorable, so we decided to go for it and it’s been a great success.
“Some people think it sounds Italian and many customers ask staff to explain its origins. So it is a name that will stick in people’s minds.”
“We’re delighted with the support we’re getting from the people of Chester,” added Mr Fox.
“Our staff are trained to offer great service with a smile and the early signs are that the Chester public like that. If business remains as brisk, it won’t be long before we open Ziarno 2.”