Is automation a blessing or a curse for the coffee industry? What’s the best route to implementation? How can it benefit staff, and how will customers react? In this new World Coffee Portal series, leading figures from across the coffee industry share their experiences, concerns and aspirations on this hotly contested topic. Will they find common ground? Marco Feliziani, CEO, Simonelli Group, kicks off the debate
Simonelli Group was founded by Orlando Simonelli in 1936, a time when espresso was just beginning to culturally and technologically define Italian coffee. The global coffee industry has undergone immeasurable development since then, but Simonelli’s core mission bring the Italian espresso experience to cafés with elegance, reliability, and technical excellence still resonates today.
Marco Feliziani, a mechanical engineer by training, has led Simonelli Group since 2023 and oversees its three iconic equipment brands, Victoria Arduino, Nuova Simonelli and 3TEMP, each with its own distinct blend of traditional technology and integrated automation.
In this article, he observes that automation is driving multiple shifts across the industry that won’t impact all businesses equally.
Automation is not the enemy of craft
Automation in the coffee industry has progressed significantly, but its real transformation is still unfolding. Today, automation extends beyond the machine itself to bar workflow optimisation, connectivity, data management, and even integrated payment systems.
This evolution is particularly evident in high-volume environments, where consistency, speed, and operational efficiency are essential.
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