Hotel coffee has a bad reputation.
Too often, guests book in a stay at a reputable 5* hotel, and the only options available for that much needed caffeine hit are an instant coffee sachet or a disappointing, bitter filter coffee from a thermos jug at breakfast.
It frustrates guests and pushes them elsewhere for their caffeine fix. In places like London, where specialty coffee shops are everywhere, this means guests leave your hotel earlier and take their spend with them.
To be clear, it’s not the hotel’s fault. Coffee is a tough thing to get right. Between managing multiple outlets, sourcing the right beans and machines, handling high staff turnover, and keeping costs in check, it’s no small task.
We've already talked about the investment needed to upgrade your hotel coffee, and who the best coffee suppliers are for hotels right now. In this article, we’re helping you go one step further: how to choose the right coffee company for your hotel. Let's get into it.
How to Choose the Right Coffee Company for Your Hotel
Having worked with over 500+ businesses in total including a wide number of hotels across the UK, there are a number of criteria we often discuss with hotels as the main considerations for their perfect coffee supplier.
Important Factors to Consider
Before you start comparing prices or sampling blends, it’s worth stepping back and thinking about what really makes a coffee supplier right for your hotel. From quality and consistency to training, equipment, and long-term support, the right partner will help you deliver a seamless, high-standard coffee experience across every touchpoint of your business.
Coffee quality and consistency
The taste and consistency of your coffee reflects directly on your brand, especially when guests are paying premium rates. A supplier with strong quality control ensures every cup meets expectations, no matter who’s making it or when.
Operational support
Hotels need suppliers who are responsive, reliable, and easy to work with including timely deliveries to engineer callouts and helpful customer service. When something goes wrong, fast support can be the difference between a smooth service and frustrated guests.
Equipment advice and servicing
The right equipment varies across breakfast areas, bars, and in-room service, so your supplier should help you choose machines that suit each space and service style. A supplier with a broad range and honest advice will help you avoid over- or under-investing.
Sustainability and sourcing transparency
Guests are increasingly conscious of where their coffee comes from, so working with a supplier who prioritises ethical sourcing and environmental responsibility can strengthen your brand. Transparency around origin, certifications, and packaging shows you care about more than just what’s in the cup.
Flexibility to grow with your brand
As your hotel evolves, your coffee offer should be able to evolve with it, whether that means adding new outlets, launching retail coffee, or creating your own branded blend. A supplier that offers white label options and scalable support helps you stay ahead without switching partners.
Things to Avoid
There are hundreds of coffee companies around the UK for you to consider, and many do a great job of offering fantastic coffee and support. However, there are unfortunately a small number of companies that will do anything to win your coffee contract, to the detriment of your coffee quality and your guest experience. Here are a couple of things to keep an eye out for:
Don’t Be Misled by “Free” Coffee Machines
Some of our competitors offer coffee machines for “free” through Free On Loan contracts, but the real cost is hidden. To recoup the equipment cost, you’re tied into paying inflated prices for all your consumables: beans, cups, syrups, sugar, hot chocolate, and more. The more you sell, the more you end up paying.
Worse still, the equipment is often used and underpowered, leading to breakdowns, inconsistent drinks, and unhappy guests. A good supplier will recommend machines based on your needs, not hook you in with false savings.
Cheap Coffee Isn't a Long Term Saving
Cheap beans might save a few pennies per cup, but they can cost you far more in guest satisfaction. If your coffee doesn’t match the premium price guests are paying for their stay, they’ll go elsewhere — and they won’t be quiet about it.
The actual cost difference is small: a cheap coffee might cost 20p per cup, while a high-quality option might be 40p. But the improvement in taste, repeat business, and reviews can make a huge difference. Great coffee isn’t expensive, it’s a smart investment.
How A Luxury Hotel Invested in the Right Coffee Partner
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.
Final Questions to Ask
Before making your final decision, here are a few more practical questions to ask your hotel's new coffee supplier to make sure that they will absolutely be able to support your business, make your life easier, and that expectations are properly managed.
Service & Support
- What’s your average delivery turnaround time, and how often do you deliver in my area?
- What happens if my machine breaks down during peak hours or weekends?
- Do you have in-house engineers or do you outsource servicing?
- Can I speak to a dedicated account manager when I need help?
Product Range & Fit
- Do you supply equipment suited to different parts of my hotel (e.g. breakfast, bar, in-room)?
- Can I sample different blends and formats before committing?
- Do you supply other essentials like teas, hot chocolate, syrups, cups, and cleaning products?
Costs, Contracts & Transparency
- Do you offer any free-on-loan machines, and what are the full terms?
- Are your pricing and minimum orders fixed, or will they increase over time?
- What happens if my order volumes go up or down over the year?
Sustainability & Brand Growth
- Can you tell me where your coffee is sourced from and what certifications it carries?
- Do you offer white label or branded retail options if we want to sell our own coffee?
These extra checks can give you confidence that your supplier is reliable, forward-thinking, and ready to support your business over the long term.
Trusted by 500+ Coffee Businesses - Bridge Coffee Roasters
Selecting the best coffee wholesaler is about more than finding a supplier - it’s about finding a partner who shares your commitment to quality, consistency, and customer satisfaction.
At Bridge Coffee Roasters, we’re proud to support over 500 businesses like yours in creating exceptional coffee experiences.
