Inspiring Conversations with Amy Collins of Down Under Foods, DBA Cup of Joey AZ

Today we’d like to introduce you to Amy Collins.

Alright, so thank you so much for sharing your story and insight with our readers. To kick things off, can you tell us a bit about how you got started? 
My family moved to the USA from Australia in 2009, at which time I was enrolled in an anthropology degree program at Macquarie University in Sydney. After graduating, I followed the family & we decided to develop a food truck business in Arizona offering authentic baked goods from my homeland.

As the business grew, we eventually modified the truck to offer hot & cold beverages as well, and changed our business name to Cup of Joey & then after COVID we established a brick-and-mortar cafe to complement the activities of the truck. Coming up on 2 years in store, we have recently embarked upon plans to expand the cafe network to 20-25 stores throughout Arizona over the next 5 years.

Two imperatives drove the cafe business: a focus on community & training staff to levels unmatched in the industry. In doing so, we have been able to identify 4 crew members who have the capacity to supervise groups of stores as we expand. Effectively, beginning with the premise that a first purchase at Cup of Joey was the start of a relationship rather than a transaction, our relevance & respect in the community are reinforced daily.

As for a point of difference, we offer authentic Australian coffee & baked goods, plus other drink options. For Americans who have visited Australia, when they walk in for their first visit, the usual looks are of reminiscing good times Down Under & they are immediately consumed by the most magnificent smells of fresh coffee. Our repeat & new business has accelerated with visibility & deft use of social media.

In terms of community activity, we have supported dog rescue, education, domestic violence, and disaster fund-raising & we have purpose-built a cafe that welcomes young children & dogs. We have also attracted the attention of Mesa Public Schools, Banner Health & various private businesses who are looking to show appreciation to their employees.

Can you talk to us a bit about the challenges and lessons you’ve learned along the way? Looking back, would you say it’s been easy or smooth in retrospect?
As with any start-up business, there is always adversity. The old adage about “the harder I work, the luckier I get” rang true for us. Finding new markets, sharing authentic cuisine, being dependent on weather conditions, trying to make payroll, etc. all played their parts & then COVID hit hard. Fortunately, being designated an essential service (food), we were able to continue working but in a modified manner.

In our case, we could not use our truck because it was impractical, so we delivered across the east valley of Phoenix using our SUV. We were not making a whole lot of money, but we learned that we had an incredibly loyal customer base that supported us. COVID also encouraged us to focus more locally on our market & as a result of new business that we developed as we better understood the medical challenge.

When we decided to establish our first cafe, our greatest challenge was not developing a market but converting bank premises to cafe standards. We had no experience that prepared us for that, but the guidance & help we got from the City of Mesa & Maricopa County was invaluable. When we opened our doors, our customers flooded in to show support & it has not stopped!

We’ve been impressed with Down Under Foods, LLC DBA Cup of Joey AZ, but for folks who might not be as familiar, what can you share with them about what you do and what sets you apart from others?
1. We emphatically focus on Australian authenticity (food & drink).
2. We train employees to “industry best standards” & empower employees.
3. We pay well above minimum wage.
4. Our crew is part of a community that we have built, is engaged, vibrant & cares about the people in it.
5. We actively support a variety of causes visibly & consistently (for example, public schools, dog rescue, domestic violence shelters, and general fundraising).
6. Our focus on providing unique experiences, always consistent, has elevated our brand & generated significant “word of mouth” business.
7. We will create “career jobs” as our expansion plans are realized.

Do you have any advice for those just starting out?
Advice if you are starting out?

1. Plan, plan & then plan again.
2. Be patient, persevere & adapt.
3. Establish & maintain good internal & external business habits.
4. If you are a “niche” operator, tell & retell your story.
5. Social media is a wonderful tool but understood by few (so, vigorously interrogate anybody who claims they are successful & insist on proof & testimonials from their satisfied customers).
6. Ensure you are funded properly, whether using family capital or borrowing (the SBA is a wonderful resource for information, funding & funding options, including for minority-owned businesses).

Contact Info:

• Website: www.cupofjoeyaz.com
• Instagram: https://www.instagram.com/cupofjoeyaz/
• Facebook: https://www.facebook.com/cupofjoeyAZ/
• Other: https://g.co/kgs/7qZyDTa