International Coffee Day is about much more than coffee
Across New Zealand, cafés, coffee houses and hospitality businesses play an important role in their communities. They’re places where locals catch up, where teams start their day, where stories are shared and where neighbourhood connections are built one cup at a time.
Like many New Zealand businesses, hospitality operators continue to navigate rising costs, changing customer expectations and increasing competition. Yet despite the challenges, many remain optimistic about the future.
To mark International Coffee Day, Moore Markhams spoke with two businesses whose stories highlight both the creativity and resilience that continue to shape New Zealand’s hospitality sector.
While their approaches are very different, both have built loyal customer followings by staying true to who they are and continually adapting as the industry evolves.
Derelict Coffee Roasters: Building a Brand People Remember
Some businesses begin with a carefully crafted business plan. Derelict Coffee Roasters began with curiosity.
The business traces its roots back to The Village Snob, a coffee cart founded in 2016. What started as a side project evolved into an educational coffee subscription service that allowed founder Paul to explore coffee in all its forms.
For years, he sought out coffees that were different from anything he had tasted before, building an understanding of what great coffee could be.
Eventually, he reached a frustrating realisation.
“The coffees I wanted, I couldn’t always find when I needed them.”
Rather than accept that limitation, Paul decided to learn how to roast coffee himself.
He describes Derelict as something of an accidental coffee roaster. While waiting for a small sample roaster to arrive, an opportunity arose to purchase a larger one-kilogram machine. Armed with years of tasting experience and a determination to recreate the flavours that inspired him, he set about teaching himself the craft.
Less than six months later, and well ahead of schedule, customer demand prompted the launch of Derelict Coffee Roasters.
That same independent spirit is reflected in the brand itself.
Originally intended to be called Village Coffee Roasters, as an homage to its roots, the business ultimately took a very different direction. Paul realised that polished coffee branding didn’t fit the vision he had for the future. Instead, he embraced the character of old buildings, abandoned machinery and weathered signs to create a brand that felt distinctive, authentic and impossible to confuse with anything else on the shelf.
Today, the business continues to focus on growing its online and wholesale presence.
“The strategy has been building a brand and a vibe that is unmistakable, and importantly, unforgettable.”
While quality coffee remains at the centre of the business, Paul believes branding and storytelling are increasingly important in a crowded market.
For him, the biggest challenge facing hospitality businesses isn’t necessarily pricing, staffing or even competition.
It’s becoming forgettable.
As fuel stations, convenience retailers and larger operators expand their food and beverage offerings, customers have more choice than ever before.
“If you’re not doing something interesting, you’ll be obsolete in seven to ten years.”
It’s a bold perspective, but one that reflects a broader shift within the industry. Great products matter, but businesses also need to give customers a reason to remember them.
Looking ahead, Paul is most excited about the freedom that comes from steering his own course.
“The beautiful thing about steering your own brand is that you define the parameters. If you’re not happy with the direction you’re going, make a change.”
For him, success isn’t about standing still. It’s about continually evolving, staying curious and ensuring customers remain excited about what comes next.
Jolt Coffee House: Nearly 25 Years of Community and Consistency
If Derelict’s story is one of reinvention and experimentation, Jolt Coffee House demonstrates the value of consistency.
For almost 25 years, Jolt has been part of the Whanganui hospitality landscape and was among the city’s first dedicated coffee houses.
Over that time, customer preferences, coffee trends and economic conditions have changed dramatically, but the business has remained grounded in a simple philosophy: serve great products, build genuine relationships and support the community that supports you.
“We believe being involved in the community strengthens our brand while supporting those that support us.”
Through sponsorships, local charities, sports clubs and community initiatives, Jolt has become more than just a café. It’s become part of the fabric of the local community.
The team believes one of its greatest strengths is consistency.
Consistency in the coffee.
Consistency in the service.
And, perhaps most importantly, consistency in the people.
Many of Jolt’s staff have been with the business for years, building relationships with customers that go well beyond taking orders and serving coffees.
“The personal touch goes a long way in retaining and gaining customers.”
It’s an approach that may sound simple, but in an increasingly automated world, genuine human connection remains one of hospitality’s most powerful advantages.
Like many businesses across the sector, Jolt continues to feel the impact of rising operating costs.
Milk, coffee beans and everyday consumables have all increased significantly in recent years, while customer expectations around value remain high.
One small tradition perfectly illustrates the balancing act hospitality operators face.
Every coffee at Jolt still comes with a complimentary jaffa.
It’s a simple gesture that customers have come to love, and despite costs doubling over recent years, the team has chosen to keep the tradition alive.
“People love the little treats, so it’s an add-on we are happy to continue.”
It’s a small detail, but one that captures what hospitality is really about. Often, it’s the little things people remember most.
Looking ahead, the team remains optimistic.
For Jolt, one of the most exciting aspects of hospitality is its constantly changing nature. Customer preferences continue to evolve, and drinks that once seemed niche are now part of everyday ordering habits.
“The ever-changing nature of hospitality makes it fun.”
After almost a quarter of a century in business, that willingness to embrace change while staying true to core values remains one of Jolt’s greatest strengths.
What We Heard
Although Derelict Coffee Roasters and Jolt Coffee House have taken very different paths, both stories point to the same underlying truth: successful hospitality businesses know who they are.
For Derelict, that means constantly evolving, challenging convention and building a brand that customers won’t forget.
For Jolt, it means consistency, community involvement and creating the kind of customer experience that keeps people coming back year after year.
Their approaches may differ, but both businesses demonstrate the importance of authenticity.
Customers continue to support businesses that offer more than a product alone. They support businesses with personality, strong values and a clear sense of purpose.
Another common theme was optimism.
Both owners acknowledged the challenges facing hospitality, from rising operating costs to increasing competition. Yet neither spoke about standing still. Instead, they focused on adaptation, opportunity and finding new ways to create value for customers.
Perhaps that’s one of the reasons hospitality remains such a dynamic industry. There is always another idea brewing, another opportunity emerging or another way to improve the customer experience.
The Moore Markhams Perspective
At Moore Markhams, we’re proud to work alongside hospitality businesses throughout New Zealand.
The conversations behind this article reinforce what we see every day. Successful hospitality operators combine passion, adaptability and a deep understanding of their customers with strong business foundations.
Whether they’re building a memorable brand, investing in their communities, responding to changing customer behaviour or managing rising costs, the most resilient businesses continue to evolve while staying true to what makes them unique.
This International Coffee Day, we’d like to thank Derelict Coffee Roasters and Jolt Coffee House for sharing their stories.
Because behind every great coffee is far more than beans and milk. There’s a business owner, a team, a vision and a commitment to creating something meaningful for the people who walk through the door.
If you’re planning for growth, facing rising costs, or simply looking for advisers who understand what it’s like to be in business, the team at Moore Markhams is here to help.
