What Makr Shakr does

Makr Shakr is an Italian robotics company headquartered in Torino that designs and manufactures automated robotic bar and beverage preparation systems for the hospitality industry. The company was founded following the 2013 Google I/O prototype, developed in collaboration with MIT Senseable City Lab, The Coca-Cola Company, and Bacardi Rum, with robot movements choreographed by Marco Pelle to create an engaging bar experience. Its product portfolio consists of three purpose-built robotic systems targeting distinct venue types: Toni (Barista) for luxury venues seeking a technological upgrade, Veloce for dance clubs requiring rapid order fulfillment, and Compatto for high-traffic areas needing queue reduction. Each robot is designed for automated beverage preparation — spanning cocktails and coffee — with choreographed movements intended to serve as both functional automation and a social attraction.

The company operates as a private limited entity (Makr shakr srl) with an 11-50 employee team and pursues an enterprise-focused B2B go-to-market through direct sales and consultative quoting, indicated by 'Inquire now' CTAs on its website. Revenue is generated primarily through hardware sales of robotic barista systems and customized venue automation solutions, with no publicly disclosed pricing. Its customer segments are vertically organized: luxury venues (primary), dance clubs, and high-traffic quick-service locations. The company claims a global footprint and references 'global adventures' in its communications, suggesting international deployments despite no specific operating geographies being disclosed. No external funding rounds, revenue figures, or named customer logos appear in the available sources, and the company appears to be founder-owned with academic ties through the MIT Senseable City Lab collaboration.

Name

Makr Shakr

Legal name

Makr shakr srl

Website

https://makrshakr.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

Makr Shakr is an Italian robotics company that designs and sells automated robotic bar and coffee systems (Toni, Veloce, Compatto) to enterprise venue operators across luxury hospitality, nightlife, and high-traffic segments. The company was founded in 2013/2014 in Torino following a Google I/O prototype developed with MIT Senseable City Lab, Coca-Cola, and Bacardi.

Ownership category

akta.pro rank

Product category

Service Robotics - Automated Beverage Systems

NAICS

Commercial and Service Industry Machinery Manufacturing (333310), Ventilation, Heating, Air-Conditioning, and Commercial Refrigeration Equipment Manufacturing (33341)

akta.pro primary industry

Smoothie & Protein Shake Bars (THAFAKAB)

Keywords

• Robotic bar systems
• Automated beverage preparation
• Robotic coffee machines
• Service robotics
• Robotic bartending

Headquarters

HQ city

Torino

HQ country

Italy

HQ region

Europe

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Technology or R&D, Personnel, Operations, Marketing or Sales

Revenue model

1. Robotic Barista Hardware Sales: Sale of robotic barista systems (Toni, Veloce, Compatto) to venue operators including luxury venues, dance clubs, and high-traffic areas.
2. Venue Automation Solutions: Customized robotic solutions for specific venue types, providing end-to-end automation for beverage preparation and service.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Makr Shakr designs, manufactures, and sells robotic bar systems that automate beverage preparation and service. Its product line includes three specialized robotic models—Toni (Barista) for luxury venues, Veloce for dance clubs, and Compatto for high-traffic areas—each tailored to specific operational requirements of hospitality venues.

Product overview

Makr Shakr offers a portfolio of robotic beverage preparation systems designed for different venue types. The core product line includes three robot models: Toni (Barista) for luxury venues, Veloce for dance clubs, and Compatto for high traffic areas. Each robot is specifically designed to address different operational needs, from upscale environments requiring a technological touch to high-volume settings demanding speed and queue reduction. The systems automate beverage preparation while enabling social interaction experiences.

Differentiator

Problem solved

Functional benefit

Products and services

• Toni (Barista) A robotic barista system designed for luxury venues, offering a technological touch to upgrade deluxe locations with automated coffee and beverage preparation. Targeted at premium hospitality operators.
• Veloce A high-speed robotic system optimized for dance clubs and nightlife venues, designed to speed up the ordering process and serve large crowds efficiently during peak hours with rapid automated beverage service.
• Compatto A compact robotic solution designed for high-traffic areas, intended to shorten queues and handle high-volume beverage service efficiently through automated preparation.

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Three partnerships are on record, tiered flagship.

• MIT Senseable City LabflagshipStrategic or Co-development Partner · 1 May 2013MIT Senseable City Lab collaborated with Makr Shakr on the first prototype unveiled at Google I/O 2013, bringing academic research expertise in human-robot interaction and urban technology to the development of robotic bar systems.
• The Coca-Cola CompanyflagshipStrategic or Co-development Partner · 1 May 2013Coca-Cola partnered in the development of the first Makr Shakr robotic bar system unveiled at Google I/O 2013, providing beverage industry expertise and brand association for the robotic cocktail and beverage preparation technology.
• Bacardi RumflagshipStrategic or Co-development Partner · 1 May 2013Bacardi Rum collaborated on the Google I/O 2013 prototype, contributing cocktail expertise and brand partnership for the robotic bartender demonstration featuring spirits preparation.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Café X: San Francisco-based robotic coffee barista operator. Directly comparable to Makr Shakr as a pioneer of automated robotic beverage preparation serving high-traffic retail and venue customers.
• Crown Digital: Singapore-based developer of the Ella robotic barista. Directly competes in the autonomous robotic beverage preparation category and shares Makr Shakr's venue-based B2B deployment model.
• Artly Coffee: Seattle-based AI-powered robotic barista operator with multiple retail locations. Directly comparable to Makr Shakr's Compatto and Toni lines in delivering automated specialty coffee/beverage service.
• Yanu: Estonian autonomous robotic bartender designed for bars, clubs, and high-volume venues. Closely aligned with Makr Shakr's cocktail-focused Veloce product in the robotic bartender sub-category.
• Briggo: Austin-based automated specialty coffee platform (acquired by Costa Coffee). Directly comparable as a robotic beverage preparation company serving venue and high-traffic customers like Makr Shakr's Compatto line.

Emerging players

• Barsys: Consumer-focused automated cocktail-mixing device. Adjacent peer to Makr Shakr in automated cocktail preparation, though distributed as a consumer product rather than venue-installed robotic arm.
• Somabar: Automated cocktail-making appliance targeted at hospitality and consumer markets. Adjacent peer with overlapping cocktail automation use case but at a smaller, more consumer-oriented form factor than Makr Shakr.

Broad incumbents

• Bear Robotics: U.S.-based developer of autonomous indoor service robots for restaurants and hospitality venues. Broad incumbent in hospitality service robotics with adjacent venue-deployment economics to Makr Shakr.
• SoftBank Robotics: Global commercial service robotics platform behind Pepper and Whiz. Broad incumbent providing general-purpose service robots relevant to venue automation at a much larger scale than Makr Shakr.
• ABB: Global industrial and collaborative robotics leader. Broad incumbent whose motion-control and robotic arm technology forms the supply base from which Makr Shakr-style systems are built.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/makr_shakr

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Makr Shakr