A few months back I made some noise on here about the scope for Australia to leverage a barista advantage internationally.
The argument was that our wide brown land was at the cutting edge of the ‘third wave’ of fancy coffee-making (and by fancy, I’m not talking about the Franken-coffees dreamed up by Starbucks for people who like whipping cream, flavoured syrup and milk rather than roasted bean-infused goodness).
After enduring the overpriced faux coffee of the aforementioned US giant out of desperation, and the abomination that is my hotel’s brew, I followed a tip from an Aussie and headed to a little café run by some locals who’d lived and worked in Melbourne (reportedly).
Café Ohana is doing no more than what your standard Melbourne coffee vendors does, i.e. latte, macchiato etc. They deliver it in a slick Scando-decored venue, with tasty sandwiches and a mix of cakes, but it’s not anything amazingly groundbreaking. But it felt like an oasis to me, and seemed to be a happy haunt for numerous Japanese ladies who lunch.
It must being doing well, as the firm is about to open another branch (according to their Facebook page).
It’s a reminder that international transfer of competitive advantages doesn’t always have to be lead with the fanciest, most innovative version of your product. Indeed, sometime it pays to tone down the radicalness so as to find a receptive audience.
Now if only I could find a purveyor of quality craft beers around here too…
Tags: adaptation, Australia, Bangkok, business, cafes, coffee, competitive advantage, International business, International retailing, local adaptation, Melbourne, retail, Retailing, Starbucks, Strategic management, Thailand