Paramount Coffee Project Brings Flat Whites and Vegemite Dust to Fairfax Avenue 

 

By Valentina Silva | October 23, 2015

The Aussie import is serving a distinct coffee culture and a unique cross-cultural menu

In 2000, Starbucks entered the Australian market, eventually opening 84 stores across the continent. Just eight years later, the corporate coffee giant had closed 60 locations and posted over $100 million in losses. The reason? You don’t mess with Australians and their coffee.

Rooted in an Italian immigration boom in the aftermath of World War II, Australia’s coffee culture prizes not only good food and drink, but also attentive customer service and spaces conducive to socializing. Paramount Coffee Project, which made its stateside debut last month, is aiming to bring a bit of that scene to Fairfax Avenue.

“For me, going out and getting in line for a cup of coffee is very foreign because I wouldn’t get back in line to have that second coffee. [Australians] are all about having a cup of coffee, sitting down, and showing up,” says P.C.P. co-founder Mark Dundon.

While he says he certainly understands the merits and necessity of grab-and-go coffee for the fast-paced L.A. lifestyle, Dundon is hoping that the slower-paced and more social aspects of his country’s cafe culture will resonate with Angelenos. “It’s great to see people coming in with their friends and talking, or catching up with a friend and enjoying a half-an-hour just hanging out.”

 

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Source: Paramount Coffee Project Brings Flat Whites and Vegemite Dust to Fairfax Avenue – Los Angeles Magazine