14 August
A decent conversation with Homebrew.
Homebrew has grown from a single location in Cambridge to six across the Waikato, but their focus hasn't changed: great coffee, genuine community, and creating an experience people come back for.
In this Decent Conversation, directors Blair and Tayler Paterson share what's helped them scale the business, from building systems for growth from day one to creating a strong team culture and a brand people instantly recognise. Whether you're running a hospitality business or planning your next stage of growth, there's plenty to take away.
For those who haven't visited Homebrew yet, what's the story behind the name and how did it all begin?
Homebrew Coffee started in 2019 out of a genuine love for good coffee, great energy, and community. The name "Homebrew" reflects the vision of our shops feeling approachable and welcoming, like your home. We built on the idea that even as we grow, every cup should feel crafted and personal, like something brewed by a friend. We wanted to strip back the guest experience and focus entirely on high-quality brews while building real, daily relationships with our community.
Since opening Cambridge in 2019, Homebrew has grown to six locations across the Waikato. What are you most proud of when you look at how far the business has come?
Honestly, it’s the community we’ve built and the fact that we’ve become a daily ritual for people all over the Waikato. Expanding to six locations, including our newest addition on Cambridge Road, has been an incredible ride. Looking back, we’re most proud of our team. Seeing our staff grow, step into leadership roles, and maintain that signature Homebrew energy across different towns is easily the most rewarding part of this journey.
As Homebrew has grown, what have been the key ingredients in maintaining a consistent experience across every location?
It comes down to two things: good systems and the right people. We ensure our product standards are maintained across all levels of our business; a flat white or jolt tastes exactly the same in Hamilton as it does in Morrinsville or Matangi. But just as importantly, we look to hire friendly baristas with a good attitude. You can teach almost anyone how to make a good coffee, but it's tricky to teach someone how to be kind.
How do you keep team culture strong as the business continues to grow across multiple locations?
We make a conscious effort to ensure no location feels like it’s operating on an island. Communication is huge for us, and we celebrate wins across the whole business publicly. We invest heavily in our crew, making sure they feel backed, listened to, and empowered. When the team knows they are valued, the positive culture naturally flows right over the counter to our customers.
What’s been one decision or learning that’s helped shape Homebrew in a really positive way along the journey?
One thing that has helped Homebrew become what it is today is that Tayler and I always envisioned the business growing beyond Cambridge. This meant that from day one, we started building systems based on growth rather than the practicality of our current situation. From staff training and hiring to drink creations and internal systems, we always looked five years down the track. This approach incurs an initial cost but pays dividends in the long term. This mindset also enables you to make better decisions for the future of the business while focusing on today's needs.
From signage to your decent custom takeaway packaging, you’ve built a strong and consistent visual identity. How do those details contribute to the overall customer experience?
Our branding, custom packaging, and street-level signage are all extensions of our personality. Bold, clean, and full of high energy. When a customer walks away holding our bright yellow Homebrew cup, it turns a simple morning coffee run into an experience that is fun and enjoyable. It also shows that we care about the smaller details and are focused on how our business makes you feel.
Your menu goes well beyond coffee, from smoothies and sodas to teas and natural energy drinks. How do you stay creative when developing new offerings?
We always wanted Homebrew to have a unique offering. Coffee is such a fun and versatile product, and we try to celebrate this in every cup. Every customer should be able to come through our doors and order any drink they like. Social media is also a great source of creative inspiration and product ideas, it’s just important to keep this relevant for the New Zealand market and seasons. One challenge we have is creating products that can be replicated to a high standard across all six locations, however, when we nail it, we often create new drink categories that the New Zealand market has never seen before. It’s a fun part of the job and our research team is always pushing creativity in these areas.
