Australian coffee culture to me really focuses on a couple of things. First of all, it’s about human connection. It’s about facilitating connection between people. When you go inside and you feel recognized by the staff, it’s reciprocal - I know you, and you know me. And that’s the beauty of Australian coffee culture, it’s anchored in a localized personalized reciprocal relationship. And it’s premium and artisan - it’s not only a focus on premium coffee and tea, but also the food, the design. Starbucks failed in Australia, because Australians love this independent bespoke curation. I think it’s very sophisticated, and the standard is a perfectly made flat white. It’s not an exception, it’s the rule.
Good coffee is found in every town. It’s not just mass urban areas, or particular pockets. It’s the standard. It’s not a land built on drip coffee at all. The standard is espresso coffee, on premise. Australians see coffee as an experience, where they are recognized. And they also use coffee to facilitate social connection and to catch up. It’s transitioned from meeting at the pub after work to socializing over coffee and healthy foods, and that’s consistent with what millennials are interested in. Rather than once a week having dinner, they’d rather see more friends during the day.