尽管就速溶咖啡而言，澳大利亚人是世界上消费最多的国家之一，但他们在户外喝咖啡的趋势却越来越明显。在餐馆、咖啡馆等场所，咖啡的消费量已超过每年10亿杯。这意味着在过去10年里增长了65%。即使在2000年到2005年之间，咖啡贸易销售额也增长了大约18%。咖啡文化的普及程度的增长，使得2007年的营业额以每年5%的速度增长。通过外卖销售的咖啡已经达到31%。预计未来的增长领域将是fast coffee (Euromonitor, 2008)。这种趋势也出现在更大比例的外卖上，400ml杯的外卖越来越受欢迎(Euromonitor, 2008d)。然而，可以说，这些趋势是由星巴克推动的，尤其是与更大的规模有关。
Although, in terms of instant coffee, Australians are one of the highest consumers in the world, there is increasing trend that they are having their coffee outside home. In the restaurants, cafes and other outlets, the consumption of coffee has been over one billion cups per year. This represents a 65 percent increase over the last one decade. Even between 2000 and 2005, there was an increase of coffee trade sales by about 18 percent. The popularity growth of the café culture has the result in the growth of trade volume sales at 5 percent annual rate in 2007. The coffee that has been selling through takeaway of the food service has been in the tune of 31 percent. It is also anticipated that the future growth area will be the fast coffee (Euromonitor, 2008). The trend is also there with regards to the takeaway sizes of larger proportions, with an increasing popularity for 400ml cups (Euromonitor, 2008d). However, it can be argued that the driving of these trends was done by Starbucks, particularly in relation to the larger sizes.
There have been around 14,000 restaurants and cafes that serve a range of coffee types in Australia. In the period 2006-2007, the generation of employment regarding coffee selling has been to the tune of $9.7 billion in income. However, in spite of this data, the business of coffee is not guaranteed for success. The retail market of coffee in Australia is tough. As per the official figures, the business of cafes is not profitable always, with cafes’ net profitability decreasing to about 4 percent (Charles 2007). For the success of the café business, the new and upcoming cafes must offer coffee that is marginally better than the local competitors. And this competitive advantage must be continued consistently.There is discernment among the coffee drinkers of Australia. They can be going out of their way to buy good coffee. They cannot be persuaded easily as in other countries, where the people simply touch down the café that is nearest to them.