Toby’s Estate has opened the doors to its brand-new flagship cafe in Melbourne.
Located in Fitzroy, the “coffee-centric” cafe is promoted as featuring “all that Toby’s is known for” including an array of “high-end” coffees, single origins, “flavour focused” blends and an extensive frozen coffee menu – all in a “visually striking” setting.
Toby’s Estate General Manager Jody Leslie says the Fitzroy establishment is designed to hero what the roaster does best, coffee.
“As with all our flagships, coffee is not ancillary to the dining experience, it’s the focus, and so the entire venue exists around this as the central focal point,” she says.
“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 focusses on breaking down the divide between barista and customer.”
Featuring a “high-impact” central bar within the “raw, gritty” backdrop of the existing architectural bones of the building, the cafe rounds out its bold look with galvanised steel finishes paired with mottled wood panelling and “rich” plum-red tones.
Along with the venue’s coffee offer, it boasts a breakfast and lunch menu, with a retail wing for takeaways. Toby’s will also host free monthly coffee tastings.
To celebrate the new flagship, Toby’s will be holding a free coffee morning on 8 February between 9am and 12pm, with a live DJ.
Toby’s Estate Fitzroy is now open, located at 35 Rose St, Fitzroy, Melbourne.
Other flagship cafe locations include Sydney, Brisbane, Singapore, the Middle East, Indonesia and the Philippines.
