Sam Çeviköz

Is coffee a craft or a form of self-expression for you, and when did the two become intertwined?

Actually, both. Coffee is a craft, but it's also a way of self-expression. Everything, from the beans you use to the presentation, becomes your signature. Over time, the two naturally blend; every cup you make begins to tell your story.

When you founded Beans by Sam Coffee, did you want to offer people a product or a specific emotional state?

Initially, my goal was very clear: to offer people truly good coffee in a more accessible way, in contrast to the increasingly expensive coffee in Turkey. I wanted them to both try our coffee and drink good coffee. Of course, there's a commercial side to it, but the main motivation was to bring good coffee to more people.

Today, what's the most significant change in your relationship with coffee? We're talking about a history of approximately 45 years. 20-25 years ago, I was much stricter about coffee; I even had clear boundaries regarding things like adding sugar. Now, my perspective has completely changed. Today, the best coffee for me is the one that suits the individual's taste. Customer satisfaction is paramount. The moment someone finishes their coffee, the expression on their face during the first sip… those are the moments that truly matter to me.

Did turning your own name into a brand make you more free, or did it make you more visible and therefore more vulnerable?

Honestly, I don't think about that much. Becoming a brand was never a conscious goal; it developed naturally with my work and television programs. But existing under your own name makes things easier in the industry. There's a difference between selling a product as a brand and presenting it under your own name. In that sense, I can say it made me feel more free.

Is there an approach in the coffee world that's considered "good" but that you're not convinced by? For example, in Turkey, there's the term "latte macchiato." Actually, it's not a separate coffee; it has the same ingredients as a latte, only the preparation order changes. In my opinion, this usage exists in Turkey and Italy, but there's no such distinction in the rest of the world. Similarly, what's known as "Gimbalı" isn't a type of espresso, it's a machine brand. These kinds of misconceptions bother me.

Do you think people are experiencing the coffee itself, or are they buying into the atmosphere surrounding it?

They experience both. You can make excellent coffee, but if the people and atmosphere that greet you when you enter the place aren't good, nobody wants to stay. The whole experience is important.

Do you feel a tension between producing and constantly being visible?

For me, it's not a tension. I love producing. We're opening a new workshop right now, and the moments I roast coffee are like therapy for me. Because roasting coffee requires serious concentration; you need to listen to the bean. Social media and communicating with people is another area of ​​therapy.

Is success a measurable point for you, or is it a process whose definition changes over time?

Success is different for everyone. For most people, it might be money, but not for me. For me, success is owning your own brand, people embracing that brand, and seeing your shop full when you pass by. Over the years, I've trained hundreds of baristas, and seeing some of them open their own shops, or even hearing about them becoming trainers like me, is a huge success for me. And there's a very simple but true aspect to it: even just getting home safe and sound in the evening is a success.

Looking at this whole journey from the outside, what's the real story that you think nobody has seen yet?

From the outside, this job seems very easy. There's a perception of, "They opened a shop and are making money from home." But the reality is quite the opposite. This place was a construction site for a long time, and we continued to produce within that process. We filmed for days amidst the dust and noise. Behind what you see, there's a lot of physical and mental effort involved. And the work doesn't end when you close the shop. The day actually begins there. Fairs, seminars, content that constantly needs updating… Behind every detail, there's an unseen preparation process. Days of effort go into that few minutes of coffee that people experience. But most of the time, nobody sees this part.

Is the aesthetic and calm tone you use on social media a reflection of your real-life rhythm, or a consciously constructed balance?

What you see on social media isn't always exactly the same as real life. I'm much more comfortable in a group of friends, and my circle is generally younger and more energetic. But overall, I'm the same in every setting; I can easily communicate with different people.