Hey Melbourne

Join us at Hey Melbourne by Hey You to celebrate the best of Melbourne’s café scene, faster!


WHERE: St Paul’s Court at Federation Square, Melbourne City Centre

WHEN: Wednesday 11 May, 7:30AM – 4:30PM

COST: Free

We love Melbourne’s café scene. We’re inspired by the City’s incredible local coffee roasters, as well as the amazing sweet baked goods that are born out of every nook and cranny. Here at Hey You, we’ve built our business around giving people access to these incredible things, faster!

Next week we’re bringing together one of Melbourne’s very best coffee roasters, Clark St Coffee, with the City’s most celebrated cookie sandwich baker, Butterbing, to give locals the best of Melbourne, faster at Fed Square.

Join us for our pop-up store packed with the most incredible coffee and and cookie sandwiches** we could find. The best part? We’re shouting you everything! You won’t need to pay a cent for a scrumptious salted caramel Butterbing, or a barista made coffee.

For one day only, you’ll able to come down and treat yourself to goods from these local gems when you order through the Hey You app.

We’re doing something else cool that you’re definitely going to want to check out….

We’ve teamed up with Bank of Melbourne to build the world’s fastest coffee cart*. Not only can this incredible machine clock speeds of more than 220km/hr on the race track, but it can also make some of the best coffee around. Trevor, our racer barista from Clark St Coffee, will be down at Fed Square preparing coffee for a few lucky visitors. It’s well worth popping down to see it… You may never see anything quite like it again. Special shout out to the crew at Bank of Melbourne for powering this amazing creation.

Pick up a coffee from Clark St Coffee and a cookie sandwich from Butterbing to snack on for morning tea, lunch or afternoon tea. The team at Butterbing have even given us one of their famous giant cookies, the Butterboom, for one lucky visitor during the day.

What will it cost?

Everything is completely free. Stop in, grab a coffee, devour a cookie and check out the world’s fastest coffee cart* without spending a cent.

How will it work?

You will need to order your hot drinks and Butterbings through the Hey You app. If you don’t have the app, you can get it here for free. Search and order from ‘Hey Melbourne’ in the Hey You app. The coffee is being prepared by the folks at TimeOut. For a lucky few the crew from Clark St Coffee will prepare some coffees on the World’s Fastest Coffee cart.

Every coffee order will get one complimentary Butterbing cookie.

Where is it? 

Federation Square is one of Melbourne’s most iconic destinations, right in the centre of the city.

Share the love by taking photos and sharing them on Twitter, Instagram, or Facebook (don’t forget to tag @heyyou.app #HeyMelbourne).

*We’re not sure if it is actually the fastest, but it’s definitely up there with some of the fastest and it sounds better to say it’s the world’s fastest!

**Butterbing cookies available until sold out


All Systems Operational.

Last year we re-branded. New colours, a new logo and a new name. During the re-brand we also made a fairly big change internally. We created a list of company values. The whole team created this list together. These values shape everything we do.

It’s not uncommon to see Company Values. Many list them on websites, marketing collateral and social media. It’s one thing to list them, and quite another to live by them.

One of our values is: We embrace radical transparency.

Over the past few weeks we’ve faced some pretty major technical challenges. Some have been out of our control, while others have been completely within our control. Our dev team currently has the challenge of upgrading our entire system. This is an important job, but with years of technical debt, it is also a challenging job. Whilst completing some upgrades a couple of weeks ago we caused system outages, which affected many venues and customers.

A number of you would’ve also experienced problems associated with the Telstra outages. Whilst we were unable to control that one, it was frustrating for people who were trying (unsuccessfully) to order ahead.

When these outages occur, our support team is bombarded with emails, calls, tweets and Facebook messages. We know this is a positive sign because it’s people that love using Hey You and are frustrated about going back to the old way of lining up to order.

This week we’re launching the Hey You Status Page. In the spirit of being radically transparent, we decided to give you guys full visibility over how our app is working. The page monitors performance of merchant order acceptance, the customer app and our website. 

We expect that most of the time there will be no need to visit the page (because we have an amazing dev team that not only keeps our system working, but is also constantly making improvements!)

BUT, on the occasions when you experience technical issues you can visit this page to get an update on the problem. You can also subscribe to the feed so that you’ll know when the problem’s fixed in real-time.

Fingers crossed you won’t need to use this page anytime soon!

11,000 reasons to celebrate

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Last night the entire Hey You team was glued to the TV, but not for the reason you might think! We were watching the total orders for the day. Why? Because this was shaping up to become a record day for us. Until yesterday, the maximum number of orders ever reached in one single day was 10,907

At 8:07 pm two pizzas rolled through. Thanks to Julia in Canberra, we’d reached 10,994 orders. The team, ever hopeful of reaching an even 11,000, remained glued.

By 8:27 pm an order of fish and chips from the Green Room in the Opera House pushed us a little closer to the goal. We were now at 10,998.

This was exciting but also difficult. What if we didn’t make it?

Finally,  at 9:15 pm (on the dot) it was a Huxtaburger with crinkled fries that took us across the line. John had ordered from Melbourne’s renowned burger store in Prahran. Thanks John!

The total number of orders for yesterday actually exceeded 11,000, with a few more hungry Hey You users yet to place orders for dumplings and burgers. Our team has been working towards the goal of 11,000 ever since we reached a record ‘10,000 order day’ back in December.

The whole team has celebrated today, and we’ll continue to celebrate tonight. From engineers and sales people, through to marketing and support, this was a big win for us. Yesterday an early riser placed the first order at 5:48 am and our last order came through at 9:35 pm. That means that an order was placed every 5 seconds.

Thank you to all our users who placed an order yesterday, the day before, the week and even the year before that. You’ve all helped us to reach this massive milestone!

Now we’ll start working towards a 12,000 order day.

Mr Bao Delivered

We’ve teamed up with Mr Bao to brighten your work week! From Tuesday 8th December – Thursday 10th December we’ll be delivering boxes of three pillow soft, gourmet, steamed buns to your desk! Boxes of three Gau Bao are $18 and we’re delivering between Town Hall and Circular Quay.

How do I get my buns delivered?

  • Open Hey You and search for “Mr Bao”.
  • Select a Bao Box (You can order more than one!)
  • Enter your delivery address between Town Hall and Circular Quay
  • Wait for your Bao Boxes to arrive in the allocated time slot.

Ordering opens at 10am. Orders placed between 10am – 11am will be delivered between 12pm – 12:30pm. Orders placed  between 11am – 12pm will be delivered between 1pm – 1:30pm.

What’s on the menu? 

There are two Bao Box options available each with three bao. The delicious options are;

  • Bao Box One: Tempura Prawn, Crackling Pork Belly and Karaage Chicken.
  • Bao Box Two: Crispy Tofu, Crackling Pork belly and Karaage Chicken.

Who is Mr Bao?

Taking out the Top Chopstick Award at the popular Hyde Park Noodle Markets this year, Mr Bao is a Japanese/Vietnamese fusion. Specialising in the iconic Taiwanese street-food, Gao Bao. Mr Bao’s menus reinvents Gao Bao with their deliciously fluffy hand-made dough filled with contemporary Asian flavours.

Group Ordering

One day my need for a Sonoma coffee snowballed into a ten coffee order before I’d left the meeting room.  As I picked up the order it hit me. What better way for us to add value to our venues than to turn a $3.50 order into $35.00. The concept of group ordering was born in that moment and I’m excited for our team to be launching it this week.

You might well be able to relate to this situation…. as the resident coffee addict, walking around the office several times a day asking the team who wants a coffee. Typically the first response of “no thanks”, almost always turns into a “oh ok, why not”. It was clear there was an opportunity to socialise the ordering experience.

We knew this idea had the potential to increase the sales of our own venue, and make it a better experience for the consumer, as well. When we started speaking to our users they all loved the idea. It was clear that the payment and loyalty that goes with an office group order was a real pain point. Whether having to collect cash, missing out on your loyalty coffee or remembering who’s round it is, this feature keeps the office water cooler banter a lot less awkward.

For the geeks amongst us, it is all about the viral co-efficient.  How can we get people not only talking and referring our app to their friends, but also reminding and creating a habit amongst others.


The process is much easier with Hey You’s Group Ordering feature.  You select the venue, the time, and the friends you want to invite.  You can choose to pay for them (with a spending limit) or let them pay individually.   Your friends get a notification, and with one swipe they can join the group order.  Everyones orders are displayed, and at your elected order time, the orders are sent down to the venue.  The venue processes the orders like they do normally, but groups them for pickup by one person.  Easy.

Our testing has been great.  We started doing it in the office for the morning coffee run.  What we have found is that it is also super useful for the office lunch order, or for getting the coffee for everyone in a meeting. I often send a group order to people before a planned meeting.  People are even setting up the order for the next day’s meeting which is great.

We are really excited about this feature.  I think the team has done a great job of version 1, and we would love your feedback on how we can make this feature work better for you in your usage of Hey You.

Special thanks to Fred who has leaded out on the backend work for this feature, as well as Nicola, Marinella and Alex who have played a great role in simplifying the original MVP that we tested with our customers.

Below is a quick video to show you how group ordering works in our office.


Grumpy Donuts delivered

Wednesdays at work are pretty average, but we thought we’d make them just that little bit sweeter. If you haven’t heard of Grumpy Donuts yet – you’ll never have a better chance to try them out!

We’ve partnered with Grumpy Donuts to deliver to the Sydney CBD donuts topped, filled and glazed in all the flavours you never dreamed of.

Details for Wednesday 18th November

How do I get donuts delivered to my desk?
  • If you haven’t used Hey You before, download the app and create an account.
  • Open Hey You and search for “Grumpy Donuts”
  • Make your purchase at the check out screen and if accepted, a box of four delicious Grumpy Donuts will be on your desk during the day. (Delivery will take between 1 – 3 hours in the Sydney CBD only)
  • Boxes of 4 donuts available for $20
What’s the flavour?

Choc Oreo Peanut Butter: A fresh donut with crushed Oreos and a peanut butter drizzle

Where can it be delivered to?

Sydney CBD: Circular Quay, Martin Place, Wynyard, Town Hall, Barangaroo and World Square.

Grumpy Donuts, who?

Grumpy Donuts is Sydney’s answer to the traditional American style yeast raised donut. When two Sydney born and raised donut enthusiasts travelled the world together in search of some tasty treats, going cold turkey when landing back home just wasn’t an option. You can find them in store in a few lucky cafés, but otherwise you’ll be ordering two weeks in advance online for a donut experience that you’ll never forget – until now.

Why we rebranded

 ‘Great companies don’t exist merely to deliver returns to shareholders.  Indeed, in a truly great company, profits and cash flow become like blood and water to a healthy body: they are absolutely essential for life, but they are not the point of life.’ – Jim Collins

We recently launched our new brand ‘Hey You’.  We developed the concept over several months and braced ourselves when we announced it.  How would people react?

Brand is a company’s most valuable asset.  The little Apple picture on the front of my laptop means something.  In Web 1.0, companies like GeoCities and Friendster thrived because there was little competition, but today’s online brands have to be smarter.  To grow and stave off inevitable competition, we need to create loyalty and affinity with our products.

Every section of the market has an airbnb or Uber coming.  The threat these goliaths pose isn’t just access to cash.  It’s that their products are cool.  People want to be a part of them.  Leaders will switch first, and soon the masses leave second-rate brands as ghettos like MySpace or RSVP.

Late last year we brought together Posse, Beat the Q and E-Coffee Card with the aim of creating a killer product for cafes, bars, restaurants, and their customers.  Our new app would help people find great places, make reservations, order, pay, give feedback to store owners, get loyalty and more.  None of our existing brands fitted the vision – we had to create something new.

First, I sought to understand what makes a great brand.  I read books and met with experts.  I asked Naomi Simson at Red Balloon why her company flew past so many competitors to dominate the market.  Her response: ‘Consistent delivery of brand promise’.

Everyone I spoke to had different ideas about what defines a winning brand.  But three principles stood out: higher purpose, visual identity, and inclusiveness.  We ran several workshops, spent months interviewing customers and merchants and appointed an agency ‘The Hallway’ to assist us.

We created the brand ‘Hey You’; here’s why:

Higher purpose.  All strong modern brands have a powerful higher purpose.  airbnb helps people ‘belong anywhere’.  Zappos brand purpose is to ‘deliver happiness.’  A higher purpose inspires everyone who touches the company – customers, partners, employees, and shareholders.

I read a story of a pillow manufacturer with 40% annual staff turnover.  The company rebranded with the higher purpose of ‘Helping Australia sleep better’ and within a year, staff turnover had halved.  People didn’t see the point in stuffing pillows all day, but everyone supported the mission of helping Australia sleep better.

Our product helps people to order and pay in a convenient way and merchants to run more efficient businesses.  But our purpose goes beyond that.

Café owners told us that their number one priority is to acquire a larger number of regular customers.  The 20% of people that visit a coffee shop every day deliver 80% of their business.  We asked if they could identify the point at which transient customers become regular.  ‘Yes: when we know their names.’

Unknown to us, it turned out that merchants on both Beat the Q and Posse loved the products for the same reason: they helped them get to know customers’ names.

We spoke to the users of our apps – people who visit the same coffee or food outlets daily.  Many of them shared the same story.  ‘I’ve been going to X café every morning for three years.  The barista knows my name but I don’t know his.  I feel too embarrassed to ask because I’ve been going there for such a long time.’

City folks shared a sense of disconnection from the people who served them food and drink every day.  One said, ‘This guy makes me toast and coffee every morning like my Dad used to and I don’t know anything about him.’

Airbnb and Uber both use their platform to connect people.  On Uber, I can see the name and photo of the person who’s coming to pick me up and I can call her if I need to.  On airbnb I get to read about the apartment owner – how they live and why they love their place.

We decided that we could create the same connection between servers at cafes, bars, and restaurants and their regular customers.  Our higher purpose would be to ‘make city life human, creating intimacy in a busy world.’

Visual identity.  After we’d worked out our higher purpose and company values, we set about choosing a name.  Working with ‘The Hallway’, we broke into groups and brainstormed.  Each group came back with ten ideas but there was one clear winner.

‘Hey Vanessa’, ‘Hey John’, ‘Hey Steve’ – the app personalizes, adopting the name of the user.  If you use our app, you’ll notice that the home screen is ‘Hey <<your name>>’ and in the coming weeks, we’ll be launching additional features to create an even more personalized experience.  ‘Hey You’ is the umbrella name we give to the app in the app store but its brand name is yours.

The look and feel of our brand represents independent shops.  The logo is a sign that might hang in the window of a boutique café.  We wanted to capture the eclectic creativity and passion of small business owners in our visual identity.

Inclusiveness:  Great brands make their customers feel like part of a group.  Seth Godin defined a brand in his book ‘Tribes’ as ‘People like us who do stuff like this’.  For example – people like me ride Uber; people like me buy Ray Ban sunglasses.  By illogical extension, people unlike me don’t do these things.  He argues that a brand will never appeal to everyone, but as long as the group to which you appeal is big enough, you’ll have a successful company.

We interviewed our users and found they already felt smarter and more special by using our product.  One said, ‘There’s nothing like walking past a bunch of my colleagues waiting for coffee in the morning, knowing mine is already waiting because I ordered ahead.’

The idea of our name is to extend being ‘in the know’ even further.  If you update the app today and check out any store page, you’ll see the café owner’s name, photo, and story.  Read about why they started their café, and their passions, so you can strike up a conversation next time you’re there.  Now, when you walk into any café you can say ‘Hey Pete, Hey Lauren,’ or whatever, and greet the owner by name.  They’ll see your name and face on their screen as you order, so can greet you back personally.  Your friends will think everyone knows you wherever you go.  That’s why we chose the tagline ‘The World is Your Local’.

Our business has grown by 35% since we launched the new brand two months ago.  It’s still a work in progress and, if you use the app regularly, you’ll notice updates every few weeks as we get closer towards our vision for the product and brand.