A three-month trial activation to capture tenant insight, prove the case, and lay the foundation for a permanent specialty coffee program inside the Business Lounge — with zero capital outlay on conversion.
333 Collins sits among Melbourne's top-three addresses — a heritage landmark serving blue-chip legal, financial and corporate tenants. The Business Lounge is an extension of that promise: a space where tenants network, host, and work between meetings. Coffee is the ritual that animates it.
This proposal outlines a three-month trial activation designed to put a specialty barista-led coffee program at the centre of the lounge experience. The objective is twofold: deliver a tangible uplift in tenant engagement from day one, and capture the consumption, demographic and behavioural data needed to build the commercial case for a permanent installation inside the downstairs Business Lounge.
Coffee on Cue already runs programs at 101 Collins, 140 William and for tenants across JLL, Toyota Finance and Cuscal. We understand the standard a premium Melbourne address demands, and we are built to deliver it without adding operational load to your team.
A specialty coffee program inside the Business Lounge is an amenity investment. Here is how it earns its keep across a landlord's P&L.
JLL at 101 Collins recorded an 18% uplift in office attendance after installing a CoC coffee program. Busy floors mean activated lounges, and activated lounges become buildings tenants want to renew in.
Across our enterprise sites, the coffee program consistently ranks as the most-valued on-site amenity. For a landlord, that is a differentiator at lease renewal and new-tenant walk-throughs.
Hospitality-led coffee service materially lifts dwell time and cross-tenant interaction in lounge environments — turning the Business Lounge from a transit space into a daily destination.
Real consumption, demographics and engagement data captured over the trial period — enough to size, price and design the permanent program with confidence.
Underpinning our barista service is our custom workplace dashboard. 333 Collins will have permanent, ongoing access to this live platform providing total transparency and operational visibility.
Track daily and weekly patterns, peak periods and product preferences to see how teams naturally gather and engage.
Quantify your ROI with clear data on cost savings per cup, productivity uplift and annualised FTE hours returned to the business.
Monitor CO₂ saved, single-use plastic avoided, and cups diverted from landfill. Set custom goals aligned with 333 Collins's ESG commitments.
Receive scheduled reports straight to your inbox or download on-demand PDFs for leadership, HR or sustainability teams.
| Service | What's Included | Why It Matters |
|---|---|---|
| Strategic Co-Design | Collaboration on cafe layout, branding, and experience tailored to the Business Lounge | Aligns with 333 Collins's vision for a seamless workplace amenity |
| Premium Coffee Program | High-quality specialty coffee, freshly roasted and served by professional hospitality-led baristas | Establishes a premier destination that rewards office attendance |
| Best-in-Class Technology | Square POS, self-service kiosks, mobile ordering via QR code, and order display | Enhances convenience, speeds up service, provides real-time tracking |
| Custom Dashboard | 24/7 access to live dashboards providing data transparency and operational control | Clear ROI data for leadership and ESG reporting |
| Fully Managed Service | Baristas trained to 333 Collins's hospitality standards with staff familiarity | Turnkey solution that enhances culture and strengthens connections |
| Dedicated Account Manager | Direct partnership for service optimisation and strategic growth | Single point of contact and rapid response for operational shifts |
| Operational Flexibility | Customisable trading hours, staffing, and menu adjustments | Adaptable to changing workplace dynamics |
| Social Calendar | Themed coffee activations aligned with 333 Collins's internal calendar | Boosts engagement and creates community moments |
| Sustainability & ESG | Closed-loop waste model, reusable cup system, ESG impact reporting | Supports 333 Collins's environmental commitments |
| Monthly Check-Ins | Regular face-to-face meetings to review performance and optimise | Continuous alignment with evolving needs |
Six integrated pillars that power your workplace coffee program. This is what the daily rate delivers.
We recruit, train, and manage all barista staff to ensure consistent standards and seamless daily operations.
The coffee program is curated to reflect Melbourne's culture while maintaining a consistent, high-quality experience.
Integrated technology provides visibility into performance and operational insights through a dedicated dashboard.
All coffee equipment and service assets supplied, maintained, and serviced to ensure reliability and uptime.
Dedicated leadership oversees service delivery, performance monitoring, and continuous improvement.
The coffee bar as a platform for activations, seasonal experiences, and internal events.
Our Classic Blend is roasted weekly for freshness and balanced with sweetness. Perfect with milk and served black. Over 2.5 million cups served and counting.
Best for: offices that want a crowd-pleaser. The Classic is universally loved, familiar enough for the flat white drinker and refined enough for the black coffee purist. The safe bet that never disappoints.
A monthly rotation of Melbourne's premier local roasters, featuring a dedicated single origin filter coffee via batch brew. Each month highlights a new roaster, keeping the daily coffee experience fresh and engaging.
Includes: Monthly rotating single origin filter coffee and roaster curation. Added to your monthly invoice and reflected in the pricing table below.
Featured Melbourne Roasters
Combining modern aesthetics with superior reliability.
3-Group Coffee Machine (supplied)
On-Demand Grinder
Integrated Automatic Tamper (under E65S GBW)
Countertop POS System
Select the infrastructure model that suits your workplace. Both options are fully managed and include all equipment.
A fully built-out, permanent barista station integrated into your workplace. Designed to complement the office design and create a dedicated social hub. Includes plumbed water, 3-phase power, and bench-mounted equipment.
Ideal for offices with 100+ staff where coffee is a daily amenity.
Partners adhere to the Ecovadis industry standard, ensuring your daily coffee supports global sustainability benchmarks.
Every bean traced from origin to ensure ethical sourcing, transparency, and fair trade practices. We align with suppliers who pay above C-market prices.
Ceramic cups and reusable crockery as the default, eliminating single-use waste at the source. We prioritise washable over disposable across every touchpoint.
All waste coffee grounds collected and transported to an energy rejuvenation facility, transformed into green energy. Closing the loop on every cup served.
Our integrated POS technology enables seamless charity fundraising directly through the coffee service. Each event drives engagement while supporting causes that matter.
Trusted by leading organisations in legal, finance, and corporate sectors.
JLL's headquarters at 101 Collins Street is one of Australia's most prestigious commercial addresses. When Workplace Experience Lead Shaun Rogers set out to create genuine connection in their hybrid-first environment, Coffee on Cue became the anchor. What started as a coffee service became a daily ritual and a measurable driver of connection, wellbeing, and office attendance.
Monday attendance was hovering around 80 people in an office built for 300+. Leadership knew the answer wasn't policy, it was experience. The launch of Coffee on Cue in November 2024 became one of the most talked-about initiatives in recent company history.
Leading since founding Coffee on Cue in 2013. Ryan drives innovation, sustainability and strategic partnerships. Your commercial lead.
Your dedicated account partner for service optimisation, strategic growth, and day-to-day communication.
Leading the operations team across Victoria. Paul oversees daily service delivery, barista management, and site performance.
For a premium asset, coffee isn't a cost centre — it's a churn reducer and a leasing accelerant. Tenants who love the building stay longer. New tenants choose the building faster. Both show up in the P&L.
333 Collins holds a known number of tenancies across its NLA. Each one represents a renewal decision, a churn risk, and a real leasing cost if they leave.
Every percentage point of retention lift translates directly into NLA protected, rent secured, and re-letting cost avoided. This is the lever an amenity program moves.
NLA × face rent × retention lift, plus re-letting cost avoided (6 months rent + incentives per churned sqm), plus leasing velocity on vacant floors.
Through the trial we'll baseline current tenancy utilisation, map consumption by tenant, and together determine how the program is shifting retention signals in real time.
The short version. You already know what a tenancy is worth. What we'll prove together, through the trial, is how much more of that value this program protects — and whether it belongs in outgoings as recoverable amenity spend.
Happy to walk the underlying model through with your finance and leasing leads once we have live utilisation data from the trial.
Adjust the parameters below to see how pricing scales with your needs.
Your fully managed service, combined into a single daily rate that flexes with the hours you need. Everything below is included:
<150 cups/day = $2.20 • 150-250 = $2.10 • 250+ = $2.00. All beverages including alternative milks. Currently: <150 tier
Weekly Service Schedule
| Day | Active | Head Start | Head Finish | 2nd | 2nd Start | 2nd Finish |
|---|
Optional — Retail Cost Recovery
Charge visitors, guests or outside-tenancy retail customers and recover part of the program cost. Amenity stays complimentary for in-house tenants.
| Service Fee | Cups on Consumption | Net Cost | |
|---|---|---|---|
| Daily | |||
| Weekly | |||
| Monthly | |||
| Annual |
The trial is Phase 1. What follows is a clear pathway for 333 Collins to build a proven, data-backed amenity program across the whole building — and potentially the portfolio.
Our commercial model protects our economics — we don't discount the base daily fee. What does move with scale is the per-cup rate, which steps down automatically as combined volume grows.
When the barista wraps, the coffee doesn't stop. We set up a self-serve filter coffee urn before close of service — freshly brewed, kept warm, and ready for anyone working late, coming in early, or using the lounge outside staffed hours.
Simple, comforting, and part of the daily ritual. Tenants know good coffee is always within reach — barista on bar or not.
The trial is self-contained. On conversion to the permanent downstairs Business Lounge installation, every dollar of trial service fees is credited toward the coffee equipment fit-out. Coffee on Cue funds the purchase from its own balance sheet. Your trial spend becomes your permanent asset base — no capital approval required.
We deploy a full specialty setup from our existing equipment inventory. No new CAPEX spend. No equipment charge to 333 Collins. Service fees flow as standard — daily rate plus cups served.
Brand-new commercial-grade equipment purchased and installed in the downstairs Business Lounge. Coffee on Cue funds 100% of the coffee equipment — offset by the trial service fees already paid.
| Asset | Specification | Value (ex GST) |
|---|---|---|
| La Marzocco Linea Classic S | 3-group commercial espresso machine | $15,750 |
| Mahlkonig E65S GBW | Grind-by-weight espresso grinder | $3,000 |
| Puqpress M3 | Integrated automatic tamper | $1,750 |
| Square POS | Integrated ordering and data platform | $1,100 |
| Total Equipment Value | Fully funded by Coffee on Cue on conversion | $21,600 |
Joinery, millwork and bar build-out remain with 333 Collins's nominated fit-out contractor — Coffee on Cue supplies the specialty coffee engine. Ongoing service fees remain at the agreed trial rate post-conversion. Minimum 24-month term applies to the permanent installation.
A low-risk, data-driven structure designed to validate tenant appetite quickly and set up the larger permanent installation on proven evidence — not assumption.
Initial Term: A three-month trial activation commencing mid-May 2026. Fully subsidised by the building. No long-term commitment required from 333 Collins during the trial window.
End-of-Trial Review: At the 90-day mark, CoC presents a consolidated report of consumption, tenant engagement, dwell time and qualitative feedback, alongside a commercial proposal for the permanent downstairs Business Lounge program.
Next Phase: Subject to mutual agreement, transition into a 36-month partnership contract for the downstairs Business Lounge — with option to renew for a further 36 months.
This proposal is scoped for a single asset, but the operating model is built for scale. Coffee on Cue runs multi-site programs across Melbourne and Sydney today, including JLL Level 33 at 101 Collins, Toyota Financial Services, Cuscal, Temple & Webster and PAM amenity installations at 140 William.
For an asset-return-driven ownership group, the question isn't just “does coffee work at 333 Collins?” — it's whether this is a repeatable amenity model across the portfolio. We're ready to move at that scale.
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