The Australian hospitality scene, where coffee is not just a drink but a daily ritual, is nothing if not competitive. One brand that knows that all too well is La Marzocco. From its origins in Italy to its prominent role in cafes throughout Australia, La Marzocco has embraced and defined the essence of espresso culture.
Italian-based CEO Guido Bernardinelli sat down with B&T while in Australia to discuss how the brand has seamlessly integrated into Australia’s coffee landscape. More excitingly, he shared La Marzocco’s successful expansion into the ever-growing market of home espresso enthusiasts, a promising sign for the future of coffee culture.
La Marzocco’s journey into Australia began with a strategic partnership with Allpress Espresso, marking the start of a legacy that continues to flourish. According to Bernardinelli, their success in Australia hinges on more than just quality machines. “The greater success of La Marzocco within the Australian hospitality scene is partly owed to the craft and the culture of espresso coffee making brought to Australia by Italian emigrants and the role coffee plays in the lives of Australians today,” he explained.
To cater to the diverse needs of Australian baristas, La Marzocco has invested significantly in local training, after-sales support, and a robust parts network. Each machine, meticulously handcrafted in Florence, undergoes rigorous testing and customisation before reaching cafes and homes across Australia. The launch of La Marzocco Connect, an innovative app facilitating seamless service and support, exemplifies their commitment to empowering baristas with the tools they need to excel.
“We have a ‘bench testing’ team that tests every machine that arrives from Italy before it lands on the benches of cafes. We also train coffee roaster technicians to ensure that regardless of where they are in Australia, they can fix our machines with confidence”.
In recent years, La Marzocco has expanded its footprint into the home market, driven by the growing demand for high-quality coffee experiences at home. The introduction of the Pico grinder complements the range of home espresso machines, offering consumers the opportunity to replicate cafe-quality coffee in their own kitchens. This move not only caters to evolving consumer preferences but also reinforces La Marzocco’s position as a pioneer in bringing professional-grade espresso technology into homes worldwide.
“In a market where the quality of coffee is synonymous with commercial success, we closely collaborate with specialty roasters to educate Australians about how unique, high-quality coffee can taste when poured from a meticulously crafted machine— so now Australians by default can enjoy the taste of specialty coffee as part of their daily routine, from a local café, at work, or in their home,” Bernardinelli said.
La Marzocco’s journey in Australia is not just about selling machines; it’s about fostering a community of passionate coffee lovers and professionals. From cafes to homes, its commitment to quality, innovation, and customer engagement resonates deeply with baristas and enthusiasts alike.
As it navigates the evolving coffee landscape, La Marzocco remains steadfast in its mission to deliver excellence in every cup, ensuring that every interaction with its machines is a testament to craftsmanship, innovation, and the enduring allure of espresso culture.
