Our lab is your lab: come learn with us

If it’s been awhile since you’ve visited the La Marzocco Learning Lab and Showroom in Seattle, we have some exciting reasons for you to make another trip. We have some new equipment on display and ready for you to try, including the just-launched Linea PB, and the Vulcano Swift grinder – both of which were on display for the first time at SCAA in Boston last month.

The Linea PB is a next-generation model that builds on the legacy of the Linea Classic (which has been in production for nearly 25 years) as a dependable, rugged workhorse that delivers results in the highest-volume café settings.

The Vulcano Swift is a conical burr grinder due to go into production later this year that features the Swift technology of grind, volumetric dose, and tamp.

We couldn’t be more excited about our new products and look forward to introducing them to you!

As always, we’re open Monday through Friday, from 9-5pm, and everyone is welcome. If you’re hoping for some dedicated time with your coffee on a specific piece of La Marzocco equipment, be sure to reserve a time, but you’re also welcome to drop by for a visit, a quick demo, and a coffee.

In addition to being available on a reserved basis, we have some exciting events planned in the Learning Lab over the coming months, so be sure to check back, or stay tuned via Twitter and Facebook about what’s coming up.

First up, we have a public cupping event with Olympia Coffee Roasters this Friday, May 17th 10:00-11:30.  Also on deck are coffee showcases from some of our customers from near and far. Be sure to come by to try some things you might not find every day in Seattle!

We’re also working on few educational and coffee science events, coming late spring/early summer.

If you have an idea you’d like to bring to the La Marzocco Learning Lab, or if there’s a topic you hope we’ll cover, we’re all ears – drop us a line at training@lamarzoccousa.com to start the conversation.

If you have interest in being a guest educator, using our community space for training, or just want to visit for a hands-on product demo please contact:

Sarah Dooley at training@lamarzoccousa.com

We look forward to seeing you soon!

Sneak Peek: Linea PB Barista Features

The release of the Linea PB is just a few days away! Be sure to join us in Boston for the SCAA Expo at booth 518 to see the Linea PB firsthand. Kent Bakke will be making a special presentation of the Linea PB on Friday April 12th at 2pm Eastern.

In advance of the big reveal, we wanted to give you another sneak peak at some of the features you’ll see on the Linea PB. Last week we shared some information on the electronics that power the Linea PB AV and a dynamic measurement that will give baristas more insight into the extraction process: the flowmeter pulse.

This week we want to tell you a bit about the barista interface features of the Linea PB. We’re introducing a number of new features that draw on technology advances over the last 25 years, as well as input we’ve heard from our customers over time. Take a look:

  • Buttons: the Linea PB buttons are silicone membrane actuators capped by mirror-finished button caps, backlit with LED lights. A broad button cap ensures that the barista can engage the group at an arm’s length. The button pad has four points of engagement, ensuring that the group is activated regardless of where the barista touches the button.  When touched, the button offers satisfying, tactile feedback, ensuring the barista knows the button has engaged, even if she is not looking directly at the button.

 

  • Barista Lights: LED Barista lights are included standard on the Linea PB, making for a well-lit work area so the barista can monitor the progress of their coffee as it extracts and changes color.
  • Steam Valve: The newly designed Linea PB steam valve opens in a half turn, making it easier to use, and putting less strain on the barista over time. A unique diamond-shaped knob allows for ergonomic rolling action. The valve is unique to the Linea PB, but the rebuild kit is compatible with the GB/5.


 

  • Drain Tray: The Linea PB features a larger drain tray. The workspace below the group heads is increased by 32% over the Linea Classic. In addition, the tray itself has been changed to be more like the tray of the La Marzocco Strada – with fewer sharp edges that will make it safer for the barista to handle and clean the tray.

We’re excited to show you all of the new features of the Linea PB in just a few days. For those of you who are not able to join us, be sure to check www.lamarzocco.com after 4pm Eastern on April 12th to see a video of Kent’s presentation of the Linea PB at SCAA. And check back here on launch day to see photos of the machine and learn more!

Sneak Peek: Linea PB AV

We’ve been packing up our crates and gearing up to head to Boston next week for SCAA Expo. We’re most excited that the big day – April 12 – is almost here: the day we get to introduce the newest espresso machine in our lineup, the La Marzocco Linea PB.

We’re not to April 12th just yet, but we wanted to give you a little sneak peek at some of the technology you’ll see on our newest addition.

Last week we shared some of Ben Kaminsky’s thoughts on volumetrics after reviewing some testing results we conducted in the La Marzocco Lab. His analysis made his opinion clear:

“In practical application, in a bar setting, baristas utilizing flowmeters are nearly 50% faster than those pulling shots without.”

The La Marzocco Linea has come to be known as a workhorse of a machine: a durable, dependable classic that performs in the highest-volume settings. The Linea PB has been designed to continue this tradition, while also giving the barista new tools to prepare coffee more consistently.

As the specialty coffee community has taken a more in-depth approach to extracting espresso, we have come to more fully appreciate the value of flowmeters, and we believe flowmeters offer a path to providing the barista a dynamic measurement of espresso extraction. As such, we are excited to introduce the Linea PB AV.

The auto-volumetric system of the Linea PB will introduce a new feature, never before seen on an espresso machine. With a built in display, the barista will have the choice to view either the time of the extraction (just like the La Marzocco GB/5) or to see the number of cycles (pulses) moved through the flowmeter. Each count on a flowmeter is similar to .5 ml of water. Using this method, a barista will be able to see how much water has traveled into the portafilter. As Linea PB users become more familiar with the machine, they will be able to tell if their espresso is extracting too fast or too slow by how quickly the pulses count through the flowmeter. For the first time, the barista will have a dynamic measurement to understand the rate of extraction – rather than just time or volume. Ultimately, this new unit of measure will further put baristas in control of their extractions.

Each group head of the Linea PB has three buttons. Two buttons are programmable to a certain number of flowmeter cycles. The other button is a manual brew button, giving the barista the same start/stop control of a semi-automatic (EE) espresso machine. These buttons are silicone membrane switches, and are backlit with LED lights. Each switch has a life span of over a million cycles.

There are many other features of the Linea PB that we look forward to sharing with you over the coming weeks. We hope to see you in Boston (Booth #519), but if we don’t, be sure to check back here for more updates as we reveal the next generation of a classic.

Ben Kaminsky: Barista vs. Volumetrics

Guest Blog Post, Ben Kaminsky

We recently invited Ben Kaminsky to team up with the La Marzocco USA Lab crew in Seattle to investigate volumetrics, and to see whether better consistency is achieved by having an experienced barista prepare espresso on a semi-automatic espresso machine, or if more consistent results are achieved through volumetrics. 

The following is Ben’s write-up on the testing and the results.

It’s certainly no secret that in the business of specialty coffee (or really any business for that matter), consistency is king. Yet, for all our talk within the coffee industry of being consistent and using the best possible tools to achieve consistency in quality, how much do we actually do to enable baristas to be consistent?

Whether you choose to subscribe to the SCAA’s guidelines on extraction or not, one thing is for sure–whatever you do like, the goal is to repeat it over and over again in order to deliver the same coffee experience to each customer. That, in scientific terms, means repeating every extraction yield, on every espresso brewed and served, potentially hundreds of times in a day in rapid succession.

Some of you may have seen the video published by Matt Perger of St. Ali in Melbourne or previously read the words and recommendations of Scott Rao in the Professional Barista’s Handbook. Inspired by these works, we decided to do some simple testing of our own at La Marzocco USA, in Seattle.

The testing was very straight-forward. Using a dose of approximately 20 grams of ground espresso in the portafilter1 2 3, and producing 40 grams of liquid espresso in the cup, we aimed to achieve a beverage strength of 9.25% total dissolved solids (TDS), with a resulting extraction yield of 18.5%4. The aim was to try to achieve an extraction yield that was within +-.5% of our target yield of 18.5%. (The minimum yield within the aim was 18% and the maximum 19%.)

Next, we conducted four tests:

Test one allowed for the barista to use only one set time. In this test, the barista dialed in to achieve a beverage weight of 40 grams and a yield of 18.5% in 28 seconds. Once the test began, the barista continued pulling shots exclusively at 28 seconds. “Normal”5 bar-style dosing conditions were applied in this test, and also in tests two and three.

Test two allowed for the barista to use both time and sight (visual appearance of espresso in a shot glass) to dictate when they would stop their extraction. Today, many La Marzocco USA customers train their wholesale customers to prepare espresso using this method.

Test three utilized volumetric flowmeters6, again with “normal” dosing conditions (the barista dosed the coffee going into the portafilter with a combination of grinder dose and a controlled leveling process).

Test four utilized volumetric flowmeters with a coffee dose that was controlled within a tenth (0.1) of one gram for every extraction, using a scale to weigh the portafilter prior to brewing.

Prior to each of the four tests, our barista adjusted grind and time of extraction in order to achieve an 18.5% extraction yield, using a scale for dose to 20.0 grams and separate scale for beverage weight of 40 grams.

The data was staggeringly decisive. Let’s take a look…

Test Results & Analysis
For each test, the highest and lowest outliers were removed.

Test one results & analysis
In the first test, using only time as a metric, the barista fell outside the aim in every category: beverage weight, brew ratio, TDS, and extraction yield. Not surprising, really, given even the tiniest of variances in dose, we see that consistency was completely lost when relying only on time as a metric.

Test two results & analysis
At a glance, the Sight and Time test (test two) produced intriguing results. The average extraction (18.30%) falls within the target range (18.00-19.00%), but only as a technicality of the average. Looking further at the results, it’s clear that the minimum and maximum extractions were in-fact well outside of the aim. A standard deviation of 0.52 tells us that the shot-to-shot variance was pretty enormous.

Test three results & analysis
The third test used the flowmeter, with the barista dosing the coffee by grooming out of the portafilter. This category performed reasonably well, falling within the aims of extraction and minimum extraction, though even after the outliers were removed there remained some high-yielding extractions that fell outside of the target 19.00% maximum. Note here that even with a varying dose, the brew ratio remained very close to our target of 50%.

Test four results & analysis
Comparatively, test 4 demonstrates astounding consistency in all aspects, beating, or falling nearly dead-on the target. Extraction yield (18.54%) and minimum yield (18.03%) both beat the aim (18.00%). The maximum yield is 19.04% – just .04 beyond the target maximum. The range is just .01 above the target. The standard deviation (0.30) really says it all in this round, essentially decimating the others from a statistical perspective and beating the target by a full tenth (0.40).

Conclusions
There are a number of additional factors to consider. One key element at play here not shown in the data set, that really shouldn’t be underestimated, is speed.

In practical application, in a bar setting, baristas utilizing flowmeters are nearly 50% faster than those pulling shots without. Baristas not utilizing volumetric measurement are essentially forced to watch the entire duration of the espresso extraction in anticipation of its conclusion. For most shops, that means about 25-30 seconds where someone is being paid to watch espresso pour into a cup. While some shops employ multiple baristas to enable a better, faster workflow and more skilled baristas are generally able to handle some additional multitasking, I can tell you from all my experience traveling to espresso bars around the world, I have never seen a faster workflow, while surpassing my personal expectations for consistency, than one employing volumetric flowmeters.

On average from data that I’ve collected empirically as well as in this testing, for drink preparation alone, I would argue most specialty coffee bars run between 40-70 seconds per espresso drink in the queue; a wide margin, but one that the vast majority fall in… A very fast bar would get that number down to between 30-40 seconds. Using two baristas, timed grinders, and a volumetric machine with multiple groups, I’ve seen as fast as nearly 20 seconds per customer per drink. This enabled a very small cafe I visited to do an admirable and otherwise impossible number of drinks per hour.

The performance of the flowmeter does, of course, degrade over time. All parts eventually fail and need to be maintained or replaced, especially those in constant contact with water. In all likelihood, you live in a place that has water that is softer or harder than is ideal for the performance of the espresso machine, the flowmeter, and the flavor and extraction of the coffee.

Generally, near-ideal water has approximately between 65-85ppm in CaCO3 as a subset of total water hardness. That translates to between 4-5 grains per gallon if you’re in the United States, and just about the same number of German degrees hardness if you’re anywhere else7. This is definitely something to keep in mind when using a volumetric espresso machine, as hard, untreated water will rapidly degrade the performance of a flowmeter by formation of scale within the system.

Over the last four years, as coffee professionals have started to take a serious look at espresso measurement, I can’t help but think of all the conversations I’ve had in which someone inevitably said, “If you could pull every espresso within a gram, you’d probably have the most consistent espresso bar in the world.” I wholeheartedly believe this is actually true. Flowmeters absolutely prove themselves to be a reliable tool to help move in that direction.

You can review the raw data from the four tests here; I’ve also included a graph of each shot measured in the data set for those of you who are keen to dig deeper. I sincerely recommend it.

-Ben Kaminsky

 

1. We employed a 20g ridgeless VST basket for the purpose of this testing. This is also the WBC spec portafilter basket. We also used a 58.4mm flat tamper.

2. We allowed for some variation in dose to mimic that of “real-world” conditions.

3. Ground coffee was groomed once out of the portafilter to try and maintain accuracy and consistency in dose.

4. All shots were measured using a VST Lab II refractometer and syringe filtered for clarification.

5. “Normal” for the sake of the test is defined as a groomed dose out of a Mazzer Robur E timer-based espresso grinder. The target ground coffee dose was 20g for every shot pulled.

6. The flowmeter is a paddlewheel-like device that measures the volume of water passing from the coffee boiler to the coffee cake.

7. 1 grain/US gallon = 0.958 German degrees = 1.71 French degrees.

La Marzocco to Be Exclusive Espresso Equipment at the Coffee Experience TED2013

Seattle, WA (January 31, 2013) -La Marzocco USA, based in Seattle, Washington, is honored to once again support TED2013 and the Specialty Coffee Association of America (SCAA) and its Guilds by providing all of the espresso equipment for the Coffee Experience at this year’s conferences. The Coffee Experience installation will be set on TED campus Long Beach as well as TEDActive in Palm Springs, both taking place February 25-March 1, 2013. TED is a nonprofit devoted to Ideas Worth Spreading. Started in 1984, the conference brings together people from three worlds: Technology, Entertainment and Design.

La Marzocco will be providing nine different espresso machines, multiple Mazzer grinders as well as Marco precision hot water delivery systems at TED this year. This is the largest annual equipment showcase for the company, second only to SCAA’s Exposition, The Event, which takes place annually in April.

SCAA’s goal is to provide over 3,000 TED and TEDActive attendees a deeper experience of coffee delivering the caffeine that fuels conversations along with insights about coffee’s role as a culinary treasure and unique economic web that connects farmers, artisans, and coffee lovers all over the world. In addition to the Barista Guild bringing in 38 of the best coffee professionals from around the world to lead the experience, and actual service of coffee bars throughout the campuses, there will also be a slow bar where attendees may work hands-on with La Marzocco espresso machines and with one-on-one guidance from a Barista Guild representative to prepare an espresso beverage. There will also be heavy emphasis on sharing stories with TED attendees to grow their understanding of the world of specialty coffee: the processes that contribute to the finished cup; the economic web of coffee as an important world commodity.

Bringing these stories to the consumer is a key focus for La Marzocco; the company is honored to participate and help provide the finest technology and tools to help facilitate the learning experience for TED attendees. La Marzocco finds it important and exciting that TED attendees this year will be able to work directly on their machines and equipment. “TED is such a unique experiential learning opportunity. In our past participation we’ve found that attendees are curious and hungry to learn more about coffee and the equipment used to prepare coffee. We look forward to providing that experience again in 2013,” says Kent Bakke, CEO of La Marzocco International.

TED, SCAA and La Marzocco share the same business value of collaboration and dissemination of knowledge and skill. This important program being offered at TED will help reinforce the idea of relationships between farmers, artisans and coffee lovers across the world.

TED and TEDActive run from February 25-March 1, 2013. For more information on TED, go to www.TED.com

 

About La Marzocco

Named after the symbol of Florence, Italy – the lion – La Marzocco has been the leader in espresso machine innovations since 1927 – with the first dual boiler, the first saturated grouphead, the first commercial use of PID controllers, and the first to introduce fully programmable pressure profiling. All La Marzocco espresso machines are assembled by hand in Florence, Italy. Since the 1980’s, La Marzocco has helped to build the specialty coffee community into the robust, quality-driven industry it is today. La Marzocco USA, based in Seattle, WA, distributes La Marzocco, Marco, and Mazzer coffee equipment, offering sales, technical support, training, and highest level of customer satisfaction one can expect from the industry leader. www.larmarzoccousa.com  @lamarzocco

About  SCAA
The Specialty Coffee Association of America (SCAA), is a non-profit trade organization and the world recognized leader in coffee knowledge development. With over 9,000 members located in more than 40 countries, including member companies and their employees, SCAA members represent every segment of the specialty coffee industry, including producers, roasters, importers/exporters, retailers, manufacturers, baristas and other industry professionals. For over 30 years, the SCAA has been dedicated to creating a vibrant specialty coffee community, recognizing, developing and promoting specialty coffee by setting and maintaining quality standards for the industry; conducting research on coffee consumption, brewing and perfection of craft; and providing education, training, resources and business services for its members. Visit www.scaa.org. @specialtycoffee

For La Marzocco USA press inquiries, please contact Diana Bianchini, Di Moda Public Relations, 310.288.0077, diana@dimodapr.com .

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Now Hiring: Solutions Group Technician

La Marzocco USA, in Seattle, is now hiring a new technician for our Solutions team. If you possess strong technical knowledge of La Marzocco machines and have a natural disposition for delivering great customer service, send a cover letter and your resume to job (at) lamarzoccousa (dot) com.  We are not accepting phone inquires.

Description:

• Handle incoming Technical and Parts inquires.
• Work as a team member to communicate and resolve technical questions.
• Provide prompt responses to customer inquiries.
• Develop written documentation for field service procedures.
• Follow up on customer interactions.
• Full-time position.
• Compensation: depends on experience.

Requirements:

• 2+ years La Marzocco heavy field experience.
• Strong grasp of brewing theory/best practices.
• Comfortable troubleshooting electronics.
• Tech savvy/computer literate.
• Good verbal and written communication skills.
• Adaptability: willing to be flexible with work responsibility.
• Previous donut procurement experience a plus.

Thanks

With Thanksgiving this week, we’re taking a bit of time to reflect and offer gratitude. This week gives us the opportunity to express it, but we are humbled every week – every day – to have such an incredible community of customers, employees, suppliers, enthusiasts, and fans – you. Thank you for your loyalty, your partnership, and for inspiring us to deliver great products and great service. La Marzocco truly would not be what it is without you.

We wish everyone a wonderful holiday – filled with family, friends, and great coffee.

Lending a Hand to Customers Affected by Sandy

We here at La Marzocco USA extend our sincere sympathies to all those affected by Hurricane Sandy.  We’ve watched the news reports, seen your posts on Twitter and Facebook, and seen the coffee community band together to offer support. It’s phenomenal to see this resilient group, and our steadfast community come together. We’d like to do what we can to help, too.

If your La Marzocco espresso machine was damaged in the storm, please give our Solutions team a call, explain your situation, and we’ll extend a 15% discount on your parts order to help get you back up and running.  In addition, we’ll pay the difference in shipping costs for you to expedite your order from Ground to three-day shipping. Valid for one parts order per customer on orders to be shipped to Connecticut, Delaware, Maryland, Massachusetts, New Jersey, New York, Pennsylvania, Rhode Island, Virginia, and Washington, D.C., and placed on or before November 16, 2012.

As always, our Solutions team is available on the phones beginning at 6am Pacific time to accommodate our east coast customers.  They can be reached at 206-706-9104 x101.

 

Related Information:

Red Cross provides shelter, food, emotional support and other assistance to those affected by disasters like Hurricane Sandy. To donate, people can visit www.redcross.org, call 1-800-RED-CROSS, or text the word REDCROSS to 90999 to make a $10 donation. Contributions may also be sent to someone’s local Red Cross chapter or to the American Red Cross, P.O. Box 37243, Washington, DC 20013.

World Vision is distributing flood, clean-up kits, personal hygiene items, and emergency food kits to people hit by the hurricane. To donate, visit www.worldvision.org.

Meet & Greet with Luca from Mazzer

Please join us as we host Luca Maccatrozzo, head of global sales for Mazzer, here in Seattle for the first time ever.

WHEN: Thursday, November 8th from 4:30-6pm

WHERE: La Marzocco USA

WHY: An opportunity for all to learn and gather information, while also asking any questions you may have (for Mazzer).

 
The event is open to the public, we hope to see many of you here on the 8th!

 

Next stop: Vienna, Austria

In just over a week we’ll be headed to Vienna, Austria for the annual World of Coffee event, organized by the Specialty Coffee Association of Europe.

 

La Marzocco’s True Artisans Cafe will be open on Wednesday and Thursday, June 13-14 from 10am-6pm, and on Friday, June 15th from 10am-5pm.

Please join the La Marzocco team in collaboration with our local distributor, Reinhold Fliedl of Espressosolutions, and some of the finest baristas and microroasters from around the globe, including:

And for all of you party-people, join us for the UBC 2012 Opening Party at CaffeCouture in Garnisongasse 18, Vienna on Wednesday, June 13th from 6pm on.  Powered by La Marzocco, Espressosolutions, and CaffeCouture.