Toby’s Estate Lands in Fitzroy with a Coffee-Obsessed Flagship

Fitzroy just scored another caffeine heavyweight, and this one is all about the beans. Toby’s Estate, the specialty coffee roaster with a global following, has finally opened its Melbourne flagship, and it’s more than just a pit stop for a quick takeaway. This one’s built for those who actually want to experience their coffee – up close and personal, in a space designed to immerse you in the process from bean to cup.

The new Rose Street outpost joins Toby’s Estate’s growing list of flagships across Sydney, Brisbane, Singapore, the Middle East, Indonesia, and the Philippines. But unlike your average café, this one puts coffee centre stage. There’s no hiding behind a machine – the design intentionally breaks down the barrier between barista and customer, inviting you to watch (or chat) as your brew is made. Here, coffee isn’t just fuel for the day—it’s the main event.

According to Toby’s Estate General Manager Jody Leslie, the Fitzroy café is all about showcasing the craft. “Coffee isn’t just an afterthought to the food; it’s the whole point,” she says. “We want people to sit at the bar, watch the process, ask questions, and engage with our team.” That engagement extends beyond just ordering a flat white—baristas here are keen to chat about everything from bean origins to brew techniques.

That means plenty of choice when it comes to what’s in your cup. The menu runs deep with single-origin pours, signature blends (aka ‘flavour savours’), and an extensive frozen coffee lineup. Whether you’re a fan of bright, fruity Ethiopian beans or a rich, chocolatey Brazilian roast, there’s something here to suit every preference. For those who enjoy experimenting, the frozen coffee selection offers a different take on classic brews, unlocking new dimensions of flavour.

If you’re the type to obsess over tasting notes, you’ll want to keep an eye out for the free monthly coffee tastings, open to anyone who wants to fine-tune their palate. These events offer an opportunity to explore different brewing methods, compare roasts, and gain a deeper understanding of what makes specialty coffee so special.

The space itself leans into Fitzroy’s industrial grit, with a striking central coffee bar set against the original architectural bones of the building. Expect galvanised steel details, mottled wood panelling, and deep plum-red hues rounding out the look. It’s a bold, raw setting that fits right into the neighbourhood’s warehouse-meets-cool aesthetic. The design is meant to be both functional and visually arresting—think of it as a coffee lover’s lab with a touch of Fitzroy edge.

While the coffee takes the lead, there’s also a breakfast and lunch menu, featuring simple but well-executed dishes that pair perfectly with your brew. Expect options that highlight fresh, seasonal ingredients without overcomplicating things. There’s also a retail section for those who want to take home a bag of beans, brewing gear, or a keepsake from their visit.