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Toby’s Estate Coffee Is Affirming Its New York Roots—by Getting Rid of ‘Toby’

From: adweek.com

When Amber Jacobsen and Adam Boyd opened the first Toby’s Estate coffee shop in Williamsburg, Brooklyn, in 2012, they had a lot going for them—a prime location on North Sixth Street, rich brews roasted on site and, of course, the Toby’s name. Founded by attorney-turned-barista Toby Smith in 1997, Toby’s is a respected Australian brand with cafes from Melbourne to Perth. In its review of the Brooklyn outpost, The New York Times proclaimed “the coffee is rich and intense, and so very Australian.”

There was just one problem: There actually wasn’t very much about Toby’s Brooklyn café that was Australian at all—except for the name.

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