Bringing Magic to the World of Hospitality: The EXPAT. Roasters Story
In the world of hospitality, where every detail contributes to the guest experience, there are innovators and creators who transform everyday moments into something truly magical. One such pioneer is Shae Macnamara, co-founder of EXPAT. Roasters in Bali, whose journey from the coffee culture of Australia to the vibrant shores of Bali is a masterclass in passion, resilience, and community building. This story is not just about coffee; it's a narrative on creating spaces that embody innovation, hospitality design, and brand philosophy, making Shae one of Minded's celebrated 'Makers of Magic.'
Image Courtesy of Expat. Roasters
From Australia to Bali: A Love Story with Coffee
Shae's love affair with coffee began over two decades ago, navigating through various segments of hospitality from being a barista to judging international barista competitions.
His journey to Bali was sparked by his wife's involvement in the "Flavours of Bali" book project with Smudge Publishing. This connection led them to explore the island's rich coffee and hospitality scene, ultimately leading to a collaboration with Adam McAsey, the founder of Sisterfields, which marked the beginning of EXPAT. Roasters.
“I’ve been in coffee before...working through different segments of hospitality, from restaurant cafes as a barista...and judging barista competitions, here and around the world.”
Image Courtesy of Expat. Roasters
The Genesis of EXPAT Coffee: Designing a Brand with Purpose
Driven by a deep passion for coffee and inspired by Bali's unique culture, Shae embarked on creating a coffee brand that resonated deeply with the island's essence.
“Our vision was always Indonesia... to create a Bali-based brand and to have a brand born in Bali is really nice.”
EXPAT. Roasters was born out of the desire to blend local traditions with global standards, aiming to offer a unique coffee experience reflective of Bali's spirit. The choice of name and the vision behind EXPAT. Roasters showcase a keen sense of branding, intending to call out an international brand while rooting it deeply in local Indonesian produce, culture, and people.
Overcoming Challenges: The Resilience Behind the Magic
“Facing the strict regulations...and then COVID hit. But we didn’t want just any small shop; we wanted something different, something that stood out.”
Shae's journey wasn't smooth sailing. From navigating Bali's stringent regulations to adapting to the challenges posed by the COVID-19 pandemic, each hurdle was met with unwavering resilience. These challenges included building relationships with local farmers, maintaining quality control, and adapting business models to meet changing market needs. EXPAT. Roasters's ability to thrive amidst adversity speaks volumes about its innovative approach to hospitality design, retail leasing, and master planning.
Building a Community: The Core of EXPAT. Roasters
“Community is the heart of EXPAT. Roasters. We’ve grown together, learning from Balinese culture.”
At the heart of EXPAT. Roasters lies a profound sense of community and a commitment to integrating into the rich tapestry of Balinese culture. With over 200 staff members, EXPAT fosters a sense of belonging and inclusivity, emphasizing culture and employee well-being. The brand's approach to staff development, support systems, and an open culture that encourages feedback underscores its commitment to not just creating a brand but nurturing a community.
Image Courtesy of Expat. Roasters
Looking to the Future: Expansion and Innovation
“Every day is an opportunity to make a difference, one cup of coffee at a time.”
As EXPAT. Roasters looks to the future, plans are in motion to expand the brand's footprint across Indonesia and beyond. The focus is not just on geographical expansion but on deepening the brand's integration with local cultures and communities. Shae envisions EXPAT. Roasters as a catalyst for change in the hospitality industry, continuously innovating and pushing the boundaries of what's possible in the realm of coffee and hospitality.
Conclusion: The Legacy of EXPAT. Roasters
EXPAT. Roasters's story, brought to you by Minded's 'Makers of Magic’ docu-series' is a testament to the transformative power of passion, innovation, and community in the hospitality industry. Shae Macnamara's journey from a seasoned coffee professional to the co-founder of a brand that has become a beacon of innovation in Bali's specialty coffee scene is inspiring. It serves as a reminder that in the world of hospitality, the magic lies not just in the product but in the stories, the spaces, and the people behind them.
“The excitement of Indonesia while creating a Bali brand, being part of Bali. Like, being able to live and set up a business in an island like Bali is for someone who’s a coffee professional, it is like a dream really, right?”
