Industry Beans
The roastery sits behind big windows at the back of the room and produces most of the group's core blends, so the beans in your espresso came off a roaster ten metres away.
Why go
Trevor and Steve Simmons were roasting in Fitzroy before they were running a cafe, and they opened this as roastery, cafe and brew bar under one roof in 2013. When the nine-year lease on the Rose Street flagship ran out in 2021 they moved a few hundred metres into a skylit March Studio warehouse and kept the same arrangement (Broadsheet). A Modbar sits at the centre of the room and can pull five coffees at once, and the menu is built around single origins sourced across Central America, Africa and Asia, each batch roasted to its own profile. The kitchen treats coffee as an ingredient rather than a drink: it turns up rubbed into a wagyu burger with chilli jam, and soaked into tapioca pearls in a cold-brew answer to bubble tea.
Order this / avoid
- Order: a single origin as filter. The coffee-rubbed wagyu burger if you want to see the roast used as a spice. The cold-brew bubble tea for the odd one.
- Avoid: getting talked into the most decorated brunch plate if the cup is why you came. And do not go looking for the Rose Street room, which closed in 2021.
What locals & experts say
- Amy Collins, Concrete Playground, on the original Fitzroy room, which she called a "cafe-and-roastery-in-one":
When it comes to their coffee offering, they really mean business. After sourcing beans from all over the world the guys over at Industry Beans put a lot of their energy into the on-site roasting to bring out the best characteristics they can.
Her piece is from 2013 and describes the building the cafe has since left.2 - Broadsheet, on what the room is arranged around:
The focal point is the slick Modbar machine, equipped to make up to five coffees at a time. Beyond it, big windows give you a glimpse into the roastery.
1 - Trevor Simmons, quoted in a Broadsheet piece about the group's Chadstone site, on the house design position:
We're fixated on having this minimalist, clean, refined space. We want you to be able to see everything.
3 - The gap: no award, no barista competition placing, no chef vote in the 74-pick Melbourne corpus, and no independent assessment of the coffee since 2013.
Good to know
- Where: 70-76 Westgarth St, Fitzroy. The old Rose Street address is a different building.
- Sites: seven. Fitzroy, Chadstone and 345 Little Collins St in Melbourne, two in Sydney, two in Brisbane. This entry is Fitzroy, and the Chadstone coverage belongs to Chadstone.
- Timing: all-day food alongside the coffee menu, from breakfast through lunch.
- Booking: walk-in.
- Also sold: canned and bottled coffee made on site, retail beans, and home brewing gear in the tasting area.
- Food safety: Safe Food Victoria's register of convictions, updated 21 July 2026, does not list this business or this address. Victoria publishes court convictions under s.53D of the Food Act, held for twelve months each, which is narrower than a UK hygiene rating.
Verdict
could-visit — Worth a stop if you are in Fitzroy, and it earns that on owning the whole chain rather than on anybody's verdict. Trevor and Steve Simmons started roasting here in 2013 and turned the roastery into a cafe; when the Rose Street lease ended in 2021 they moved a few hundred metres into a March Studio warehouse and put the roastery behind glass, where most of the group's core blends are still produced. A Modbar pulls up to five coffees at once and the menu leans on single origins. The kitchen is genuinely ambitious, running coffee through the food as a rubbed spice on a wagyu burger and as syrup-soaked tapioca in a cold-brew bubble tea. What holds it here rather than higher is the absence of judgment: no award, no barista competition result, no named grower, and nobody independent has assessed the cup since 2013, when the cafe was in a different building. Seven venues across three cities is a business fact, and it is not evidence about this room.