With baristaless café.

DéLonghi exhibited at the Melbourne International Coffee Expo (MICE) 2017 last week for the first time, bringing its popular baristaless cafe concept in front of thousands of coffee enthusiasts. Attendees were invited to a modern Italian-inspired café style stand to create their own coffee with the PrimaDonna Elite coffee machine.

At MICE, DéLonghi collaborated with exhibiting roasters, such as Cafeina Roasters and Rumble Coffee Roasters, to supply a range of coffee beans to use with the PrimaDonna Elite. Visitors to DéLonghi’s stand also had the chance to win a PrimaDonna Elite machine by sharing their coffee moment using the hashtag #baristalesscafe.

DéLonghi’s baristaless café stand had served 1,600 cups of coffee ranging from piccolos, espressos and macchiato, to flat whites, long blacks, cappuccinos and lattes, with customers invited to create their own personalised, barista-quality coffee. The machine is operated via the DéLonghi Coffee Link app, available on iPhone and Android, or directly from the machine’s digital display.

The baristaless cafe is part of a multi-channel campaign for the PrimaDonna Elite machine that engages directly with customers and retailers.