Across Europe’s forecourt networks, coffee is no longer just a convenience add-on. It is becoming one of the most important drivers of margin, frequency and customer loyalty. Industry insights and operator strate-gies consistently show that food and beverage, and coffee in particular, are taking on a central role in fore-court profitability and differentiation.
At the same time, the role of the forecourt itself is evolving. As mobility shifts, including the growth of elec-tric vehicles, customers are spending more time on site. What used to be a quick stop is increasingly be-coming a short stay. This creates new opportunities to engage customers beyond fuel, with coffee playing a central role in that experience.
Many operators have already improved the customer experience at the machine. But turning coffee into a reliable and scalable profit driver across locations remains a fundamentally different challenge.
The gap between expectation and execution
Customer expectations for coffee on the go have changed significantly. Coffee is no longer compared to traditional vending. It is compared to branded coffee shops. Customers expect consistently high in-cup qual-ity, intuitive self-service and the ability to customise their drink quickly and easily.
Industry coverage confirms this shift. High-quality coffee, a broad and customisable menu and consistent execution are now considered essential to compete and to drive incremental spend on forecourts.
At the same time, operational reality remains challenging. Staff are managing multiple tasks, barista-level skills cannot be expected, and the coffee station cannot be constantly supervised.
This creates a structural gap between what customers expect and what operators can reliably deliver.
Even when the interface is modern and easy to use, key challenges remain:
• Inconsistent quality across shifts and locations
• Downtime caused by cleaning or empty ingredients
• Limited visibility and control across multiple sites
• Rising costs for energy, milk and service
• Difficulty adapting the offer to local preferences or dayparts
As forecourts evolve into broader foodservice destinations, this gap becomes more critical. Coffee is ex-pected to perform like a café offer, while operations still follow a fragmented, reactive model.
From machine thinking to system thinking
To close this gap, forecourt operators need a different type of solution. Not a standalone coffee machine, but a system that combines three essential elements.
First, a self-explanatory customer experience that enables fast and confident decisions without staff support. Second, consistently high in-cup quality that remains stable throughout the day and across locations, inde-pendent of staff skills. Third, connected operational control that allows operators to monitor performance, manage menus and main-tain uptime across one or many sites.
Only when these elements work together can coffee move from a reactive task to a predictable and scalable business driver.
Turning coffee into a controlled, scalable business
This shift fundamentally changes how coffee performs in the forecourt.
A clear and intuitive interface reduces hesitation and increases conversion. Customers understand the offer immediately, navigate quickly and are more likely to explore customisation options such as flavours or dif-ferent milk types. This leads to higher cup volumes and increased basket value.
At the same time, consistent in-cup quality builds trust. When customers know they will receive the same good coffee every time, regardless of location or time of day, coffee becomes part of their routine rather than a spontaneous purchase.
Operationally, connected control reduces complexity. Operators gain visibility across machines and loca-tions, can adjust menus centrally and address issues before they impact service. Staff are supported by clear guidance, which reduces training effort and ensures that key tasks are carried out reliably.
This has a direct business impact. Higher uptime, fewer errors and a more attractive offer translate into increased sales and improved customer satisfaction. At the same time, optimized energy use, reduced in-gredient waste and more efficient cleaning processes help protect margins and support sustainability goals.
Coffee is no longer managed reactively. It becomes a structured and scalable part of the business model.
From concept to execution: how it works in practice
This is where Franke Coffee Systems’ New A Line translates this system approach into everyday forecourt operations.
At the front end, a clear and intuitive self-service experience powered by FrankeOS guides customers through drink selection in seconds. Visual menus, simple choices and easy customisation reduce hesitation and help turn quick stops into confident purchases.
At the same time, consistently high in-cup quality is ensured automatically. Intelligent extraction with iQFlowTM, combined with advanced milk handling through New FoamMaster and IndividualMilk, as well as precise temperature control via PrecisionTemp, delivers stable flavour and texture across beverages throughout the day. This makes quality independent of staff skill level, even during peak periods.
Operationally, the system is designed for control and efficiency. Connected capabilities via FrankeConnect provide real-time visibility, remote configuration and diagnostics, allowing operators to manage machines across locations and reduce downtime. In-store, guided prompts and the dynamic spout light support staff in keeping the machine ready without constant supervision.
Efficiency is built into the system. HeatGuard reduces energy consumption during standby, while Individu-alClean adapts cleaning cycles to actual usage, lowering detergent consumption and minimizing unneces-sary effort while maintaining hygiene standards.
Finally, the modular design and premium appearance ensure that the coffee station integrates seamlessly into different store formats, creating a visible and attractive focal point that encourages customers to choose coffee.
A coffee solution aligned with the future of forecourt retail
As forecourts continue to evolve into multi-functional mobility hubs, coffee is becoming a strategic category that must perform reliably at scale.
The New A Line enables operators to meet these expectations by combining quality, simplicity and control in one system, helping turn coffee into a consistent and profitable part of the business.
Experience it live at UNITI Expo 2026
Franke Coffee Systems will showcase the New A Line at UNITI Expo 2026, from May 19–21, 2026 in Stuttgart, Hall 1, Booth 1D36.
Visitors can experience how premium in-cup quality, intuitive self-service and connected operations come together to turn coffee into a scalable profit driver for forecourt environments.
Explore how the New A Line helps forecourt operators turn coffee into a scalable profit driver: aline.franke.coffee
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