The Local Pour - Wide Open Road

Just north of Melbourne’s CBD, off Sydney Road in Brunswick, you’ll find Wide Open Road—an iconic café and roastery known for its musical roots, bold blends, and community-first attitude. It’s a place where everyone feels welcome, whether you’re  a latte-lover, or a long-time regular just looking for your usual spot at the cafe. 

We sat down with Jeri, café manager at Wide Open Road, to talk specialty coffee, café culture, and why The Alternative Dairy Co. fits perfectly into their world. 

Could you introduce yourself and tell us about your role?

“My name is Jeri, and I’m the café manager here at Wide Open Road. I’ve been in hospitality for nearly 18 years now, but I’ve been part of the Wide Open Road family for just over a year.”

What drew you to Wide Open Road?

“I really wanted to dip my feet into the specialty coffee industry. I’ve always worked in smaller cafes, so I really wanted to experience the coffee industry in a completely different way, and I really found that here at Wide Open Road.”

What do you love most about working in hospitality?

“My favourite part about working in hospitality, especially in a management role, is getting to experience everybody’s different stories, whether it’s customers, whether it’s my staff. There’s always something new, and always someone to connect with.”

What trends have you noticed in the coffee scene over time? 

“When I started, it was all flat whites and cappuccinos. Now, it’s a completely different space. There’s so much freedom with recipes and brew styles. Specialty coffee has really opened the door to creativity, and I love seeing how it keeps evolving.” 

 Why does Wide Open Road feel so at home in Brunswick? 

“In my experience, Brunswick embodies freedom, equality, and everything Wide Open Road stands for.  Our strong core values and goals align perfectly with Brunswick, making it the ideal location for us.” 

What kind of community do you see coming through the doors? 

“It’s such a broad mix. We’ve got remote workers who post up for the day, the queer community who see this as a safe and familiar space, and Melbourne coffee lovers who know we care about what we serve. There’s a real sense of trust and consistency here.” 

Where did the name ‘Wide Open Road’ come from? 

“Our owner, Jono, is a massive music and film enthusiast. The name comes from a song, and a lot of our blends do too. We’ve got blends like Fallen Angels and Yoshimi. Music runs through everything we do. That journey, that openness, it’s what the name is all about.”

What makes Wide Open Road different from other cafés or roasters? 

“Our team strongly believes we put genuine love and passion into what we offer. We aim to share our coffee knowledge and love for coffee with the community. 

The strongest aspects that set us apart are our customer service, our morale, and our overall vibe. When you walk into Wide Open Road, you’ll always experience consistency, whether it’s the coffee quality or the service. That consistency is something we set at a very high standard. 

We also work closely with our head of coffee, which allows us to go deeper into coffee knowledge. We explore the science and processes behind the coffee, and knowing details like the coffee’s origin and flavour notes gives us confidence in what we do.” 

Why did you choose to partner with The Alternative Dairy Co.? 

Working with Alternative was a no-brainer for us. The packaging just makes sense behind the bar, no leaks, no spills, it’s designed for how a café actually runs. But more importantly, it performs in the cup. 

The consistency is what really stands out. It doesn’t split, it doesn’t curdle, and it holds its texture beautifully with our blends. You can tell it’s been made with baristas in mind. 

What’s next for Wide Open Road? 

“We’re going through a rebrand right now, shifting from being seen as just a café to being recognised as a roaster. But through it all, our focus stays the same: doing good things for good people.  

If you could share a brew with anyone in the world, who would it be? 

“If I could sit down and have a coffee with anyone in the world, for me it would be a no-brainer for this person because of their core values and my core values. I would love to sit down and share a coffee with Taylor Swift because of what she provides the world. She provides community, she provides safe places, she provides opportunity and she just empowers women and that’s exactly what I stand for, and I believe that’s exactly what Wide Open Road stands for. Yeah, I’m a proud Swifty.”