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Why ought to the espresso machine be the centrepiece of your espresso store?


As espresso machine expertise and design have advanced over the previous decade, increasingly more espresso retailers have targeted on the location of their flagship piece of apparatus.

Selecting the best location on your espresso machine not solely impacts barista workflow and buyer interplay; it may additionally create a brand new focus for any espresso store if positioned correctly. This may then serve to enhance the aesthetics and design of your café to additional elevate your model.

I spoke to World Espresso in Good Spirits Champion, Dan Fellows, and designer of Slayer espresso machines, Christopher Flechtner, to be taught extra about espresso machine placement. Learn on to seek out out what they mentioned.

You may additionally like our article on how the espresso machine influences barista workflow.

modern slayer espresso machine on a countertop

Positioning your espresso machine

For a few years, espresso retailers would place their espresso machines behind the bar. The overall thought behind this placement was that it prevented making a barrier between baristas and clients. 

However naturally, this location meant that baristas would usually have their backs to clients – arguably making a barrier differently.

To resolve this difficulty, specialty espresso retailers began to place their machines on the entrance of the bar lately. This manner, baristas might work together with clients whereas making ready drinks on the similar time – enhancing each high quality of service and workflow.

What’s extra, as espresso machine design has advanced considerably over the previous a number of years, they’ve turn out to be considerably of a centrepiece in lots of specialty espresso retailers. 

Dan Fellows is the UK Model Ambassador and Gross sales Promoter for Slayer. He’s additionally the 2018 and 2019 World Espresso in Good Spirits Champion, in addition to a UK Barista Champion. 

He believes that making the espresso machine the point of interest of your espresso store has turn out to be an important side of café design over the previous a number of years.

“With so many locations now serving specialty espresso, it’s more and more troublesome to distinguish [your brand from your competitors’],” he says. “The place as soon as there have been one or two retailers serving specialty espresso inside a given space, now there are various extra.” 

Because the specialty espresso sector turns into more and more saturated, it’s extra essential than ever on your model to face out.

“Espresso retailers are capable of elevate their model even additional with a machine that balances beverage high quality and person expertise,” Dan provides. “In the end, this creates a greater total expertise for purchasers.”

The espresso machine as a focus

Christopher Flechtner is the Lead Designer at Christopher Flechtner Design & Consulting. He’s additionally the designer of Slayer espresso machines.

He tells me there are two principal approaches to positioning your machine in a espresso store: minimisation and elevation. 

“[Minimisation is when you blend the machine into its surroundings by using] easy monochromatic shapes, with little-to-no house between the counter and machine,” he says. “Moreover, you’ll be able to even set the machine down into the countertop.”

Elevating the espresso machine, in the meantime, could be extra visually interesting, because it positions the machine as the very first thing clients will see after they enter your espresso store. In the end, because of this it acts as the primary impression of your model – one of many principal options of your café that clients will bear in mind.

“The espresso machine ought to be the point of interest of the espresso store – the place the place folks wish to collect and strike up a dialog,” Christopher explains. “It ought to sit proudly, however not [too prominently], because the centrepiece.

“In spite of everything, [a coffee shop’s focus is on high-quality coffee], so the principle software for making it ought to be celebrated,” he provides.

wood and stainless steel handle on a slayer coffee machine

How is espresso machine design evolving?

In recent times, we’ve seen a concentrate on espresso machine design, in addition to technical specs. Machine design and elegance have turn out to be extra of a precedence for espresso retailers; as such, extra cafés are selecting to spotlight their machines inside their retailer structure.

“Gone are the times when an espresso machine solely appeared like a metallic field on the counter,” Dan says.

As a substitute, espresso machines at the moment are designed to look extra modern, fashionable, and trendy.

“When Slayer was first launched to the worldwide market, it confirmed the espresso trade what a contemporary espresso machine might seem like, not simply how effectively it might carry out,” Christopher explains. 

Moreover, many more recent manufacturers, comparable to Slayer, have extra of a concentrate on construct high quality and use higher-quality supplies. These focuses can even complement the technological evolution of the machines over the previous decade.

“Slayer makes use of high-quality supplies to provide a machine that’s finally memorable,” Christopher tells me. “The model has set a brand new bar for [espresso machine design].”

Nevertheless, it’s not fairly as simple to design an espresso machine that boasts each technical excellence and excellent aesthetics. That is why many tools producers will work with design companies for assist.

Dan tells me that this new strategy to espresso machine design comes with “alternatives to rethink the norms of extra conventional design whereas nonetheless contemplating the person expertise”.

He provides: “We now have distinctive designs that make a daring assertion, [as well as supporting the barista’s role].”

A few of these new design components embody “shot mirrors”, which give baristas a greater view of the extraction, Dan says. He explains that this may also help baristas spot any channeling; that is when water finds the trail of least resistance by way of the espresso puck, resulting in a mix of underneath and overextraction.

Dan provides: “Alongside this, massive drip trays assist to enhance barista workflow, wing channels assist to cover pipes and wires, and wood actuators look elegant, in addition to being practical.”

Christopher explains why espresso machine design is so essential, particularly for purchasers.

“We eat and drink with our eyes first, so it’s essential that you just create an excellent first impression together with your espresso machine,” he says.

blue brushed metal on the front of a slayer espresso machine

Customising your machine

Now greater than ever, there’s a want for specialty espresso retailers to distinguish themselves from their rivals. The position of your espresso machine may also help you do that. When executed correctly, it may present clients why your model is exclusive.

Dan tells me: “Espresso retailers need their bodily areas and instruments, [including espresso machines], to align with their model aesthetic and ethos.”

Beforehand, espresso store house owners might solely select from a restricted vary of color choices and supplies. Nevertheless, the rising demand for extra customisable espresso machines means there at the moment are considerably extra choices obtainable. These embody logos, extra vibrant color choices, and totally different supplies for again panels. 

Particularly, the broader vary of supplies permits espresso retailers to create a extra cohesive visible id. As an example, wooden panels create a heat and welcoming feeling to your espresso store, whereas metallic is extra minimalist and fashionable.

Slayer’s totally customisable espresso machines [help to forge] a robust model id, in addition to having the ability to extract high-quality espresso,” Dan explains.

slayer espresso machine placed on a wooden pallet

Branding alternatives

By placing the espresso machine entrance and centre in your espresso store, you make it one of many first issues that clients will discover about your café. To place it merely, it’s an instantaneous alternative to spotlight and promote your model.

“Having an built-in and well-executed model technique is essential lately, even for the smallest of espresso retailers,” Christopher says. “A well-designed espresso machine helps to refine your technique and [shows customers that you value quality].”

Moreover, customising your espresso machine together with your model’s colors, brand, or another advertising and marketing supplies will make clients extra more likely to bear in mind your espresso store.

“Matching color schemes, logos, and different brand-specific customisations all assist to raise the buyer expertise,” Christopher tells me.

So far as the way forward for espresso machine design is worried, it appears inevitable that branding and customisation will turn out to be increasingly more commonplace. For espresso retailers all over the world, it looks like shut collaboration with espresso machine producers will turn out to be more and more essential.

“[Consumers are recognising more and more] espresso machine manufacturers and producers lately, so cross-promotion could be a very highly effective software,” Dan says.

Furthermore, high-quality espresso machines with customisable choices will doubtless turn out to be extra helpful advertising and marketing instruments for espresso retailers trying to stand out in a saturated market.

barista working behind the counter with slayer espresso machine in foreground

Throughout the specialty espresso sector, we’re seeing increasingly more espresso retailers concentrate on the place of their espresso machines. By doing so, they will extra simply seize the eye of consumers as quickly as they stroll by way of the door.

Moreover, with extra customisation choices obtainable than ever earlier than, you’ll be able to place your espresso machine so it’s completely aligned together with your model – solely additional elevating the buyer expertise.

Loved this? Then strive our article on how the house espresso machine market is evolving.

Photograph credit: Gruppo Cimbali

Excellent Every day Grind

Please word: Gruppo Cimbali is a sponsor of Excellent Every day Grind.

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