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ASCA Symposium: Secrets of Specialty, how to run a successful café – brought to you by Service Sphere

27th March 2017

$350 – $1500

The Australian Specialty Coffee Association (ASCA) is proud to announce its first Symposium, taking place on Monday 27 March 2017 during Melbourne Coffee Week, in the lead-up to the Melbourne International Coffee Expo.

The event is proudly title sponsored by Service Sphere, one of Australia’s leading national suppliers of coffee equipment, spare parts and preventative service companies

The event is designed for café owners who want to learn more about improving their business.

Speakers include:

Session 1 Going Viral – Marketing your café in the modern digital landscape: A journalist, blogger and marketing expert share insights into what attracts positive attention.

Matt Holden
is a journalist and editor for Fairfax Media, with a specialisation in coffee reporting. He was editor of The Age Good Cafe Guide from 2011 to 2014, and wrote a regular column on coffee for Fairfax Good Food. Matt will share with café owners insights on how to attract positive mainstream media attention. 



Robert McKay is one of Melbourne’s top food and coffee bloggers called I Eat Melbourne, with more than 87,000 instagram followers. He will be offering advice on how to attract and impress bloggers, for positive café reviews.



Rachael Hedges is the Digital PR & Communications Manager at Wiley & runs RMH Consulting. She has an expertise in digital marketing, with international experience and works with hospitality and food processing clients on their digital marketing strategies. She will present to café owners strategies to make the most of social media and other digital marketing opportunities.

Session 2 Swipe Right – How to make a good impression: Coffee business experts discuss what can make or break a café, from design, through to the menu. 

Stuart Krelle is the Director of Sydney-based interior design and architecture studio Luchetti Krelle. Stuart was a juror on the 2015 Eat Drink Design Awards panel of judges, an annual event that supports innovation and excellence in the Australian design of hospitality premises. Stuart will be presenting on what makes a winning café design.



Sam Mugg is a Head Chef in the Movida Group of restaurants, heading the development of the growing Pacos Tacos brand. He will be sharing with café owners tips on creating both a popular and profitable menu.

Session 3 Running a Café for Dummies – Basics every coffee operator should know: Specialist coffee business consultants go through some simple but effective steps café operators can take to make their businesses more profitable.

Nadi Elias is the CEO and founder of Equus Partners in Melbourne. He is the author of “Count More Beans: The 7-Step Guide to Making More Profit, Having More Cash and Maximising the Value of Your Café.”  a guide for café entrepreneurs to not only keep the doors open but to open more doors of opportunity. His session will cover tips on how café operators can accelerate their profits in the next few weeks. 


Ken Burgin works with food service operators worldwide to make their businesses more popular and profitable. He is a former café and restaurant owner in Sydney, and the founder ProfitableHospitality.com, a resource site for the latest information on food & beverage marketing, management and cost-control. Ken will share insight into how to teach your staff to upsell customers.


Session 4 Kinks in the Supply Chain – How the big picture of coffee fits into your business: Sources straight from origin discuss the pressing challenges they are facing, and what it means to the future of coffee businesses.

Luiz Saldanha is a coffee farmer and agronomist from Paraná Brazil who operates Fazenda California, part of the select group of CoE International Winner farms and Norte Pioneiro do Paraná region. He will provide an origin perspective on the importance increasing value throughout the supply chain.



Jos Webber is an Australian coffee farmer and advocate for local coffee production. His Kahawa Estate Coffee has won multiple awards at the Sydney and Hobart Fine Food shows. HIs will discuss both the challenges and opportunities of getting Australian-grown coffee onto the market.



Stephen Bannister is the Managing Director at Condesa, the Australian representative of a global network of origin-integrated companies backed by the Ecom Coffee Group. Stephen will provide an origin perspective on both the advantages and disadvantages of certification systems.



Symposium Chair

Sarah Baker
is Editor of BeanScene Magazine, has been reporting on the coffee industry since 2010. She has spoken at various events including Let’s Talk Coffee Australia, and has travelled all over the world reporting on the global coffee scene. Sarah will be chairing ASCA Symposium.

Monday 27 March Mercure Treasury Gardens

9am – Opening Address
915 –Session 1 Going Viral – Marketing your café in the modern digital landscape:
1045 – break
11am –Session 2 Swipe Right – How to make a good impression
12.30pm – lunch break
1.30pm – Session 3 Running a Café for Dummies
3pm break
3.30pm – Session 4 Kinks in the Supply Chain
5pm – Post event drinks

Tickets: Members: $350

Non-members $450

Groups of 5: $1500

For Groups of 5 or more, email info@aasca.com for a discounted price.


27th March 2017
$350 – $1500


Mercure Treasury Gardens
13 Spring St,
Melbourne , VIC 3000 Australia
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Who's Attending

26 people are attending ASCA Symposium: Secrets of Specialty, how to run a successful café – brought to you by Service Sphere

  • Leigh Mellington
  • Paula Anderson
  • Melanie Mokken
  • Tony Wells
  • sarah goff
  • Andrew Turner
  • Naomi Thompson
  • Nikolas Tsatsaronis
  • Steve Nowland
  • Jan-kiesel Pablo
  • Stephen Nankervis
  • Peter Rogers
  • Daniell Janssen
  • Prue West
  • Anna Beresford-Smith
  • David Harries


The numbers below include tickets for this event already in your cart. Clicking "Get Tickets" will allow you to edit any existing attendee information as well as change ticket quantities.
ASCA Symposium Members Ticket
$ 350.00
ASCA Symposium Non-members Ticket
$ 450.00