The Sydney-based specialty coffee group will be hoping to make a splash in Melbourne’s world-renowned coffee scene with a new flagship store that promises an ‘immersive experience that puts coffee front and centre’
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Toby’s Estate’s Melbourne café enables customers to engage with baristas | Photo credit: Toby’s Estate
Celebrated Sydney specialty coffee roaster and café group Toby’s Estate has opened a new flagship outlet in Melbourne.
Located in Fitzroy, an up-market neighbourhood known for its bars, independent retailers and cafés, the industrial space features galvanised steel and mottled wood panelling built around a central bar, which will showcase a high-end single origin coffee range and “epic frozen coffee line-up” as part of a beverage menu that is “as diverse as Melbourne’s coffee culture itself,” according to a press release.
“It’s not your typical espresso bar. It’s a venue that breaks down the divide between barista and customer, creating an immersive experience that puts coffee front and centre,” said Jody Leslie, General Manager, Toby’s Estate.
Fitzroy is one of Melbourne’s top coffee hotspots, with the new Toby’s Estate store rubbing shoulders with esteemed specialty operators, including Industry Beans, Arcadia and Calēre Coffee. Rivalling Sydney’s claim to be Australia’s best coffee city, Melbourne is also home to revered businesses, such as St. Ali, Market Lane, Padre Coffee, Proud Mary and Seven Seeds.
Founded in 1998, Toby’s Estate operates 16 company-owned cafés across Sydney, including its Chippendale roastery and headquarters, an outlet in Brisbane, and an 800-café wholesale network.
Toby’s Estate also operates more than 20 outlets across the Philippines, Indonesia and Singapore, as well as a further 20 licensed outlets in the Middle East via a partnership with Kuwait-based Pinnacle Group.