[[{“value”:”Image: Franke
Franke has revamped its global sales strategy to stay strongly connected to key international markets, and have its finger on the pulse when it comes to global influences and consumer feedback.
Technology has evolved over the ages to be recognised as a valuable resource to connect people no matter the geographical instance. From phone calls to emails, video links to social media, connection is instantaneous at the click of a button. But no matter how technologically savvy the world gets, it seems nothing is more valuable than face-to-face connection. It’s the way relationships are formed and trust is created.
For Swiss coffee machine manufacturer Franke, connection is key. It has company branches that extend to more than 320 master distribution partners across 80 countries. To take its connection even further, however, Business Development Managers (BDMs) are present in three key regions including the Americas; Europe, the Middle East, and Africa; and the Asia-Pacific region. Each is responsible for the continuous expansion and further development of the business in their designated sector, and report to Vice Presidents (VPs).
“We have operated overseas for many years, but the increasing diversity between the regions called for us to restructure so we could best serve each country’s unique needs,” says Franke Coffee Systems CEO Marco Zancolò.
In each region, BDMs are not only a support to their partners and a first point of contact, but also the eyes and ears on the ground to identify local trends and end-consumer market needs. Each conversation and piece of feedback has the potential to lead into product development opportunities and new technological features.
One such idea that became a reality was the Touchpad Operation Assistance feature, developed as a result of valuable partner feedback.
People with limited mobility or in wheelchairs can use the touchpad as an accessibility tool – located at the front of the drip tray – to operate the coffee machine and order their favourite beverage without difficulty.
Upon touch, a mouse pointer appears on the operator screen, which can be navigated like a laptop and trigger the desired functionality on the coffee machine.
Patrice Schaer, Product Manager A line at Franke, says such developments driven by market feedback are what ensures Franke’s machines remain at the highest possible level of quality and on the cutting-edge of innovation.
Schaer notes that customer feedback often leads to enhancements for product optimisation. Ideas and feedback from all international markets are valuable and can inspire features that benefit consumers worldwide.
“Some of the customer feedback we receive is related exclusively to software. The implementation of valid suggestions into new features makes us feel even closer to our customers and partners. They allow for an implementation through our Internet of Things solution and can be deployed across all machines,” Schaer says.
Another technological example on the back of consumer need comes from a suggestion in Scandinavia. Schaer says Nordic countries tend to prefer filter coffee, which the company’s machines can adjust for through its patented needle filter. This versatile feature can be ordered with all A line machines, such as the A600, and is best used for brewed coffee and espresso-based beverages.
All new features and technological developments are brought to life at Franke’s headquarters in Aarburg, Switzerland, where each coffee machine is manufactured. In order to grow Franke’s distribution further abroad, however, the company has expanded its number of representatives and BDMs globally, including those in India and Dubai, in addition to established subsidiaries in Germany, the United States, the United Kingdom, and master distribution offices in Japan and China.
Schaer says machines such as Franke’s A300 are increasing in popularity among demographics looking for a compact coffee machine solution with a modern design.
“Some markets prefer to have smaller machines but are worried about compromising the quality of the final product,” Schaer says. “With Franke, this is never an issue because users can expect the same level of quality across our entire portfolio.”
Image: Franke
The A600 incorporates many of the same innovative features as the larger models in the A line such as the A1000 and the SB1200. This includes the ability to create iced coffees with milk foam, and the option for any of Franke’s modular add-on units, such as milk fridges or a Flavor Station for syrups.
Franke’s coffee machines are designed to be reliable and operate smoothly, without technical difficulties. As such, operator intervention is seldom required, and machine downtime is reduced to a minimum.
To ensure each machine maintains a high level of performance over time, automatic cleaning systems have been developed, an idea based on customer feedback.
In addition, Franke offers guided assistance on how to best utilise its cleaning services, which is available on the company’s website, and in person through local technicians across the world, in larger markets and niche destinations.
Having a global network of delegates not only enables Franke to respond to customer demands but also allows it to drive innovation based on market trends and local consumption habits.
Franke Coffee Systems Vice President Europe, the Middle East, and Africa (EMEA) Roman Probst says the expectation among locals for quality coffee is increasing.
“We’ve noticed the end user has more coffee knowledge than ever before, and this includes a greater demand for milk alternatives,” he says.
Probst adds this expectation extends to anywhere that supplies coffee, including petrol stations, a segment in which Franke has seen great growth. He says the A600 automatic machine is the top choice, with the A800 following closely behind.
“We have also seen a rising demand for the Mytico line since it was first introduced last year,” he says.
According to Probst, Franke’s broad portfolio ensures each segment of the market is catered for, with differences in output and size that allow for the customer to select the best machine for its business.
“Each of the models in the A line portfolio have a similar appearance, which helps customers recognise the brand,” he says. “They have an excellent user interface and innovative developments such as iQFlow, IndividualMilk Technology, and iced coffee functions, which customers have been loving.”
Probst says market trends towards the premiumisation of coffee and a focus on indulgence has also yielded new flavours, including those based on bakery treats and nuts. Franke has supported such trends with technological innovations, quality design, and reliable performance, which allow for customisable solutions such as the incorporation of Flavor Stations.
Corrie Byron, VP Americas, has also noticed the continued interest in flavours, and says convenience is now a major driver.
“Consumers across all segments are increasingly looking for fast and convenient experiences,” says Corrie. “In North America we are seeing a shift in the market, such as the explosion of iced beverages, the migration from traditional to specialty coffee, and a trend towards convenience.
“On the other hand, Latin America has a diverse and evolving specialty coffee culture. Brazil has been the world’s largest coffee grower for the past 150 years, but the growth of specialty coffee has only gained momentum recently. There has been a growth in the coffee shop culture which has led to a higher quality expectation from consumers.”
In the Asia-Pacific region, VP Stefan Niederberger stresses the importance of having machines with the ability to offer plant-based milk alternatives.
“There is an increasing demand to bring choice, customisation, and seasonal drinks to a rapidly evolving and very demanding customer base. In response, our clients develop very creative recipes, hot and cold beverage options, and propose new flavour combinations with syrups. Often, this is in combination with various plant-based options, and even fruits and juices,” says Niederberger.
“We even have a customer in a self-serve concept who has decided to only serve plant-based milks, offering a choice of oat and soy using our fully segregated milk solutions.”
Asia’s convenience-store culture has meant great success for Franke machines in the region.
“Customers have the flexibility to use the right machine for the right context, nothing more, nothing less. Asian customers looking to meet the growing demand for high-quality coffee in their establishments find Franke’s portfolio of machines, and their multiple solutions, very attractive” he says.
Franke’s CEO Zancolò adds that the company’s global setup has been especially helpful in surveying trends from around the world.
“There’s a big difference between hearing about new developments and seeing them in person,” Zancolò says. “We want our team to focus on their specific areas, and to observe each coffee community closely.”
This does not mean Franke is designing machines for specific markets, but that its machines are versatile enough to ensure each demographic has its needs catered to.
“This is something our research and development team has been excellent at,” says Zancolò, adding that the popularity of fully automatic machines has been crucial in reaching potential new customers and serving local customers better.
“Our biggest advantage is that our machines are flexible and adaptable to suit any client need, in any country around the world. We are proud to have designed a range of machines that are so customer-focused and in tune with market needs. It is this level of trust we value most.”
This article was first published in the July/August 2024 edition of Global Coffee Report. Read more HERE.
The post Franke details its updated global sales strategy appeared first on Global Coffee Report.
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