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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
William St
Melbourne CBD
Cost-Neutral
Commercial 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 space — a former full-service restaurant with established back-of-house — is sitting idle. Tenants currently have no on-site cafe, which pushes people off-floor and out of the building for their morning coffee.

Coffee on Cue proposes a temporary retail activation in that space, deploying a fully staffed specialty coffee bar from 3 August 2026. 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 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
No on-site cafe since the restaurant closed. Tenants leave the building for coffee, reducing dwell time and reducing the building's energy.›
A fully equipped specialty coffee bar on the ground floor from day one. 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 funds 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.

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.

$150 / hour

Minimum Revenue

To sustain a fully staffed specialty coffee bar without subsidy, the agreed minimum is $150 per trading hour. This is tracked weekly against actual transaction revenue and reconciled monthly.

$4.50 / cup (6oz)

Price Per Cup

Standard 6oz coffee at $4.50 — intentionally positioned below the local CBD average of $5.00+. Large (10oz) priced at +$2.00. Extras (alt milks, double shot) at +$0.50. Best value in the precinct.

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
PeriodRevenue TargetPurchases NeededCups / Head / Day
Per hour—
Per day
Per week
Per month

Local Market

Priced to Keep Tenants Onsite

At $4.50 per cup, the 15 William Street cafe becomes the most accessible specialty coffee option in the immediate precinct. Tenants have no reason to leave the building — and every reason to make it part of their daily routine.

VenueAvg Price (6oz)
Coffee on Cue — 15 William St$4.50
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. Closest location. Best value in the precinct.

Barista at work
Additional Revenue

More Than Coffee. More Paths to Target

Every item sold counts toward the weekly revenue target. Coffee is the anchor, but the full range of beverages, food, and catering options extend the opportunity and give tenants more reasons to visit the bar throughout the day.

Premium Sparkling Beverages

Curated range of locally sourced premium drinks — a simple upsell that adds to the revenue total on every visit.

Baked Goods & Long-Life Snacks

Pre-packaged slices, biscuits, and bakery items. No on-site preparation required. Strong margin, zero kitchen overhead.

Catering Portal

Tenants order catering for meetings and floor events through our integrated portal and prepay online. All sales count toward the revenue target.

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

Full Visibility. Zero Guesswork.

CBRE and building ownership will have permanent access to our live Minimum Revenue Dashboard — real-time performance, no manual reporting required.

CoC · Minimum Revenue Dashboard — 15 William Street
Minimum Revenue Tracker
Week of 4 Aug — 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

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

2-Group Espresso Machine

Mahlkonig E65S GBW

Mahlkonig E65S GBW

On-Demand Espresso Grinder

Square Register

Square Register

Dual-Screen 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

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.
3 August 2026
Go-live. Barista team on the floor from Monday morning. 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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