The rich smell of coffee pulls you in before you even step through the door, determining your next drink order in an instant. Though the morning rush is over, the place is in constant motion. There’s chopping and sizzling in the kitchen, preparing the next order. The sound of milk frothing blends with the smooth background music, and as I take in the space with its many details, I spot Antoine de Ras on a ladder grappling with the café Wi-Fi while detailing orders to his staff. It’s just another day at Richmond Studio Café, really.
Owned by former photojournalist and photographer De Ras and located on the corner of Richmond’s Menton and Park roads, Richmond Studio Café is one of those spots that’s good for any occasion. In the mornings, it serves the best coffee in town, with affordable breakfast specials and freshly baked pastries that will wage war on your waistline if you’re not careful (the banana bread is everything!). In the evening, it’s the ideal place to wind down over a drink or an early dinner with friends. For De Ras, it was all about creating a “third space” – a social hub for his community that is upmarket and exclusive while still maintaining affordability and safety.
With seven years of running the joint under his belt, the business owner-manager-designer-photographer (he wears many hats) has some solid thoughts on how he’s managed to establish and maintain Richmond Studio Café as one of the best spots in town. “It starts with taking care of your regular customers while finding ways to bring in new ones,” he says.
This, he believes, can only be achieved by paying attention to the details and establishing a space of trust with your client base. “The devil is in the details – I’ve ingrained it into my staff to always be a step ahead when it comes to cleaning and hygiene, looking for something that is out of place,” he says. Remaining consistent in the service you provide, hygiene and security is what gets you repeat customers, he emphasises.
A labour of love
Though today the café’s balance sheet looks pretty rosy, De Ras points out that it has been a tough and challenging journey. “One gigantic stress is making sure we get through every month with enough money to pay all the suppliers, services rendered, and security – there are hundreds of little things that need to be paid.”
De Ras keeps a sharp eye on operating costs and sales, always asking where the café can make an extra rand. With inflation thrown into the mix and suppliers increasing prices once or twice a year, he ensures he keeps a lookout for opportunities to keep costs down. “It’s why I feel restaurants like ours should get massive tax breaks compared to other businesses,” he says. As a one-of-one café, the Richmond has none of the financial support and backing that comes with franchises.
What makes De Ras’s success all the more remarkable is how he jumped into it with no prior experience. “I had to learn very quickly – I knew nothing about this industry, but I had a passion, and you couldn’t stop me or talk me out of it,” he says.
Having worked as a full-time photojournalist for 18 and a half years, De Ras wanted to take a break from the newsroom. “How do I move on and grow as a person and try something else,” he asked himself as he took the brave step. The answer was hard work, a bit of luck, and a lot of preparation – two years of it, to be exact.
As a tenant of the Richmond building, he was able to get first pick when the property went on sale. From there, it was a lot of research about everything from food to liquor licences to finding a team to help him restructure and build the furniture.
From the get-go, he also implemented a few safety measures to offer peace of mind. “I’ve always been very conscious from day one of the security and safety aspects. We ensured that there is one entrance area that we control so we can see everyone coming in and out, and I pay an extra amount every month for a security guard,” he says. The café is gated by a high fence on the wooden deck to secure the outside area. “Once you have a handle on security, you’ll find people coming back, because we are all paranoid – this is Joburg.”
Mixing it up
The Richmond has earned its legend status thanks to its central location. With the University of Johannesburg and Wits just up the road, the SABC and other media houses around the corner, and several businesses surrounding the place, the café draws a diverse demographic. They range from students and journalists to health workers, artists, motorcyclists, and even tourists looking for a vibe and finding it via Google Maps. An extensive menu and exceptional customer service have made many of them regulars.
De Ras’s hands-on managerial approach allows him to hear his customers’ demands firsthand and implement them swiftly. As he explains: “The menu started with melted sandwiches, a few salads and pastries. Our liquor offerings were also very limited. Then customers kept asking for other meals, and now it’s expanded to a wide range, from hamburgers to pastas. We have an extensive cocktail menu as well.”
Most charmingly, many of the items on offer are named after iconic and working photographers. There are even croissants in honour of the late, great Santu Mofokeng and Richard Avedon.
And then, of course, the Richmond’s truly eclectic design and energy really set it apart. Nothing looks the same, yet everything works together. As a photographer, De Ras has dotted creative details across the café. You’re met with beautiful black-and-white portraits on the wall – they’re De Ras originals, of course. He’s also converted old film cameras into undeniably cool hanging lights and included a blanket station for those chilly Joburg nights.
“I wanted an element of old school, a bit of vintage and rustic. I didn’t want it to be stiff and over-designed,” he says. “I didn’t want the café to be swarming with one type of person – I wanted it to be a mix of people, a space that welcomes everybody.”
Pictures: Supplied.
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