To brew coffee, you simply pour hot water over coffee grounds. This simple action can give you a cup of coffee. Some people are still using this method, such as the folks from South East Asia (Singapore, Malaysia) who uses coffee socks to brew their coffee, or other folks that are comfortable with their French press coffee makers.
Likely because of the third wave coffee movement, people become more vested in the types of coffee beans, the type of coffee grinder to get the right grind size, the choice of milk frother. And with all these requirements, they just to look for the types of coffee makers that allows you to adjust the pressure, the temperature, the grind size in bid to achieve their desired brew.
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So now, you get a variety of espresso machines:
Similar to other coffee review sites, we have been sharing about the pros and cons of a coffee machine based on the strength of a coffee machine and it can be very subjective. What we like, might not be what everyone likes.
We concluded that choosing a coffee machine based on reviews (which is actually personal opinions of coffee drinkers) contains a lot of biases.
Back then, we do not have a choice. Such reviews are the fastest way to decide between one machine versus another. But as technology advances and the consumption patterns change, we are not able to track the intent of consumers as they interact with brands.
**The fact is, we consume content before we consume products. E.g. We check out coffee companies website prior to deciding if we want to make the purchase.
And it is based on this trend that we feel is how you should choose a coffee machine.
We recommend using the following metrics as you check out
When you want to find out more information, where do you go to? You will Google it. And this is the first metric that you are interested in.
For the brand that you are interested in, e.g. Saeco coffee machine, how many people searches for it on Google then finally landed on its website.
This is the first variable to showcase the popularity of the coffee machine.
You might have a specific use for a coffee machine, e.g. you want to use it in the office. And here is where the top keywords gives you further insights into how many people searches for a usage term then click into the brand website.
For example, many people would search for office coffee machine then end up in Nuova Simonelli website, this shows that many people relate or will consider this brand for use in their office. Or, someone could be searching for Milk frothing then click in to a Nespresso website, meaning that people actually consider Nespresso even though they will like to have a milk frother.
Some coffee companies might not have a lot of usage search, e.g. office coffee machine because most other website comes from people searching for their brand. They have done a great marketing campaign and people are aware of this particular coffee brand.
The number of searches (raw data) that click into the website gives you an insights on the number of people that know the brand and are considering to purchase it. You have to decide between the many searches on brand and the many searches for a usage.
Coffee Company 1 has 1000 people visiting the site after people searches for its brand
Coffee Company 2 has 1000 people visiting the site after people searches for office coffee machine
You have to decide which is a more important factor, people that agrees that this is a good brand or people agreeing that this is a good machine for the office.
Other than the country you are residing in, is the coffee machine popular in the region or even internationally. This is important for many reasons, but one key reason is the continuity of the coffee machine.
We know of brands that enters a market but after a few years of struggles, exit the market, leaving the customers with no access to spare parts and other critical services to maintain the coffee or espresso machines.
This chart gives you a glimpse into other similar coffee companies that you can consider. This widen the search and can potentially lower the cost for your acquisition of a coffee machine.
We will drop in new coffee company reports on a weekly basis so you will be able to evaluate using the above metrics with the latest reports.
We might not be able to furnish the latest coffee companies reports, and if you need the latest stats and data, click here and we will send it over to you in 1 working day.
Drop us a note below if you are considering a coffee machine for office, restaurant or your cafe and we should be able to recommend a machine (and in many instances especially for offices, a free on loan machine).
And if you enjoy this article on how to choose a coffee machine, visit our home page for more varied articles and reports.
OCM (OnCoffeeMakers.com) was started in 2007 with the first webpage about coffee machines. And for a number of years, we focused on helping people find their desired coffee machine (we still are helping folks with that! So, if you are looking for coffee machines for office or restaurants - check out the link).
In 2010, we started getting enquiries on restaurant marketing and we start to help food and beverage brands with their marketing. Below are campaigns and events that we have done over the years:
OCM's campaigns: F&B Marketing Ideas by OCM
OCM's Events: F&B Industry events by or with OCM
Check out this restaurant marketing guide to learn more about the many campaigns and companies we have worked with.
Since then, we have also created many marketing workshops and classes for the F&B industry. Many of these modules are still running in tertiary institutions such as Temasek Polytechnic Skillsfuture Academy and also ITE College East COC classes, below are some snippets of our lectures and workshops:
OCM’s F&B workshops: Food and Beverage Marketing Lectures | Workshops - click to watch classes on customer journey map, JTBD and more.
So, if you are looking for industry practitioners to help you scale your coffee or F&B businesses, do drop us a message or book an appointment. Do also check out our various social media platforms on regular F&B and coffee market updates:
For regular coffee (F&B) related videos: OCM Youtube
For Daily Coffee Inspiration (fun coffee content): OCM IG
For insights into the coffee (F&B) industry: OCM LinkedIN
PS: For the coffee lovers, we continue to share coffee articles (and videos) and have also started a free coffee class section (with free online coffee training supported by coffee partners).