
Australia is not exactly a tipping culture, but MILKLAB is making a pretty convincing case for changing that, at least once a month.
The plant milk brand has launched Australia’s Greatest Tip, a monthly $10,000 cash prize for a standout barista or café team, as hospitality businesses continue to feel the squeeze from rising costs and tighter margins.
Research cited by MILKLAB shows 12% of Australian small businesses, including cafés and other food outlets, have closed in the past 12 months, almost double the national average.
Changes to card surcharge rules have added another pressure point, leaving many cafés to absorb more of the cost of doing business while trying to keep prices and cash flow under control.
MILKLAB has spent the past decade working closely with Australian baristas and coffee professionals, with its products developed, tested and refined in cafés using their feedback. The brand says that relationship helped shape everything from formulations to how its milks perform across seasonal menus and changing coffee trends, and Australia’s Greatest Tip is its way of putting some of that support back behind the counter.
“MILKLAB wouldn’t exist without baristas and café owners. They’re the reason our brand tastes and performs the way it does,” said Natalie Latimore, General Manager Marketing.
“Right now, a lot of cafés are doing it tough, and we wanted to say thank you in a way that makes a real difference. The work of a barista or café owner is physically demanding and often underappreciated, and Australia’s Greatest Tip is our way of giving that role the recognition it deserves.”
The latest winners are Johnny Phonafai, a barista at Jozo Paddington in Sydney, and the café itself, with the $10,000 prize split evenly between them.
Phonafai’s winning entry captured a day in the life of a barista, mixing the daily grind and familiar customer orders with the lighter moments that make café work what it is.
“It’s no secret things are tough for small businesses right now, and cafés are feeling it. Winning Australia’s Greatest Tip is a huge help for me and the whole team at Jozo. We’re so grateful to MILKLAB for backing the people behind the counter,” said Phonafai.
Australia’s relationship with tipping is part of the joke. Research cited by MILKLAB shows just 7% of Australians regularly tip at restaurants, 43% refuse to tip at all and 50% of Baby Boomers say tipping “has no place in Australia”.
Instead of asking everyone to suddenly start adding 15% to the bill, MILKLAB is effectively making up for years of rounded-up coffees in one hit, with a monthly cash prize big enough to make a real difference.
Phonafai and Jozo Paddington follow Cafe Briquettes in Kew, Melbourne, the first winner of Australia’s Greatest Tip, while October’s challenge is themed around MILKLAB Lactose Free.
Australia’s Greatest Tip: How it works
Each month, MILKLAB sets a new content challenge on Instagram, asking baristas and café teams to film the bits of café life that customers do not always see: latte art, workplace friendships, memorable regulars and the orders that somehow become part of the daily routine.
“Every café has a work bestie, a regular with an order that makes no sense, a Chux-folding hack nobody outside the industry would understand,” Latimore said. “We’re asking baristas to show us what café life is really like, and we’ll be rewarding the best of it, every single month.”
One standout entry is selected to receive $10,000 cash, either as a single prize or split into $5,000 each between a barista and their café.
Here’s how cafés and baristas can enter MILKLAB’s Australia’s Greatest Tip:
STEP 1: FILM IT: Create a video based on the month’s theme. Judges are looking for creativity, community spirit, a strong team vibe and extra effort in showing what café life looks like through the lens of MILKLAB.
STEP 2: POST IT: Share the video on Instagram or TikTok, tag @milklabco and use #AustraliasGreatestTip.
STEP 3: YOU’RE IN: MILKLAB will choose the most memorable and creative entry to take home the $10,000 cash prize.
The campaign coincides with two product updates from the brand: a reformulated MILKLAB Lactose Free, using ultrafiltration technology to keep the barista-grade texture and froth cafés already rely on, and an upgraded MILKLAB Soy, refined for greater consistency across espresso-based drinks.
Both products are now available in Woolworths stores across Australia, giving customers access to the same milks baristas have been working with behind the counter.
Entries for October’s Australia’s Greatest Tip are open now via MILKLAB’s Instagram. Baristas and café teams can enter by posting their video, tagging @milklabco and using #AustraliasGreatestTip.
Source: Blue Planet PR
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