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CBRE
Activation Proposal, 15 William Street, Melbourne

Bringing the Coffee Back to 15 William

A fully managed, cost-neutral specialty coffee activation for CBRE's ground floor - designed to energise the building, support tenant retention, and raise the bar for workplace amenity in Melbourne CBD.

~1,650
Daily Visitors
8am–2pm
Mon – Fri
Min Revenue
Retail Model
The Opportunity

15 William Deserves a Coffee Bar Worthy of Its Tenants

15 William Street is an A-Grade building at the heart of Melbourne's CBD. The existing ground-floor operator is exiting at the end of July, leaving tenants without an on-site cafe. Without a replacement, people leave the building for coffee, and the building loses the foot traffic, dwell time, and daily energy that a good cafe creates.

Coffee on Cue steps in from day one. We deploy a fully staffed specialty coffee bar into the existing ground-floor space from 3 August 2026, trading 8am to 2pm Monday to Friday. We supply all equipment, baristas, coffee, consumables, and technology. CBRE provides the footprint. We handle everything else.

The model is cost-neutral: transacted revenue from coffee and food is tracked weekly against an agreed minimum. If revenue falls short in any month, CBRE invoices the difference at month-end. Our job, and our track record, is to make sure that rarely, if ever, happens.

People connecting over coffee
Premium coffee bar
Needs Analysis

What We Heard

Current State
Our Solution
01
Existing on-site cafe operator existing at the end of July. Tenants leave the building for coffee, reducing dwell time and reducing the building's energy.›
A turn key fully equipped specialty coffee bar on the ground floor from day one. Ensuring continuity of service to tenants. No cap-ex, no construction - mobile setup, trading from the existing space.
02
Building at ~55% occupancy. CBRE needs an amenity that supports tenant retention and new occupier attraction without adding fixed overhead.›
The cost-neutral model means the activation's goal is to fund itself from coffee and food sales. Any monthly shortfall against the agreed minimum is simply reconciled - no ongoing fixed subsidy.
03
Building ownership (offshore, German-based) expects clear performance reporting. Property team needs visibility and a simple story to tell.›
Live dashboard gives CBRE real-time visibility into revenue vs. target. Automated monthly summaries are clear, shareable, and designed for stakeholders who need the numbers fast.
04
Former restaurant has existing back-of-house infrastructure. Any activation needs to be set up quickly and operate without major works.›
Our mobile setup requires only a power connection. No plumbing, no structural changes. Equipment delivery and installation over a weekend, trading from Monday morning.
05
Go-live targeted for 3 August 2026. Tight timeline from contract to operation requires a proven setup process and experienced crew.›
Contract signed by 17 July gives us a 2.5-week window for permit, equipment delivery, and staff placement. We've done faster. The 3 August date is achievable.
How The Model Works

A Cafe That Pays For Itself

We set the minimum revenue target together, based on hours traded and the service level you want delivered. Track performance in real time via the dashboard. Any shortfall at month-end is reconciled by invoice - simple, transparent, no surprises.

01

We Agree the Target

Minimum revenue per hour is fixed at the start, based on the option selected below. It's a shared commitment - modelled together, agreed in writing.

02

We Drive the Revenue

From day one, our team optimises the service to hit target through great coffee, tenant engagement, and operational consistency. The dashboard shows performance daily.

03

Shortfalls Are Reconciled

If any month falls short of the agreed minimum, the gap is invoiced at month-end. Transparent, predictable, and designed so it rarely happens.

No Capital Outlay

Coffee on Cue supplies all equipment, staffing, consumables, and technology. CBRE provides the footprint and power. Nothing else required.

Month-End Reconciliation

Revenue tracked against minimum weekly. Any shortfall invoiced at month-end. No ambiguity, no complexity.

Live Dashboard Access

Building team sees revenue vs. target in real time. Automated monthly summary for ownership reporting - no manual work required from CBRE.

Flexible Term

Initial 3-month activation with month-to-month extension. Scale up hours, add food, or extend the term as occupancy grows.

Platform

More Ways to Serve the Building

Beyond the daily coffee service, our platform brings additional capabilities that make the activation more useful for everyone in the building, from tenants ordering ahead to teams booking catering for their floor.

QR Code Ordering

Members and visitors can scan a QR code from anywhere in the building, place their order, and pick it up from the bar. No queues, no waiting. A seamless experience that fits naturally into the sit-and-stay format of the space.

Included in your plan

Catering Portal

Tenants order catering for floor meetings and events through our integrated portal and prepay online. From team breakfasts to client lunches. Every catering order counts directly toward the weekly minimum revenue target, reducing any potential shortfall CBRE needs to cover.

Costing Framework

Choose Your Activation Model

Two activation options depending on the service scope and revenue ambition. Select the model that fits 15 William's current phase - the calculator below updates automatically.

$225 / hour

Minimum Revenue

At the fresh food service level, the agreed minimum rises to $225 per trading hour. This reflects the additional staffing and food cost. Revenue potential is also proportionally higher.

$5.00 / cup (6oz)

Price Per Cup

Standard 6oz coffee at $5.00, competitive with the Melbourne CBD specialty coffee market. Large (10oz) priced at +$2.00. Extras (alt milks, double shot) at +$0.50. Premium coffee, right on your floor.

What Does the Model Look Like?

A live breakdown of the weekly purchases needed to hit zero net cost for 15 William Street. Adjust the sliders to match your assumptions.

Trading Days
Blended avg price per cup: $5.20
Optional Add-On
Support Barista
To support peak demand and ensure frictionless service. Additional baristas are charged at $60/hr with a minimum of 4 hours per shift.
Days on shift
Revenue Offset
Catering Revenue
Catering orders placed through the portal count toward the weekly revenue target. Enter an estimated monthly catering figure to see the impact on your minimum.
$ /mo
PeriodRevenue TargetPurchases NeededCups / Head / Day
Per hour -
Per day
Per week
Per month

Local Market

Priced to Keep Tenants Onsite

At $5.00 per cup, the 15 William Street cafe is priced in line with Melbourne CBD's specialty coffee market. Tenants get the same quality they would pay for outside, without leaving the building.

VenueAvg Price (6oz)
Coffee on Cue - 15 William St$5.00
Patricia Coffee Brewers$5.00
Axil Coffee Roasters (CBD)$5.20
Bond & Satchel$5.30
CBD specialty average$5.50
Hotel / lobby cafe$6.50+

Best coffee. Right on your floor. No reason to leave.

CoC coffee bar in a Melbourne building lobby
Core Operating Model

The Coffee on Cue Operating System

Six integrated pillars that power the 15 William Street activation from day one.

01

Staffing & Hospitality

We recruit, train, and manage all barista staff. Your building gets experienced, hospitality-first operators - not just coffee makers.

02

Coffee Experience Design

The program is curated to reflect Melbourne's specialty culture while delivering the consistency and speed a lobby service demands.

03

Technology & Reporting

Integrated POS and live dashboard give real-time visibility into revenue, cups sold, and performance against minimum.

04

Equipment & Assets

All coffee equipment supplied, maintained, and serviced by Coffee on Cue. CBRE carries zero asset risk.

05

Program Management

Dedicated leadership oversees performance monitoring, monthly reconciliation, and continuous optimisation throughout the term.

06

Tenant Engagement

The coffee bar becomes a platform for building community - seasonal activations, social events, and a reason to come into the office.

Technology & Reporting

Full Visibility. Zero Guesswork.

This is not just a coffee bar. It is a managed service with a live reporting layer built in from day one. CBRE and building ownership get permanent access to our Minimum Revenue Dashboard, updated in real time, so you always know exactly where the activation stands against target.

Real-Time
Revenue vs. target updated live. No waiting for end-of-month reports.
Shareable
Automated monthly summaries formatted for offshore ownership. One click, ready to send.
Data-Driven
Usage patterns inform service decisions. Peak hours, popular items, and trends surfaced automatically.
CoC · Minimum Revenue Dashboard, 15 William Street
Minimum Revenue Tracker
Week of 4 Aug to 8 Aug 2026
Live
Revenue This Week
$3,480
Weekly Target
$3,750
Gap to Target
$270
Daily Revenue vs $750 Target
$810
Mon
$890
Tue
$690
Wed
$930
Thu
$160
Fri

Live dashboard access included for CBRE and building ownership. Revenue vs. minimum threshold updated in real time.

Our Coffee

The Blend for 15 William

Dark Chocolate, Toffee & Hazelnut Praline

Our Classic Blend is roasted weekly for freshness and balanced for sweetness. Works perfectly with milk and served black. Over 2.5 million cups served and counting.

Best for: high-traffic activations where approachability and consistency are non-negotiable. Universally loved - the flat white drinker and the black coffee purist both find something to enjoy.

Components40% Okapa, Papua New Guinea / 40% Mantiqueira de Minas, Brazil / 20% Alto Palomar, Peru
Decaf always availableMilk Chocolate, Honey & Marmalade. 100% Colombia.
Classic Blend Elevate Blend

Milk Based Coffee

Flat white, cappuccino, latte, piccolo latte, macchiato, mocha, magic

Black Coffee

Espresso, long black

Filter Coffee

Batch brew (rotating single origin)

Other Beverages

Hot chocolate, chai latte, matcha latte

T2 Tea

English breakfast, earl grey, peppermint, sencha green

Milk Varieties

Full cream, light, soy, almond, oat, coconut, lactose free

Premium Sparkling Beverages

Mixed range of premium locally sourced beverages

Our Menu

The Full Cafe Experience. On Your Floor.

From the morning flat white to an afternoon matcha, our full-range menu gives every tenant a reason to visit. Specialty coffee with the speed and consistency of a professional barista team - and a complete non-coffee offering for the rest of the floor.

Recommended Equipment

World-Class Hardware for Sustained Demand

Designed for high-volume environments. Reliable, precise, and built for the pace of a busy CBD lobby.

La Marzocco Linea Classic S

La Marzocco Linea Classic S

3-Group Espresso Machine

Mahlkonig E65S GBW

Mahlkonig E65S GBW

On-Demand Espresso Grinder

Square POS

Square POS

Countertop POS & Payments

Infrastructure

Facility Requirements

Initial Activation Setup

  • 1× 32A 3-phase or 1× 20A single-phase power connection (coffee machine)
  • 3× additional 10A sockets (grinder, POS, ancillary equipment)
  • Self-contained sink unit with onboard hot water (no plumbing connection required)
  • Access to BOH dry storage (existing back-of-house available)
  • Access to on-site refrigeration and waste streams
  • Confirmation of loading access and delivery instructions
  • City of Melbourne temporary food trader permit (CoC to apply, ~2 week lead time)

If Transitioning to Permanent

  • Water connection: 3/8" male comp fitting
  • Water flow rate: min. 2 GPM
  • Dynamic water pressure: 45 PSI
  • Min. pipe size diameter: 3/8"
  • Drainage: floor waste or plumbed waste line
  • Further specs and fitout guidelines available on request
Your Dedicated Team

The People Behind Your Program

Ryan Spaccavento

Ryan Spaccavento

Founder & CEO

Leads vision, partnerships, and growth strategy across Melbourne and Sydney. Personally involved in every new activation.

☕ Flat White
Nicolas Mendez

Nicolas Mendez

BDM, Workplace

Your account manager from day one. Nico oversees all workplace and activation partnerships and ensures delivery from contract to go-live.

☕ Long Black
Paul Butera

Paul Butera

Operations Manager, VIC

Head of Operations (VIC). Paul manages all barista teams, site logistics, and daily service delivery across Victoria.

☕ Cappuccino
Proposed Next Steps

Proposed Timeline

Week of 14 July
Site visit and tasting. E-Lyn and the CBRE team experience the coffee and service firsthand before committing. A chance to taste the product, meet the crew, and ask any remaining questions.
17 July 2026
Contract signed. Activation Agreement executed. Go-live date locked in.
Week of 21 July
City of Melbourne permit application lodged. CoC manages the temporary food trader application. Approval typically confirmed within 5 business days.
Weekend of 2–3 August
Equipment delivery and installation. La Marzocco, grinder, POS, and mobile bar unit delivered and set up in the ground floor space. Trading hours confirmed as 8am–2pm, Monday to Friday.
3 August 2026
Go-live. Barista team on the floor from 8am. Support barista rostered Tuesday, Wednesday, and Thursday mornings for peak cover. 15 William Street has its cafe back.
November 2026
3-month activation review. Revenue performance, tenant feedback, and service scope reviewed with CBRE. Decision on extension or permanent transition.
Ongoing
Dashboard access, monthly reconciliation, and month-to-month flexibility as building occupancy grows.
Contract Tenure

Partnership Structure

This proposal is structured as an initial 3-month activation agreement commencing 3 August 2026.

At the 3-month mark, the activation can be extended month-to-month or transitioned to a longer-term permanent agreement - including a full fitout if occupancy warrants it. We grow with the building. The initial term is designed to prove the model with low risk and maximum flexibility for CBRE.

Terms & Acceptance

Headline Terms

A summary of the commercial terms for this activation. The full Activation Agreement governs the engagement and is provided alongside this proposal.

Engagement

CBRE engages Coffee on Cue Pty Ltd (ABN 64 624 026 470) to deliver the temporary retail coffee activation described in this proposal at 15 William Street, Melbourne VIC 3000.

Term

3-month activation commencing 3 August 2026. Extensions or transitions to permanent by mutual written agreement.

Commercial Model

Cost-neutral minimum revenue model as set out in the Investment section. Minimum revenue threshold agreed at execution. Reconciled and reported monthly. Payment terms: 14 days from invoice.

Site & Equipment

Coffee on Cue supplies all equipment, staffing, stock, and consumables. CBRE to provide power, access to waste streams, and the agreed activation footprint at no cost to Coffee on Cue.

Insurance & Compliance

Coffee on Cue carries Public Liability ($20M), WorkCover, and all relevant food handling and temporary trader certifications. Fully compliant with City of Melbourne and building operating requirements.

Termination

Governed by the full Activation Agreement, which sets out notice periods, breach and cure provisions, and remedies for both parties.

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