In Carabanchel, Spain, a new café called Hola Coffee is taking the local coffee scene by storm, integrating an industrial space that features a coffee roasting machine that triples capacity, an academy, and a café that serves a range of coffee drinks from simple espressos to specialty brews conceived as fine wines. This transformation marks a significant development in the specialty coffee trend in urban areas, especially as it coincides with the city’s fourth CoffeeFest celebration.

The project, initiated in 2016 after barista champion Pablo Caballero won the national championship, reflects the journey of Caballero and his partner Nolo Botana, who initially faced challenges in the hospitality industry due to the 2008 economic crisis. They started roasting coffee remotely before establishing their café on Doctor Fourquet in 2017. Both partners, who had previously aimed for careers in architecture, found their passion and expertise in crafting specialty coffee, thereby establishing themselves as credible authority figures in Madrid's burgeoning coffee culture.

Hola Coffee's ascent from a nearly clandestine niche operation to a recognized urban phenomenon illustrates the shifting landscape of coffee appreciation in the city. The founders hope to elevate their brand in the local coffee sector to a level comparable to that of Mahou, a major Spanish beer brand, thereby signifying their ambition and the evolving identity of coffee culture in Madrid. Their success story resonates with the growing trend of specialty coffee appreciation, showcasing how personal passion can culminate in significant business successes within local communities.