The Great Automation Debate, with Eversys’ Miranda Caldwell and La Marzocco’s Aric Forbing

Two titans of the coffee industry: Eversys and La Marzocco. One has fundamentally changed how many coffee shops do business. The other is a leading light of the global specialty coffee movement. Both strive to create authentic coffee experiences. Can they both be right, and who decides?

Miranda Caldwell is the Global Marketing Director at super automatic pioneer, Eversys. Having started her career as a barista, Caldwell knows how challenging hospitality roles can be – would today’s technology have encouraged her to stay longer? Automation sceptics could be overlooking the systemic challenges coffee shops face.

Aric Forbing is Product Marketing Manager at La Marzocco. He believes the coffee industry faces a dilemma on how to properly integrate automation. But do artisans still hold the key to true innovation, and are automated coffee experiences still meaningful?

“Operators will learn that they don’t have to be all things to all people”

Miranda Caldwell, Global Marketing Director, Eversys