Brewing Excellence: A Conversation with Elena Hess

What drives a philology graduate to transition from the world of literature to the vibrant and fast-paced coffee industry? Meet Elena Hess, a passionate trailblazer redefining training and quality in the coffee world. As the Head of Learning and Development at Drinkit in the UAE, Elena brings a unique perspective shaped by her experiences in Russia, Kazakhstan, and Dubai. Her journey from a barista assistant to an industry leader is a story of curiosity, resilience, and a deep commitment to building communities and cultures within the global coffee scene.

In this exclusive interview, Elena shares her insights into her journey, the challenges of creating a training system across cultures, and her vision for empowering teams to achieve excellence.

Who is Elena Hess? What can you tell our readers about yourself?

My name is Elena Hess, and I am the Head of Learning and Development at Drinkit in the UAE region. Drinkit is a coffee shop chain with locations in Russia, Kazakhstan, and the UAE, currently totaling 59 coffee shops (as of January 2025).

I joined the coffee industry four years ago, coming from a background in philology and literature. Starting as a barista assistant, I quickly developed my skills and became a trainer within the network just a year later. I led training sessions and workshops, which deepened my understanding of the industry’s needs and taught me how to connect with people effectively.

In Russia, I trained over 150 people in cities like Samara and Moscow, participated in industry events such as championships and SCA courses, and volunteered at Q-cupping competitions. A year ago, I moved to Dubai, eager to contribute my expertise to the local coffee community.

Throughout my career, I’ve worked across various coffee shop formats, from specialty coffee chains to “to-go” networks with over 650 locations. My experiences taught me that principles and values are the foundation of any successful company, even as standards and trends evolve.

Why did you decide to get into training and quality control in the coffee industry?

In Russia, many young people see jobs in the coffee industry as temporary but often stay long-term. I joined at 21, a bit later than most, but it was a conscious decision. I wanted to understand the Horeca sector and was fortunate to start with Korzh, a chain that valued training and employee satisfaction.

As I delved deeper into the complexities of coffee—its cultivation, processing, and transportation—I developed a profound respect for the industry. I felt a responsibility to honor the efforts of everyone in the supply chain and pass that dedication to our guests.

Attending events like the Coffee Tea Cacao Expo and watching barista championships inspired me further. I saw how discipline, passion, and support combined behind the scenes and realized I wanted to play a role in nurturing talent in the industry.

Six months into my journey, I began setting quality standards by example. I shared my knowledge enthusiastically, conducted masterclasses, and eventually became a trainer. It was clear to me that passing on knowledge was just as important as gaining it.

How did your work in Russia help you in your current role in Dubai?

In my current role, I focus on preparing trainers who, in turn, teach teams, monitor quality, and conduct training sessions. My experience working with diverse students in Russia helps me guide trainers to adapt their methods to different learning needs.

For example, interns eager to learn require gradual support to avoid burnout. Experienced employees, on the other hand, may need help aligning with company standards while respecting their expertise. In cases where trainees surpass their trainers in skills, it’s essential to remind both parties of the value of shared learning and the trainer’s role in upholding corporate standards.

These experiences have taught me the importance of fostering confidence, mutual respect, and a collaborative approach to learning.

What challenges did you face while creating the training and quality control system at Drinkit?

When I joined Drinkit Dubai, the training system was underdeveloped due to limited resources and the small team size. My goal was to adapt the comprehensive system from Russia to suit the Dubai market and prepare the team for growth.

The main challenge was the language barrier. Many employees spoke English as a second or third language, which doubled the time needed for training. Written materials were less effective, so we shifted to video and photo instructions with concise checklists.

We also introduced mentoring basics for trainers, guiding them on how to identify mistakes, explain standards, and teach techniques effectively. Over time, we implemented an online training platform with courses and in-person sessions.

Today, the system supports employees at all levels, from trainees to coffee shop leaders. Out of 20 team members, 8 are now certified trainers, and 5 are coffee shop leaders. These results demonstrate the system’s success.

How do you work with different cultures and nationalities within the team?

In Dubai, multiculturalism is a daily part of work. To foster harmony, we build our team around shared principles and values, such as respect, kindness, and trust.

At Drinkit, we value each team member’s unique background and experiences. Mistakes are treated as opportunities for growth, creating a safe environment where everyone feels valued and inspired.

This approach turns cultural diversity into a source of strength. Our baristas learn from one another’s traditions and even show interest in learning Russian culture and language.

What are the key skills needed by baristas and managers to be successful?

Success in the coffee industry requires several key qualities:

• Curiosity: A genuine interest in learning and exploring new ideas.
• Willingness to make mistakes: Mistakes are essential for growth.
• Focus and perseverance: Long-term goals require consistent effort.
• Prioritization: The ability to manage multiple tasks effectively.
• Empathy and kindness: Building positive experiences for guests and colleagues.

What are your plans to improve training and quality at Drinkit Coffee?

We have an internal Wikipedia for training materials, and I plan to make it more user-friendly. I also aim to create a YouTube channel featuring training videos and content about coffee shops, coffee processing, and roasteries.

In 2025, we will launch an internal brewing championship with rules, regulations, and prizes. Additionally, I plan to visit coffee farms to create educational videos for our platform.

My ultimate goal is to strengthen our team of leaders and trainers so they can independently manage and grow successful coffee shops.

Conclusion:
Elena Hess’s journey from literature to coffee is a testament to the power of passion and dedication. Her commitment to quality, training, and fostering a collaborative culture shines through every aspect of her work at Drinkit. As she continues to innovate and inspire, Elena is undoubtedly brewing a brighter future for the coffee industry.