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Bells Sale Prospectus
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www.be l l sm i l kba r. c om.au
BELLS MILK BAR SALE PROSPECTUS
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Bells Milk Bar: A Unique OpportunityOnce a mainstay of Australian culture, the
original Aussie milk bar is all but gone from
our cities and towns. This is your chance
to own a priceless piece of local Australian
history: one of the last remaining genuine
milk bars. With roots in cordial making and
confectionary dating back to the late 19th
Century, Bells is immersed in the 1950s & 1960s
world of malted milks and soda spiders. For
sale is a unique blend of Australian heritage
and culture combined with high margin,
proprietary products. This multiple tourism
award-winning business has experienced 10
years of consecutive revenue growth, has
extensive marketing, PR & publicity in place,
and the potential to further develop the
business either as a stand-alone tourism
attraction, or as a franchise, even syrup
manufacturer and exporter.
With the impending listing of Broken Hill as
a ‘Heritage City’ on the National Heritage
Register, Bells is perfectly poised to take
advantage of exciting new opportunities
in heritage tourism in addition to the
established trade. Business plans for growth
have already been developed by the current
owner, however for the right person, the
options to expand and profit are endless.
You will be sure to find a direction for Bells
that matches your own style and ambitions.
Just some of the opportunities immediately
available include:
•Expand current Broken Hill business to
include more food and/or retail options,
expanded trading hours, or even get a liquor
license and become a small bar too.
•Develop the museum experience and
produce a range of Bells memorabilia and
premium information products for retail sale.
•Develop and promote the eCommerce store.
•Develop wholesale syrup business, selling
to cafes in Australia and upmarket grocery
stores and mini-marts in China.
•Open more Bells stores in other locations
and start a chain / franchise of the unique
concept.
Bells Traditonal Soda Spider
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5THE OPPORTUNITYwhat’s included
7WHY IS BELLS SO SPECIAL?9 reasons
9WORK LIFE BALANCEmake your own life
10MARKETING & SUPPORTPR & publicity
11LOCATION & AMENITY
Contact Jason King on 0414 917793 or email jason@bellsmilkbar.com.au to obtain further information about this offer including sales figures.
Please forward your expression of interest ASAP to avoid disappointment.
19PR EXAMPLESTV, blog, print, online
18BELLS HISTORY 101the unique story of Bells
13PRODUCTS & SERVICESservices & facilities
15LOCATION & AMENITY
17POTENTIAL GROWTHexpansion opportunities
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“No matter which side of the Line of Lode you lived on in the 60s Bells was the only place to go for a milkshake.
...Bells is still the place to go for a milkshake. Where else can you get the ‘taste’ of home that takes you back?”
Jen Thompson.
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Make History at Bells Milk Bar!
Once upon a time there were
literally hundreds of milk bars
scattered all over the country.
Now very few of them remain.
Bells has been recognized as
unique in the Australian regional
tourism landscape and is one
of only a handful of remaining
original milk bars in Australia with
a range of premium proprietary
products to match. All the work
has been done, the business is
ready to move into and start
making history (and money) right
away. The best part is that the
true potential of the business
has yet to be reached. Some of
the key features of the offer
include:
1. Original building, fixtures and
fit-out. Includes three-bedroom
residence and milk bar (all
currently used for the business
but possible to live in if required).
2. Huge range of original
Bells memorabilia and other
collectables, museum objects
and era-specific fittings. Incudes
spare parts and additional fittings
for expansion possibilities. E.g.
• Original Syrup making
equipment & supplies,
scales, measures, etc.
• Original working soda
fountains with refrigerated
carbonator.
• Original 1950s shop counter.
• Original Bells multi-colour
venetian blinds.
• All museum displays
including as-yet undisplayed
rare photos & objects.
• 1957 Seeberg Jukebox (not
working)
3. All equipment required to
operate straight away including:
• Over 20 tables & 70 chairs.
• Fridges and counters.
• Kitchen & wash-up area.
• New commercial dishwasher
& stainless benches.
• Arcade & gumball machines.
• New 2 group espresso
machine.
• Fudge making equipment.
• Italian commercial ice cream
maker.
• New ducted air cooler and
commercial floor tiling.
• 10 panel milk bars and cafes
museum display.
• Security system including
burglar alarm and CCTV
system.
4. Substantial existing marketing
and WOM among locals and
visitors including existing
advertising, recent eCommerce-
enabled website and blog, a
Facebook page with over 3500
genuine ‘likes’, local and national
referral network in place.
5. Long-established brand & IP
including trademark for “Bells
Milk Bar” & all proprietary recipes
needed for the manufacture
of the range of Bells syrups
cordials. Existing local and online
repeat customers including
wholesale syrup customers.
6. All stock and supplies needed.
Includes syrups and ingredients,
packaging, retail merchadise,
etc.
A Broken Hill “must-see” but
also has real potential to go
national.
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9 Reasons why Bells is special...
Syrups & Cordials30 original recipe drinks bases, made on-site
to Bells’ own recipes. They combine to make
over 50 ‘out of this world’ malted milks and
soda flavours. Many of these flavours are not
available elsewhere.
Award-Winning SynergyThe real magic of the Bells experience lies in
the combination of décor and design, drinks
bases, story and the universal association we all
have with the 1950s milk bar. Bells has received
Heritage and Cultural Tourism Awards at all
levels including Runner up at the Australian
Tourism Awards.
Retail MemorabiliaWe’ve sourced a collection of rockin’ retro
memorabilia and retail items to perfectly
complement the experience here. The well-suited
retro collection satisfies discerning nostalgic
visitors, and it adds to the bottom line.
Original intact SurroundingsAuthentic drinks served in an original Milk Bar
environment featuring the Original Murals &
Decor of the 1950s & 1960s. One-of-a-kind-premises
featuring the original fixtures and fittings
including: working original soda fountains, real
metal milkshake containers, original furniture,
and loads more.
Milk Bar MuseumCustomers can experience it in the shop then
learn all about the history of Australia’s milk
bar and cafe culture in the museum area. It
adds a wow factor, exceeds expectations and
contributes to the experience at Bells.
Old is NewThe pending national heritage listing for Broken
Hill is exciting and the rise of vintage and retro
popularity in contemporary culture puts Bells
Milk Bar firmly in the frame when it comes to
unique and sought-after tourism experiences.
StoryBells Milk Bar is one of Broken Hill’s longest running
businesses (est 1892) – The Bells Story is amazing
and impossible to copy. (The trademark for the
name “Bells Milk Bar” is offered as part of this
package). Generations of Broken Hill residents
have been weaned on the drinks here.
Community Spirit.Not many businesses occupy such a meaningful
space in the hearts and minds of customers.
Bells represents a way of life that is no longer
available to most people. Simply put, customers
love Bells and the shop enjoys good standing in
the local community.
Trading HistoryBells has survived two world wars, a global
depression, and the ups and downs of life in a
boom-and-bust mining town. Under the current
management this has continued during the
GFC, a time when many other tourism and retail
businesses suffered dramatic downturns.
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Work Life Balance...
Under Management
The business is currently geared to allow flexibility
and work-life balance. The current owner works a
maximum of 10 hours a week in the business and
regularly takes time out to spend with his family
and for other projects. This is something that
could continue under new management, but there
is also an opportunity to work in the business full-
time and take Bells Milk Bar in new directions not
currently possible.
One-Of-A-Kind
The great thing about Bells is the unique nature
of the business, the lifestyle opportunities for the
right person, and the potential for growth if you
want to use the Bells IP, history, and the story as
a basis for expansion. There literally is nothing
else like Bells operating in the marketplace. The
opportunities to promote this are fantastic. You
can’t really put a price on this kind of uniqueness.
The Premises
Attached to the back of the ‘shop’ is a three-
bedroom house, as original and 1950s as the
milk bar itself. While this has been absorbed by
the museum and the business, it may still be re-
converted back to a house if desired, (although
there would be lots of customers who would be
disappointed). Either way if you love the 1950s or
the retro culture, you’ll be in heaven at Bells.
Inclusions at a glance...
• Physical original freehold premises including 3
bedroom residence.
• Extensive retro renovations throughout, new
cooling and flooring recently.
• All plant, equipment & stock.
• Includes freezers, fridges, ice cream makers,
commercial wash-up area, syrup-making
equipment.
• Collectables and memorabilia.
• Website and existing marketing .
• Brand & Logo, style guide.
• Award-winning business with loyal customers
and regular publiticy and free editorial.
• IP – Including Syrup recipes, Trademark for
‘Bells Milk Bar’.
• 30 recipes, logo, extensive WOM and PR.
• Over 3500 Facebook ‘likes’, 1/3 are locals.
• Handbook and systems – staff, OHS, marketing.
• Staff induction and training manuals, recuritment
and ordering procedures, operational systems.
• Trained staff in place and willing to stay on.
CONTACT JASON KING FOR FURTHER
INFORMATION INCLUDING FIGURES
jason@bellsmilkbar.com.au
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Paid Marketing & Extensive Publicity in Place
The current owner has formal marketing qualifications and comprehensive
marketing is in place including branding, style guide and existing
e-commerce website. Bells Milk Bar gets great word of mouth referrals
from visitors and repeat business from locals and visitors alike. As a
unique award-winning tourist attraction in the outback mining town of
Broken Hill, over the last 10 years, Bells has received consistent marketing
and publicity. Check out the examples of marketing and publicity featured
later in this document.
Patton Village Association
The Patton Village Community & Business Association was formed in 2010
and is a not-for-profit association dedicated to developing the tourism and
community potential of the Patton Village precinct where Bells operates. In
addition to a popular annual Christmas Street Party, the group organises
regular community events and is working towards a 2020 plan to revitalize
the precinct through a series of community infrastructure initiatives such
as Park upgrades, street furniture and murals.
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Location & AmenityBells is situated in Patton Village, a small strip
shopping precinct on the South Side of Broken
Hill’s famous Line of Lode. In addition to being an
iconic tourist attraction, Bells is the only sit-down
café on the South Side of Broken Hill, which hosts
around 25% of the town’s population.
Bells and the Patton Street shops are located
300m from the site of the Broken Hill Studios,
film and heritage precinct. The site is still to
be fully developed however the local Council is
committed to completing the development of the
site and a large scale tourism project is likely to
occupy the site in the future. Patton Street is also
the extension of the Wentworth Rd one of three
entries to the town of Broken Hill. The street is
also on the way to the airport.
Patton Street is known for the friendly vibe
and local community feel when compared to
cookie-cutter shopping malls. Bells is situated in
the centre of the precinct, next to a small post
office and across the road from Patton Park,
which is the only park-side shopping and dining
experience in Broken Hill. Most businesses
complement Bells, There’s a children’s indoor
play centre in the strip, a primary school nearby,
and a preschool across the road.
Apart from being unique in Australia, Bells is also the only sit-down cafe experience on the South side of Broken Hill,
home to around 25% of the local
population.
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Products & Services
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The Products & FacilitiesThe drinks and syrups are the main product sold
at Bells, however there are other products that
help make the business viable and which could
all be expanded to make the business more
profitable.
These include retail memorabillia, cakes and
slices, and an array of savoury foods.
For a quick glance at the ‘nuts and bolts’ of the
Bells experience, see this table and graph. (click
here to download menu or visit the website at
bellsmilkbar.com.au).
Products & Services Facilities & Displays
Bells Drinks: Milkshakes, Thickshakes, Soda Spiders, over 50 Flavours!
Original Milk Bar: Intact 1956 renovation of Bells Milk Bar with 1950s and 1960s décor.
Bells Syrups & Cordials: 250ml & syrups, 375ml & 750ml cordials,
Bells Murals: original Bells murals featuring dancing fruit, aliens and Bells Drinks.
Bells Other Retail: – Nostalgia focused retail items
Milk Bar Museum: Permanent displays, , local , state and national milk bar objects.
Bells Cakes & Slices: mainly 50s era, like lamingtons, carrot cake, muffins, apple pie
Milk Bar Memories: Customer’s local and interstate memories to share with others.
Bells Desserts: Bells Gelato, Sundaes, fresh baked waffles with Bells Syrup.
Bells Gift Area Adjoining museum, housing retail products
Bells Heath Conscious: Smoothies, soy milk, gluten free cakes.
www.bellsmilkbar.com.au: syrup sales, his-tory, memories, ‘how to’ you tube video
Miscellaneous: Classic Coke, water, choco-lates, hotdogs, lunch for groups
ECommerce Website: including syrups and retail memorabilia sales.
Online Syrups: Bells syrups and cordials available through online portal using PayPal.
Customer Toilets: Customer access to the Bells toilet - people can stay longer.
Bells Fudge: Bells own branded handmade traditional recipe fudge made onsite.
Parents Room: The Bell’s bathroom now with baby change table and chair.
Bells Lolly Shop: Bells branded handmade old-fashioned confectionery.
Bells Facebook Page: over 3500 ‘Likes’
Bells Savoury Food – NEW – toasties, hot-dogs, quiche, etc.
Free Wi-Fi: Fast and reliable free wireless internet with any purchase. (BYO device)
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“I am stoked to have a great quality Australian product on board. They
taste sensational!”- New Cafe Customer Sept 2014 -
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The Bells Experience
With roots in 1890s confectionery and cordial-making, the current shop
reflects the 1956 renovation. Stepping through the door, you’ll experience
a total time warp so real you’ll think you’ve landed in the fifties! It’s a far
cry from the corner store delis that seem to have hijacked the ‘milk bar’
term in recent years. On its own this
intact original milk bar is an Australian
icon and culturally priceless. The real
value, however, lies in the authenticity
of the entire Bells experience. The ‘out
of this world’ malted milks and soda
spiders served here are made using
Les Bell’s secret recipe syrups and
cordials, made onsite by hand in small
batches using the antique scales. All-
up there are over 30 recipes owned by
Bells with the potential to develop an
unlimited number of future recipes,
as well as spin-off products such as
dessert sauces. (The opportunity also
exists to expand the scale of syrup
production). Visitors can learn about
Australia’s unique milk bar and café heritage in the milk bar museum and
then experience it in the milk bar while drinking a Cherry Ripe Malted Milk
with nutmeg or sipping a Bodgie’s Blood Soda Spider – out of a real metal
container or soda glass – and drifting away to reminisce with the latest 1950s
and 1960s music.
Bells Syrups & Cordials
The syrups and cordials are made onsite using traditional small batch
manufacturing just like they always have. Many Bells flavours are simply
not available anywhere else in the Australian market. The range of 1950s
milk bar drinks made from the syrups and cordials account for the majority
of sales, either through drinks made
here or in the form of the syrups and
cordials. There are currently 30 flavours
of syrups and cordials, which combine
to make in excess of 50 advertised
drink flavours (and a virtually unlimited
combination for the creative). They are
also used in Bells desserts, and recently
we have started adding them to ice
cream bases to make our own Bells
handmade ice cream and gelato. There
is also a great opportunity to develop
new lines such as more food and
Bells memorabilia or retail offerings.
Currently the syrups and cordials are
sold nationally to a growing number
of cafes. Limited wholesale prices are
offered, however this is one key area where growth could be substantial
if syrup-making was expanded and more competitive wholesale prices
introduced. In addition, a market has been identified in Chinese high-end
supermarket stores looking to import more authentic Australian made
products, especiallyfrom the Outback with unique stories like that of Bells.
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GrowthPotential
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Expand Current Shop
Current plans to expand the current Broken
Hill store include extending the Bells museum
experience into the original 1950s lounge,
kitchen and dining room areas, expand the food
offering and develop a retro lounge / gallery
in the existing museum space (shot above from
recent short film shot at Bells).
There is strong demand for savoury food at Bells
and this as well as the range of Bells’ own cakes
and desserts can be expanded under the right
management. in addition, the strong current
retail giftware sales could be expanded with the
development of a range of bells memorabillia
such as T-shirts, hats, teatowels and mugs.
Expand & Export Syrups
Syrups are made in two gallon batches by hand.
There is consistent demand for the huge range
of Bells syrups by city-based cafes looking
to offer authentic milkshakes and sodas in
their shops. The high price relative to other
products has kept demand managable for the
current owner, however, a small investment
in upgraded syrup manufacturing capacity
would allow competitive wholesale rates to be
introduced and this area has scope for massive
sales. This includes selling to cafes and delis in
Australia but also potential customers such as
high-end supermarkets in China where demand
for Australian and ‘outback’ products is high
and the burgeoning middle class have money to
New Stores (Chain or Franchise)
Perhaps the most exciting opportunity to grow
Bells Milk Bar is through the establishment of
a chain or franchise model where the entire
concept is reproduced in other towns at sites
with high foot traffic and pockets of cashed-up
population. Nearly every other day someone
says ‘i wish there was something like this in my
town’.
Over the years several serious enquiries have
been made by people interested in starting their
own Bells store but timing and circumstances
were never quite right. The trademark for ‘Bells
Milk Bar’ comes with the sale to help protect the
brand.
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Bells History 101...
Bells Milk Bar started out as a small confectionery store called ‘F. Fenton Confec-tioner’ in 1892. The original building was situ-ated on the same site that Bells now occupies. Frederick Fenton was also a cordial maker. Mr Fenton hired John Joseph Longman as his apprentice.
By 1908, Fenton still owned the store, but Long-man was left in charge of the Patton Street store. Eventually Longman acquired the busi-ness.
Les Bell’s mother, Minnie Pearl Davis joined the business in 1903, as an apprentice cordial maker, and later married Mr Longman. Min-nie Pearl had three children to Longman: Eric, Robert and Eunice. In 1918 Longman was killed in France in the First World War, leaving Min-nie Pearl to run the shop on her own. It be-came known as ‘Pearly Longman’s’.
When she remarried on the 7th March 1923 to Les Bell, a toolmaker on the South Mine, the shop was known as “Pearly Bell’s”. Minnie Pearl was the true pioneer of Bells, running the shop solo as ‘Old Les’ continued working on the mine.
Legend has it that she would stand out in the street until it was devoid of a single soul be-fore closing; thus ensuring that no one was ever denied the opportunity to purchase one last special Bells drink.
The ‘Milk Bar” first appeared in Australia around 1932 in Sydney. Though “Pearly Bells” was already an old soda fountain shop of much renown, council records indicate a ma-jor re-development of the shop in 1938. This would have most likely been when it first be-came ‘Bells Milk Bar’.
As well as enjoying the atmosphere of the shop even back then, people came to taste Pearly Bell’s delicious drinks like the Green Lime or Ginger Beer Spider and Vanilla Malt Milkshake.
Minnie Pearl had another son, Les Bell junior, who eventually inherited the shop along with his wife, Mavis, in 1953. The fifties and six-ties live on in Bells Milk Bar. After only three years as owners of the shop, Les and Mavis conducted dramatic renovations in 1956. To-day, the intact 1950s architecture meets the Jetson’s-style ‘Dancing Fruit & Aliens’ interior murals. This is still architecturally stylish, and was ahead of it’s time in the mid 1950’s.
In the proud Bells tradition, Mavis Bell con-tinued the ‘doll-faced’ appearance adding a beehive hairstyle too. In the fifties, the pop-ulation was almost double that of today and Bells Drinks were in high demand, particularly over the sweltering Broken Hill summers.Les Bell was a perfectionist. He took his moth-er’s old recipes of the late 19th century and added the 1950′s ingredients to modernise them.
The result can still be tasted today – the drinks served here are made from Les Bell’s famous secret recipes which he adapted from his mother’s old fashioned recipes. They taste ‘out of this world’ and are a fine example of the benefit of retaining the old traditions like small batch handmade syrups
Picture Captions:
1. Original confectioner Bells morphed from.2. F.Fenton the first owner.3. The 1930s version of Bells. 4. The ‘New shop’ from the 1950s. 5. Inside Bells 1960s.6. Magic of bells, Les Bell’s certificate.7. Many remember these original scales.8. Les & Mavis on their wedding day.9. Christmas has always been busy.
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Publicity PR & WOM
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M AY 2014 QANTAS 49
The one-time mining capital of Broken Hill, way out west in New South Wales, has a rich history and a surprisingly strong connection to the arts. Ute Junker plumbs the hidden depths of this remote town.
Sculpture Symposium in the Living Desert Sanctuary outside Broken Hill
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Bells Milk Bar is certainly not your average outback water-ing hole. Belly up to the bar in
search of a thirst-quencher and, instead of an amber ale, you’ll be served a good old-fashioned milk-shake. With genuine 1950s interiors and a nice line in lime spiders and malted milks, Bells is a rare find. It’s also a Broken Hill landmark, having served the community since 1892.
“It is so old, it is back in fashion,” says owner Jason King, an out-of-towner who took over Bells in 2004. He says many locals remember the days when, after pub closing at 6pm, the milk bar and movies were the only entertainment in town.
“As children, they would walk down to the milk bar with the billy-can to get ice-cream to take home on a hot summer night.”
Art & the outback
Blog, Magazine & Newspapers
Bells is regularly featured in a range of magazines
and online travel blogs. Notable examples
include a recent lead paragraph (above) in
the Qantas in-flight magzine, a feature article
about Bells in RM Williams Outback Magazine
(and Outback Dining Annual), the front cover
of the Broken Hill Phone Book, and regular retro
and milkshake pieces in city newspaper lifestyle
pages.
Links to examples:• http://www.artereal.com.au/home/pdf/Simone%20Douglas_
Qantas%20Inflight%20Magazine_June%202014.pdf• http://www.traveller.com.au/history-milked-for-all-its-worth-
goad• http://www.australiantraveller.com/broken-hill/060-visit-a-slice-
of-the-50s-in-the-outback/• http://www.candm.com.au/travel/article/coathanger-shaped-
TV Shows & Film
Bells has appeared in most of the major travel
shows to visit the region including Taste of
Travel (pictured above), Discover SA, What’s Up
Down Under, Discover Downunder, and Sydney
Weekender. Furthermore a scene from the
upcoming Last Cab to Darwin feature film was
shot of the exterior, and at least two feature
films are under development with scenes in Bells
planned.
Links: • https://www.youtube.com/watch?v=kNcoaGzLJ7A• https://www.youtube.com/watch?v=8TB56eeJt7k• http://www.discover7.com.au/flinders-ranges-outback/food-
and-wine/cafe/bells-milk-bar-and-museum/• https://vimeo.com/79847898•
Word of Mouth & Social Media
Word of Mouth (WOM) is a vital ingredient in the
success of Bells. New custoemrs regularly walk
through the door thanks to the recommendation
of fellow travellers, friends, colleagues, and
relatives who describe Bells as a must see stop in
the hill. Bells also has a strong local fan base and
some of the locals have been coming here for
generations. There is also a strong social media
prsence especially facebook, and the Bells page
enjoys over 3500 likes, around a third of those
from Broken Hill locals.
Links: • http://www.visitnsw.com/destinations/outback-nsw/broken-hill-
area/broken-hill/attractions/bells-milk-bar-and-museum• www.facebook.com/bellsmilkbar• www.bellsmilkbar.com.au• http://www.visitnsw.com/destinations/outback-nsw/broken-hill-
area/broken-hill/attractions/bells-milk-bar-and-museum•
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www.bellsmilkbar.com.au
160 Patton StPatton VillageBroken HIll NSW 2880Australia
e. drink@bellsmilkbar.com.au
p. +61 8 80875380m. +61 414 917793
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