Georgie Boy Espresso

Project Overview

As part of the Study Australia Industry Experience Program (SAIEP), I led a consulting project for Georgie Boy Espresso, a boutique, takeaway-only café located on Bridge Road in Richmond, Melbourne. Known for its premium specialty coffee, fast service, and community-driven brand, the café serves a loyal customer base of commuters, gym-goers, hospital workers, and locals. With a unique positioning as a high-quality, grab-and-go espresso destination, Georgie Boy is actively seeking to grow its customer base, improve digital operations, and expand its brand reach.

In my role as Team Leader and Project Manager, I collaborated with a diverse group of students to deliver actionable recommendations tailored to the café’s business model and growth objectives. My key contributions and achievements include:

• Conducted in-depth market research and competitor analysis to identify Georgie Boy’s strategic positioning in Melbourne’s café landscape
• Analysed customer behaviour patterns across in-store, online, and delivery channels, highlighting opportunities to improve ordering flows and segment engagement
• Developed strategic recommendations in digital marketing, loyalty program innovation, health-conscious product offerings, and local partnerships with nearby fitness studios
• Led the structuring, editing, and presentation of the final business report, which received highly positive feedback from the client for its depth, clarity, and relevance
• Strengthened my leadership, communication, and consulting skills through hands-on teamwork and client engagement

This project deepened my understanding of real-world business strategy, customer experience design, and operations within the hospitality and food service sector.