BOB AUDETTE - AUSTRALIAN COFFEE PIONEER
In 1959, as General Manager of the Automat Group, Audette was looking for innovative ways of using sheet metal.
He saw the true potential of the vending machine market in Australia.
It’s worth noting, that at the time, the use of vending machines was extremely limited.
Early in 1960, Ira Berk Ltd, purchased 54% of Automat (Australia/Asia) Holdings and Audette was made Director.
The vending machine operation was initially successful with cigarettes, soft drinks and snacks, however, unscrupulous operators ripped off the public, who naturally became reluctant to accept machines as a normal way of life.
In 1962, the Government relaxed the import controls on vending machines and this led to a decline in sales for Automat.
This is where Bob Audette’s brilliance came to fore.
With his drive and enthusiasm, the company began experimenting with hot drink vending machines.
A number of machines were imported and compared with existing local machines.
Research and development work was undertaken and it was apparent that the imported machines were too expensive to be profitable, while their local counterparts were of low quality.
Publicity about hot drink vending machines led to employers expressing great interest in utilising them in the workplace.
This encouraged Audette and his team to pursue their idea of a dispensing machine that was compact, easily maintained and would cost under £100.
However, their unquestionable enthusiasm wasn’t sufficient to stem the substantial losses and the mass vending and the ales business was sold to W.D & H.O Wills, but their brand name Vendolux was retained.
But it wasn’t all bad news.
In November 1963, a unique valve system was patented. It was to become an important feature of hot drink dispensers marketed under the Vendolux brand name.
The uniqueness of the valve cannot be underestimated.
It could dispense a measured quantity without the instant coffee picking up moisture.
This was a major breakthrough!
At the time, no other valve boasted these attributes and surprisingly, the valve was cheap to manufacture.
Operations were set up in a small, converted house in Union Street, North Sydney and production of the valve was underway.
Prototypes were successfully field tested in 1964, and the first production run of 50 machines sold quickly.
They were marketed under the Vendolux brand name, but the name Café-Bar also featured on the face of the machine.
The company’s proposition to potential customers was irresistible:
“Beverages for Office and Factories –
Cheaper! Easier! Quicker!”
This machine, known as the industrial 120/4 retailed for 89 (pounds), so Bob Audette and his dedicated team met their objective and kept it under the £100.
The machine was heavily promoted and an instant success in factories and warehouses.
Feedback from customers indicated demand for a compact unit suitable for small offices. Audette immediately recognised the huge potential and set about designing the “Junior”.
This model retailed for £49 and repeated the huge success of the “original” in offices throughout Australia.
Repeated customer requests led the company supplying a limited number of ingredients for the machines.
At first manufacturers viewed them as a threat, but as demand grew, Vendolux was rightfully seen as a valued customer.
AN IRON WILL AND THE POWER OF PERSUATION
By 1970, Bob Audette was Chairman of Directors at Ira Berk and had obviously lost none of his drive and instinct for market needs.
Bob was totally convinced that there was a gap in the market and a medium sized dispenser would fill the need.
However, his fellow Directors and sales team didn’t agree.
Fortunately, his passionate belief, logical and objective argument, finally convinced them to share his vision.
Once again, he was proved correct, and the new “Mini” machine, with the smart wood-grain finish enjoyed healthy sales.
While sales continued to soar, some of the original owners were seeking replacements, but they required new machines that would truly complement the more modern concept of their offices and workplaces.
THE TIMING WAS SUBERB
At the time, the cost of metal was increasing and this was reflected in the cost of the dispensers.
Audette and team looked to plastic and commissioned the Sydney company, Nielsen Design to create a machine that was modern in appearance and economical to produce.
During this development phase, Ira Berk Ltd purchased the balance of shares in Automat Holdings and once finalised, they moved quickly to establish overseas licences. Soon afterwards, royalties were being earned from Europe and Japan.
SALES SUCCESS WITH AN OFFER TOO GOOD TO REFUSE
Nielsen’s design went into production and the Café-Bar “Series 6” was backed by an innovative marketing method of the time.
Although considered foolhardy by some at the time, the promotion worked superbly.
Amazingly, the “Series 6” was offered to customers FREE of charge for a two week trial period, along with 200 FREE cups of coffee.
According to many, it was an incredible era.
Sales were so far ahead of expectation that production couldn’t keep up with demand.
The huge number of enquiries led to the sales team being doubled overnight – the Café-Bar Society was launched.
Television advertising for Café-Bar further increased momentum and in 1973 the machine won the Australian Award for Excellence.
Burns Philip & Co purchased Ira Berk Ltd in 1977, and Bob Audette retired as Chief Executive, but remained as Director.
Due to his drive, determination and leadership, Café-Bar is an Australian success story.
Today, Café-Bar has won several International Awards for Design excellence and is exported to 34 countries around the world.
THE POWERHOUSE MUSEUM
The Café-Bar Quintet was designed in Australia by Adam Laws at Nielsen Design Associates. It was based on an Australian idea for office vending machines. It is the third version of the small Cafe Bar machine that covers the 'Mini' in 1967, then the 'Compact' in 1974. It was exported to 26 countries. It won an Australian Design Award in 1990.
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