Australia’s hospitality sector is undergoing a significant transformation, fuelled by a growing demand for premium coffee experiences, according to La Marzocco Australia’s Future of Coffee Report 2025.
In collaboration with some of Australia’s most influential tastemakers in the coffee scene, the report identifies several key shifts for the industry as a whole , including:
- A surge in demand for ethically sourced coffee
- The growing role of technology in automating brewing processes
- A shift towards coffee as a premium, experience-driven product
La Marzocco Australia managing director Barry Moore 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 said.
“Whether it’s a small neighborhood 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.
Diving even deeper, 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.