If you’re a hotel owner, operator or F&B manager, you’ve likely faced the dilemma:
“Is it really worth spending more on a better coffee machine and premium beans?”
It’s a fair question. In fact, it’s one of the most important financial decisions you can make for your food and beverage offering.
Many hotels stick with “free-on-loan” machines and average coffee because it feels safe. Low effort, no upfront cost, and someone else takes care of the machine. But what if that easy option is actually the most expensive?
Let’s explore the real numbers behind a coffee upgrade – and the kind of return on investment (ROI) it can generate for your hotel. The results might surprise you.
What Kind of ROI Can you Expect from Investing in your Hotel’s Coffee Setup?
“Do guests really care about hotel coffee?”
Yes, more than you might expect. According to brewhooked.com, 30% of hotel guests say they wouldn’t return if the coffee is poor. And comunicaffe.com found that two-thirds of consumers judge a hotel by its coffee quality.
In a luxury setting, guests expect excellence in every detail. A great espresso in the morning or a perfectly foamed flat white in the lounge bar shapes how they remember their stay.
Bad coffee? That’s the kind of experience that sticks for the wrong reasons.
What are the Costs?
Now, hotels are complex, as is coffee and equipment. In order to provide an example, let's create an imaginary 5 star London hotel with quite a basic barista setup.
They are with a legacy coffee provider who offers them a 'Free on Loan' coffee machine, and charges premium prices for their low quality coffee in order to cover the costs of the machine.
A 5-star London hotel considering an upgrade.
They’re currently:
- Paying £500/month for low-grade beans tied to a “free” machine (effective cost £20/kg)
- Losing out on 6-12 days of trading annually due to machine downtime
- Serving coffee that may be hurting guest satisfaction and review scores
Now, imagine they switch to:
- Specialty coffee beans at £16/kg (actually cheaper than current setup)
- A new Sanremo D8 + Anfim Luna grinder bundle, costing roughly £8,000 upfront
- A £500/year maintenance plan with rapid service response
- Full freedom to choose suppliers and control quality
Direct Returns on Your Investment
How fast does the investment pay off?
Let’s break down the savings you'll be making per year, and the payback period expected to cover the costs of your investment.
| Category | Annual Impact |
|---|---|
| Bean cost savings | +£1,200/year |
| Avoided downtime losses | +£4,000–£5,000/year |
| Maintenance cost | -£500/year |
| Net annual benefit | £4,700–£5,700/year💡 Payback period: 1.4 to 1.7 years |
Even with a large upfront cost, and an additional £500 per year spent on taking care of your equipment, removing the hidden costs of the 'free on loan' equipment and the time lost due to breakdowns, the £8,000 equipment investment pays for itself comfortably within 17–20 months.
Longer-Term Gains:
5-Year Impact:- Total gains = £23,500–£28,500
- Subtracting the £8k upfront cost, that’s £15,500–£20,500 net gain
- ROI = 195%–256%
- Total gains = £47,000–£57,000
- Subtracting both the initial investment and 10 years of maintenance (£8k + £5k = £13k), the net gain is £34,000–£44,000
- ROI = 425%–550%
These figures are before you factor in any additional coffee sales, menu pricing improvements, or enhanced guest satisfaction.
So even in a conservative model, the ROI remains excellent. You're still looking at a strong return, fast payback, and improved operational control, all with a predictable, fixed maintenance cost.
Will Better Coffee Actually Help You Sell More?
Absolutely. Here’s why.
Guests drink more when the coffee’s better.
If you’re currently selling 1,500 cups/month, even a modest 20% uplift = 1,800 cups/month. That’s:
- £14,400/year extra revenue at £4/cup
- Most of which is profit, since bean cost per cup is just 30p
You can charge more for a superior product.
Premium coffee gives you pricing power. Move from £4 to £4.50 per cup without resistance.
At 1,500 cups/month, that’s another £9,000/year in revenue without changing volume.
Combine volume + price, and the upside gets serious: Up to £25k in new profit annually, just from coffee.
A Luxury Hotel with a Revenue-Driving Coffee Arm
With our guidance, Bryn Meadows Hotel, Golf and Spa invested in a new espresso machine, delicious coffee beans, and a service contract with our engineers. Learn about their results in this case study!
The Bigger Picture: Brand Value and Guest Experience
Some impacts are easy to measure, like the costs, savings, and increased revenue you can expect from investing in your coffee setup. Some, however, are more indirect!
We've worked with over 500 businesses to improve their coffee over our 40+ years of trading, and we see time and time again a wide number of positive, harder to measure impacts from an increase in coffee quality. These 'indirect' returns on your investment include:
Stronger guest reviews
Great coffee earns mentions. Bad coffee earns complaints. The difference can shift your online reputation and OTA scores.
Stronger brand identity
In a 5-star environment, serving specialty-grade coffee signals excellence. It shows attention to detail and builds your credibility.
Increased time spent in your hotel
Better coffee encourages guests to linger longer in your hotel’s cafés, lounges, and common areas. More time on-site often leads to higher F&B spend, deeper brand engagement, and fewer visits to outside competitors.
Better staff morale
Don’t underestimate how good coffee boosts team energy. Your staff drink it, too. When they feel valued, they serve guests better. That creates a virtuous cycle of experience and satisfaction.
Common Objections (and Why They Don’t Hold)
“What if the machine breaks?”
With a commercial-grade coffee machine and a proper service contract, breakdowns become rare. And when they do happen, they’re resolved within 2-3 hours, not weeks.
“Isn’t it risky to move away from free-on-loan?”
Free-on-loan often locks you into overpriced, low-quality beans. You’re not really saving money – you’re just shifting where you pay.
Owning your equipment gives you full control and lowers long-term costs.
“What if guests still don’t notice?”
They will. Guests may not remember the specific brand of coffee, but they’ll remember the experience. A bad cup is memorable, and not in a good way.
Final Thoughts: Is It Worth It?
If you care about guest satisfaction, operational efficiency, and long-term profitability, then upgrading your coffee setup is absolutely worth the investment.
Because when you make the switch, you’re not just buying a new machine. You’re unlocking lower supply costs, increased reliability, better guest feedback, more repeat bookings, and higher F&B revenue, all while elevating your brand perception. It’s a decision that pays off financially, but also strategically, by enhancing the entire guest experience.
At Bridge Coffee Roasters, we specialise in helping hotels make this transition smoothly and successfully. From premium equipment and expertly sourced beans to tailored advice and long-term support, we’re here to help you turn your coffee offering into a powerful asset for your business.
