Industry Beans is welcoming guests to its new cafe and roastery in a Fitzroy warehouse today, after more than six months of pouring coffee into takeaway cups while the build was completed.
After vacating their previous warehouse location 200 metres away, the team has opted for a much brighter palette and a larger footprint at the new Westgarth Street space, while still offering its high-concept brunch dishes and quality espresso and filter coffee.
The new location has room for 100 diners (up from 80), a dedicated retail and tasting space, and more capacity to roast and pack coffee for the growing wholesale and coffee-for-home business that brothers Trevor and Steven Simmons have built.
"We loved that place," says Trevor of the original Fitzroy site, which was earmarked for development when they leased it in 2013. "It did exceptionally well for us, it got the brand going; we put our heart and soul into it."
But after opening five other cafes, including in Sydney and Brisbane, the brothers have picked up new moves that will be on full display at the new Fitzroy HQ.
The look is similar to Industry's Chadstone venue, with a palette of white, grey and cream made even brighter by the light flooding in from windows in the sawtooth ceilings. Generous booths are a step up from the plywood chairs of Rose Street and there's a big semi-private table for groups.
Offsetting the futuristic look by architects March Studio is a canopy of plants above the dining area, which features reclaimed ironbark tables made by Revival Projects, a builder focused on low environmental impact. They've retained the warehouse's original steel beams, door frames and window frames.
Demystifying the world of coffee is a primary goal, according to Trevor. Large windows show off the roastery and packing area, previously hidden at the old Fitzroy site. Bulky espresso machines are replaced by Modbar units, which work the same way but instead look more like a beer tap.
"I could never stand [that] with espresso machines you can hardly see the barista most of the time," he says. "I want people to be able to talk to the baristas and to see the action happen."
In the retail room, customers can buy beans, get tips on brewing coffee at home and even sign up for a weekly $29 plan to lease an espresso machine and get beans delivered, as well as access tutorials on how to use it. After 12 months, the machine is yours if you want it.
Breakfast and lunch crowds will choose from a familiar all-day menu of Industry favourites, such as mixed mushrooms in a nest of potato rosti or a burger featuring coffee-rubbed wagyu. Pastries, brownies and desserts such as butterscotch creme brulee are on hand for sweet-tooths. Industry's coffee-flavoured bubble tea, sparkling cold-brew and wattleseed-spiked iced coffee are also available.
While there's no liquor license or the night-time menu of some of their other locations, Trevor feels the cafe is the perfect package for Fitzroy, an update on what he and Steven created in Rose Street in 2013.
"It's been really nice. It's been like taking it home and rebuilding it."
Open Mon-Fri 7am-4pm, Sat-Sun 8am-4pm
70-76 Westgarth Street, Fitzroy, 03 9417 1034, industrybeans.com
- An earlier version of this article said the espresso machine leasing plan was $29 a month. This has been corrected to $29 a week.