Illy finally wakes up!
02
August

There is no hiding that the beezhouse is full of coffee connoisseurs. Now we don’t want to come across as the typical Melbourne coffee snobs (but we do have the best coffee in Oz). We also like to bury the mutant Starbucks when we can, so you could imagine our delight when a credible marketing and ideas forum Springwise reported:
It seems that Illy have finally decided to “…Come to Your Corner”. Now before we give you a quick run down of where you might find a great Illy coffee in Melbourne, we want to give kudos to the Illy organisation worldwide for the following business and expansion policy:
…The United States, home of the Banana Coconut Frappuccino, isn’t on the roll-out list…
New Yorkers obviously do not consider themselves part of the US general population. I wouldn’t either if I were a Yankee, from my limited exposure, NY seems to be the only beacon of light to come out of the US of A. Its only fair they are not subjected to the rest of the country’s bad taste and insular views. It looks like that when the beezhouse goes to the US, we will only be visiting New York home of the Galleria Illy - Double kudos!!
Closer to home, we must report that the beezhouse are staunch supporters of the Illy elixir, we have been spoilt by a number of credible and funky cafes dotted around town that serve it. We must report though (for those who don’t know), Espressamente has also hit Melbourne, the concept store is at the top end of Little Lonsdale Street (we’ll have to get back to you with the exact number) but its between Exhibition and Russell Streets. The coffee is good and worth a try.
Otherwise pop in to trusty Cafe Doppio on Level 5, Australia On Collins, 260 Collins Street Melbourne - Word on the street is that Doppio will have its own dynamic content webspace soon! We’ll keep you posted.








1. Oz | August 2nd, 2006 at 20:45
Illycaffe - coffee for connoisseurs, not commoners…
The emergence of the Illy Bar Concepts (IBC) in Melbourne had been greatly anticipated for the better part of three years, and I can say the Little Lonsdale st store is efficiently beautiful.
Haven’t had the chance to check out the IBC attached to Shannon Bennett’s Vue de monde (Little Collins st, between Queen and William st). Would love to hear from someone who has been.
Hopefully we are witnessing the beginnings of what people all over Europe know - Illycaffe is the finest coffee money can buy. A pure espresso experience. If only we could stop the public drinking them from mugs…
2. The Real Truth About Qana at The Idle Thoughts Of A DayDreamer | August 3rd, 2006 at 00:20
[...] As most readers will know, I’m involved with the crew over at BEEZHOUSE. As part of my regular routine with the blog, I was checking our incoming links to the site. For the most part, it was all our usual suspects. I did however come across an interesting new addition. A link from the guys at All Coffee Recipes. (Bear with me… this is going somewhere). Since one of the crew had just posted a story about coffee, I was immediately intrigued. (Cheap plug… BGE’s post available here). These guys have a cool little sidebar feature that lists the latest posts for “coffee” on their sidebar from the Technorati search engine. Following the link, I came across our little post. Now as part as their latest upgrade, Technorati have added a feature that shows the gravatar of authors that have recently posted with a particular tag; in this case, coffee. Down the bottom of the group was my familar icon. However, it was the icon above it that caught my attention. Set against the New York skyline, was a picture a woman in a Supergirl costume. I clicked on the icon, leading to the details for a blog called ‘Atlas Shrugged’. Having read (and enjoyed) Ayn Rand’s novel of the same title, I was intrigued. A lot of political type tags had me even more intrigued. So… I entered the world of Atlas Shrugged! [...]
3. MonkeyBoy | August 15th, 2006 at 00:02
Illy takes on Starbucks!
The coffee is surely better, but the business idea of Starbucks is better.
Maybe one day, if Illy decides to open an outlet on every second street corner in large cities, they too will be loved as much Starbucks and as successful….
4. Oz | August 15th, 2006 at 21:18
You’ve got to be fucking joking?!? Do you see a Starfucks on every second corner in Italy? What about Greece? How about any other educated coffee-drinking European country?
Why would Illy want to dominate an ignorance-driven market? Illy has the perfect concept for selling its coffee: we have the world’s best coffee. If you want to drink boiling hot dishwater, go elsewhere.
I’ll give Starfucks this: at least they don’t burn the shit out of their milk like too many ignorant cafe operators do.
5. MonkeyBoy | August 15th, 2006 at 22:44
By the way, just because it is the best, doesn’t mean it will be the most successful, the most loved or the most desired.
Pepsi almost always win in “Taste-Tests” against Coke - however it still is no Coca Cola!
:-)
6. Oz | August 15th, 2006 at 23:05
Are you really going to take your coffee cue from the supersize culture? There’s no doubting the Starfucks popularity in America, but can you give me another country where its model has been successfully applied?
Any knowledgable coffee drinker wouldn’t touch the stuff. Coffee is like wine - you start on the crap stuff and gain an appreciation of the finer examples. Starfucks has brought coffee to the masses but I’d hardly hold it up as a shinig example.
7. MonkeyBoy | August 17th, 2006 at 21:06
Germany! Yes sorry, it’s pretty successful here to. Oh, and it seems pretty popular in London as well.
All in all, I am not sure, but I believe that Starbucks is one of the most popular coffee companies worldwide.
Anyway, I’m just giving you grief. Truth is the coffee is hopeless - you’re absolutley right. Avoid it whereever I can.
But it is fun, getting you all aggresive Oz. :-)
Nevertheless, their business idea is brutal but almost brilliant.