«A single company runs most of the news. Although there are small independent companies providing news in the country, we can’t really talk about media variation» Jay Clough recounts
A lifelong dream for Jay Clough: Bureau of Provisions and Periodicals
The idea of grabbing coffee, sandwiches and independent press all in the same place. «There is a monopoly in the Australian press. A single company runs most of the news. Although there are some small independent companies providing news in the country, we can’t really talk about media variation. The offering that I have has to be sorted out. A lot of the papers I offer are pretty much unique to my business».
The shop also distinguishes itself from other places by having made the decision to serve only one type of coffee. «What’s special about Bureau is that we work directly with coffee-roasters and small producers. We don’t serve espresso, we only serve filter coffee. It is quite unique and uncommon in Australia. Nowadays it’s pretty difficult hiring staff, especially in the hospitality field. So, by making this decision of only serving filter coffee, I don’t need to look for someone to take care of it and I can do it alone».
«It was designed to be run by one person», he claims. It is built around a business model where one person can do everything and still enjoy it. According to Clough, having the freedom to take your time and organize your business the way you want in the hospitality field.
An academic and creative audience – art-oriented papers
Based in Parkville, Bureau is close to the University of Melbourne. As reported by Clough, the main typology of customers coming to his newsagent are teachers and students. With an art faculty, Clough manages to promote more art-oriented papers for this audience.
Due to his artistic audience, Clough came up with the idea of promoting young creatives at Bureau. He gives visibility to independent magazines and artworks created by students of the art faculty. He sees it as a dual opportunity, an opportunity for the artists to emerge and get a chance to sell their art, and an opportunity for him to interest a new clientele in his shop. «I hosted a few magazine launches at Bureau. Just a small gathering for creatives, friends and publishers. I would love to do more events in the future and display more publications in my coffee shop».
Australian cold brew coffee and naturally fermented sourdough
When asked what is the specialty of the house, Clough replies «The coffee plays a role at Bureau. Especially the cold brew. Everyone knows Australia is a hot country, so people really appreciate a cold beverage. Despite the fact that cold brew coffee is not massively popular in my country, I think we managed to find a niche for this type of drink and gain a good reputation thanks to it. Also, I think we make a good job with our pastries. We use naturally fermented sourdough, like french-style pastries. It gives our pastries a really fluffy and light texture with a complex chewy flavor. People really appreciate them».
Paris, London and Europe’s influence on Melbourne
The idea behind Bureau came to Clough through his numerous trips to Europe. «I used to live in London when I was younger and worked in different restaurants and I always kept a notebook with me. Every time I get an idea I’d write it down. I still have this book to this day. During my trips to Paris I would also look at the newsstands and see how people bought their papers, cigarettes and a jambon-beurre. I found it interesting how the newspapers and the magazines were pinned to the kiosk. I thought it might be a good idea for Australia».
The European’s relationship with coffee and press inspired Clough and he decided to bring it to Melbourne. He elevated this concept by connecting it with the coffee culture that Australians are attached to. «I was inspired by the European historical value of newsstands and I wanted to add what Australians do so well, which is coffee and café food».
A personal choice of periodicals – The role of aesthetics in hospitality
Clough’s choice of magazines and newspapers is based on what he enjoys reading. Around fifty per cent of his periodicals are focused on design, art and food. Attracting the customer’s attention is a key element for him. He manages to stimulate curiosity by choosing magazines that are engaging. The paper’s quality, the layout design and images are a few examples of how he selects his periodicals. «It’s just about keeping it interesting. I always make sure that the papers I stock are in line with my beliefs and, of course, that people can enjoy them».
When asked about the role that aesthetics play in his work, Clough states: «What I think is true about periodicals is also true about hospitality; they’re not actually necessary. They’re actually luxuries. They’re here to make you feel better. That’s something that I’m pretty much aware of and it helps me not to take things too seriously. It allows me to give relevance to the aesthetic side of my work».
Locally provided produces – Bureau keeps food processing to a minimum
Bureau only sources produce from local producers. The café keeps food processing to a minimum and collaborates directly with Melbourne based farmers markets. The coffee served at Bureau is also locally sourced by one of Clough’s friends. In order to reduce waste, the venue only offers a small but diverse selection of delicacies that often changes. «I’m proud of being able to only work with local producers. The sandwiches and salads that you can find at Bureau are always made with seasonal ingredients. Being the only employee of Bureau allows me to source produce myself and control my wastage».
The eco-friendly gestures at Bureau: I Am Not Paper
Sustainability is a matter for Clough. The café has a zero plastic policy and all materials used are recyclable. Bureau works directly with an Australian company called I Am Not Paper which creates packaging out of plant pulp. The small stock of food allows Clough to reduce waste of perishable products as much as possible. «Being eco-responsible is something I’m really passionate about. It’s the least I could do for my business and for the planet», he adds.
Word of mouth, Bureau’s marketing strategy
Despite the presence on social media, Clough admits he has mixed-feeling about their effectiveness in making his business visible. According to him, social media do not really help to build a community and do not create lasting loyalty among customers. «I believe the only way of doing it is treating people nicely, giving them great service and being an approachable face to the business. We’ve had some media appearances lately and I am grateful for it. New customers started to come to Bureau, but most of them didn’t come back. It’s amazing to see people promoting your business by taking pictures and recommending it on social media but it’s not sustainable».
Clough believes in great customer service as the best way to attract a clientele. For him, it’s all about creating a good experience for the client. «I feel that creates the most direct contact and makes the best recommendation. I personally react more truly to word of mouth advice than looking at posts on social media».
According to Clough, being original and satisfying customers are the main priorities for someone wanting to promote their small business. «Your number one focus on every decision you make needs to be your customers. Always make sure they’re engaged and happy».
Parkville, Melbourne
The search for his café’s venue took a while. Due to the Covid-19 lockdowns in Melbourne, Clough took the time to do an in-depth study of the available places. When he arrived in Parkville, he realized the neighborhood lacked hospitality businesses. That was the argument that made him choose this place to open his café.
«Unfortunately the pandemic made a lot of places closed, so it created opportunities for many available venues. I never really considered Parkville until I went to visit the location. When I looked around I couldn’t see any cafés or restaurants. That’s the moment when I realized it could be an interesting opportunity for me».
A continual growth – a greener future for Bureau
Clough believes in a greener future for his café. According to him, growth should be slow and always focused on the customers and the eco-friendly gestures. «I think Bureau is quite a scalable business. I hope its uniqueness will help it grow in the future».
After several years of experience in hospitality, Jay Clough decided to open his own business, the Bureau of Provisions and Periodicals. Based in Parkville, close to the University of Melbourne, this small coffee shop brings together teachers, students and curious locals. As its name suggests, here you can find homemade sandwiches and pastries. Always accompanied by filtered coffee and the latest news in the form of newspapers and independent magazines.
Bureau of Provisions & Periodicals, Melbourne
51 Royal Parade, Parkville. Opened in September 2022, Bureau of Provisions & Periodicals is a new resident in Melbourne. Founded by Jay Clough, the location offers visitors a fresh coffee and sense of community.
