Economic uncertainty, rising costs and inflation are squeezing the hospitality sector – and operators are turning to new technology to stay ahead.

Automatic beverage machines, with their effortless drink selection and conveniently small footprint, have revolutionised the guest experience for the hospitality sector. By combining convenience with consistency and accessibility, they are helping operators to mitigate staffing challenges, improve efficiency and stretch budgets further.

That said, consumers today are not willing to compromise on quality for the sake of convenience, which means that operators will need self-service machines that can provide premium, espresso-style drinks, quality beans and café-level taste in a quick, automated format.

The rise of automation

In a recent survey by leading hospitality platform Toast, which asked foodservice operators which area of restaurant management they would be focusing on in 2026, 31% of operators said they would be making improvements to customer experience while 21% want to improve speed and efficiency.

According to the survey, 80% of restaurant owners reported being at least ‘somewhat ready’ to adopt new technologies, and 18% of respondents predicted technology and automation will have the biggest impact on the UK restaurant industry.

Placed in areas such as breakfast rooms, conference spaces, lobbies and late-night self-service zones, automatic beverage machines have the potential to elevate the guest experience by providing high-quality coffee and speciality drinks exactly where and when guests need them. They combine barista level consistency with intuitive interfaces, so even first-time users can get their preferred drink quickly, without queues or full staff presence.

The atmosphere around the machine is key, according to Tharyn Estevez, director of global marketing at SEB Professional Beverage. “Guests increasingly appreciate attractive, comfortable spaces where they can work, relax or socialise while enjoying their drink,” she explained. “Selfservice coffee corners in lobbies or lounges are becoming social hubs that extend dwell time and strengthen brand perception.”

Andrea Pozzolini, CEO of Rhea, maintains that being able to offer refreshment at any time is a strong benefit for a hospitality setting. “Guests appreciate being able to enjoy a high-quality drink when they want one, without waiting for staff availability or facing long queues during peak moments,” he told Refreshment. He noted that automatic beverage machines elevate the guest experience by combining convenience with consistency and accessibility.

Personal preferences...

A wide selection of high-quality hot beverages is a baseline expectation for consumers today. While this is very achievable in barista-led coffee shops, it can be a challenge to offer the same variation in busy, multi-use hospitality venues like hotels, cafeterias or university campuses. This is where automated solutions come into their own.

“Our guests increasingly expect…the ability to personalise their drink,” Vinay Malhotra, area general manager at Leonardo Hotels, shared. “They like to see a well-set-up area dispensing café-quality beverages prepared quickly, with options such as milk alternatives, drink strength, sweetness levels or size. Automated beverage solutions meet these expectations through precise dosing, temperature control and preprogrammed recipes that ensure consistent results. Digital interfaces allow guests or staff to customise drinks easily, delivering choice without complexity while maintaining speed and accuracy.”

SEB’s Estevez notes that hospitality guests seek out beverages that reflect their lifestyle, including plant-based options, cold and iced variations and functional or wellness-oriented recipes that still taste indulgent. Automatic machines support this by offering customisation at the touch of a screen. “This lets a business serve both the traditional espresso lover and the guest who wants an oat based matcha latte or protein-enriched iced coffee on the same system, without slowing down the service,” she explained.

“Modern interfaces and recipe flexibility mean operators can tailor menus to their brand while still giving guests the freedom to personalise their drink,” agreed Dawn Harwood, strategic director at 86 Degrees Coffee, the UK distributor for de Jong Duke. “We always say customer satisfaction starts at installation. We run a full taste test with clients – adjusting temperature, strength, pour and cup volume for every drink they want to offer. And with ConnectMe technology, we can make recipe changes remotely whenever they need them. That level of responsiveness is something our customers really value.”

...and practical concerns

While offering variety and plenty of choice gives the end user what they want, on the operational side, speed and consistency are king. With precision settings and calibrated recipes, an automated beverage machine can guarantee that that every cup will meet the same premium standard – vital for hospitality venues that rely on reputation and reliably high quality.

Service speed is an essential consideration in hospitality venues with a high footfall, Rhea’s Pozzolini told Refreshment. “Guests want their drinks quickly, but without compromising on taste,” he said. “Rhea’s machines are designed with advanced brewing technology and intuitive interfaces, offering a wide variety of beverages – from coffee to plant-based alternatives and signature recipes – while ensuring barista-level quality in every cup. The result is a premium experience that perfectly aligns with the expectations of today’s hospitality guests.”

“Speed is non-negotiable now,” confirmed 86 Degrees Coffee’s Harwood. “Guests want their drink immediately – not in three minutes. Automatic machines deliver high-quality beverages in seconds, which keeps queues moving and reduces friction. Quality is equally important; guests expect fresh-brew coffee, stable temperature, rich crema and consistent flavour. De Jong Duke machines are engineered to deliver barista-level quality with minimal variation, which is a huge advantage over manual preparation.”

Labour challenges

Staff shortages, whether caused by insurance hikes or budget constraints, will majorly impact the hospitality sector, affecting operations, revenue and customer experience. Research from Toast found that 60% of restaurant owners had concerns around staff shortages and labour challenges for 2026: fewer staff means slower service, longer wait times and a decline in guest satisfaction.

So how can the use of automated beverage solutions improve staffing issues, and what balance should be struck between human- and machinebased service in guest-facing environments?

According to Leonardo Hotels’ Malhotra, automated beverage machines can help to reduce pressure on staff by handling repetitive, high-volume beverage preparation and allowing employees to focus more on guest interaction, service quality and upselling. They can also shorten training time and reduce reliance on specialist beverage skills.

“The ideal balance is one where machines support staff work regimes, rather than reducing their work scope or hours,” said Malhotra. “We must appreciate that while automation takes care of consistency and efficiency, people provide warmth, guidance and hospitality. This balance is particularly important to a premium-quality establishment like Leonardo Hotels, where personal service remains a key differentiator.”

Rhea’s Pozzolini similarly warned that automation should never be seen as replacing people, but rather empowering them. “By handling repetitive tasks, beverage machines allow staff to dedicate more time to guest engagement and hospitality,” he explained. “The ideal balance is achieved when machines deliver efficiency and consistency, while humans provide creativity and the personal touch that defines great service.”

Focus on sustainability

With 80% of UK restaurant owners surveyed by Toast saying they will be focusing on sustainability and ethical sourcing in 2026, automatic beverage machines that can prove their green credentials will be the most likely contenders for hospitality contracts. Operators will need to consider energy and water efficiency, ingredient usage, waste reduction, machine reliability and upkeep requirements when making their choice.

According to Leonardo Hotels’ Malhotra, modern automatic beverage machines “often use precise dosing to reduce overuse and waste, while smart energy-saving modes limit power consumption during low-demand periods”. These smart, automated machines, with excellent energy efficiency ratings, can make a significant contribution to an organisation’s sustainability goals, especially when designed to also use or dispense recyclable and reusable packaging.

SEB’s Estevez maintains that in order to make an informed choice of machine, operators will need to consider the full lifecycle impact – from energy and ingredient efficiency to repairability and end-of-life solutions. “

Selecting equipment that is right-sized to actual cup demand helps avoid unnecessary energy consumption,” she told Refreshment. “In addition, choosing machines designed to limit energy losses, for example through improved boiler insulation and the use of Eco Mode during off-peak periods, can significantly reduce energy waste.”

Furthermore, she noted, long-term sustainability also depends on product quality, repairability and serviceability. “Machines designed for durability, with long spare-parts availability and strong service networks, can remain in operation for many years, reducing e-waste while lowering the total cost of ownership.”

Sustainability is an important consideration for the end user as well, with ethical business practices and sustainably-sourced ingredients providing a strong motive for brand loyalty and return custom. Marcello Canetti, managing director UK and Ireland at Italian coffee company Illy, said: “We know a growing number of consumers are looking for convenience in their coffee. However, consumers simply aren’t willing to compromise on taste or ethics.”

Sustainability is the cornerstone of Illy’s new line of bean-to-cup, self-service coffee bars, which the Italian coffee company rolled out earlier this year. Serving Illy’s premium blend of 100% Arabica beans, the ‘Illy On The Go’ range has been designed to minimise waste and offer an ethical self-service coffee option. The unit itself is made of 95% recycled products, with 30% of these repurposed from waste coffee grounds.

The future of hospitality

It is a difficult time for hospitality operators, as they experience the interconnected challenges of rising costs, staff shortages and economic uncertainty. Fortunately, the sector has remained flexible and open to the opportunities offered by new technologies.

Despite the uncertainty, one thing is clear: dynamic, agile solutions are the way forward for the hospitality sector, and automatic beverage machines have the ability to elevate the guest experience by delivering high-quality coffee and speciality drinks, exactly when and where they are needed.