As a full service coffee company that, amongst many other products and services, sells and leases coffee machines - we are frequently asked the question "Why would I buy my coffee machine from you instead of direct from the manufacturer?".
It's a completely fair question, with pros and cons on both sides and cases when we might recommend either route. So, let's dive right in and discuss what might be right for your business.
Why You Might Buy Direct: It's Cheaper, Right?
The most common reason businesses look to buy direct from manufacturer is to cut costs. By buying direct from manufacturer, you'll be cutting out the middle man and eliminating any reseller margin, therefore getting the lowest price possible.
To be transparent, this can sometimes happen! If you're able to secure a cheaper price by buying direct and you're looking for a machine with no commitments or attachments, buying direct might be a great option.
However, for the majority of cases, manufacturers may not give you a better deal than their resellers.
Suppliers Are Often Cheaper in Practice
This is because:
Many Manufacturers Won't Sell Direct
Not all manufacturers are structured to sell directly to end users. In many cases, their business model relies on approved distributor networks who handle installation, training, servicing and customer support.
Resellers Benefit from Bulk Purchasing
Established suppliers typically purchase machines in higher volumes than individual businesses ever would. That purchasing power matters. When buying at scale, resellers can negotiate better commercial terms and faster delivery times, passing those savings on to you.
Resellers Benefit from Wholesale Rates
Authorised distributors typically operate on agreed wholesale pricing structures with manufacturers. These frameworks are designed to maintain consistency across the market.
As a result, manufacturers are unlikely to significantly undercut their own partner network with lower direct pricing. In practice, the quote you receive direct is often very similar to what a reseller can offer — particularly if you do not have an existing high-volume purchasing relationship in place.
Lack of Finance Options Buying Direct
Many coffee suppliers offer structured finance packages, lease agreements or equipment bundles tied to coffee volume. This can reduce upfront capital expenditure and improve cash flow.
Manufacturers may offer finance, but it is not always as flexible or integrated into a wider coffee solution. Buying direct often means a straightforward capital purchase.
The True Advantages of Buying Direct
So, if price isn't so straightforward, what are the actual benefits of buying direct?
If you’re simply looking to purchase a machine as a capital asset and nothing more, going straight to the manufacturer can be perfectly reasonable. Some businesses don’t want a wider relationship, they simply want the equipment, and they’ll manage the rest themselves.
This route can also work well if you already have a well-established coffee programme in place. If your team understands extraction, calibration and workflow, and you’re confident managing performance internally, then separating machine and coffee supply may be beneficial. Purchasing seperately allows freedom in exploring a wider range of machine brands and coffee suppliers.
There’s also a procurement-led argument. Larger organisations operating across multiple sites often have centralised buying power and established manufacturer relationships. In that context, negotiating directly can make commercial sense, particularly if you’re buying at scale and leveraging volume.
In short, if your priority is a straightforward equipment purchase, you have the internal capability to manage quality and servicing, and you’re comfortable overseeing multiple supplier relationships, buying direct could be the right choice for your structure.
The Downsides of Buying Direct
The main drawback of buying direct is that you are simply purchasing machinery, rather than investing in an integrated coffee solution.
If performance drops, things can become complicated quickly. The espresso isn’t extracting correctly. Milk settings aren’t consistent. Grind calibration drifts. Coffee quality changes after a service visit.
Who owns the problem?
Lack of Clear Accountability
If your machine supplier and coffee roaster are separate companies, accountability can become blurred. The roaster may point to calibration. The machine provider may point to the coffee. You’re left coordinating between both.
That separation introduces operational friction. You’re managing multiple suppliers, multiple opinions and potentially slower resolution times.
Greater Internal Responsibility
Buying direct means you take ownership of coordinating calibration, servicing, coffee quality and staff training across multiple suppliers. That requires time, knowledge and internal resource.
No Long Term Support
Once the machine is installed, the relationship is often transactional. Manufacturers focus on equipment performance, not on improving your coffee sales, refining recipes or supporting new staff months down the line.
Buying through a Coffee Supplier
Now let’s look at the alternative. What are the benefits of buying through a full-service coffee provider like Bridge Coffee Roasters?
Everything You Require in One Competitive Package
When you work with a full-service coffee supplier, you’re not just purchasing a machine in isolation. You’re securing a structured package that can include equipment, coffee supply, servicing and ongoing support under one commercial agreement.
Because the relationship extends beyond a single transaction, pricing can often be structured more competitively. Machines may be bundled with coffee volume, finance options or service agreements, reducing upfront capital pressure and simplifying procurement. Instead of negotiating multiple contracts with different providers, everything sits within one aligned commercial framework.
Single Point of Accountability
When machine, coffee and servicing are supplied separately, responsibility can become blurred if performance drops. Working with one supplier removes that ambiguity.
If extraction changes, milk settings drift or quality slips, there is no debate over whether the issue sits with the beans, calibration or equipment. One company owns the outcome. That clarity speeds up resolution, reduces operational friction and protects consistency during busy service periods.
Installation, Training and Operational Support
A full-service supplier typically carries out a proper site survey before installation, checking power requirements, water filtration, drainage and workflow. This preparation reduces the risk of performance issues from day one.
Installation is followed by practical staff training, ensuring the team understands cleaning routines, recipe control and basic troubleshooting. Ongoing operational support helps maintain standards over time, particularly in environments where staff turnover is high.
The result is not just a machine installed on the counter, but a system set up to perform reliably in a live hospitality setting.
Purchase Your Machine With Confidence Through Bridge Coffee Roasters
If you want more than just a machine, and instead a fully supported coffee programme built for performance, working with an experienced partner makes the difference.
Speak to Bridge Coffee Roasters to explore a solution structured around your business, not just the equipment.
