How a Chinese Programmer Built 43 Italian-Style Coffee Shops

Most people dream of opening their own coffee shop after watching movies like 'Coffee Prince' or hearing stories of cozy third-wave cafes. But turning that dream into 43 real-world locations? That’s exactly what Xu Jiansi did—starting with zero cafe experience, after walking away from a solid career in IT.

Xu Jiansi quit his nine-year job at a leading tech company to chase a coffee dream, launching the 'Italian Dream' brand. Within four years, he had opened 43 franchises across China—from Yangzhou to Urumqi—without any prior café management background.

The Leap: From IT to Espresso Machines

Born in 2000 as a computer science graduate of Jianghai College, Xu spent nearly a decade at Yangzhou-based Muyang Group, got married, and had a child—all while keeping a steady, predictable job. But the idea of running an Italian-style coffee shop never left him. In 2010, after a friend returned from Italy, the two decided to open a café together. Xu quit his job, invested his life savings—300,000 RMB—and opened the first 'Italian Dream' in downtown Yangzhou. "It was all or nothing," he says. "If it failed, I'd lose everything. But that pressure is what drove me to make it work."

Growth & the Market Shakeout

The first year was a breeze. Yangzhou wasn’t yet saturated with cafés, and business came easily. But by year two, competition arrived. “In 2012, new cafés seemed to open all at once,” Xu recalls. To survive, he shifted focus. “When everyone floods a market, the first mover gets the sweet water—but the rest get sour.” He began innovating relentlessly: seasonal menus, non-coffee drinks for summer, wellness beverages for women in winter. Each season brought a new drink lineup. He also traveled to trade shows in Shanghai and Guangzhou to scout trends. The strategy worked. By 2014, franchise inquiries poured in. Today, 'Italian Dream' has 43 locations nationwide.

Innovation Behind the Brand

Xu didn’t just open shops—he built systems. Using his computer science background, he designed a digital membership platform that lets franchisees order supplies online. He also established a centralized logistics hub and training center. “The market changes fast,” he says. “Our job is to help franchise partners keep up, especially with quality Italian-style coffee.” Seasonal menu shifts remain a key tactic. In hot months, fruit sodas dominate. In winter, drinks targeting female customers take the lead. This adaptability, paired with solid backend support, has kept the brand growing.

Dreaming Bigger: A National Coffee Chain

Xu’s goal isn’t just to sell coffee—it’s to bring authentic Italian-style espresso culture to China. “A lot of young people today aspire to open their own coffee shop. It’s their version of the good life,” he says. “We want to help make that dream real—with great crema, balanced shots, and a true taste of Italy.” He believes that as living standards rise, so does the appetite for quality coffee. His vision is to build a nationally recognized chain, and eventually, take the 'Italian Dream' brand global. “We’re not just selling drinks. We’re building a coffee culture.”

Frequently Asked Questions

How did Xu Jiansi start his coffee business?

Xu quit his stable IT job at Muyang Group after nine years, invested 300,000 RMB of his savings, and opened the first 'Italian Dream' coffee shop in downtown Yangzhou in 2010 with a friend who had studied in Italy.

How many Italian Dream franchises are there?

As of the latest count, there are 43 'Italian Dream' franchise locations across China, including cities like Yangzhou, Urumqi, Ningbo, Guiyang, and Lianyungang.

What innovation helped 'Italian Dream' grow?

Xu introduced seasonal drink menus, adapted offerings for summer and winter, traveled to trade shows for trends, and built a digital membership and supply system to support franchisees.

Did Xu have previous coffee or café experience?

No. Before starting 'Italian Dream', Xu worked in IT for nearly a decade and had no background in coffee, cafes, or hospitality.

What systems did Xu create for his coffee franchise?

Xu used his computer science skills to develop a member management system for online orders, set up a logistics center, and established a training base to support franchise operations.

What is Xu Jiansi’s ultimate coffee dream?

Xu aims to build a well-known national coffee chain that brings authentic Italian espresso culture to China, and eventually expand it globally, creating a mainstream coffee culture.

Recommended FrontStreet Blends for Italian-Style Cafés

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