Grind coffee founder: ‘Keeping founders poor doesn’t help anyone’ — how lockdown reshaped the brand

The Shift During Lockdown

The lockdown period dramatically altered the trajectory of Grind, a London-based coffee brand. The company quickly launched a direct-to-consumer business, sending its signature coffee products to customers confined at home. This move allowed the brand to maintain operations and connect directly with its audience at a time when cafés were shuttered.

Building a Sustainable Growth Model

David Abrahamovitch, Grind’s founder, noted that this transformation was more than a survival tactic—it became the foundation of a more diversified, scalable business. The new model aligned with changing consumer habits, as people sought premium coffee experiences without leaving home.

“Keeping founders poor doesn’t help anyone,” Abrahamovitch said, underscoring his belief that entrepreneurs should have access to the resources they need to grow their ventures effectively.

Beyond Espresso Bars

Originally known for its stylish London cafés, Grind diversified its strategy by focusing on eco-friendly coffee pods and subscriptions. The brand leveraged its design-driven identity and sustainability commitments to stand out in a crowded market. This helped Grind evolve from a chain of local cafés into a global, digitally connected brand.

The Lesson of Adaptation

The company’s evolution through the pandemic illustrates how quick strategic adaptation can transform a local hospitality business into a scalable, resilient enterprise that thrives even under global disruption.

“Innovation comes from pressure,” Abrahamovitch reflected, emphasizing how constraints can push creativity and growth.

Author’s Summary: Grind turned lockdown challenges into an opportunity by pivoting to direct sales, building a sustainable digital brand, and empowering founders through growth investment.

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Financial Times Financial Times — 2025-11-29

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