Bendigo’s newest café, “Second Best Brew,” has opened its doors with the audacious claim of serving coffee that’s “almost as good as Melbourne’s.”
“We’re not saying our coffee is the best,” explained owner and self-proclaimed coffee guru Bacardi Grinds. “We’re just saying it’s nearly as good as what you’d find in Melbourne. And that’s pretty impressive for Bendigo.”
The café’s marketing campaign, which features slogans like “Close Enough” and “Almost Worth the Hype,” has garnered curiosity and scepticism. Resident Mary Bean said, “I mean, if it’s even half as good as Melbourne’s, I’ll consider it a win.”
Baristas at Second Best Brew have undergone rigorous training to perfect the art of making “just shy of spectacular coffee.” “We aim for a solid 7 out of 10,” Bacardi told The Bendigo Standard. “Any higher, and we’d have to charge Melbourne prices, and no one wants that.”
The café has also embraced a unique loyalty program: customers receive a “Good Enough” stamp card and earn a free “Pretty Decent” coffee after their tenth visit. “It’s all about managing expectations,” Bacardi added. We don’t want to set the bar too high—just high enough that you won’t immediately spit it out.”
Despite its tongue-in-cheek approach, Second Best Brew has seen a steady stream of curious patrons. “It’s not bad,” noted local coffee enthusiast Tim Sipp. “It’s still better than instant coffee.”
Whether Second Best Brew will live up to its nearly-Melbourne promise remains to be seen, but one thing is clear: Bendigo’s coffee scene is still pretty good.
