When Edita Nassif moved to Coolum Beach in Queensland, she quickly noticed one thing: there could be better food and better coffee in the area. Drawing from her previous experience running a Sydney cafe and her passion for exceptional food and coffee, she established The Coolum Social, which has since become a thriving local meeting point.
I was always fascinated with food. I love how a cafe can be buzzing and interesting and being part of the community. It’s that combination of a love for coffee and food that drove me.”
Edita Nassif → Owner
From Real Estate to Hospitality: A Journey of Passion
With a background in real estate, Nassif’s foodie spirit led her to open her first cafe in Sydney. When the opportunity to relocate to the Sunshine Coast presented itself, she recognised the potential to bring something special to the Coolum area.
“We were always thinking about the Sunshine Coast; it just had something very appealing to it,” she recalls. “When we made the change a few years ago, I saw the need in the area to offer better coffee and better food. That’s what we did.”
Building Through Challenging Times
Launching a hospitality business during the COVID era might seem daunting, but for Nassif, it became an opportunity to establish strong community connections. “After COVID, there were some great times, but it’s definitely tough, especially with the current cost of running a business,” she shares. “People’s spending isn’t what it used to be, so you really depend on community support.”
The Coolum Social’s success in these challenging times comes down to three core principles: “We always try to aim to provide the best service, best food, best coffee, and stay consistent,” Nassif emphasises. “I think that’s what is keeping us going.”
Creating a Family Work Environment
One of the most striking aspects of The Coolum Social is its approach to team culture. Nassif has deliberately cultivated a family-like atmosphere that extends from her staff to their customers.
My goal was always to make this like a second home for our employees, where they come and enjoy and want to be part of the team. Customers can feel that they love being here with us, and that translates into great customer service.”
Edita Nassif → Owner
This philosophy manifests in practical ways, including regular team-bonding activities and ongoing support for staff development. The result is a warm, welcoming atmosphere that customers can feel as soon as they walk in.
Innovation in the Kitchen and Technology
At the heart of The Coolum Social’s success is its commitment to culinary creativity and modern convenience. With a talented head chef leading the kitchen, the cafe updates its menu seasonally to keep the offering fresh and exciting. With options that cater to a variety of dietary requirements like the vegan Maple Figs Salad or the gluten free option for their Feisty Chilli Eggs, there’s something for everyone.
“We want to be the leaders in the area with food presentation and quality,” Nassif says. This innovation extends to their extensive beverage menu as well, where in addition to smoothies, cocktails and coffee, they’ve introduced new offerings like strawberry matcha to cater to evolving customer preferences.
To support this commitment to quality and service, Nassif implemented Square’s integrated business tools from day one. “I wanted something that would be a one-stop shop,” she explains. The cafe utilises Square Register, their all-in-one point-of-sale system for counter-based orders, alongside Square’s Restaurant Point of Sale with features like QR code ordering at tables. This technology integration helps maintain the smooth operation that keeps customers coming back.
Community at the Core
Today, The Coolum Social has achieved Nassif’s vision of becoming a true community hub. The cafe opens early—6:30 AM—to serve the area’s early risers. While she maintains oversight of the entire operation—”being everywhere and nowhere at the same time,” as she puts it—she’s created something larger than just a cafe. It’s a place where local families gather, where staff feel like family, and where quality and creativity meet consistency and care.
The cafe’s commitment to community extends to their Square Loyalty program, which helps maintain strong connections with regular customers. “It’s just nice to reward our loyal customers,” Nassif shares. “It helps us keep our loyal customers coming back.
For Nassif, who balances running the cafe with being a mother of two school-age children, the success of The Coolum Social is measured not just in sales but in its positive impact on the community. “We’ve become part of the local community. We are like a little hub now,” she reflects with pride.
A Sunny Forecast
As The Coolum Social continues to evolve, Nassif remains focused on maintaining the high standards and community connection that have made the cafe successful. With their quarterly menu updates, commitment to quality, and strong team culture, they’re well-positioned to continue leading the local dining scene.
The cafe stands as a testament to what’s possible when passionate entrepreneurship meets community needs—proving that even in challenging times for the hospitality industry, there’s always room for businesses that prioritise quality, creativity, and genuine connection.
Ready to start your own food service business? Learn more about getting started in the restaurant industry or building a strong team culture.
