Tucked away in a laneway south of Melbourne’s CBD, Mr Percival is a modern, elegant cafe and eatery providing much-needed sustenance and caffeine to the nearby offices and residents.

Without the luxury of busy main-road foot traffic, Mr Percival owner Anthony D’Augello Erm says the website has been vital to increasing awareness – and the .melbourne domain name mrpercival.melbourne allows him to tie Melbourne and its food and coffee culture into his cafe brand.

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“The main thing about having .melbourne in our domain was to associate the coffee capital of Australia with our new cafe. We’ve never looked back – we’re really happy with it. Coffee, food, Melbourne: it all comes together.”