Behind the Counter - Dear Deer

Images supplied.

With a list of 35 coffees from 19 countries, as poetically described as it is extensive, Dear Deer curates a coffee experience unlike any other in New Zealand. Guided by the philosophy of "Your Day, Your Way," owner Yukichi "Yuki" Shikano encourages personal discovery over prescribed approaches to preparing and drinking coffee. Quietly introducing New Zealanders to a different way of thinking about coffee, his approach is centred on curiosity, individuality and care. In this conversation, Yuki reflects on Japanese coffee culture, technology and the importance of gratitude.

Dear Deer offers more than 35 coffee varieties from 19 countries and roasts beans to order in-store. What inspired this approach and what have you learnt from seeing how differently people experience coffee?

We started this business because we wanted to share with many people the fact that there are many countries around the world that cultivate coffee, and that each type of bean has a different character and its own story. We included the word "BAR" in our shop name because we wanted people to learn about the differences between coffees and different ways of drinking them, through a Japanese-style filter coffee. We are very happy that our shop is gradually becoming known as a place that handles beans from many different countries, and that many customers are enjoying those differences. I am one of those who enjoys those differences. 

Your goal is to introduce more people in New Zealand to Japanese coffee culture and brewing methods. What aspects of Japanese coffee culture did you most want to bring here?

Japanese filter coffee culture is spreading all over the world. I believe Japanese coffee culture is constantly evolving and being updated. I hope that people in New Zealand will enjoy many of these changes through Dear Deer. 

Rather than encouraging people towards a single "best" coffee, Dear Deer encourages experimentation with different origins, roast profiles and brewing methods. Why is that philosophy important to you?

 Everyone is different, and that's okay. Our brand slogan, "Your Day, Your Way," is at the core of our philosophy. New Zealand is a multicultural nation where everyone respects one another. Naturally, we believe that everyone has their own unique way of enjoying coffee. We enjoy it while respecting that individuality. That's why we offer flexible roasting levels and brewing methods. 

The Jet Roaster allows customers to take home freshly roasted beans only minutes after roasting. How has that changed the relationship your customers have with coffee?

Many customers didn't know the process by which coffee beans turn black. When I first opened my shop, some customers would look at the green beans and say, "Your coffee beans have an interesting colour." By roasting the green beans right in front of our customers, we provide them with a great sense of surprise and enjoyment, and I'm confident that we've made a difference in their daily coffee lives.

The Jet Roaster allows you to roast small batches to order in a way traditional commercial roasters can't. How did discovering this technology shape the business you wanted to build? 

This technology is one of the main reasons why Dear Deer has become a truly unique brand. Japan is a country of technology. It boasts high technological capabilities, particularly in the automotive industry. This Jet Roaster is one example of that, and it embodies a very Japanese, meticulous level of service. Just as we carefully brew each cup of filter coffee, we roast each and every bean with care before serving. We believe that this is how our brand provides our customers with daily enjoyment.

Coffee has been part of your family's story for generations. What lessons from your family's approach to coffee have stayed with you as you've built Dear Deer in New Zealand?

I believe I have inherited from my family the importance of never forgetting to be grateful for the many people, things, and everything in life every day. A business cannot be run by one person alone. There are customers, employees, and suppliers. My business thrives because all of these people work together. I must be grateful to all of them. I may not be as grateful as my ancestors, but I believe I have inherited at least a small part of that spirit.