AboutOn top of manufacturing industry-leading espresso machines, La Marzocco offers sales, distribution, technical support, and training to the coffee community, with the goal of being instrumental to the craft and forward motion of the espresso industry.
(North American HQ: Seattle, WA)
Read Time5 min
La Marzocco creates a process-based XR experience to help café owners visualize and adopt optimal café flow.
“With zero downtime I had the opportunity to see firsthand how improving workflows can create a more efficient café and pay dividends to store profits and customer satisfaction, said Andrew Milstead of Milstead Coffee.
Since this experience was all about how to think about integrating La Marzocco’s espresso machines into café spaces in an optimal way, the learning tool needed to be immersive and grounded in a real sense of place to be relevant to café owners. At the same time, La Marzocco knew this immersive learning had to be available anywhere, anytime, since their machines are in use around the globe. So, how did an espresso machine manufacturer make relevant and immersive content for cafés around the world?
“Optimizing operational flow is crucial to creating a profitable coffee shop business,” said Scott Callendar,
VP of Marketing and Consumer Strategy at La Marzocco. “We turned to virtual reality to create immersive experiences that give café owners a real sense of presence within the shop so they can better understand the best ways to physically integrate the espresso machine into daily operations.”
This immersive experience is truly unique and something every café owner should use, with zero downtime I had the opportunity to see firsthand how improving workflows can create a more efficient café and pay dividends to store profits and customer satisfaction. This life-like experience will give café owners a new perspective on store and customer dynamics that will benefit their business in many ways.
Milstead Cafe Owner
In partnership with Pixvana, La Marzocco turned to XR to make a virtual learning experience. The experience features 360° footage shot at various café locations around the country and at Crush the Rush, an annual barista competition that takes place in five U.S. cities.
Thanks to XR’s unique superpower of presence, the experience allows café owners to step into a realistic immersive learning environment in order to gain a firsthand, visual understanding of how optimal spatial flow and streamlined use of espresso machines impact sales and customer relations. In addition to depicting a more efficient café space, the experience also helps baristas prepare for work in a live café setting and offers other nuanced learning experiences, from selecting and sourcing the best beans to faster brewing techniques, all in service of making the best cup of coffee possible.
“This unique project underscores the power of immersive presence that only the XR medium can create,” said Aaron Rhodes, Executive Producer at Pixvana. “Café owners and baristas can actually experience the bustle of a busy shop and be among their customers as they move throughout the space. The experience improves processes and flows, which in turn enhances efficiencies for the business and customers.”
No stranger to innovation, La Marzocco has made a giant step forward in the centralization and dissemination of knowledge for the coffee industry. Now, café owners can harness the power of XR to see firsthand the benefits of streamlining operations and can make changes to their processes that result in shorter wait times and higher customer satisfaction. Going forward, La Marzocco will use the immersive experience as a sales and customer relations tool to acquire new customers and offer a one-of-a-kind learning tool to existing ones.
Pixvana’s SPIN Studio, a cloud-powered XR-native platform, makes it easy for La Marzocco to scale this experience beyond the headset. With a click of a button, La Marzocco can share the experience to fleets of learners on mobile devices, laptops, or even big-screen TVs.
“This immersive experience is truly unique and something every café owner should use,” said Andrew Milstead of Milstead Coffee. “With zero downtime I had the opportunity to see firsthand how improving workflows can create a more efficient café and pay dividends to store profits and customer satisfaction. This life-like experience will give café owners a new perspective on store and customer dynamics that will benefit their business in many ways.”
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