The growing popularity of specialty and greater attention to quality coffee, but also staffing difficulties. Data analysis and IoT. More attention paid to assistance: these are some of the trends in a polarised market, say two protagonists who are closely involved with exports to the North American market.

“North Americans usually look for two aspects: quality and knowledge,” says Andrea Clerici, marketing director of Cimbali. “This interest in specialty coffee is rooted in the increasingly widespread search for quality coffee. Interest in specialty coffee is no longer monopolized by cafés or coffee shops, but has become more widespread and bigger: at home, in the office and shared spaces, facilities for sports, health and wellness, boutiques, and in the world of takeaway and “coffee to-go”, coffee has become omnipresent. Quality coffee is now a priority for all businesses, as coffee has become key to creating and building relationships with clients. Therefore, coffee machines no longer have to exclusively please the professionals, but everyone else as well.”

The market tends to become polarized: “some want a lower-end model that is ‘value for your money’ and makes good quality coffee at an affordable price (usually a viable solution for restaurants) others are looking for a high-end flagship model only used to show off and create an “atmosphere” around the counter.”

Attitudes have changed and there is now more interest in superautomatics. “The improved technology in these machines makes work for the user easier, from coffee extraction to milk frothing, simultaneously assuring the consistency of quality in the cup regardless of where the coffee is being brewed and by whom. It is important because in many situations, there is a constant turnover of users. This, along with Internet of Things connectivity, has been a game-changer for many chains. In fact, thanks to the Wi-Fi connection, the machine communicates and allows you to remotely monitor the details and performance of all the functions and performance of the machine.”

For the North American market, Cimbali has come up with a super-automatic with Bluetooth connectivity and a myriad of features that allow customers to have fresh, high-quality coffee, made to order. Thanks to the machine’s double grinders, coffee beans are always freshly ground to ensure maximum quality in the cup and can additionally brew in different quantities from 12 to 24 oz, hot or cold.

“In the USA today the aim is to innovate without disrupting, and if anything by adding new features,” explains Tommaso Natale, marketing & communication manager with La Marzocco. “The idea of connecting machines up via an app is an example of this: we are working on achieving efficiency in retrieving sensitive data in the use of the machine and on predictive maintenance, without losing the manual dexterity of the barista, which is a big plus in the case of our products. We believe that the knowledge and interpretation of data can lead to an ever improved use of coffee machines.”

As for the products in greatest demand, the North American market wants quality, convenience of use and durability. “The best-selling machines are the Linea Classic and the Linea PB. The double boiler is appreciated for the thermal stability it gives over a long period (hence the quality of the coffee that goes into the cup) and the performance features of the steam boiler, which the Americans use a lot to froth various types of milk.”