Few names are as closely associated with Melbourne’s café culture as Brunetti. For decades, the family business has introduced Australians to authentic Italian pastries, cakes, coffee and hospitality. Brunetti Oro represents the next chapter in that story, building on a respected legacy while creating a brand designed for modern consumers.
Leading the evolution is CEO Yuri Angele, whose vision has been to preserve everything that made the original business successful, while introducing a more contemporary experience.
“Brunetti Oro is an offshoot of the traditional family business,” begins Yuri. “I wanted to develop something with a more contemporary feel, more suited to a younger demographic.”
The result is a business that remains unmistakably Italian while appealing to changing customer expectations. Traditional craftsmanship sits comfortably alongside modern interiors, relaxed dining, and an accessible sense of luxury that has helped the company expand well beyond its original roots.
Control over Production
Rather than simply serving food, Brunetti Oro has focused on creating destinations where customers can spend time, celebrate occasions or simply enjoy a quality coffee and pastry.
Central to that philosophy is complete control over production.
“We produce everything we sell, whether it is sweet or savoury, with many raw materials sourced directly from the EU,” Yuri explains. “It’s a key part of how we operate because it allows us to control production and innovation.”
Producing everything in-house gives Brunetti Oro considerable flexibility. New products can be developed quickly while maintaining the consistency customers expect from an established premium brand. Direct sourcing from Europe also helps preserve the authentic flavours and ingredients that underpin Italian cuisine.
“This is a company with deep Italian heritage and that is reflected in our products,” Yuri states. “Our authenticity is supported by an approach to service that endeavours to make every customer experience special and unique.”
Generosity, Warmth and Community
Italian hospitality has always centred on generosity, warmth, and community – values that continue to shape the customer experience across every Brunetti Oro location. Quality food alone is no longer enough in today’s hospitality market. Customers increasingly value memorable experiences, welcoming environments and attentive service alongside showstopping products.
Creating the right atmosphere requires significant investment in both facilities and people. Brunetti Oro’s flagship venue on Melbourne’s Flinders Lane demonstrates the company’s ambitions on a grand scale.
“Our flagship store is a 1,000 square-metre site in Flinders Lane, Melbourne,” Yuri remarks. “It is built around an authentic but informal restaurant setting that allows us to showcase all our high-quality products.”
The Flinders Lane venue functions as more than a café. It combines restaurant dining, coffee culture, artisan baking and premium retail into a single space that reflects the breadth of the Brunetti Oro offering. Customers can enjoy breakfast, lunch, dinner, desserts or takeaway products within a space designed to capture the atmosphere of an Italian piazza.
Experiences Rather than Transactions
The rise of Brunetti Oro demonstrates how hospitality continues to evolve. Consumers increasingly seek experiences rather than transactions. Comfortable surroundings, exceptional presentation and versatile spaces encourage customers to stay longer and return more frequently. Brunetti Oro has embraced that shift without compromising the authenticity that defines its brand.
Maintaining premium standards while remaining accessible has become increasingly important as economic conditions continue to affect household budgets.
“We want to bring a bit of affordable luxury into people’s lives,” Yuri affirms. “We live in an age dominated by cost-of-living pressures, so an experience that is informal, high-quality, and great value has proved very popular.”
Such positioning has allowed Brunetti Oro to occupy an attractive space within the market. Customers can enjoy premium food and genuine Italian hospitality without the formality or expense often associated with fine dining. The combination appeals to a broad demographic, from families and professionals through to tourists seeking an authentic Melbourne café experience.
Delivering that experience consistently across multiple locations depends on a large and highly capable workforce.
“Today, we have over 600 team members,” Yuri reveals. “We recruit locally for each of our sites and have strict practices and processes in place to ensure high levels of consistency across the entire brand footprint.”
Local recruitment allows each venue to build strong connections with its surrounding community while supporting local employment. At the same time, robust operational systems ensure customers receive the same high standards regardless of which Brunetti Oro location they visit.
An Appetite for Expansion
Looking ahead, expansion remains firmly on the agenda for Brunetti Oro, beginning with another significant development – the opening of a new 1,000-square-metre store at Crown Melbourne in November 2027.
“Few brands are as synonymous with Melbourne as Brunetti Oro,” said Crown Melbourne CEO Ed Domingo when the plans were announced. “We’re thrilled to welcome this iconic institution to Crown and excited to be part of Yuri’s next chapter.”
“The Crown Melbourne development is a really exciting milestone for us, and all our efforts are currently focused on the smooth launch of that site,” Yuri adds. “Beyond 2027, we will look to explore more international expansion, though that comes with a lot of challenges. Certainly, before that happens, we hope to develop a range of retail products for national distribution.”
The move into retail represents a natural extension of the brand. Bringing Brunetti Oro products into supermarkets and retail outlets would allow customers across Australia to experience elements of the business without visiting one of its cafés or restaurants.
International growth presents an even greater opportunity. Australian hospitality brands have developed strong reputations overseas, particularly those offering distinctive concepts built around authenticity and premium quality. Brunetti Oro possesses many of the characteristics required for international success, although Yuri is realistic about the complexities involved.
For now, the immediate focus remains on strengthening the Australian business while continuing to innovate across both food and customer experience.
