Java Script

Could investment in tech-driven solutions both back- and front-of-house help hotels serve the next generation of coffee connoisseurs?

Words: Jenna Campbell

An integral part of society, drinking coffee has become part-and-parcel of the daily grind, with an estimated 95 million cups consumed in the UK every day – a reality that is not lost on hoteliers who ensure high-quality caffeinated drinks are readily available across their properties throughout the day. And with consumers developing a more discerning palate for specialist brews and blends, investing in everything from cold-brew kits and moka pots to state-of-the-art espresso machines, operators are seeking out ever more innovative solutions to lure coffee-drinkers out of home. Informing part of the so-called Third Wave Coffee movement – the drive towards appreciating coffee as an artisanal foodstuff rather than a commodity – the pandemic has done little to deter the trend towards premiumisation, though it has altered the way in which consumers purchase and drink coffee. Like many within the foodservice industry, the segment stands at a crossroads. Ongoing lockdown restrictions and temporary closures have affected certain aspects of the industry more than others. The UK’s branded coffee shop market suffered a near 40% decline in sales in 2020 according to Allegra’s Project Café UK 2021 report. “World Coffee Portal forecasts it will take at least three years before the segment returns to pre-pandemic levels,” comments Jeffrey Young, founder of Allegra Group. “Recovery will require significant innovation, discipline and leadership, with successful operators adapting to ongoing trading challenges with technologyled solutions and new store formats.”

With a new generation of coffee drinkers now also turning to the beverage for its potential health benefits – think cold-brewed beverages infused with nitrogen and the addition of plant-based milks – in 2021, getting a caffeine fix is as much about the experience as the taste and quality. Similarly, as the demand for contactless options grows, the industry and its partners must be ready to adapt and innovate. For hotels, emerging with premium products and experience-led drinking occasions will also be important.

Recognising the need to cater to these tastes, lifestyle-focused brands such as Locke have partnered with independent brands such as Shaman Coffee to provide grab-and-go options to guests and locals alike, while Sheraton Hotels & Resorts has evolved its lobby experience, shifting its focus towards a community-driven model. Properties in destinations including Tel Aviv, Dubai and Phoenix all feature the

new concept, which is inspired by café culture. “We are aiming to create an environment in our lobbies where our guests feel comfortable working, relaxing or connecting with others, and we took inspiration from coffee house culture when designing that experience,” explains Amanda Nichols, Global Brand Leader at Sheraton Hotels. “Coffee is an important element of our offering – not only in the morning, but throughout the day. We even have a special coffee-infused cocktail menu in the evening, where guests can enjoy espresso martinis, Irish coffees and other cocktails blended with cold brew and coffee liqueurs.”

Serving top quality drinks will be particularly important over the coming months, as hoteliers look to get guests back through the doors. As a result, the procurement of high-quality coffee machines will play a key role in this endeavour. Modbar – the original undercounter brewing system – is one of those enabling operators to push the boundaries by providing the tools to create unique spaces and memorable drinking experiences. “Today we feel confident that we can provide the market with an authentic product, interesting from the philosophical, aesthetical and project point of view, and innovative for modularity and flexibility – all while maintaining coffee quality in the cup which has always distinguished our company and coffee experience ethos,” says Giulia Spanio, Global Business Development Manager at Modbar.

Short for modular brewing system, Modbar places the inner workings of espresso machines beneath the counter, allowing the taps to be neatly displayed on the countertop and eliminating the barrier between barista and customer. Based on research and development from La Marzocco’s Linea PB, the Espresso AV coffee machine comes with the same level of reliability, performance and temperature stability and features PID temperature control, volumetrics and optional scales. This art piece for the countertop, is complemented by the Modbar Steam station, which gives customers a full view of drink preparation and comes with double wall pro touch stainless steel wands, ergonomic handles and a contemporary solenoid-based design.

Looking ahead, Modbar is adapting its strategy and product development in line with the continued push for premiumisation, supply chain transparency and digitally innovative solutions. “Technology continues to push the accelerator on giving voice to raw materials, raising the quality in the cup and ensuring ever higher standards,” reflects Spanio. “At the same time, the technology applied to the coffee world is also turning its attention to requests from the outside world – requests for ease of use, exchange of information, automation and authenticity. And it is in this direction that Modbar is orienting its approach to the market, becoming a meeting tool and an opportunity for relationships and experience.”

Behind the scenes, the way in which operators connect with suppliers to procure the latest technologies and products for F&B concepts has

also changed. Foregoing in-person meetings in favour of virtual solutions, brands such as WMF have led the way in this approach, taking its portfolio online by launching a virtual showroom to offer customers a new way to experience its products. “Digitalisation is advancing relentlessly in all areas of society, nowadays almost all companies are dealing with digital concepts for communication and interaction,” notes Renaud Gey, Vice President of Strategic Marketing & Product Management GBU Professional Coffee Machines at the WMF Group. “This includes not only video conferences and digital meetings, but also virtual events and trade fairs.”

Whilst not intended to replace face-to-face interactions, a digital-first strategy offers a platform for exchange, whether that be for product information or personal consultations. “The experience rooms appeal to a new generation of WMF buyers. After all, for young restaurateurs and hoteliers, using virtual media is already part of everyday life,” explains Gey. “In the next phase we have planned to use the showroom as a basis for live presentations as well integrating possibilities for direct contact to our customer service and sales department via messenger and call-back buttons.”

Based on the look and feel of WMF’s trade show booths, stations are accessed via an intuitive navigation concept, allowing users to move around the room by clicking on different product areas or by using a threedimensional map. From here, visitors can glean more about the brand’s portfolio of machines including the fully automatic WMF 1300 S, via its Highlight counter; explore the Features & Innovations station, which provides insight on the everything from cup functions to coffee technologies; or visit the Coffee Excellence Centre, where specialty coffees recipes await.

In addition to its virtual showrooms, the German manufacturer has also responded to demand for contactless coffee equipment and services through its mobile devices. “Our professional coffee machines have become more connected in holistic approaches of self-checkout with a trend to touchless handling,” says Gey. “The web-based app WMF SmartRemote is an innovative tool for ordering and preparing beverages completely contactless and enables restaurateurs, hoteliers and shop owners to continue to deliver selfservice concepts in a way that is hygienic, clean and safe.” Meanwhile, for businesses looking for real-time data on the readiness and output of its WMF machines, the brand’s telemetry solution, CoffeeConnect, enables users and service technicians to provide high diagnostic depth and monitoring without human contact. As demand for specialty coffee and contactless solutions continues to grow, operators will remain committed to finding new ways to incorporate the latest trends and digital innovations into the wider hospitality experience. Most likely, it will be the brands that embrace new modes of communication, who operators will turn to help them navigate the next wave of coffee drinking experiences.