Almaty’s commercial real estate market continues to attract international F&B operators. In 2025, the global specialty coffee brand Espresso Lab entered the Kazakhstan market, opening its first Central Asian location at Dostyk Plaza. Today, the brand operates more than 400 locations worldwide.

In this interview, Ismail Shahinbay, CEO of Espresso Lab in Kazakhstan, discusses the reasons for choosing Almaty, location selection criteria, and future expansion plans.

 — Espresso Lab has entered Central Asia for the first time. Why did you choose Kazakhstan and Almaty as your starting point?

— Almaty is located along the Great Silk Road and has historically been an important trade hub. The city has deep historical roots. After Kazakhstan gained independence, Almaty became the country’s cultural, economic, and commercial center. It is also known for the surrounding Tien Shan mountains and unique natural landscape. The year-round growth in tourism was another strong factor influencing our decision to start in Almaty.

 

— How do you assess Almaty’s current position as the country’s leading business and financial center?

— Kazakhstan has the largest economy in Central Asia in both absolute terms and per capita income. Almaty generates around 20% of the country’s GDP and contributes approximately 20% of state revenues. The city is also a regional financial and business hub. Its economy continues to grow annually, which is a major strength. However, infrastructure must keep pace with this growth. Transportation and hospitality capacity require further development. Traffic congestion has become a visible challenge in recent years, though this is typical for rapidly growing cities worldwide. We believe Almaty can turn this challenge into an opportunity.

— What criteria were decisive when selecting the location?

— We based our decision on a combination of strategic factors. Sustainable foot traffic and transport accessibility were essential, as we aim to operate within established retail clusters with stable visitor flows. Audience profile was equally important — we analyzed purchasing power and consumer behavior. We also assessed the mall’s concept, tenant mix quality, presence of strong international and local brands, and its long-term development strategy. Based on all these criteria, Dostyk Plaza fully aligned with our market entry strategy.

 

— Espresso Lab opened at Dostyk Plaza on October 11, 2025. How long did preparation take, and was the concept adapted to the local market?

— The overall preparation process took approximately six months. In terms of interior and concept, we remained true to the brand’s identity. However, based on initial feedback, we plan certain design adjustments in line with our expansion strategy in the country. We launched with the brand’s globally recognized menu variety and continuously adapt based on customer feedback.

— Does the Almaty branch differ from your locations in other countries?

— Conceptually, it does not differ. However, as our first and flagship location in the region, we approached its opening with particular attention and preparation.

 

— What KPIs are most important for success in a shopping mall location?

— Location itself is fundamental. A mall must be strategically positioned. Marketing strategies and openness to continuous development are equally important. Customer experience and service quality play a decisive role. Attractive design, cleanliness, and accessibility all contribute to customer satisfaction.

— Have you noticed any behavioral differences among Kazakhstani customers?

— Yes, differences exist. Taste preferences and local nuances vary from other markets. Given the diverse gastronomic environment in Kazakhstan, customers are well-oriented in modern dining formats and maintain high quality expectations.

 

— Do you plan further expansion in Kazakhstan?

— Yes, we are committed to growing within the Kazakhstan market.

— What key trends will shape the F&B sector in the coming years?

— We see several defining trends:

• * locality becoming the foundation of production and supply, shaping gastronomic identity;
• * a shift away from ostentatious luxury toward a new definition based on product origin, labor transparency, and measurable sustainability;
• * a move toward “cozy luxury” — warm, comfortable spaces focused on meaningful experience rather than excess.