Local Heroes: Jeff and Jess of Mid Square Coffee
Jeff and Jess were among the very first café partners to believe in Vacation Coffee. After moving from Sydney to Melbourne and taking over Mid Square Coffee in Carlton, they discovered Vacation Coffee through another café serving our beans. In a city filled with exceptional roasters, we're incredibly grateful that they chose to partner with us and have continued to support our journey since 2018.
Over the years, Mid Square has become a much-loved fixture in Carlton, serving quality coffee to university staff, students, and local residents alike. Beyond the coffee, Jeff and Jess have built a warm and welcoming space that reflects their passion for hospitality and genuine care for their community.
We recently sat down with Jeff and Jess for a fun conversation about coffee, hospitality, and life beyond the café. As busy owner-operators who keep Mid Square running from Monday to Friday, it was great to hear more about the people behind the machine and what continues to inspire them after all these years.
How did your journey in coffee and hospitality begin? Our journey in coffee and hospitality began through a love of good coffee, great service, and creating a welcoming space for people. Over time, we became more interested in the details behind every cup — from the coffee itself to the way customers feel when they walk through the door.
What made you want to take over and operate Mid Square, and when did it all begin? We took over Mid Square in 2018 with the goal of creating a small, friendly coffee shop where people could enjoy quality coffee in a relaxed and welcoming environment. Being located close to the University of Melbourne, we've been fortunate to meet students, staff, local residents, and many regular customers over the years.
After all these years in coffee, what still excites you most about the industry? What excites us most is the connection with people. Coffee is part of many people's daily routine, and it's special to play a small role in that. We also love that there's always something new to learn — whether it's improving consistency, trying different coffees, or understanding what customers enjoy most.
What do you look for in a truly great coffee? For us, a truly great coffee should be balanced, smooth, and made with care. It doesn't need to be complicated — it just needs to taste good, be consistent, and be enjoyable from the first sip to the last.
Are you more of an espresso or filter drinker — and do you lean towards fruity or chocolatey coffees? We're more likely to reach for filter coffee, and we generally lean towards fruity flavour profiles. We enjoy the bright, clean, and expressive characteristics that filter brewing can bring out in coffee.
What's your personal go-to coffee order? And if you're not drinking coffee? Our go-to coffee order is a short black. If we're taking a break from coffee, we'll usually choose a matcha latte or a hot chocolate.
What's one thing customers might not notice, but you care deeply about at Mid Square? Consistency. We pay close attention to the small details — coffee extraction, milk texture, cleanliness, and making sure every customer receives exactly what they ordered. These little things often go unnoticed, but they're incredibly important to us.
Is there a signature drink or food item that really represents Mid Square? Our coffee is definitely at the heart of Mid Square, particularly our espresso-based drinks. On the food side, our tuna melt toastie and grilled broccoli toastie have become customer favourites. They're simple, comforting, and pair perfectly with coffee.
Outside of coffee, what are some hobbies or interests you enjoy? We enjoy baking, experimenting with new food ideas, and spending time with family. We also love exploring cafés, bakeries, and desserts, often finding inspiration in different flavours and experiences.
Quick one — what's your favourite go-to lunch? Ramen. It's comforting, satisfying, and never disappoints.
