Behind the Counter — Riley Coffee
Images throughout supplied.
The people behind Riley believe fresh coffee is for everyone - and that while the way people drink coffee has and will continue to change, businesses must also evolve. Drawing on their backgrounds in coffee and small business, Riley has succeeded in breaking into what is an ultra-competitive market while remaining committed to making specialty coffee more accessible. Today, you'll find Riley not only in cafés, but also on supermarket shelves across Aotearoa New Zealand. Here, co-founder Megan shares her perspectives on the coffee industry, business and why consistency should never be underestimated.
You left established careers to start Riley. Tell us how your business began and what gave you the confidence to take that leap?
We'd all spent years working in different parts of the coffee industry and in small business, so by the time we started Riley, it felt like the natural next step. Of course, starting a business is always a leap of faith, and there are never any guarantees, but we did have a certain level of confidence in our combined experience, and we were excited by the opportunity to build something that reflected our own values and approach to coffee.
Looking back, it didn't feel like we were walking away from established careers – we were bringing everything we'd learned together to create something of our own.
Coffee is an incredibly competitive category but you’re in Woolworths, cafes and homes. What have been some of your biggest learnings?
Haha… that coffee is incredibly competitive! And also...
1. Fresh coffee is for everyone. It's no longer just the realm of the super fancy or super hipster. More people than ever are enjoying fresh coffee, and that's created exciting opportunities for brands like ours.
2. Don't rely on one channel. Covid reinforced the importance of diversification, and we now roast for wholesale customers, supply Woolworths, sell online and work with cafés. Having multiple channels has made us a much more resilient business.
3. Keep evolving. Coffee trends, consumer habits, technology and marketing are all changing at an incredible pace. We've also seen significant shifts within the industry itself, with many well-known coffee brands changing ownership in recent years.
You've spent a lot of time introducing people to Riley through supermarket activations. What have those conversations taught you about how people are buying and thinking about coffee today?
There haven't really been any huge revelations – if anything, those conversations have reinforced what we already believed.
Firstly, Kiwis genuinely love coffee. Whether it's at home, in a café or at work, coffee remains a daily ritual. What continues to evolve is how people enjoy it. We're seeing more people making great coffee at home and looking for quality without wanting things to feel complicated or intimidating.
Secondly, people are incredibly supportive of small businesses. Time and time again, customers tell us that if they have the choice, they'd love to buy from a New Zealand-owned company. That support never gets old.
And finally, great coffee really is for everyone. We meet people from every age and background who love their morning coffee – whether it's at home, at work, at their local café or all of the above.
From your cups through to your retail packaging, you've invested in a strong brand presence. Why has that been important for Riley?
For many people, our packaging is their first connection with Riley so it had to be on point and give a little insight into who we are.
Aotearoa New Zealand's coffee culture has evolved significantly over the years. What changes have been most exciting for you to witness? The café culture around the country – how good is the quality? Brand identities, fit-outs, food, coffee, marketing. I'm a sucker for a good brand, and there are a number of cafés that are absolutely nailing it. I may be biased, but we have to be up there around the world in terms of our coffee and café culture.
Consistency is critical in coffee. How do you balance quality, innovation and growth as the business expands?
Consistency cannot be underestimated in coffee. Many (most?) coffee drinkers do not like change, and what they call a good coffee is often better described as a consistent one. We've invested a lot in our equipment, staff and processes to ensure our coffee blends consistently hit the mark. In terms of innovation and growth, we're looking more at new ways people are drinking coffee.
What are you focusing on this year?
We are over halfway through (!) but I think this year has been the year of the glow up. For the past five years or so, we were dealing with a fast-growing business and a very difficult business environment – in Aotearoa, overseas and in the coffee market.
Initially, and in hindsight, it felt like we were almost in a holding pattern – we were waiting for the ups and downs to be over, survive to '25, etc. But we now know that the volatility is all part of it, and it's not about waiting for it to be over, it's about evolving in response.
What advice would you give someone wanting to start something of their own?
Start with a unique selling point. There are so many really good coffee roasteries in Aotearoa, so it is hard to compete on quality, and if you're a small business, you don't really want to compete on price. Find something that makes you stand out, that is uniquely yours.
