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Manual, semi-automatic, automatic, or super automatic? Often, the choice is difficult to make. Retailers who learn the intricacies of different espresso machines' options available to them and properly assess their business goals, including their current and future needs, will be better equipped to choose the proper equipment for their businesses. In this month's column, Design and Marketing Manager Tammy McKenzie of Michaelo Espresso, Inc., a full-service espresso products and services company based in Seattle, provides us with directions on how to choose the right espresso machine for your needs.

Choosing the Type of Machine
Generally, commercial espresso machines are defined according to the way in which they perform. For instance, conventional machines (manual, semi-automatic, and automatic) require manual preparation of the coffee -- the operator must grind, dose, tamp, and load the machine. Superautomatic machines offer internal grinding, dosing, tamping, and loading of the coffee and are available in either one- or two-step versions.
Conventional machines can be reliable, require a lower initial investment, often need only in-house maintenance, and are perceived as the "traditional" way of preparing espresso. On the other hand, conventional machines need daily grind adjustment to assure high-quality results, and also require substantial staff training. However, the recent increasing popularity of pods has helped alleviate some of those concerns, allowing retailers to produce more consistent quality from cup to cup and lessening the time and investment involved in training staff.
Superautomatic machines are easy to operate and require less staff training. They also reduce product cost by 20 to 25 percent. Typically, superautomatic machines require less counter space, are cleaner to run, and track shot counts, maintenance, cleaning, and water filtration status. On the negative side, most superautomatic machines require grind adjustment, have a higher maintenance cost, are more expensive to purchase, and require a trained technician for maintenance.
Any retailer who is considering purchasing an espresso machine for his/her operation should have an intimate knowledge of the pros and cons of each type of machine in order to evaluate which is the most appropriate for their business.
"Too often, retailers who are new to the industry don't have a basic understanding of the commercial espresso machine," said McKenzie. "The unfortunate result is they often jump into purchasing a machine that doesn't best meet their needs."

Fullfilling Operational Goals
Besides understanding the different types of machines, it is essential that you know whether the machine will align with your type of operation. To do that, you need to be able to answer questions about volume and you must clearly know your company's goal.
"Is it to serve the best-tasting, most-consistent espresso in town," asks McKenzie. "Is it to offer classical-style coffee artistry? Is it to offer good coffee quickly in order to produce good revenues?"
Further, McKenzie stresses that retailers decide what role espresso will play in their businesses.
"Will it be a primary or secondary product or be complementary to your core business?" asks McKenzie.
Another factor that impacts the purchasing decision is the question, "How many cups of espresso do you sell per day?" This is the primary question you must answer in order to determine the type, size, and features of a machine that will best suit your unique needs. Also, it is helpful to break the total volume per day down into different time slots. For instance, if two-thirds of your business occurs within a two-hour time span, the demands on your machine will be different than if that number is spread across 12 hours.
"It is also essential," said McKenzie, "that retailers consider the future demands of the machine. Make sure the machine you purchase not only meets the needs of your business today, but will be sufficient for any anticipated growth in years to come."

The Staffing Component
The staff is another important component to consider when choosing a machine.
"You cannot underestimate the impact staff has on your business from a customer service and operations standpoint," McKenzie added, suggesting that retailers ask themselves who will be operating the espresso machine and how much time and money are they willing to invest in their training. Remember to take into consideration your turnover rate. If your staff turnover rate is high, it might be beneficial to consider a machine that doesn't require much training, yet provides a consistent, satisfactory result. Of course, underlying this entire component is the quality of coffee the machine produces.
"It is a delicate formula that retailers must weigh between cost of the machine, consistency, and the requirements to train staff on how to use and maintain the machine," McKenzie explained.
When searching for the perfect machine to fit your needs, assess the machine's quality, compare its features, and then choose a dealer.

Choosing a Dealer
Following are just a few of the numerous questions that you should ask potential dealers before you select one: "Will you be available 24/7?" and "Do you have enough staff to help you when you need the help, even if it is at the crack of dawn?" Also of concern, according to McKenzie, is who answers the phone.
"You want it to be a paid, scheduled on-call employee, not a tech who is picking up extra hours covering 'on-call' and is hoping their pager doesn't go off," explained McKenzie.
It is also important to understand the dealer's distribution network. Does he/she distribute nationally, and if so, how quickly can they deliver parts or service to your locations?
Be sure to ask for references. If possible, call or visit some of the references and find out how long they have been in business.
"You want to find that your dealer has long-term clients who are consistently happy with their equipment and support," McKenzie explained.
Finally, does the dealer have knowledgeable sales staff members who are passionate about espresso?
The sale of the machine should include professional installation (not hooked up by a plumber or a noncertified technician); a parts warranty; a labor warranty, if possible; and a 24-hour callout during the warranty.