Before we opened, I did an intriguing local campaign. There is one Italian western-movies actor, Bat Spencer, who is well-known here in Germany, and once he said: “Stay strong – drink Kraft,” so we hung over 200 black&white posters with our logo and this quote. We wanted to draw people’s attention, something new was coming to the neighbourhood. There wasn’t any online marketing or big campaigns, people should know that this coffee shop is not ruled by a big company, it is a very “dude place.”