Salvatore Malatesta on the ultimate café pivot

Salvatore Malatesta sits atop St Ali, a Melbourne coffee institution. Hit hard by the pandemic, Sal was able to pivot into sanitisers, face masks and a general store – with remarkable success. He talks to Mike about creativity and risk, and how he created new market opportunities by leveraging his team, his existing brand, and the distribution, sales and marketing functions of his business. He also talks about the value of 'friendship equity' acquired over years of business operation.