Wake Up Coffee
Wake Up Coffee is a family-owned specialty coffee shop operating a single kiosk at The Myer Centre in Brisbane City, Australia, serving CBD consumers with espresso beverages, specialty lattes, food items, and retail coffee beans.
- Company typePrivate
- Founded2018
- HeadquartersBrisbane, Australia
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Wake Up Coffee does
Wake Up Coffee (also trading as Wake Up Specialty Coffee) is a family-owned specialty coffee shop operating a single kiosk at Kiosk 1, Level 1, The Myer Centre, 91 Queen Street, Brisbane City, Australia. The business is legally held under EAM Pty. Ltd as Trustee for the Marriott Family Trust and was founded around 2018. It serves Brisbane CBD consumers — commuters, office workers, and visitors to the Myer Centre shopping complex — with a full café menu spanning espresso-based beverages, specialty lattes (including turmeric, matcha, and beetroot varieties), tea infusions, iced drinks, frappes, super smoothies, and milkshakes, complemented by food items such as avocado toast, danishes, and lamingtons. The technology underpinning the operation is specialty coffee preparation equipment for espresso, cold brew, and blended drinks; there is no proprietary technology, no AI, and no digital ordering or delivery infrastructure.
The business makes money primarily through point-of-sale transactions at the single kiosk, with trading hours of 07:00-17:30 Monday-Thursday, 07:00-21:00 Friday, 08:00-17:30 Saturday, and 09:00-16:00 Sunday. Revenue streams include in-store beverage and food sales, retail coffee bean sales in 250g, 500g, and 1kg packages (single-origin and house blend), non-expiring gift cards, and a free points-based loyalty program that also allows stored credit for cash-free purchases. Pricing is unit-based with pay-as-you-go billing, exemplified by avocado toast at A$8.95 and espresso drinks in the typical A$4-A$6 specialty-coffee range. Go-to-market is direct-to-consumer and entirely walk-in; there is no online ordering, no third-party delivery, no wholesale channel, and no evidence of multi-site expansion. Marketing is organic, concentrated on Instagram using hashtags such as #coffeeslut and #coffeebrisbane, with no paid advertising, email newsletter, or content marketing infrastructure.
Wake Up Coffee firmographics
Firmographics- Name
- Wake Up Coffee
- Legal name
- EAM Pty. Ltd as Trustee for MARRIOTT FAMILY TRUST
- Website
- https://wakeupcoffee.com.au
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Wake Up Coffee is a family-owned specialty coffee shop operating a single kiosk at The Myer Centre in Brisbane City, Australia, serving CBD consumers with espresso beverages, specialty lattes, food items, and retail coffee beans.
- Ownership category
- akta.pro rank
Wake Up Coffee industry classification
Industry- Product category
- Specialty Coffee Retail / Café
- NAICS
- Snack and Nonalcoholic Beverage Bars (722515)
- SIC
- Retail-Eating & Drinking Places (5810)
- akta.pro primary industry
- Specialty Coffee Shops (Single-Origin, Third-Wave) (THAFADAA)
- akta.pro secondary industry
- Cafe-Bakeries (Coffee + Pastry Focus) (THAFADAG)
Keywords
Where Wake Up Coffee is headquartered
LocationHeadquarters
- HQ city
- Brisbane
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
Wake Up Coffee business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure
Revenue model
- In-Store Beverage Sales: Direct retail sales of specialty coffee drinks including espresso, lattes, cappuccinos, cold drinks, frappes, smoothies, and milkshakes. Single transaction purchases at point of sale.
- Food Sales: Sale of food items including avocado toast, danish pastries, lamingtons, and other baked goods.
- Coffee Beans for Home: Retail sale of coffee beans in 250g, 500g, and 1kg quantities for home brewing, including single origin and house blend options.
- Gift Cards: Gift cards sold in-store that can be redeemed for coffee and food items. Cards do not expire and have no expiry date.
- Loyalty Program: Points-based loyalty program where customers earn points on full-priced beverages that can be redeemed for free drinks. Free card with $2.50 replacement fee.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Single price point menu items |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels1 record
Wake Up Coffee product offering
Product offeringCore offering
Wake Up Coffee is a single-location specialty coffee shop in Brisbane City CBD that prepares and sells espresso-based hot and cold coffee beverages, flavored lattes, frappes, smoothies, milkshakes, tea infusions, and complementary food items such as avocado toast, danish pastries, and lamingtons. The shop also retails whole coffee beans (single origin and house blend) in 250g, 500g, and 1kg packs for home brewing, and offers gift cards and a free points-based loyalty program. All transactions occur at the point of sale at the kiosk in The Myer Centre.
Product overview
Wake Up Specialty Coffee is a family-owned and operated specialty coffee shop in Brisbane City, Australia. The company operates as a single-location retail café at The Myer Centre, offering a unified menu of hot and cold coffee beverages, specialty lattes, tea infusions, iced drinks, frappes, smoothies, and milkshakes. The product portfolio centers on the core café beverage offering supplemented by retail coffee beans for home brewing, a loyalty program for repeat customers, and gift cards for gifting. The company differentiates through specialty coffee quality, ethical bean sourcing, and friendly service.
Differentiator
Problem solved
Functional benefit
Products and services
- Hot Coffee Beverages Hot espresso-based and brewed coffee drinks including Long Black, Flat White, Latte, Cappuccino, Hot Chocolate, Espresso, Espresso Macchiato, Piccolo Latte, and Espresso Affogato, sold over the counter at the Brisbane City CBD kiosk to walk-in consumers.
- Specialty Lattes and Flavored Drinks Flavored coffee and specialty lattes including Lavish Caramel Latte, Chocolate Mocha, White Chocolate Mocha, French Vanilla Cappuccino, Chai Latte, Dirty Chai Latte, Turmeric Latte, Matcha Latte, and Beetroot Latte, served in-store at the Brisbane CBD café.
- Tea Infusions Hot tea beverages including English Breakfast, Earl Grey, Green Tea Sencha, Chai, Lemongrass & Ginger, and Forest Berry, sold at the Myer Centre kiosk.
- Iced Drinks Cold coffee and tea beverages including Iced Latte, Iced Long Black, Iced Mocha, Iced White Mocha, iced versions of various lattes, and ice cream coffee drinks, served in-store.
- Frappes Blended iced coffee and non-coffee frappe beverages in coffee varieties (Coffee, Lavish Caramel, French Vanilla) and non-coffee varieties (Extreme Caramel, Extreme Chocolate, Strawberries & Cream, and creamy Chai/Turmeric/Beetroot/Matcha Frappe), sold at the café.
- Super Smoothies Health-focused blended fruit smoothies including Acai Berry Bliss, Green Machine, Banana Freeze, Mixed Berry Delight, and Mango Madness, served in-store to walk-in customers.
- Milkshakes Classic milkshake flavors including Chocolate, Caramel, Vanilla, White Chocolate, and Strawberry, sold in-store at the Brisbane café.
- Coffee Beans for Home Retail coffee beans sold in 250g, 500g, or 1kg lots for home brewing, available in single origin and house blend varieties, purchased in-store or via email enquiry.
- Gift Cards Gift cards allowing purchase of goods and services at Wake Up Specialty Coffee stores in Australia. Never expire and are partially redeemable.
- Loyalty Program Free loyalty card program allowing customers to earn points on full-priced handmade beverages and redeem free drinks. Cards must be registered in-store and can accumulate credit for cash-free purchases.
- Food Items (Avocado Toast, Pastries, Lamingtons) Food items including avocado toast (e.g., $8.95 feta toast), danish pastries, and lamingtons, sold in-store alongside beverages to walk-in customers.
Companies that use Wake Up Coffee
Customer profileSegments1 record
Ideal customer profiles1 record
Wake Up Coffee technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Wake Up Coffee partnerships and signals
Strategic signalScale indicators1 record
Recent moves6 records
Expansion highlights3 records
Wake Up Coffee competitors and assessment
Company assessmentBroad incumbents
- McCafé: Australian coffee chain embedded within McDonald's restaurants with extensive Brisbane presence. Comparable as a CBD coffee competitor capturing the convenience and price-sensitive segments, though operating a fundamentally different mainstream value proposition.
- The Coffee Academics: Specialty coffee café brand operating across Asia-Pacific including Australia. Comparable as a premium specialty coffee operator offering specialty lattes and bean retail, though at a larger scale and broader geographic footprint.
- Starbucks Australia: Global coffee chain with a major Australian footprint including Brisbane CBD locations. Comparable as a coffee retailer operating in similar Brisbane CBD trade zones, but with significantly broader scale and a mainstream rather than specialty positioning.
- Hudsons Coffee: Australian specialty-leaning coffee chain with multiple locations including CBD and shopping centres. Comparable as a coffee retail competitor in similar Brisbane trade zones, with broader geographic reach but less third-wave specialty positioning.
Direct peers
- Toby's Estate: Australian specialty coffee roaster and café chain with multiple locations. Comparable as a specialty coffee operator combining roasting, café service, and retail bean sales for home brewing.
- Single O: Sydney-based specialty coffee roaster and café. Directly comparable as an independent specialty coffee brand offering single origin and blend beans with a café experience and retail bean sales.
- Industry Beans: Melbourne specialty coffee roaster and café known for innovation in specialty beverages. Comparable as a premium specialty coffee brand with a broad menu of specialty drinks and retail bean sales.
- Code Black Coffee: Melbourne specialty coffee roaster and café with a strong focus on quality barista service and direct trade sourcing. Directly comparable as a specialty café competitor in the Australian market.
- Seven Seeds Coffee Roasters: Melbourne specialty coffee roaster and café operator. Comparable as a specialty coffee brand with a focus on direct trade sourcing, multi-location café operations, and retail bean sales.
- Campos Coffee: Australian specialty coffee roaster and café operator with multiple locations. Highly comparable as a specialty-focused brand emphasizing ethical sourcing and quality barista service, similar to Wake Up Coffee's positioning.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Wake Up Coffee social profiles
Digital presenceWake Up Coffee financial estimates
Financial estimateRevenue estimate
Valuation estimate
Wake Up Coffee leadership team
Management profileNumber of profiles
Wake Up Coffee funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Wake Up Coffee M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Wake Up Coffee
What does Wake Up Coffee do?
Wake Up Coffee is a single-location specialty coffee shop in Brisbane City CBD that prepares and sells espresso-based hot and cold coffee beverages, flavored lattes, frappes, smoothies, milkshakes, tea infusions, and complementary food items such as avocado toast, danish pastries, and lamingtons. The shop also retails whole coffee beans (single origin and house blend) in 250g, 500g, and 1kg packs for home brewing, and offers gift cards and a free points-based loyalty program. All transactions occur at the point of sale at the kiosk in The Myer Centre.
Is Wake Up Coffee a public or private company?
Wake Up Coffee is a private company. It is classified as family owned and is currently operating.
When was Wake Up Coffee founded?
Wake Up Coffee was founded in 2018. It employs 11 to 50 people.
Where is Wake Up Coffee based?
Wake Up Coffee is headquartered in Brisbane, Australia, in the Oceania region.
How does Wake Up Coffee make money?
Five revenue lines are on record. In-Store Beverage Sales are the primary driver. The others are food Sales, coffee Beans for Home, gift Cards and loyalty Program.
Who are Wake Up Coffee's main competitors?
Broad incumbents on record are McCafé, The Coffee Academics, Starbucks Australia and Hudsons Coffee. Direct peers are Toby's Estate, Single O, Industry Beans, Code Black Coffee, Seven Seeds Coffee Roasters and Campos Coffee.
Does Wake Up Coffee have an API?
No public API is recorded for Wake Up Coffee.
What industry is Wake Up Coffee in?
Wake Up Coffee's product category is Specialty Coffee Retail / Café. Its primary akta.pro industry code is THAFADAA, Specialty Coffee Shops (Single-Origin, Third-Wave), with a secondary code of THAFADAG, Cafe-Bakeries (Coffee + Pastry Focus). Its NAICS code is 722515 and its SIC code is 5810.