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I was not a fan of coffee. However, this trip changed my mind. I start to appreciate the different fragrant of different coffee due to the different ways of preparation. I also have a deeper insight of the coffee history and industry in Melbourne. Melbourne has a vibrant coffee culture due to Australia's love of good quality coffee. This has driven the success of the Cafes and Coffee Shops industry which has grown strongly over the past five years. During the 2 hours' trip, the host Maria showed us a couple of famous Cafes in the CBD area. One can easily be immersed in the robust yet competitive Cafe and Coffee Shops culture.

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If you drown coffee too much with milk, you will lose the taste of the coffee.
Water is the basic component of coffee and plays a big part in its taste.
Australians are proud of their 'green bean' which is of a speciality grade.
The skill of the roaster is critical to the quality of the roasted coffee

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Speciality cafe industry is attracting consumers for Sunday brunch - it has become the most attractive dining timing.
Starbucks dominates Singapore but their business model does not work in Australia as Starbucks has a darker roast for coffee which Melbourne people do not like

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It is important that we do not follow trends when doing business because trends will not last. Some of the cafes did not last because they were just following what was popular.
Just like in schools, we cannot base our strategies on trends but on what is really good for kids.
Cafes must know which business model they want to use. One important element of success is to listen to the feedback of the customers.that's how Starbucks became successful in America.
It is also very interesting that the meals that people are more willing to spend on is actually Sunday brunch instead of the usual Saturday dinner.

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Average 3.50 to 4.00 priced for coffee in the CBD to stay competitive

Rental for shops in Melbourne CBD is high.
High end machines can cost an average of 35000
Rent in the CBD per year can reach up tk 100000 per year
Social media has thus become a very important marketing tool

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60 cafes closed alone in 2016 due to what Maria describes as a lack of a business plan. There are roughly 2500 cafes alone in the CBD area. Saturation of this sector means that cafe owners have unique challenges especially to differentiate themselves.

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Traveller is one of the cafes that are part of the 7 seeds group - has a unique symbol of a foot mounted somewhere near their cafes

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Pelligrini's espresso bar has a rich history dating back to 1954 - where water based extraction of coffee was introduced instead of the traditional steam based method.

An interesting story about pelligrini's is that it did not have a kitchen in the past. Thus, all the meals were prepared in the owner's auntie house and transported to pelligrini's back in the day.

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Started at the corner of bourke and spring street near Windsor hotel which was the first coffee house that still serves high tea

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To gain an understanding of how different cafes maintain their competitive edge in the market

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To gain an understanding of how different cafes maintain their competitive edge in the market

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To appreciate the history and culture of quality coffee in Australia and to understand how such a culture is sustained.

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To appreciate the history and culture of quality coffee in Australia and to understand how such a culture is sustained.

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To learn about the cafe industry and coffee drinking market in the state

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To learn about the cafe industry and coffee drinking market in the state