The 11:11 Pour: Dreaming Up a New Coffee Culture
Updated: Oct 22
By Alexa Janoschka
Last year, I put a simple manifestation out into the world on Instagram: Will own a coffee shop one day ☕ . Whenever I glance at the clock and see 11:11, I know I’m on the right path. That is my angel number, my dedicated coffee time, and a daily reminder of exactly what I am meant to be doing.
This entire dream was born out of a profound shift in perspective while I was studying at Bond University. After my studies wrapped up, I found myself with five additional months in Australia, staring down the beautiful, open-ended question of what to do with my time. My answer became a mission: I visited over 120 cafes during that year abroad, testing the waters, or shall I say coffees, writing hundreds of reviews across Australia, and now the US. Documenting every nuance, my baseline test was always the same, a "skinny" - skim milk - flat white with a double shot of espresso. Unless I was particularly hungry and grabbed a croissant, it was never about the food. It was a dedicated study of the atmosphere, the experience, and the culture in every single cup.
Market Lane Coffee Cup In Melbourne
While I spent one spectacular week discovering the top-notch, deeply revered coffee scene in Melbourne, the bulk of my education happened across the Gold Coast, Brisbane, and the Sunshine Coast. Two roasters completely captured my heart. Tim Adams easily took the top spot; from discovering their beans poured in Brisbane to visiting their flagship locations and Warana roastery, they set a standard I still chase. Then there was Veneziano. A coffee friend from Melbourne pointed me toward their West End location in Brisbane, and even though that specific storefront has since closed, their Melbourne roastery remains an absolute powerhouse that is actively shaping the Queensland coffee landscape.
Doodle sketch of my trip to Tim Adam's Warana Rostery
Through all those flat whites, I realized that visiting an Australian coffee shop is like stepping into an entirely different world. It is a stark contrast to American coffee culture. In the US, coffee is largely treated as a frantic caffeine fix, a transactional lifeline for tired people who want their drink as fast as possible, often without a single moment of genuine engagement with the barista. I remember walking into a shop shortly after returning from Australia and feeling completely deflated. The barista was entirely disconnected from her craft; the moment she realized there was no tip, any remaining care vanished, and the drink itself was incredibly disappointing.
In Australia, the barista knows you. You are interacting with cafe owners and people who are deeply, passionately invested in the bean. If a shot pulls poorly, they are making you a new drink before you even have to ask. They are unequivocally at the top of their game, and they are visibly happier doing it. Every single day I spend in the US, I miss my Australian cup of coffee.
I don't just want to participate in this industry; I want to shape it. I want to bring the soul of Australian coffee culture, with its rich, Italian-based espresso roots and its beautiful incorporation to cafes of matchas and teas, to the United States. My vision isn't to build some massive, soulless corporate brand. I want to cultivate a small, thriving collective of local cafes. I want to help create spaces that are entirely unique from one another in design and feel, but united by a steadfast guarantee: every time you walk through the doors, you will receive a flawlessly crafted drink and a genuine human connection.
This isn't about jumping on a fleeting trend. This is about establishing a lasting community built around the love and appreciation of coffee. I want to be the face of this movement, sparking excitement and showing people what it means to truly connect over a warm cup.
My journey is really just beginning. I am already counting down the days until November 2026, when I head back to Australia to reunite with the team at Tim Adams and revisit the culture that started it all. Beyond that, I am planning a trip to South America to immerse myself in the origins of the beans and the intricacies of the harvesting process. Whether I ultimately open my own shop, develop a unique roast, or spearhead community initiatives across the globe, I am determined to find my niche. I want to become completely immersed in this industry, partner with the roasters who inspire me, and gather the people I am meant to build this dream with.
Want to keep up with my daily shenanigans? The adventure doesn’t stop here on the blog! Come hang out with me on Instagram at @alexa.janoschka. I share daily stories capturing my everyday life—from hunting down the perfect extra-shot flat white and hanging with my favorite camelids, to behind-the-scenes lighting production and whatever new outdoor side quest I am currently tackling. Plus, I drop fortnightly grid posts to wrap up all the fun. Come say hi and follow along!
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