The Aus coffee-culture isn't widely known, and people don't assume that Aussies would take coffee very seriously.
There's tiny coffee shops everywhere, and they're all fairly competitive with each-other. They've dialed in quality/service to a very high level. Starbucks opened a ton of stores here and
failed. They closed the majority of their franchises because they couldn't compete.
Reference:
ALMOST 700 employees of the coffee chain Starbucks will lose their jobs on Sunday after the company yesterday announced the closure of 61 of its 84 Australian stores. ... The American company admitted it had struggled in Australia's "very sophisticated coffee culture" and said the announcement was unrelated to its closure of 600 stores in the US this month.
From the BBC, 2008.