The industry is changing: How coffee shops can keep up

The specialty coffee landscape has undergone a dramatic transformation over the past decade. As consumer expectations evolve and operational challenges intensify, coffee shop owners are increasingly turning to technological solutions to bridge the gap between quality demands and the tough reality of running a coffee business.

Automation can support coffee shops in navigating the unprecedented times the industry is currently experiencing, but it can’t replace the fundamentals of investing in staff training and development.

To learn more about how coffee shops can stay ahead in a rapidly changing coffee sector, I spoke with Daniel Gerlach, a professional barista, three-time German Latte Art Champion, and WMF Professional Coffee Machines brand ambassador.

You may also like our article on how automation can better support baristas.

The evolving role of the modern barista

Over the last decade or so, the role of a barista in specialty coffee has undergone a remarkable transformation. No longer simply “the person who makes coffee,” today’s barista more closely resembles a sommelier – a knowledgeable guide navigating customers through complex flavour profiles, origins, and preparation methods. 

Customers are also increasingly educated about specialty coffee. They expect baristas to have comprehensive knowledge about everything from processing methods to water chemistry, while still delivering exceptional beverages and memorable service experiences.

“Guests no longer expect just standard coffee. Creative, personalised drinks are particularly popular with Gen Z, and they want barista-quality,” says Daniel Gerlach, coffee competitor, co-founder of Seven Hills Coffee Roasters, and WMF Professional Coffee Machines brand ambassador. “Plant-based milk alternatives are popular, and demand for hand-brewed coffee remains high, especially in the premium segment.”

These changing consumer demands have significantly expanded the responsibilities of the barista. Beyond technical skills in extraction and milk texturing, modern baristas also need to develop in-depth knowledge of coffee origins and processing techniques, understanding of complex brewing variables and their impact on flavour, strong sensory analysis capabilities, advanced customer service skills, and the ability to troubleshoot and adjust equipment on the fly.

The modern barista’s role demands more expertise, passion, and dedication than ever before, essentially elevating what was once considered an entry-level passion into a skilled profession requiring ongoing education and development.

Addressing the staffing crisis in specialty coffee

At the same time that the demands of the barista’s role have increased, the coffee industry faces significant staffing challenges. Finding and retaining skilled talent has become one of the biggest hurdles for coffee business owners. 

Industry-wide labour shortages, accelerated by the pandemic and changing workforce priorities, have left many cafés struggling to maintain adequate staffing levels. Hospitality staff turnover in Europe, particularly in the UK, is a significant issue, with the industry experiencing higher turnover rates than many other sectors.

Employee morale suffers as a result. According to Harpers, almost half of hospitality managers acknowledge the negative impact of staff shortages, with increased workloads (73%) and higher employee turnover (60%) cited as the primary consequences. 

Inevitably, this affects the customer experience, including a decline in service quality and longer waiting times. Given that 97% of customers have abandoned a purchase because they deemed it inconvenient, coffee shop operators can’t afford to ignore chronic understaffing issues.

Historically, however, underinvestment in barista training and development has created a perception problem, with many still viewing the role as a temporary stepping stone rather than a viable career path. Ultimately, the onus is on coffee shop owners to support and value their staff – or risk losing them.

“The human factor of specialty coffee is very important. Operators have to address high staff turnover rates, and I think as an industry, we need to be more open to new technologies,” says Daniel. 

“At the World Latte Art Championship at World of Coffee Copenhagen, for example, we used a fully automatic coffee machine for the first time,” he adds. “Automation in coffee continues to divide the scene, but I’m also seeing a change in attitude because many of my colleagues are realising these machines can produce excellent results.”

Finding balance through technology

When it comes to the barista job role, the disconnect between the skill level required and the compensation traditionally offered has created a perfect storm. Coffee shop owners are competing for a shrinking pool of skilled workers, while these individuals are increasingly seeking roles with better compensation and opportunities for career development elsewhere in the industry.

While the recent UK-EU trade agreement to remove trade red tape and develop a temporary EU work visa scheme could alleviate labour shortages in UK coffee shops, it won’t resolve the staffing crisis in hospitality.

For coffee businesses navigating these challenges, a multifaceted approach is essential. Investing in staff development remains critical; however, innovative automation solutions are also providing a complementary strategy. It’s not about replacing baristas, but about creating technical support systems that enable coffee shops to maintain consistent quality while addressing labour challenges. 

“Trained baristas are in more demand than ever before. But the number of experienced coffee professionals and baristas is not growing at the same pace,” Daniel tells me. “Technological innovations like the WMF espresso NEXT can help fill this gap.

“The semi-automatic portafilter machine optimises the workflow of each barista and offers the best of both worlds: Reproducible and consistently high barista-style coffee quality paired with the benefits of automation and technology,” he adds.

Unlike fully automatic machines, WMF’s hybrid solution can be operated in multiple modes to accommodate varying skill levels and staffing scenarios. 

In the traditional mode, experienced baristas maintain complete control over extraction parameters and milk steaming, allowing them to showcase their expertise. When less experienced staff are on shift, the same machine can operate in automated mode, ensuring consistent quality without requiring the same level of technical skill.

This flexibility proves particularly valuable during busy periods when additional support is needed. New baristas can leverage the automated functions, gradually taking control of more variables as their skills develop. This creates a gentle learning curve while maintaining product consistency.

Implementing automation thoughtfully in coffee shops

Coffee shop owners considering automation should approach it as one component of a broader operational strategy rather than a complete solution in itself. 

Proper barista training should be the first priority, alongside implementing efficient and effective systems and leadership. By elevating standards and improving staff training and support, cafés are better equipped to meet customers’ expectations.

Simultaneously, automation has become an increasingly prominent part of the coffee industry – from cafés to competitions. While some embrace this seemingly natural evolution of a maturing market, others remain hesitant. There has been an ongoing tension between honouring craftsmanship and striving for a greater level of precision and consistency.

Regardless of opinion, without this technology, specialty coffee wouldn’t have been able to advance to the high standards we uphold today. The introduction of automated technology, such as digital temperature controllers (PID systems), in espresso machines in the late 1980s, for example, allowed baristas to maintain precise brewing temperatures, significantly improving extraction consistency and opening up new possibilities for flavour. 

It ultimately comes down to implementing automation thoughtfully and intentionally, without removing the craft and human elements of specialty coffee. Hybrid systems, such as the WMF espresso NEXT, help maintain consistency across varying staff skill levels, enable baristas to focus on customer interactions rather than repetitive tasks, and provide operational flexibility during staffing shortages.

“Compared to conventional portafilter machines, the WMF espresso NEXT reduces the manual preparation steps for a cappuccino, for example, by up to 40%; this leaves more time for customer contact, which can lead to higher sales due to shorter waiting times and contributes to customer satisfaction,” Daniel says. “To make this possible, WMF espresso NEXT offers multiple features for automated processes in coffee preparation and simpler operation of the machines. 

“All time-consuming and error-prone tasks can be performed automatically by the machine –  from grinding, dosing, and tamping to milk dispensing and milk foam production,” he adds. “Self-regulating technologies such as the WMF Dynamic Coffee Assist allow continuous monitoring of dose and brewing temperature. It can automatically detect whether the machine needs to adjust grind size or dose, meaning manual fine-tuning is no longer necessary.”

Improving efficiency and reducing waste

Other key components of automation in coffee shops are improving workflow and minimising costs to reduce waste, which are increasingly crucial as business costs rise across the board.

The WMF espresso NEXT’s Auto Milk Dosing option delivers exact quantities of milk or plant-based alternatives and can foam them to the desired consistency. This avoids leftover milk and waste, as only the exact amount needed is dispensed. 

Meanwhile, the One Touch Americano function allows baristas to prepare the drink with the touch of a button, speeding up workflow on the machine and offering more hands-off time. The Auto Steam system also allows for the simultaneous use of the two configurable, automatic steam wands on both sides of the machine, effectively doubling the machine’s output. 

As the specialty coffee industry continues to mature, the most successful businesses will likely be those that find the right balance between human expertise and technological support. The future isn’t about choosing between automation and traditional service – it’s about thoughtfully integrating both. Coffee shops that leverage technology to support their staff rather than replace them will be best positioned to thrive amid ongoing challenges.

“Fully automatic machine manufacturers are increasingly focusing on portafilters, while portafilter machines are becoming more and more similar to fully automatic machines thanks to the wide range of technical possibilities,” Daniel concludes. “I’m convinced that automation will lead to an increase in coffee quality, especially in locations where staff are less experienced.”

Enjoyed this? Then read our article on how automation improves barista workflow.

Photo credits: WMF

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