Franke revamps St Albans showroom

Franke Coffee Systems has redesigned the concept of its St Albans showroom to treble the size of the facility from 60 sq m to about 200 sq m.

The overhaul now incorporates space previously utilised as offices and hallways to showcase new launches, host conferencing and allow hospitality operators to train their staff on the appliances.

The centre also features a dedicated area for Dalla Corte, the Milan-based coffee machine brand in which Franke bought a majority stake in 2019.

Part of the Swiss-headquartered firm’s global branding strategy, the project took just six months to complete, an accelerated timeline compared to a typical nine-month schedule. “We made quick decisions as we had a clear vision,” explained Thomas Hall, head of marketing at Franke Coffee Systems UK. “We wanted our brand to look the same worldwide, as well as a seamless flow from Franke to Dalla Corte, while Dalla Corte maintains its own integrity and brand.”

Previously the showroom couldn’t accommodate all of Franke’s coffee machines and there wasn’t “a natural customer flow or an area to put new machines on a pedestal”, according to Hall.

But now operators can utilise the spacious hub to focus on specific machines, with latest launch Mytico currently in the spotlight. The semi-automatic coffee system has both Due and Vario models on display in St Albans, and is able to serve up to four drinks simultaneously, totalling over 300 drinks per day. Each machine has two responsive 8in touchscreens with a range of menu customisation options.

Summing up the relaunched facility, Robert Gaemperli, managing director of Franke Coffee Systems UK, said: “With this dedicated showroom, we demonstrate our commitment and the importance of the UK market to Franke Coffee Systems. After a three-month closure and the refurbishment of the existing site, we are looking forward to welcoming our customers and partners to St Albans.”

Meanwhile, Hall further revealed that Franke’s goal is to grow its UK business while improving customer support, and it is already well on the expansion trail, adding around 60 employees within a year, to reach a 160-strong workforce.

With hundreds of machines held in stock to enable quick installations, and around 100 engineers for nationwide after-sales coverage, Franke aims to provide a 360-degree offering, said Hall.