La Marzocco report reveals surprising consumer insights

La Marzocco’s Future of Coffee Report 2025 has revealed a growing demand for premium coffee experiences and how high-end coffee is boosting brand differentiation and customer loyalty.

Sixty eight per cent of café owners recognise the impact of high-quality machinery on coffee consistency and plan to invest in premium equipment in 2025.

Meanwhile, consumer demand for ethically sourced coffee has increased by 30 per cent year-on-year, reflecting a growing preference for sustainability and transparency in the coffee industry.

According to La Marzocco Australia’s Future of Coffee Report, specialty coffee is no longer an optional luxury for businesses, and is an essential element of customer retention, brand differentiation, and revenue growth.

From boutique cafés to five-star hotels and corporate workplaces, businesses are recognising the importance of high-quality coffee offerings and how crucial they are in shaping consumer perceptions and driving customer loyalty.

In collaboration with some of Australia’s key industry players, the report identifies several key shifts for the sector as a whole, including a surge in demand for ethically sourced coffee, the growing role of technology in automating brewing processes, and a shift towards coffee as a premium, experience-driven product.

Barry Moore, Managing Director of La Marzocco Australia, says the rising consumer preference for specialty coffee is forcing hospitality businesses to rethink their approach.

“In 2025, serving a good cup of coffee is no longer enough, it has to be exceptional. Customers are increasingly willing to pay a premium for high-quality, ethically sourced coffee, and that means businesses must step up their game in sourcing, brewing, and service quality,” he says.

“Whether it’s a small neighbourhood café or a high-end hotel, coffee can significantly enhance the customer experience and drive repeat business.”

The report also reveals a shift towards coffee as an experience, with more venues incorporating immersive elements such as single-origin tastings, latte art workshops, and evening coffee cocktail menus.

Additionally, the report recognises the way businesses are increasingly utilising automation to ensure consistency and efficiency. The adoption of smart espresso machines, precision grinders, and workflow optimisation software is on the rise, allowing baristas to focus more on the customer experience rather than manual adjustments.