Minsk, Belarus – Qahwa World
Nikita Chakov, the founder of Belarus’s largest coffee shop chain, “Sound,” has unveiled a bold strategy of expansion and radical transformation that threatens to end the traditional role of the “barista” in favour of full automation. In an interview published by the Myfin portal, Chakov confirmed that his network currently generates monthly revenue of approximately $700,000 USD. These emphatic statements highlighted the future of the coffee industry in the country and the steps “Sound” is taking to lead this technological shift.
Chakov described the Belarusian market as “growing,” particularly in terms of coffee culture, noting that consumer awareness has significantly increased over the past decade thanks to the efforts of new coffee shops focused on product quality and training. However, he pointed out that Belarus still lags significantly behind global markets; for every 10,000 people, Belarus has about 5 coffee vending machines, compared to 60 in the United States, indicating a vast space for future consumption growth. He stressed that the fundamental and inevitable trend is total automation, which will penetrate all coffee shop formats.
Chakov attributed the strong push toward automation primarily to the continuous rise in coffee bean and labor costs, compounded by the difficulty of finding qualified employees. He presented a striking vision for the future: large sit-down coffee shops that traditionally required up to seven staff members per shift will soon operate with only one person—the administrator—who will handle cleaning, stock replenishment, and guest assistance. All other operations, including drink preparation and order taking, will be managed through apps, automatic coffee machines, and smart refrigerated displays. According to Chakov, this massive saving on labor costs will allow investors to channel more resources into elements that truly create customer value, such as comfortable interior design, high-quality furniture, and acoustic systems, thus letting the space and the guest itself create the atmosphere, rather than the barista.
Regarding pricing, Chakov projected that the price of a small cappuccino in Minsk will continue to rise, potentially reaching 9-10 Belarusian rubles soon. He argued that the current fair price should be no less than 7.5 rubles to maintain a healthy financial model with adequate staff salaries. While attributing rising prices to the green coffee raw material increasing by about 55% over the past year, he noted that automation will at least help slow down the rate of price inflation due to labor cost savings.
In the self-service business model, the “Sound” founder shared specific figures: the network sells approximately 15,000 cups of coffee daily through its self-service points. An average point generates a net profit of 800 to 1,200 rubles per month, with an overall business profitability of 25% of revenue. He emphasized the economic appeal of this model, stating that the initial investment of around $5,000 per point is fully recouped within 14–16 months, translating to an annual return of approximately 75–80%, making it far more attractive than temporary high-interest bank deposits.
In parallel with the growth in automation, the network announced its return to the large-format coffee shop segment (starting from 70 square meters), but with an evolved concept known as the “Fifth Wave.” This wave is designed to go beyond mere coffee quality, focusing on the complete emotional experience of the guest. The new concept aims to turn the coffee shop into a “third place” for the customer. A key finding revealed that 60% of coffee shop visitors are solo patrons, leading to the decision that 60% of the seating in the new “Fifth Wave” locations will be specifically designed for maximum comfort for individuals. Service will be multichannel: smart app, self-service kiosk, and possibly a barista-cashier (which may be phased out later). The new format will require an investment starting from $50,000. “Sound” plans to launch at least 10 of these Fifth Wave coffee shops in 2026.
Chakov concluded by reaffirming the long-term goal of establishing “Sound” as a global network brand and a leader in automated retail. The immediate plan to enter the Russian market through a master franchise system is viewed as the first strategic step towards achieving this international expansion.
