The Biggest Mistakes We See With Coffee Machines on Trade Counters

Putting a coffee machine in a trade counter is a great way of giving customers something extra while they wait. But there’s one mistake we see more often than anything else:

The coffee setup is designed around the machine, rather than the customer.

A trade counter isn't a coffee shop. Most customers are there to pick something up, have a quick chat and get back to work. The coffee needs to fit around that.

The machine is in the wrong place:

We've seen coffee machines tucked away in corners, placed where customers can't easily get to them, or positioned right in the middle of an area that is already busy.

Ideally, the customer should be able to see the machine, understand that they can use it and get their drink without getting in the way of everyone else.

It's too complicated:

Customers shouldn't need someone behind the counter to show them how to make a coffee.

If there are lots of buttons, options and instructions, people are more likely to leave it alone.

For most trade counters, simple works best. Press the button, get your coffee and carry on.

The machine is too slow:

This becomes particularly noticeable first thing in the morning.

If several customers arrive together, a machine that takes a long time to dispense a drink can quickly create a queue around it.

A fast dispense time means customers can make their coffee without holding everyone else up.

There's nowhere to go afterwards:

This is an easy one to overlook.

If customers are given a hot drink but there's no lid, they may end up standing around the counter drinking it. That's not necessarily what you want when you've got a busy trade counter.

Providing lids means they can take the coffee back to their van or out onto site.

It isn't kept properly:

Even a good machine won't give good coffee if it's neglected.

The cleaning routine needs to be straightforward enough for it to become part of the normal working day. If the machine is dirty or the coffee starts tasting poor, customers will simply stop using it.

So what's the answer?

The best coffee setup is one that doesn't interfere with the way the trade counter already operates.

It should be easy for customers to find, quick to use, simple to clean and positioned so that people aren't blocking the counter while they make or drink their coffee.