When in 2020 the trade fair euvend & coffeena brings the vending industry together parallel to Orgatec for the first time, new target groups will be addressed. VendingSpiegel talked about this in an exclusive interview with Stefanie Mauritz, Director euvend & coffeena.
VS: Ms. Mauritz, in your opinion to what extent is the vending industry faced with big challenges and at the same time big opportunities?
Mauritz: The future holds great potential. Because especially in Europe, the manpower is the most expensive factor in many sections. Lacking skilled labour and the demographic change will lead to personnel costs becoming even more expensive. The food service and trade are already noticing this very significantly. Hence, we are assuming that more and more automated concepts will play a key role in the out-of-home market.
VS: Where will one be able to find such concepts?
Mauritz: Everywhere, where the price plays an important role. For example, fully-automated concepts are being increasingly implemented at discounters or in the system catering sector. And also in those places where 24/7 services are offered. The availability of products everywhere and round the clock can only occur using automated processes.
VS: Which role does the trade fair organiser Koelnmesse play here?
Mauritz: A lot of the threads come together here in our capacity as a trade fair organiser. We see and hear what moves our exhibitors and visitors. We perceive precisely which themes are occupying the media. We hold many dialogues and analyse market surveys which are confirming that an increased technologisation of products and processes, automation, digitalisation and also individualisation is taking place.
VS: Can you elaborate here?
Mauritz: We are identifying trends like snacking, Office Coffee Service, micro markets, New Work, New Retail. Players that have up until now not had anything to do with the theme vending are also noticing these developments. There are shop builders, who see opportunities in unattended retail. Technology companies, who are thinking about unmanned sales solutions. Non-vending companies like Bitburger and Vorwerk, who are handing over new capital to the food vending machine supplier, Hellofresh-Go.
VS: Do you see a trend emerging here?
Mauritz: The start-ups, think tanks and big technology companies have long since become aware that new retail and food service concepts have potential and that there is money to be made here.
VS: For you as the trade fair organisers of euvend & coffeena the question remains as to how you will be able to lead the vending industry and your trade fair in its capacity as the industry's central meeting point into the future.
Mauritz: That's right. And this is why we are asking ourselves a few questions: How are we going to make both fit for the future? How will we succeed in ensuring that the existing market players with their expertise gained over decades can participate in this new business potential? This industry that has hitherto been used to focusing on one core target group - the operator. Which now has the opportunity to apply its business model to totally new industries and fields of business.
VS: Can you name some examples here?
Mauritz: Vending solutions offer big chances for the discounter, who has problems finding staff and where the staff constitutes a huge cost factor. We are assuming that in a few years we will see unmanned discounters. In those areas where it is not necessary to differentiate through consulting, but instead via the price. Where it comes down to the fast availability of goods round the clock, where the traffic infrastructure can no longer keep up with the logistics of the growing online trade. Where the consumers expect round the clock provision, in modern and mobile working worlds, on the road, where less and less people cook at home, eating out instead - snacks instead of full meals. Where apartments already have no kitchen, because the occupants eat out.
VS: Can the classic vending industry afford this?
Mauritz: In order to transfer the potential of the automated sales world into new areas of application, in order to show these user groups what vending is and what it is capable of - the vending industry has to get moving, namely in the direction of these new target groups.
VS: But the industry is considered to be conservative.
Mauritz: That is why it is also our aim to hold on to what has distinguished the industry so far. The entire spectrum of vending has to be presented - with all of its product sections from automated sales solutions, to professional coffee systems, coffee, hot and cold beverages, snacks and filling products, to multi-payment solutions, through to cups and services. At the same time, winning over the highest number of the main target group of operators as possible and additionally the most important operators from the European and to an extent also non-European market: That is what euvend & coffeena has stood for to-date and it will continue to do so in the future.
VS: And what new aspects will Orgatec, which claims to be the international trade fair for the modern working world, bring with it?
Mauritz: In addition to over 4,000 national and international operators, euvend & coffeena will in future also reach new target groups as visitors: Architects and planners, the real estate industry, facility management providers, contract caterers, decision-makers from the office and hotel sections, works councils and thousands of user companies.
VS: Can you briefly describe who visits Orgatec exactly?
Mauritz: The entire office and commercial building world meets up at Orgatec. The entire world of work comes together here with the key application sections of the commercial building business, i.e. commercial real estate. User companies from the sections medical practices, law firms, shops, supermarkets, shopping centres, industrial parks, administration buildings, office blocks, business centres, hotels, hospitals, sanatoriums, leisure and educational facilities use Orgatec to inform themselves about procurement decisions, gain an overview and make purchasing decisions.
VS: Why do these target groups fit in well with euvend & coffeena?
Mauritz: In all of the application sections the demand for automated sales concepts will arise and grow to an increased extent. With its more than 60,000 visitors from these target groups, Orgatec offers the vending industry access to these new and growing sales markets. And this in addition to the totally central core target group of operators, on which the focus will continue to remain.
VS: What are your own expectations in the two events being staged parallel?
Mauritz: We are looking forward to heading into the future with its new sales markets and business potentials together with the vending industry. With the support of a modern industry platform and euvend & coffeena, the industry is well-equipped for the future.
In order to transfer the potential of the automated sales world into new areas of application, in order to show these user groups what vending is and what it is capable of - the vending industry has to get moving, namely in the direction of these new target groups," said Stefanie Mauritz, Director euvend & coffeena with regards to the new target groups that will be reached as a result of the event being staged parallel to Orgatec.
The next euvend & coffeena is scheduled to take place from 29 to 31 October 2020, at the fair grounds of Koelnmesse parallel to Orgatec.