MERLO'S expansion plans continue to percolate, with the coffee chain set to open its first roasting house in Melbourne.
The Brisbane-based business will launch its 'torrefazione' at Queen Victoria Market at Peel Street on February 10, with the first beans to be roasted later this week.
Founder Dean Merlo says the deal has been a long time in the making and represents a historic moment for the business.
"While we have a family of wonderful wholesalers in Melbourne, to this point we haven't roasted in the southern capital," Merlo says.
"After years of planning, our long-term vision is now a reality. Not only will the famous blue Merlo coffee cups now be seen around Melbourne, but we will be roasting beans all day, every day, ensuring our commitment to freshness and authenticity is delivered in Melbourne.
"We had been wanting to roast in Melbourne for quite a few years now, the problem was finding a location that would suit and the Queen Victoria Market just on the edge of the CBD is perfect.
"The wait was certainly worth it."
The Melbourne opening follows openings in Victoria Point and Indooroopilly last year, as well as a full refurbishment of the torrefazione at Springfield. The growth strategy has been spearheaded by Merlo CEO James Wilkinson.
Merlo at Queen Victoria Market will roast and sell coffee and fresh beans seven days a week.
The new store takes the number of Merlo-owned stores to 15 across Queensland and Victoria.
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