One of the key decisions for coffee shop owners and managers is choosing an espresso machine. Not only is it an expensive, long-term investment, but it’s also the tool responsible for generating most of a shop’s sales and revenue.
This makes selecting a machine that suits your business model and value proposition essential, and there are key considerations to factor in. Integrated technology, ease of use, efficiency, design, and performance all have an impact on beverage quality and speed of service, shaping the user and customer experiences and influencing which machine will work best for a café.
I spoke to SLAYER Espresso’s Brand Manager, Tommy Gallagher, and Regional Manager for Latin America, Giovanni Beccari, to find out more.
You may also like our article on why the espresso machine should be the centrepiece of your coffee shop.
Understanding your business model is first and foremost
The coffee industry is vast, comprising a myriad of businesses ranging from large chains to medium-sized roasters to small specialty coffee shops. This diversity drives innovation but inevitably means that brands face more competition and must find new ways to stand out.
“Every business is different, and when choosing an espresso machine, I always challenge coffee shop owners to ask themselves: Why are you different from the rest? What makes your business special?” says Tommy Gallagher, who has worked at premium coffee equipment manufacturer SLAYER Espresso for over six years. “An espresso machine is a tool responsible for most of the revenue generation, and its selection will largely depend on the nature of your business.”
While some coffee shops focus predominantly on the speed of service and high-volume sales, others emphasize quality and customer experience. Staff retention also plays an important role, with certain specialty coffee shops heavily investing in barista training and positioning themselves as education and community hubs.
“As a business, it’s important to clearly define who you are and what you offer to your audience,” Tommy adds. “From there, you can see what machines are available in the market to acquire the most suitable model for your company.”
Taking a strategic approach
Investing in premium, dependable equipment is crucial for coffee shops to keep up with consumer demand.
“As consumer preferences shift toward specialty coffee, having reliable espresso machines becomes essential to keep up with market trends and meet customer expectations,” says Giovanni Beccari, SLAYER Espresso’s Regional Manager for Latin America. “Consumers often seek out shops that serve coffee crafted by experts, and an espresso machine is a sign of commitment to quality.
“The ability to create a variety of espresso-based drinks will attract a broader clientele, too.”
Coffee businesses that are able to invest in high-performing espresso machines also need to train their staff to exceptional standards, improving coffee quality, service, and potential profitability.
As espresso machines have increasingly become the centrepieces of coffee shops, the design of equipment also plays an integral role in the customer experience. A growing number of cafés are positioning high-aesthetic espresso machines as focal points of their shops, increasing consumer interest and adding perceived value to their branding.
Key factors to consider
With significant upfront costs, purchasing an espresso machine requires long-term commitment. Coffee shop owners and staff need to feel assured that they will be equipped with a reliable machine that delivers consistent results.
“The best machines inspire users to improve their craft, and that’s what we aim for,” says Tommy.
Coffee businesses should first consider the number of drinks the machine will need to prepare on a daily basis. High-traffic shops may benefit from multi-group machines for faster service, while smaller cafés with less footfall can opt for single-group models.
Ease of use and interface design will also impact staff training and efficiency. Machines with intuitive controls can shorten the learning curve for new baristas and free up time for more experienced staff.
Room for innovation
As specialty coffee consumption grows in a number of markets, both mature and emerging, the demand for new and differentiated flavour experiences increases.
Coffee shops need to look for machines that offer customisable settings for an ever-growing number of variables, including:
- Grouphead temperature
- Pre-infusion time
- Pressure profiles
- Flow rate
These features enhance espresso quality and allow baristas to experiment with different types of coffee, including processing methods and varieties.
SLAYER Espresso’s Steam LP is designed for businesses focused on speed of service. The user can switch between manual and volumetric settings to accommodate a range of experience levels. Once a barista defines their ideal recipe, the machine’s interface allows easy recording for replication throughout their shifts.
The Espresso v3 features patented Needle Valve technology that allows baristas to prepare coffee with two different flow rates, prolonging the extraction time if needed. “Thanks to its unique water flow system, the Espresso v3 produces results that can’t be replicated on other machines,” Tommy explains.
The Slayer Steam EP, meanwhile, includes an optional pre-infusion setting of up to four seconds for more even saturation prior to extraction, helping coffee businesses achieve consistency with blends and single origins.
Business owners should also evaluate the ease of maintenance and repair and account for access to local technical services and spare parts to minimise downtime in case of technical faults. Ongoing support can be vital to maximising the machine’s capabilities and should play a key role in the decision-making process.
Navigating barriers in the market
Coffee shops in emerging specialty coffee markets like Latin America often face several challenges with their espresso machines, which can affect their ability to serve high-quality beverages.
“Some shops use low-quality or outdated machines that don’t maintain consistent temperatures or pressures, which are essential for crafting quality espresso,” Giovanni explains.
Another recurring issue is a lack of awareness about proper machine care, which can have devastating consequences on coffee quality, health and safety, and customer satisfaction.
“Regular maintenance is crucial for optimal performance,” Giovanni adds. “However, access to qualified technicians and spare parts can be limited. This leads to prolonged downtime and inconsistent beverage quality.”
To address these challenges, SLAYER Espresso partners with authorised distributors in Latin America who provide maintenance, spare parts, technical support, and remote customer service to guide troubleshooting and minor repairs. Investing in staff to develop thorough cleaning and preventative maintenance schedules is also key to improving equipment longevity and avoiding unnecessary repair work.
“Coffee businesses look for machines that not only deliver optimal extraction and quality beverages but also offer an experience that rewards baristas with exceptional results, motivating them to innovate,” concludes Tommy.
Acquiring an espresso machine is a significant decision, so coffee shops need to have a clear understanding of their brand identity and value proposition before committing to such a big purchase. This will only help them determine the most suitable machine for their needs, yielding the best possible results for their business.
Enjoyed this? Then try our article on how the espresso machine influences barista workflow.
Photo credits: SLAYER Espresso
Perfect Daily Grind
Please note: SLAYER Espresso is a sponsor of Perfect Daily Grind.
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