Surely, when consumers document their opinions on the espresso coffee machine they have recently purchased they will cover all the important elements in that coffee machine’s review?
It appears not to be so. When I think of reviews of coffee makers I immediately form a picture in my mind’s eye of the elements of the coffee maker that would interest me.
Does it have a glass carafe or a thermal carafe? Does the coffee maker clean easily and is it easy to operate? Does the manufacturer provide a guarantee and are parts readily available should I need to replace something?
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Is it easy to make coffee with this coffee maker is a critical element of the many reviews of coffee brewers I read.
However, none of the reviews of coffee makers will refer to the distribution of hot water in the filter basket assembly.
This might seem an unusual thing to mention but is, in my opinion, a critical element of what would constitute an attempt to identify the best coffee maker.
Sure there are many coffee makers on the market, but which of them will advertise the hot water distribution factor in their promotional material?
This is not regarded as a standard promotional topic and yet it should be. The distribution of hot water via the spray head in the filter basket group is vitally important to the quality of the coffee being brewed.
The industry standard is a five hole cluster in the spray head. Any good coffee maker, Delonghi would be a good example, has a five hole cluster in the spray head.
The Moccamaster from Technivorm has been launched with a nine hole cluster in the spray head. This must lead to a better and more efficient distribution of the hot water in the filter basket group which in turn means the coffee grounds are better saturated.
This means a far more efficient use of the coffee grounds located in the filter basket and that also means better value for money. Hardly ever is this mentioned in reviews of coffee makers.
That should be reconsidered as the quality of the coffee brewed as well as the efficient use of the coffee grounds are central issues as far as value for money is concerned.
Surely we are interested to know whether the coffee grounds we place in the filter basket are used efficiently. I sure am.
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).
Learn more about the event on The Power of Market Research organised by Alumni of Adelaide University.
**Gain insights into Singapore Industry with a free F&B industry report valued at $495.
See you on 24 August 1630 hr. (Sign up below)
Free tickets code: adelaide0823
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Previously: Making Coffee with a Coffee Sock.
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Choosing: Office Coffee Machine
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