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Thermoplan on how its involvement in the World Coffee Championships has helped blend automation with craftsmanship.
Over the course of its 50-year history, Swiss coffee machine manufacturer Thermoplan has cemented its reputation as a pioneer in the coffee industry, first bringing automation to the international market in 1999. Now, as the specialty coffee industry evolves, the company is evolving with it.
Thermoplan’s next chapter blends craftsmanship with automation, where it endeavours to demonstrate that these elements are not mutually exclusive. This combination has unlocked a new market segment for the company to position it as a key player in the specialty coffee world.
Philipp Grammel, Team Leader of the Coffee Academy at Thermoplan, explains that as a manufacturer of automatic espresso machines, the company’s core focus in the past was meeting the demands of high-volume environments, where consistency and speed were key priorities, rather than the finer details often associated with specialty coffee.
However, since Thermoplan’s Black&White4 Competizione automatic espresso machine became the official machine of the World Latte Art Championships from 2024 to 2027, the company has gained a fresh perspective on the specialty sector.
“Events like World of Coffee represent a major opportunity for us to showcase our equipment,” says Grammel.
“By being present at these events, we can demonstrate the machine’s capabilities, which is important for larger customers. But at the same time, we understand that for smaller customers in the specialty coffee sector, it’s crucial to test the machine and experience how it brews coffee. This is why we decided to increase our presence at these events and become more involved in the coffee community.”
The machine made its debut at the 2024 World Coffee Championships in Copenhagen. It wasn’t Thermoplan’s first time at such an event, but it was the first time the BW4 Competizione was used as a World Championship machine, making it a very special moment for the team.
“When the SCA [Specialty Coffee Association] presented the opportunity, it was clear we wanted to dive deeper into this area. As a company, we believe we have created the right equipment for it and that became the starting point for us to pursue this further,” says Grammel.
This presented a unique opportunity for Thermoplan to blend automation with the creativity and craftsmanship that define specialty coffee – a core element of the coffee shop experience.
“I believe the craftsmanship is extremely important in the coffee scene, especially when you visit a coffee shop and pay a certain price, you expect a certain level of skill,” says Grammel.
He explains that the opportunity for automation lies in its ability to make coffee more consistent and comparable.
“Automation can level the playing field, making processes more even. While it may not apply to every aspect of coffee or our equipment, there is certainly potential in the broader coffee industry. The automation trend is growing and there’s definitely room for more innovation in this area,” he says.
As the World Latte Art Championship is centred around the milk, Grammel says that, coupled with the company’s long history with milk foam, it was the perfect platform to showcase the capabilities of the Competizione.
The machine was initially met with some scepticism, according to Grammel, but as more people began using it, they embraced its benefits.
The most rewarding moment came in 2024 when Thermoplan first worked with World Coffee Championships competitors. For some, it was their first experience with a fully automatic coffee machine and the feedback received was much more positive than the company had anticipated.
“As we got closer to the competition and started delivering the first machines to the competitors – offering training and providing opportunities to use the machine for local and world championships – the feedback became increasingly positive. This response exceeded our expectations and the feedback was incredibly encouraging – much better than we had hoped for.”
Grammel explains that one key takeaway from the feedback was how the focus shifted more towards latte art, rather than solely on the coffee itself.
The Competizione was originally designed to provide both precision and speed, ensuring a high-quality coffee product for competitions, which Grammel says makes it the ideal assistant for baristas in the specialty coffee world.
“On one hand, it allows baristas to showcase their skills, particularly with milk foam. On the other hand, when moving away from the competition setting, the machine’s automation supports individuals with little experience in creating perfect milk foam,” he says.
This combination of enabling skilled baristas while also assisting less experienced users is what sets the machine apart. It is designed to excel on the world stage, where a barista can create perfect milk foam, while also providing the automation to help others achieve the same result.
Participation in these events has unlocked a new way forward for Thermoplan, especially as it continues to engage with baristas in the process.
“When we originally developed the machine, we had a lot of baristas involved. However, as we engage with more roasters, they are bringing forward new ideas for features that could enhance a coffee machine. These ideas often push the boundaries and encourage us to think outside the box,” says Grammel.
And thanks to this involvement with specialty coffee, he believes Thermoplan now has a deeper understanding of what truly matters when it comes to its equipment.
“In the specialty coffee area, we can focus on what’s essential in craftsmanship. This will not only benefit the next generation of coffee machines but also the next generation of coffee professionals,” he says.
“We can also support professionals by educating them and the wider community on what specialty coffee is, what Thermoplan is doing in this space, and showcasing the artistry behind the coffee machine and espresso. There’s so much behind it, and I think it’s important to share this knowledge with the next generation.”
Looking to the future of equipment, the company considers the needs of baristas to showcase their skills. While fully automated machines are part of the equation, Grammel believes a certain level of artistry should always be behind the process.
“This is where we excel in making decisions and catering to individuals with varying needs,” he says.
As for the World of Coffee 2025 events, Grammel says the team are keen to bring the world of specialty coffee to home soil when Geneva hosts the show from 26 to 28 June.
“As a Swiss manufacturer, all our machines are produced here in Switzerland, so it feels a bit like a home race,” he says.
“We’re excited to be here, and it’s also a great opportunity for our employees, friends, and family to come and see us at a show.”
For more information, visit thermoplan.ch/en
This article was first published in the May/June 2025 edition of Global Coffee Report. Read more HERE.
The post Thermoplan helping artistry meet automation appeared first on Global Coffee Report.
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