Built on Care: How Drinkit Blends People, Quality, and Growth

Walk into any Drinkit location, whether in Dubai, Kazakhstan, or Russia, and you’ll notice something unique. Yes, the kiosk ordering system and sleek mobile app might catch your eye. But linger a little longer, and it’s the people, not just the process, that will leave a lasting impression.

At the heart of this human-centered approach is Elena Gess, who leads both Quality Control and Learning & Development for Drinkit. Her role might sound technical, but it is more personal than you think and her philosophy is simple: “Sharing what I know and never standing still.”

Connecting Quality and Learning

For Elena, the link between quality control and training isn’t just strategic, it’s essential. “To improve anything, you first need to understand where you are and where you want to go,” she says. “That’s where quality control comes in.”

Every guest experience is shaped by a thousand tiny decisions: how the espresso is dialed in, whether the oat milk is at the right temperature, how the drink is handed off and many more. By constantly monitoring these touchpoints, Elena and her team identify what’s working and what needs refinement.

But it doesn’t stop at insight. “Quality checks give me clarity,” she explains. “They show where we stand today and what we can achieve tomorrow. This feeds directly into how we train our teams. Step by step, skill by skill.”

The Human Side of Automation

With more than 100 locations and counting, Drinkit is undeniably powered by technology. Guests order through iPads set up on futuristic kiosks or one of the nicest looking UI I have seen on any app recently, while smart pickup stations sort and display drinks by name and order number. But contrary to popular belief, this doesn’t replace the barista. It frees them.

“People assume digital ordering is just about efficiency,” Elena notes. “But what it really does is create space for human interaction.”

By removing the need to take orders manually, baristas can connect more meaningfully with guests. “They can notice someone’s mood, ask about their dog, or remember how they take their matcha. The role doesn’t disappear, it evolves.”

This shift is reflected in guest feedback. Reviews often highlight the personal touches, the warmth of the welcome, and the feeling of being known, even across different locations. “It’s not uncommon for guests to visit different stores and still be recognized,” Elena makes a point, “that sense of connection really matters.”

Training That Travels

Consistency across borders is not easy especially when your menu includes everything from single-origin pourovers to vibrant foam-topped signatures. Drinkit’s answer? A unified training framework built on structure, simplicity, transparency, and most importantly mentorship.

“Every team member follows the same development path,” Elena explains. “They know what training includes, how long it takes, and when they’re eligible to grow.”

Each trainee is paired with a mentor, and every new standard is tested first by the head office. Even partners go through barista training. “We believe in staying close to the craft,” she adds. “You can’t ask a barista to do something you wouldn’t do yourself.”

And while the core system stays the same, local adaptations are crucial. “In Kazakhstan, we introduced Kazakh language lessons. In the UAE, we focused on visual learning tools and expanded cold drink recipes to fit the local palate and equipment.”

Spotting and Supporting Potential

Elena is particularly proud of how Drinkit nurtures talent from within. “You often have more great candidates than roles,” she admits, “and choosing based on gut feeling isn’t fair.”

That’s where Drinkit’s Assessment Center comes in. It is a simulation based evaluation system where internal candidates complete real-life tasks. “For roles like R&D Manager or Senior Trainer, we ask them to design a drink, plan onboarding, or propose new learning tools,” she says. “It gives us insight into their mindset and skills.”

Hiring externally follows the same principle. “We look for people who care, about themselves and others, people who take responsibility, move quickly, stay kind, and respect the standards.”

In the end, it’s about alignment. “When values match,” she says, “everything becomes easier.”

Simplicity in the Complex

Drinkit’s drink menu is ambitious: colorful, customizable, and seasonal. But the systems behind it are built for clarity. “Even with 20 new foam drinks, the core logic stays the same,” Elena explains. “Each drink has a base and a matching foam. Once you understand that, the rest falls into place.”

Behind the bar, tablets with a unique UI guide the process. Orders are sorted by category (hot, cold, food) and display guest feedback in real time. If a drink is missing a pump of syrup or the wrong topping, the whole block of training is re-done.

This attention to precision is what keeps the quality consistent. “Big credit goes to our product team,” Elena says. “They do the hard work of simplifying without compromising creativity.”

Data That Drives Decisions

What separates Drinkit from many traditional coffee chains is how it uses real-time data to inform quality and training.

The app allows guests to rate drinks, leave comments, and select tags like ‘too hot’ or ‘not tasty.’ “We pay special attention to negative feedback,” Elena shares. “We review each case; what was ordered, when, where and reach out if needed.”

If patterns emerge, retraining is initiated and a recheck is scheduled within a week. Stores are audited two to four times a month using a structured checklist that covers food safety, brand standards, and service.

Each issue is weighted such as missing a milk restock might be minor, but an unlabeled product is critical. “If there’s a critical issue, we act immediately,” Elena says.

Cross-market meetings are now held weekly across regions to review feedback and drink performance. One recent example? A newly launched drink that saw unexpected dislikes. “We adjusted the recipe based on comments and saw improvement almost instantly.”

Tech That Empowers, Not Replaces

Elena is deeply involved in ensuring digital touchpoints support, not hinder training and guest service. New baristas are required to download the app, place an order, and understand the flow from a guest’s perspective before they ever touch an espresso machine.

“It’s not just about knowing how to make a drink,” she explains. “It’s about understanding the why behind each interaction.”

The app also contains educational content for guests such as articles about coffee origins, ingredients, and product stories. This same transparency guides internal training. “When we explain the story behind what we serve, it builds trust. Trainees pick up that mindset from day one.”

When tech and humans collaborate well, small gestures go a long way. “Sometimes the best explanation is simply offering a guest a taste of the cheese foam,” she adds.

Culture Built on Care

What makes Drinkit different? Elena answers without hesitation: care.

“It’s in our DNA: care for our team, our guests, our spaces, and our craft. It shows up in how we communicate, how we hire, and how we respond to challenges.”

That care is evident in Drinkit’s regular surveys, exit interviews, and internal feedback loops. “We stay in touch even with those who leave. We want to know what worked and what didn’t.”

The results? Most team members describe a positive, respectful atmosphere with room for growth. And it shows. More than half the Dubai team has moved up internally.

“For me,” Elena says, “the most rewarding moments are when someone grows not just for themselves, but then helps others do the same.”

What’s Brewing Next?

Looking ahead, Elena is energized by Drinkit’s expansion. “Each new market brings its own rhythm, its own culture, routines, and flavors. What works in Russia won’t be the same in Dubai or Almaty. And that’s the beauty of it.”

But amid change, the core values: care, openness, and quality remain. “Our strategy might evolve, but who we are doesn’t,” she says.

And if you haven’t stepped into a Drinkit yet, maybe it’s time. Visit one of their locations, order something new, and see how care, technology, and people-first values can turn a simple coffee run into something truly meaningful.