Paul Douglas will be up before sunrise on Thursday, starting at 4am to deliver coffee to customers attending nearby Anzac Day dawn services in the outer Melbourne suburb of Emerald.

"It’s a marketing decision [to open], we very much feel that we’re part of the community, we’re an amenity. We're the place you buy your daily coffee and bread," he said.

Paul Douglas and Belinda Smullen are preparing for Anzac Day trading at their Emerald establishments.

Mr Douglas and his wife Belinda Smullen own three businesses in Emerald: coffee fitout Incy Wincy, The General Food Store and Italian restaurant Bam Bam.

All three will be open on Anzac Day with a 15 per cent public holiday surcharge, though that won't entirely cover the increased hourly rate for staff, which can be more than double a regular working day.