Robot barista and the future of coffee

The robot barista in action --CONTRIBUTED

Entrepreneur Emerson Lee was captivated by a robotic barista during daily visits to his sister at Singapore’s Mount Elizabeth Hospital. Impressed by the consistent quality and speed of the coffee-making process, Lee saw its potential in the Philippines. The system was cutting-edge: Customers could either preorder via an app or place orders on-site through the touchscreen. A robot then expertly crafted each beverage, eliminating long queues by efficiently handling multiple orders simultaneously.

Recognizing an opportunity, Lee partnered with Keith Tan, founder and CEO of Crown Digital, the creators of the robot barista, Ella. Together, they brought Ella to the Philippines, launching the automated micro-café at Archipelago Furniture, a showroom owned by Lee and designer Vito Selma, in BGC’s Clipp Center.

Unlike traditional coffee shops that prioritize the barista’s craft, bean quality, and ambiance, this automated concept focuses on cost-efficiency and consistency. By minimizing rental space and labor, and leveraging digital technology, Ella delivers high-quality coffee at a lower price point.

“There’s a growing demand for takeaway coffee,” said Tan. “People want their coffee fast, and they want it now.” With prices ranging from P150 to P175, Ella’s offerings are more affordable than a global coffee chain, while surpassing the quality of other coffee chains.

Tan founded Crown Coffee, a chain of artisanal coffee shops, in Singapore in 2015. Despite the popularity of its Italian coffee, Buscaglione, the business faced challenges due to high staff turnover and finding replacements. In response, Tan assembled a team in 2019 to develop a robotic barista using technology from Swiss coffee machine manufacturer Eversys. This venture eventually evolved into Crown Digital.

“We began by developing digital inputs using API (Application Programming Interface) software to communicate with the Eversys coffee machine. We then integrated robotics and industrial design into this concept,” explained Tan. The resulting robot barista was named Ella, a playful reference to Rihanna’s song lyrics: “You can stand under my umbrella, ella, ella, eh, eh, eh.”

Serendipitous

Ella has completely replaced human baristas. Customers independently place orders and pay via credit card or Apple Pay. The cloud-based system allows Ella to accept orders from anywhere. Upon claiming, the customer scans the QR code. When an order is ready, it is dispensed into an automated pickup slot.

Ella’s market entry was serendipitous. “We opened our first location at Plaza Singapura four years ago during the lockdown,” said Tan. “As a robot-operated business, we were allowed to remain open, offering a contactless service.”

The core value proposition of Ella is delivering high-quality Italian coffee. “We’ve invested heavily in data-driven quality control,” said Tan. “The key to a perfect cup is the freshness of the coffee extraction, which Ella achieves in just 25 seconds. Producing a consistently smooth espresso requires a highly skilled barista, but Ella’s digital precision ensures steady quality. She operates 24/7 in a minimal space, maximizing efficiency without errors or complaints.” Ella’s impressive speed allows her to produce 200 cups per hour, five times faster than a human barista.

Ella’s convenience shines in high-traffic areas. At Changi Airport, passengers can pr-order coffee on their app after baggage claim and pick it up at the Ella kiosk. Commuters can preorder before boarding the train and collect their coffee at the next stop. In hospitals, medical staff use their apps from their workstations and find their drinks ready at Ella’s kiosk.

Beyond being Ella’s local representative, Lee is also an investor in Ella Singapore. “Keith and I maintain close collaboration, and our teams work diligently to perfect the coffee experience for Filipino customers,” Lee said. While the robot and its system are not for sale, Lee’s company plans to partner with airports, hospitals, and BPOs to offer Ella’s barista services. They aim to deploy 10 Ellas in Metro Manila by the end of the year.

Lee highlighted Ella’s hygienic advantages: “No human contact and consistent coffee quality are significant benefits. Even with measuring tools, human baristas can’t match Ella’s reliability. Plus, there’s the added convenience of skipping long lines.”