Adam Wang, the unassuming founder of Brisbane’s beloved Coffee Anthology, isn’t one for the spotlight. As he readily admits, he prefers to “blend into the background,” letting his work speak for itself. Yet, a recent conversation with The Urbanite Magazine revealed a visionary entrepreneur whose innovative spirit has not only shaped his own thriving business but has also left an indelible mark on Australia’s specialty coffee scene.
A Brainchild Born from Curiosity
Coffee Anthology, celebrating its 11th year on July 7th, was born from Wang’s desire to showcase multiple coffee roasters in a single space. While not entirely a novel concept, Anthology pioneered the daily rotation of different roasters, a practice that was, at the time, met with scepticism. “Why would you do that? That’s weird,” he recalls people saying, questioning the introduction of “inconsistency” into an industry that craves reliability.
However, drawing from his upbringing in Taiwan, where trying new things is a cultural norm, Wang was confident there was an appetite for diversity. “I generally don’t go to the same shop twice in a row,” he shares, highlighting his innate inquisitiveness. This adventurous spirit, tested successfully in previous ventures, became the bedrock of Coffee Anthology’s unique model.
From Niche to National Acclaim
What began as a “small, interesting shop” quickly outgrew its modest aspirations. In 2017, the industry recognised Coffee Anthology as the Best Coffee Shop in Australia, a turning point that propelled its growth. Suddenly, lines stretched out the door, even in what was once a quiet corner of the city. Their strategic location, benefiting from a large customer base of local government employees and pre-COVID international students, further fueled their ascent.
At this stage, Coffee Anthology was relentless in its pursuit of coffee excellence. Wang describes their “hardcore” approach as proactively engaging with customers about their coffee choices and even offering to remake drinks if they weren’t to a customer’s liking. While some appreciated this “zero tolerance of error” approach, Wang acknowledges it could be “too full on” for others. However, it cemented Coffee Anthology’s reputation as the go-to spot for an exceptional cup of coffee.
The Evolution of an Experience
As the business boomed, Coffee Anthology expanded its physical footprint and its offerings. What started as a 48-square-meter takeaway-focused shop blossomed into a 120-square-meter space, incorporating seating and, eventually, food service. Wang recognised the customer demand for a more complete experience, despite his initial aversion to running a food business. Drawing inspiration from successful interstate coffee establishments that seamlessly blended excellent coffee with great food, Anthology embraced the culinary side of the company. It spawned Fika, a breakfast and lunch eatery offering sophisticated European and Asian-styled cuisine.
Noting a coffee roasting machine in the front window of Maillard, our conversation turned to considerations for internalising the roasting process in its entirety. While Wang explored the idea, he remained committed to Coffee Anthology’s core identity as a platform for showcasing other roasters. Wang developed a separate roasting project, Maillard, conceived as a distinct entity to allow for this experimentation without compromising Anthology’s established multi-roaster model.
Navigating the Tides of Change: COVID-19 and Relocation
The COVID-19 pandemic severely impacted Coffee Anthology, resulting in an 80% decline in trade due to its heavy reliance on office workers and students. This challenging period, however, spurred innovation. With Maillard already under construction, the focus shifted. Coffee Anthology temporarily streamlined its operations to a takeaway pastry and coffee model, while Maillard, which opened during the COVID-19 pandemic, became the space for testing their own roasted coffee.
The relocation of the original Coffee Anthology store during this tumultuous period was a bold move. Approached by the landlord of the Midtown development, a heritage building Wang had long admired, the opportunity aligned with the end of Anthology’s previous lease. Despite the risks of opening two businesses nearby during a pandemic, the move proved successful; Anthology gained new customers while retaining its regulars in a fresh, modern laneway aptly named the Inter/Section.
A Trio of Distinct Coffee Experiences
Today, Coffee Anthology operates alongside The Maillard Project and a dedicated “guest coffee” bar, creating a unique trifecta of coffee experiences on a single street. “We technically have three coffee shop[s],” Wang explains, highlighting how each caters to a different preference: Maillard for their own roasted coffee, Coffee Anthology for other roasters, and the guest bar for international coffee. This strategic clustering enables each coffee shop to handle heavier customer demand through a collective overflow capacity.
Cultivating Talent and Embracing Diversity
Beyond serving exceptional coffee, Coffee Anthology is deeply committed to staff training and development. Maillard, in particular, has become an in-house training ground, nurturing new baristas and floor staff. This approach allows them to “build a culture” and ensure quality control while also fostering individual expression. Wang emphasises their philosophy of encouraging diversity and new ideas, allowing baristas the freedom to develop their style within a framework of shared high standards. His preference for lighter, fruit-driven roasts, which he admits can be polarising, further underscores this adventurous spirit.
The Entrepreneurial Compass: Humility, Openness, and Growth
As Coffee Anthology has scaled, Wang acknowledges the inevitable challenges of maintaining the same granular attention offered by smaller operators. However, he remains committed to a set of core values: serving good coffee, providing excellent customer service, being genuine, and maintaining humility.
When asked for entrepreneurial advice, Wang’s wisdom shines through:
- Don’t be afraid of challenges.
- Don’t be afraid to ask for help.
- Be open-minded and receptive to feedback. “When I get a one-star review, two-star review, it’s not gonna be something that frustrates me. I see that as an opportunity to improve.”
- Be optimistic, but always prepare for the worst.
- Complain less and do more.
- Look after your staff. “Good staff are core to your business.”
Adam Wang’s journey with Coffee Anthology is a testament to the power of a clear vision, adaptability, and commitment to quality and community. It’s a story not just about coffee but about the art of building a business with passion and purpose.
What are your thoughts on businesses embracing “inconsistency” or specialised niches in their offerings?
