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Why Coffee Shops Should Consider Roasting Their Own Coffee

A lot of specialty coffee shops are thinking of taking the next step, roasting their own coffee. These shops usually have their own specialty beans that they wish to showcase in addition to the finished product. Or they are artisan cafes that wish to start selling their own specialty coffee beans with an in-house coffee roaster. How do they make the leap from a coffee shop to a cafe-roastery?

First, The Pros and Cons

Below are the pros and cons of transitioning into a cafe-roastery:

The pros:

  • Guaranteed product freshness and quality
  • Saves money from purchasing green coffee beans instead of roasted beans
  • Diversifies the revenue stream by selling coffee beans to both direct and wholesale customers
  • Keeps customers interested and keen to learn more
  • Adds more personality to the menu and packaging to improve overall image
  • An opportunity to promote the brand more broadly

The cons:

  • The significant initial investment to purchase and install the roaster
  • Requires a large space
  • Requires a dedicated staff for roasting and maintenance

If the pros outweigh the cons, then it’s time to take the next step.

Next, The Transition

Below are some tips on how to incorporate a roaster in your coffee shop.

1. Prepare the space

You need to carefully calculate your space, not only for the roaster machine itself but also for sufficient storage space for both green coffee beans and roasted beans, labels and packaging, emergency fire extinguisher, staff room, etc. You also need to create a layout that showcases the roaster machine to attract customers.

2. Choose the right roaster

Do a rough calculation on your target sales each month, how much time you can spend roasting, and also how much space available for storing green and roasted beans. Based on this calculation, you can decide the capacity of the coffee roasting machine that you need. Berto coffee roaster comes in various sizes and types to suit your needs. In our previous post, we gave useful tips on things to consider when selecting your coffee roaster.

3. Set up installation for pipes and electricity connection

You need to prepare the power lines, exhaust piping, and exhaust filters if applicable. It is a good idea to consult with the roaster manufacturer and an experienced electrician to get the best result.

4. Master your roaster

After the roasting machine is installed and ready, learn as much as you can about your machine in order to get optimum results. Keep a roasting log, experiment with different settings until you get the quality that you want. Use your senses (hearing, smelling, watching) during the roasting process and test the roasted beans often to ensure consistent quality.

5. Schedule regular cleaning and maintenance

Good maintenance is the key to a good roaster performance. Berto roaster machines virtually need no maintenance aside from the usual grease and duster, but it is a good habit to do regular checkups to ensure the machine is working properly. Look out for irregularities and do not hesitate to contact the manufacturer if you are not sure what to do.

6. Use your roaster for education and marketing

Take advantage of your roasting machine to attract customers by hosting regular cupping sessions and basic coffee workshops. Introduce your customers to the complexities of your specialty coffee, to educate them as well as to increase brand loyalty. You might also want to consider handing out free coffee beans samples to your customers and the surrounding areas.


Incorporating a coffee roaster machine to a coffee shop can be a huge step and requires a significant investment in terms of time, cost, and training. However, it also enables you to launch your own brand, engage with your customers more and earn their loyalty, increase your revenue as well as market presence. Are you ready for your next step?

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