A Cwmbran coffee shop that recruited almost all of its staff from customers is opening a second branch in Torfaen.
Michael Davies and Denis O’Malley opened Coffi Kitoko in a trailer pod in Gwent Square in March 2023. The pair then opened a shop on The Mall in August 2024.
They needed staff for the first time, but rather than advertising or asking for CVs, they just spoke to regular customers they had built up relationships with, to see if they were looking for a job.
The approach worked, and now Coffi Kitoko is opening in Pontypool on Monday 15 September.
Cwmbran Life visited the new shop yesterday to chat to Denis and Michael about the growth of their business and their fresh approach to recruitment.
While I was there, Hannah, an artist, was on a ladder carefully hand-drawing and painting artwork on the walls. And yes, Hannah was a Coffi Kitoko customer, and this is how she ended up working for them.
‘Connection with the community’
Denis said: “The trailer gave us the platform for the shop in Cwmbran to be successful.”
Michael said: “We formed a connection with the community via the pod, that’s helped us massively. All our staff in Cwmbran are customers [apart from one].”
Denis said: “We’ve kind of approached people more than sit-down interviews. Which is quite special about our team I think.”
The business has been supported by Torfaen Council’s Food4Growth project, which helps businesses link up with local suppliers.
Denis said: “We’ve just come from Ty Poeth farm [ in Pontypool ], so we’re going to be supplying his sausages, the lovely black pepper sausage. And we’ve still got the link with Daisy Bank Farm up in Montgomery, so our milk supply is gonna be double now.
“And we’ve got up in Abergavenny, the Angel Bakery, so we do their sourdough and their focaccia sandwiches will be a main focus here in Mamhilad. We do their pastries on a Saturday in Cwmbran.”
They’re about to switch their oat milk to a Somerset company that uses British oats.
‘Local link is really important’
Denis added: “The local link is really important to us. We’re trying to work on local Welsh, or at least British where possible.”
Michael told how the conversion of the unit had been carried out by plumbers and electricians based on Mamhilad Park Estate, and even the solicitor they used to advise on the lease has an office next to their new cafe.
He added: “We’re extending the menu here, we’ve got a much bigger kitchen here. It’s going to hot food on the menu
“It’s a lovely buzz going on around Mamhilad Park. It’s all been very positive as well. “
The business is increasing its staff numbers to 15 across the two sites.
It’s been a good week for Coffi Kitoko. A few days ago, they picked up the Welsh Independent Espresso Bar of the Year 2025 at the National Welsh Independent Awards held in Cardiff.