Now Open: Toby's Estate Has Launched a New Melbourne Flagship Store in the Heart of the Fitzroy Coffee Scene
Get down for high-end single origins, flavour-forward blends and even a special lineup of frozen coffee creations.
Need a new spot for a morning brew? Toby's Estate has opened a new flagship cafe smack-bang in the middle of Fitzroy, the heartland of Melbourne's coffee scene. Situated on Rose Street – just a few steps away from The Rose Street Market – the impressive setup will undoubtedly go toe-to-toe with the area's most beloved coffeemakers. Featuring a lineup of high-end single origins, flavour-forward blends and frozen creations, the coffee-centric focus feels right at home in this neighbourhood.
The fit-out looks the part too, with the rejuvenated industrial space seeing galvanised steel finishes set against mottled wood panelling. In the centre, an imposing coffee bar stretches through the space, allowing customers to perch with their order of choice or get up close to watch the baristas pouring the perfect shot. Keeping coffee central to every visit, this design brings a little innovation to the cafe-going experience.
"We want our guests to experience the coffee-making process firsthand by sitting around our coffee bar or even walking right up next to a barista to see them at work. It's not your typical functional espresso bar, but rather one that focuses on breaking down the divide between barista and customer," says Jody Leslie, Toby's Estate general manager.
Complementing the wide-ranging coffee menu, this inner-city haunt also boasts an appealing breakfast and lunch menu for those seeking more than a takeaway. Expect a selection of stacked bagels, topped with tasty combinations like cream cheese and bocconcini spread with spinach pesto drizzle and Roma tomatoes; cucumber with house gochujang cream cheese and spicy red sauce; and sauerkraut and pickled jalapeños with slow-cooked beef, double cheese and house-made barbecue sauce.
As the latest edition to Toby Estate's cafe offering, the Fitzroy flagship joins other specialty spots in Sydney and Brisbane, as well as those taking Australian coffee culture further afield in Singapore, the United Arab Emirates and the Philippines. Not bad for an operation that started in a Woolloomooloo garage back in 1997 with little more than a beat-up roaster. As for this new venture, the emphasis remains firmly placed on what goes into every cup.
"As with all our flagships, coffee is not ancillary to the dining experience, it is the focus, and so the entire venue exists around this as the central focal point," says Leslie.
Toby's Estate Fitzroy is now open Monday–Friday from 7am–3pm and Saturday–Sunday from 8am–3pm at 35 Rose Street, Fitzroy. Head to the website for more information.
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