They chose the 'Hudsons' name simply to give the business an "international feel," and even considered using a stylised picture of New York City's Chrysler Building as the company logo.

[7][9][11][12][13] In May 2013, the chain introduced a second blend of coffee that is a darker roast with caramel undertones called, Barista's Choice.

Although there are no known health risks associated with the consumption of permeate, growing public concerns over the by-product has forced many milk producers (including Hudsons' supplier, National Foods), retailers, and cafés to cease adding it.

In February 2012, Emirates reopened its second Melbourne Airport T2 (international departures) Hudsons Coffee outlet with a radical new look, logo and slogan - 'A little love in every drop' - conceived by Hoyne Design.

This outlet is being used by the company as a trial site for customer feedback and sales data as research showed public perception of the brand had dimmed in recent years in favour of independent cafés.

Emirates have recently stated that they would like to grow the chain to at least 250 outlets domestically before expanding internationally, thus a redesign is necessary for this to be achieved.

Hoyne Design says, "the rebrand embraces the spirit of independent cafés, moving away from pedestrian aesthetics associated with chains."

It has been deemed a success as research since this store's reopening has shown customer feedback with 98 per cent approval and double digit sales growth.

[24][25] In June 2013, the company reopened its second refurbished outlet with Melbourne Airport T3 (Virgin Australia and Rex Airlines domestic departures).