The success story of Andrew Magana, the man behind 'viral' Japanese-inspired coffee shop

Since its soft opening in October 2020, Instagram-worthy photos and good reviews of Typica Coffee have been making their rounds on the Internet. Suddenly, the humble sari-sari store-turned-into-a-Japanese-inspired coffee shop became a breakout star in the world of coffee and pop culture in the middle of the COVID-19 pandemic.

At first glance, the shop deserves all the attention it is getting - what with the glow up of an old hole in the wall variety store, its shibui style of simple and subtle aesthetic, and its al fresco dining experience apt in the new normal.

Many have indeed written and raved about this humble cafe in Taytay, Rizal but it will definitely win more hearts once people come to know its equally modest beginnings.

The origins

Typica Coffee is the brainchild of Andrew Magana, a former barista who started a career in coffee-making because, admittedly, he did not know what he wanted to do and what he was good at.

In an exclusive interview with GMANetwork.com, he reveals that he always dreamt of becoming a lawyer. Fate, however, had other plans and took him not just to a totally different path, but through mazy roads and detours.

Born into a hard-up life, Andrew used to believe that he couldn't afford to reach for such lofty ambitions, and that practicality must always come first before passion.

So instead of pursuing his dream and taking up law, he enrolled for a degree in Nursing. But due to his family's dire financial status, he wasn't able to complete his college education.

By the age of 17, he had no choice but to join the labor force and found himself working as a call center agent. After a year in the BPO industry, he decided to pursue his studies but this time, in a culinary school. His then misguided notion that taking this course could easily turn one into a celebrity chef and bring home a lot of money soon ended when he began working as a kitchen staff in a popular American-Itallian restaurant.

He then started a job at a bank. While he kept earning, he never found anything that was more fulfilling. He soon felt that his nine-to-five was a dead-end.

He recalls, “At an early age parang napansin ko na, 'Ah, kaya ko palang kumita nang malaki.' So parang medyo naging ano ako na, 'Ah, kaya ko 'to.' Parang ganun, so parang hindi na ako naging grounded na hindi ko mas naiintindihan 'yung hirap at some point.

"Kaya naisip ko na parang why not try another job na 'yung trabahong 'to will not give you parang financial stability."

Despite being the breadwinner of his family, his dissatisfaction and burnout carried more weight.

He continues, saying, “Parang gusto kong i-challenge 'yung sarili ko in a way, na parang, without the financial stability na mabibigay ng pagiging barista, gugustuhin ko pa rin bang maging part ng service industry, which is malaking risk siya on my end kasi 'yun nga, sinusuportahan ko 'yung family ako at that time.

"Ako 'yung breadwinner tapos iniisip ko paano 'yan? Mas pipiliin ko ba na take the leap of faith, na gumawa ka ng isang bagay na hindi ka sigurado kung magiging successful ka or hindi or parang mag-stick ba ako dito sa nine to five job?”

Leap of faith

That total career change--from banker to barista--reduced his income by 75%, and it appeared to be only the first of his many leaps of faith.

Andrew got a three-month contract as a barista at a well-loved coffee place. His temporary status pushed him to strive harder so he could earn a regular spot in the company's roster of employment.

He was eventually absorbed by the company and was later listed in a specialty program that gave him the edge over the other baristas. Through hard work, dedication, and patience, he became the mentor of other coffee masters.

Andrew found a new passion and he was in the position to share this to other people.

“May isang beses nag-post ako, 'Thank you for giving me a second chance in life' kasi tingin ko dati wala naman akong kapupuntahan eh. Magtatrabaho lang ako nang magtatrabaho hanggang tumanda ako. Pero noong nandun na ako sa pagbabarista, that's when I realized na hindi mo pala kailangan lagi ng pera but more on kung ano 'yung mas mabibigay na meaning sa'yo.

"Eventually, hindi ko hinanap 'yung pera. Ngayon siguro kaya ko nakukuha 'yung ganitong klaseng blessing na nabibigay ngayon kasi mas hindi ko inuna 'yung kiktain ko, parang mas inuna ko 'yung ibang bagay, 'yung mas importante.”

Andrew discovered his purpose, and that made him yearn for more knowledge not just in whipping the best brew but in upgrading his knack for customer service and store management. He saw that more opportunities were opening up for him, but at the same time, he also realized that his work setup had limits in reaching his potential.

“Meron silang specific standards na kailangan naming sundin kasi it's a big company eh. So I understand na meron kaming restrictions, na hindi mo pwedeng gawin lahat ng gusto mong gawin. Eh pagdating sa coffee, kailangan mag-innovate ka lagi. Kumbaga, what's new yesterday, iba na naman today eh. So doon sila nagkakaroon ng challenge pagdating sa innovation.”

He adds, “Dahil nga hindi ako graduate or wala akong diploma, kumbaga 'yung level of understanding pagdating not only sa mismong coffee but on how to run the store is okay naman na, kumbaga napatunayan ko naman na but nagkakaroon sila ng restriction because of the rule, technicality.”

After four fruitful years in the company, Andrew took another big leap.

“Na-realize ko one time, nagko-close ako nun eh so naglilinis ako ng store, ganyan, nagsasabon ako. Sabi ko, 'Siguro this time naman, gusto ko sariling store ko naman 'yung nililinis ko.' Tapos 'yun, after a week, nagpasa na ako ng resignation.”

The brewing

Leaving a job he admittedly loved was not a spur of the moment. Like the meticulous process that goes into brewing the best cup of coffee, Andrew's decision was a calculated risk that required a long time of him hustling with a side job, and sleepless nights spent on continuous learning.

“Papasok ako sa sideline ko ng morning para kumita ko, makapag-ipon at makapagpatayo na ng shop habang pagdating ng gabi, magbabarista naman ako. Halos lahat ng funds doon ko kinukuha.

"Mahirap siya, mahirap siya talaga. Puyatan siya, paguran siya, oo, kasi ang dami kong hina-handle eh. Parang ang akin, 'Hindi, okey lang 'yan,' sabi ko. Kaysa naman ano, magtatayo ba ako ng coffee shop na ano lang.

"Ang hirap din magtayo ng coffee shop na basta-basta kasi alam ko na lahat ng bibilhin at saka gagamitin eh. So since alam ko lahat nung presyo nun, parang sabi ko nung nagka-canvass na ako ng mga gagamitin, sabi ko, 'Hindi 'to kaya kung basta-basta ka lang magre-resign, and then 'di ba mag-o-open ka ng sarili mo.”

He left his barista job in July 2019 and convinced two of his co-workers to invest in their own business. They sold coffee beans online for three months to accumulate more capital, and by January 10, 2020, they introduced 1740 Typica Coffee at the heart of Antipolo City.

Along with the opening of their cafe, problems began to pile up.

They failed to study the operations of their business and struggled financing their expenses. They were headed for bankruptcy and by March, one of his business partners pulled out.

Despite this, he and his other partner held their heads high, hoping that the seasons of Lent and summer would bring them more customers.

Little did they know, however, a bigger challenge was brewing.

The COVID-19 crisis was declared as a pandemic, and for health and safety reasons, his other business partner also had to quit.

Andrew admits, “So noong nag-pandemic, medyo napanghinaan ng loob lahat. Sabi ko, nag-start ka palang alam mo 'yun… 'yung from masyado kang nag-dream tapos bagsak, biglang as in lagapak.

“Well, hindi siya sobrang sakit on my end kahit ako 'yung may pinakamalaking share doon sa mismong unang Typica because hindi naman siya bumagsak because hindi namin ni-try. Nag-pandemic kasi talaga and lahat naman is struggling that time. So pinakalma ko lang sarili ko, 'Hindi, struggling lahat. Okay lang 'yan.'”

The bitter and sweet taste of his coffee dreams

Andrew began reconsidering if owning a cafe was meant for him. But while these thoughts entered his mind, he never gave up.

Stuck at home due to the ECQ, he spent his quarantined days doing research and self-studies, building his network and touching base with potential suppliers, and binge-watching an entrepreneurial-themed reality TV show.

He claims, “Gusto ko maging business-minded kahit ECQ. While everyone is having doubts and lahat natatakot during that time, which is honestly ano naman talaga, understandable.

"But on my end, I looked at it in a different way. So ang ginawa ko, 'Hindi, mag-aaral ako every night. Manonood ako ng episode ng Shark Tank. Pag pinapanood ko 'yun every morning, mag-aaral naman ako about coffee. Hindi ko sasayangin 'yung mga oras na nasa bahay ako without having the goal na to pursue the coffee shop.”

By the time the quarantine guidelines eased into GCQ, he had formulated his own cold brew beverage that he made available for online pre-orders. And eventually, he was able to recover financially, and invest on blenders, brewers, and other machines.

As if attracting his destiny, he says, “Wala akong assurance kung saan ako magtatayo ulit. Wala akong assurance kung saan ako magsisimula ulit pero ini-imagine ko na na magkakaroon ako ng maliit na shop.”

After months of solely making cold brews overnight and personally delivering them under the heat of the sun the following day, Andrew succeeded in resuscitating his passion for coffee.

“Kasi pag binitawan ko 'yung pangarap ko noong 2020, kapag binitawan ko ito ngayon, baka mamaya parang alam mo 'yun, alatin na 'yung mismong passion mo doon sa kape. Sabi ko, hangga't mainit pa, hangga't may passion pa ako sa coffee, kailangan kong ituloy 'to.”

Soon thereafter, he chanced upon an old sari-sari store just a few blocks from where he used to live.

This became the new home of Typica Coffee.

The sari-sari store turned into Japanese-inspired coffee shop

Andrew had to deal with a new set of challenges in reopening and rebranding his coffee shop.

For one, his landlord didn't permit him to overhaul the space. Andrew did not have a choice but to have an open-air coffee counter by the window.

Secondly, he still had limited resources. With no business partners to share in the expenses, he had to be more practical and take on the other manual jobs, from redecorating his store with the cheapest paint to sourcing second-hand materials like the old hardwood electric posts he had converted into his store's wooden platform.

By October 29, a day before his target soft opening, he found out that he only had P500 left in his bank account, and yet he still had to give his two baristas their wages in two days.

But to a determined dreamer like Andrew, these strings of misfortunes turned out to be silver linings.

Because he wasn't allowed to reconstruct the sari-sari store, he discovered that his coffee shop only needed low maintenance, having only limited seats situated outside, and he didn't have to provide air-conditioning.

His choice of latex white, which was due to cost-cutting, helped his store pop out and look attractive in a street lined with other businesses and stores.

What was left for him to wish for was to at least make a little profit on their first day.

Andrew remembers what he told his baristas, “Basta kumita lang tayo ng PhP 3,000 a day, mababayaran ko na 'tong lugar, makakakain na tayo, mapapasweldo ko na kayo tapos makakabili ako ng stock.' Sabi ko, 'Kahit mga six months 'to na ganun 'yung kitain natin everyday, basta sana kitain natin. Ganun lang. No BS, 'yun lang 'yung unang naisip ko.

“Kaya nung medyo nagkaroon ng mahabang pila kapag weekend na galing iba't ibang lugar, na hindi taga-Taytay, sobrang thankful talaga.”

'Kodawari'

Andrew has never visited Japan but this country became the inspiration for his new coffee place.

He reveals, “Isa sa mga pinakahinangaan ko kung bakit ako nag-rebrand is that Japan is not a coffee-growing region because of the weather but number two sila pagdating sa pag-i-import ng coffee.

"Bakit lagi 'yung Japan 'yung magaling sa competitions pagdating sa coffee? Kasi wala nga silang coffee beans pero ang ginagawa nila, ang binabago nila 'yung pang-brew nila. So doon sila nag-i-innovate na part.”

Putting this concept into practice, Andrew continued using locally sourced coffee beans in his menu to support the Filipino farmers.

He dropped 1740 in his original business name and simplified it as Typica Coffee. He, however, added a Japanese script or kanji that reads Kodawari, meaning the “the uncompromising and relentless pursuit of perfection.”

Andrew explains, “We will not settle na magaling tayo today. But instead, parang kailangan nating galingan pa tomorrow or kung kaya pa nating mag-innovate to provide something good sa customers.”

This, unknowingly, appears to be his guiding principle as he chased his passion. And now that he is reaping the fruits of his hard labor, what he can only think of is to create more opportunities for his and other people's dreams.

Andrew is very much open to expanding his business but he says his ultimate goal is to pay his blessings forward.

As a start, he prioritizes hiring out-of-school youth. “Nag-iipon kami ngayon para sa pag-e-enroll nila this coming school year. Sabi ko nga sa kanila, 'Kumapit lang kayo, magtiyaga lang tayo. Eventually parang kayo rin 'yung makikinabang dito sa Typica kapag naging stable at dire-diretso 'to at okay tayo. So 'yun, unti-unti naming iniipon 'yung pang tuition fee nila. Para lang at least to give back."

He is also grooming a head barista who was once involved in illegal substance abuse.

He shares, “Sabi ko sa kanya, 'Patunayan mo 'yung sarili mo this time, na kahit nagkamali ka and kahit out-of-school youth ka and hindi ka nag-aaral ngayon,' sabi ko, 'Kaya nating i-angat ka ulit doon sa level ng perception ng society sa mga batang kagay mo.'

“Kung may chance nga 'yung iba na baguhin 'yung buhay nila 360, why not give [chance] lalo na doon sa mga bata? Kasi sila more on ano lang 'yan eh, minsan peer pressure, minsan doon lang mismo sa mga nasasamahan nila kaya sila nagkakaganun. Most of the time, because of the family rin or 'yung upbringing sa kanila. So ngayon, unti-unting binabago 'yun nung culture namin na ginagawa dito.

And similar to the message of Kodawari, Andrew wishes to impart that great things take persistence and time.

“Patience. Nung meron akong naipon na konti, pwede akong mag-start ng business na kung ano 'yung familiar ako dito sa Taytay pero I choose not to venture sa business na hindi ko naman forte at nakikisabay lang ako dahil gusto ko magkapera.

"So ang takeaway ko lang dito with all this is don't look after the money, look for something that will give meaning to you, and then 'yung money susunod nalang 'yan."

As the saying goes, "Nothing worth having comes easy."

Andrew knows this by heart.

“Hold on to your dreams. Kahit anong detour 'yan na gawin sa'yo, hangga't naniniwala ka doon sa mismong goal mo, feeling ko one day, you'll get there. Parang baby steps ba. 'Ang layo ko pa, ang layo ko pa. Sila parang naungusan na nila akong lahat tapos ako ang layo ko pa rin.' And I always end up as the second best mula noong bata ako. Tapos nang mabigay 'to sa akin ngayon, siguro this time, ito na 'yung masasabi kong pinaghirapan ko 'to with all the sleepless nights.

"Sobrang worth it lang.”