EARL. our Real era.

I’m hoping a few here might have read our story about the hungry waiters, it takes me back 15 years ago to Spring 2009 when I conceived the concept for EARL. Simon and I were those hungry waiters, and I had the idea to make some rather fancy sandwiches… of the likes that hadn’t yet reached every nook and cranny of this glorious city, Melbourne.

We are so fortunate to be able to say that over the last 15 years, and what has been 12 store openings, we have learnt a lot about ourselves, our teams, our loyal, oh so loyal customers. I’m proud to share that we are about to launch all of that experience into our biggest refresh in all that time, reflecting our journey to here, where we are now.

We’ve always been customer-focused at EARL, coming from high-end restaurants this is your bread and butter… but bringing this to the cafe part of town really changed things and likely has resulted in us still being around today. So, we have adapted to how we see Melbourne and Australia now, moving away from the fancy sandwich traditions of 2010, the wholebowl freshen-up of 2017 and we launch back to our EARL roots of keeping it real.

We restart EARL in our Real era, its real fresh, real cool, real good, real honest, really considered. It’s taken me the last couple of years to move us away from the nostalgia of the past, and look forward, considering what you all need from us now. Speedy food, convenient friendly customer service, coffee both early and late, consistency, absolutely we’re so passionate about consistency.

As we start to wrap up 14 years in Melbourne, we see some exciting changes not just in Melbourne CBD with our refresh but in a national launch, we’ll open our 13th and 14th stores before the end of the year, Sydney and Adelaide we’ll see you soon!

Until then, please come see us next week, say hi, come and see our evolution, it’s kinda a big deal and we’re really excited to welcome you, to our CBD stores and experience what we’ve been working towards.

Until then business as usual, so get in quick! See you soon.

Jackie Middleton