We're celebrating by showcasing ten things we are proud of over the past ten years on this blog, and across our socials over the next ten weeks.
Stay tuned for stories from our founders, BTS of how things are made, and special offers and surprises along the way!
If you're local to our cafes, make sure to download the Industry Beans App to play along. Simply redeem five offers over the next ten weeks to go in the draw to win ten weeks of free coffee!
#1 Fitzroy Street
We're kicking off the first week with our first-ever blend, Fitzroy Street!
#2 Avocado Smash
Avocado Smash is no stranger to our brunch lovers, but throughout the ten years we've shared different iterations of this classic dish.
For our tenth birthday, we've decided to bring back the OG Avocado Smash! Freshly smashed avocado with feta and fresh herbs, garnished with zesty orange lime gel and crispy target beetroot over a slice of sourdough...
#3 Bubble Coffee
The first ever Bubble Coffee was created in our Fitzroy Brew Bar - it's fun and unique, whilst still using the same quality coffee as all of our other brews.
To learn a little bit more about this signature brew - Here's a snippet from our co-founder, Trevor, on how the first Bubble Coffee was created.
"Steve and I grew up as kids for a few years in Malaysia and have always had great connection with the food and culture across South-East Asia.
When I moved to Melbourne I was obsessed with bubble tea (green apple ice blend with pearls was my flavour of choice) and as we developed new products at Industry Beans, we always looked to draw on inspiration from our personal experiences.
So, after a few years of creating cold brew based iced coffees, it cropped up in a conversation how great bubble cups are. Of course, it was then obvious to make a specialty coffee bubble cup. We quickly came up with a base recipe including recreating the pearls (using coffee soaked tapioca) and launched the original. From there we have created different flavours and it is now one of our top sellers across our venues."
#4 The Espresso Club™
The Espresso Club™ is our first-of-a-kind weekly coffee + machine subscription that has helped over 4,000 people make barista-quality coffee at home.
Packed with all the essentials at an affordable weekly cost, The Espresso Club™ simplifies home brewing for coffee lovers.
After searching around for the perfect home machines, we landed on De’Longhi - makers of beautifully crafted, high quality espresso machines. We've built a unique and exclusive partnership with De’Longhi, and now, we're able to offer multiple machine options to cater for more brewing preferences.
We couldn't be more proud to see our Espresso Club™ community grow across the country, all making delicious coffee at home! If you've been thinking about getting started, take a look - you could be pouring shots in less than a week!
#7 Daily Muffin
The Daily Muffin is our take on the ultimate breakfast muffin! With bacon, egg, hashbrown, cheese and our housemade coffee-spiced hollandaise in a freshly-baked English Muffin - it's the ultimate on-the-go breakfast bite and it's quickly become a staple amongst our community.
Eager for a bite? Head into Fitzroy, Chadstone, Lt. Collins, York St. and Newstead!
#8 Fitzroy Iced
We first mixed up a Fitzroy Iced in 2017 in our original Fitzroy Cafe & Roastery - it was the result of a search to make the ultimate iced coffee.
It was around the time we had started using our Cold Brew Coffee Concentrate in our coffee bar at Fitzroy, so we worked with our chefs to create a delicious, unrefined panela and wattleseed syrup (we have always loved Australian natives) to work in with the coffee concentrate.
This balance gives just the right amount of sweetness with a little nutty, toastiness from the wattleseed, complementing perfectly with the coffee concentrate and milk.
From day one it has been a top seller and to this date is still our most-popular iced brew, selling over 100,000 a year through our cafes.
So to celebrate our ten years and our signature iced coffee, come into our cafes and enjoy our Fitzroy Iced for $5, this week only!