What Procaffe does

Procaffe (legal entity procaffé australasia pty ltd) is an Australian private workplace coffee specialist that supplies, services, and maintains commercial coffee machines for businesses in Melbourne and Sydney. Founded in 2000 and operating from a warehouse and office facility in Keysborough with a Coffee Experience Centre showroom in Abbotsford, the company has supported over 400 businesses over more than two decades. Procaffe is a Franke Approved Partner with 15+ years of OEM relationship, distributing Swiss-engineered bean-to-cup machines (A300, A400, A600, A1000, Mytico) featuring patented iQFlow extraction technology, and complements hardware with the Steamcraft milk steamer, Nuttelex plant-based milks, and IoT-enabled remote monitoring for predictive maintenance.

The company's core technology stack is built around Franke premium automatic machines and an IoT-based remote monitoring layer that tracks machine performance, wear, and service needs to enable proactive maintenance across the deployed fleet. Procaffe's go-to-market is a consultative direct sales motion targeted at mid-market and enterprise office customers (workplaces with 30+ employees) and six identified verticals: corporate offices, car dealerships, clubs/hotels, education, petroleum/convenience, and healthcare/pharmaceutical. Free 28-day or 2-week trials lower the buying barrier, after which customers convert to rental, purchase, or bundled service plans.

Procaffe generates revenue through four streams: recurring coffee machine rental/leasing (subscription), machine sales (one-time), consumables and supplies (recurring), and service/maintenance (recurring). Pricing is quote-based and not publicly disclosed, but the model emphasizes no upfront capital outlay for rentals, bundled service coverage, and flexible scaling. The company is founder-owned and organically grown with no disclosed external funding, and its geographic footprint is limited to Victoria and New South Wales. Sustainability is positioned as a secondary differentiator via a Planetware coffee-waste recycling partnership.

Name

Procaffe

Legal name

procaffé australasia pty ltd

Website

https://procaffe.com.au

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

11–50 employees

Short description

Procaffe is an Australian private workplace coffee specialist that supplies, services, and maintains Franke automatic coffee machines and consumables for businesses in Melbourne and Sydney across corporate, hospitality, education, and healthcare verticals.

Ownership category

akta.pro rank

Product category

Workplace Coffee Services

akta.pro primary industry

Coffee, Espresso & Tea Appliances Retail (CRACADAC)

Keywords

• Workplace coffee machines
• Office coffee solutions
• Commercial coffee equipment
• Coffee machine rental
• Coffee machine servicing

Headquarters

HQ city

Moorabbin

HQ country

Australia

HQ region

Oceania

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Coffee Machine Rental and Leasing: Flexible rental plans for workplace coffee machines with bundled service and maintenance. Pricing is based on machine capacity and business size, with no upfront capital costs and regular affordable payments.
2. Machine Sales: Direct purchase option for businesses preferring ownership over leasing. Machines are sold with standard warranty coverage (12-month standard warranty covering major parts).
3. Consumables and Supplies: Ongoing supply of coffee beans, tea, alternative milks, cleaning products, cups, and syrups delivered directly to client workplaces as part of the complete corporate coffee solution.
4. Service and Maintenance: Comprehensive service packages including preventative maintenance, emergency repairs, and cleaning. Coverage includes labour costs during rental period; purchase agreements include 12-month parts warranty (excluding labour).

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Procaffe supplies, services, and maintains commercial coffee machines for workplaces across Melbourne and Sydney. The company offers Swiss-engineered Franke automatic bean-to-cup machines (A300, A400, A600, A1000, and Mytico) for rental or purchase, bundled with consumables (beans, milk, tea, syrups, cups), preventative maintenance, IoT-enabled remote monitoring, and on-site staff training.

Product overview

Procaffe is a workplace coffee specialist offering a comprehensive portfolio of products and services centered on commercial coffee solutions. The core offering includes premium Franke automatic coffee machines (Franke A300, A400, A600, A1000, and Mytico models) ranging from compact units for small offices to high-capacity machines for large organizations. These are complemented by flexible service models including rental/hire programs, 28-day free trials, and comprehensive maintenance packages. The company also supplies consumables including premium coffee beans, Nuttelex alternative milks, and the Steamcraft milk steamer accessory. Services are delivered through office and warehouse locations in Melbourne and Sydney, with Procaffe operating as a Franke Approved Partner with over 20 years of industry experience.

Differentiator

Problem solved

Functional benefit

Products and services

• Franke A300 Coffee Machine
• Franke A400 Coffee Machine
• Franke A600 Coffee Machine
• Franke A1000 Coffee Machine
• Franke Mytico Coffee Machine
• Coffee Machine Rental and Hire Service
• Coffee Machine Sales
• 28-Day Free Trial Program
• Service and Maintenance Program
• Office Coffee Supplies and Consumables
• Steamcraft Milk Steamer
• Nuttelex Alternative Milks

Quantifiable outcome

• Food and beverage sales increased by 500%+ over 5 years for petroleum client with 40+ sites
• +2 more outcomes

Named customers3 records

Segments6 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Franke Coffee SystemscoreStrategic or Co-development PartnerProcaffé is a Franke Approved Partner with over 15 years of partnership history. As an authorized partner, they provide Franke coffee machines (A300, A400, A600, A1000, Mytico) to Australian workplaces. Franke's Swiss-engineered equipment with patented iQFlow™ technology forms the core of Procaffé's product offering. The partnership includes access to training, technical support, and priority parts availability.
• PlanetwareminorStrategic or Co-development PartnerEnvironmental partnership for coffee waste recycling. Procaffé has partnered with Planetware to offer collection of coffee waste from client locations, which is recycled into compost and energy. This partnership supports Procaffé's sustainability initiatives and enables clients to offer guilt-free coffee.
• NuttelexminorStrategic or Co-development PartnerPartnership with Australian-made Nuttelex plant-based milks (almond and oat) for use with Procaffé's Steamcraft milk steamer. Nuttelex products are designed for automatic office coffee machines and self-serve systems, providing consistent performance. The partnership enables workplaces to offer inclusive dairy-free options.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• De'Longhi: Italian household and prosumer coffee machine manufacturer with growing commercial/professional line. De'Longhi competes at the broader end of the office automatic machine market through retail and commercial distributors.
• Breville Group: ASX-listed Australian appliance company with significant coffee machine business (Breville/Sage) covering prosumer and commercial-grade machines. A domestically headquartered broader incumbent in coffee equipment distribution.
• Cimbali Group: Italian commercial coffee equipment group (La Cimbali, Faema) supplying bean-to-cup and traditional espresso systems to offices, hotels and hospitality. Overlaps with Procaffé's portfolio in corporate, club, and hotel verticals.
• Franke Coffee Systems: Procaffé's principal supplier and parent brand, and a global commercial coffee systems manufacturer with its own iQFlow™ technology. Franke competes for the same workplace end-customer, particularly via direct enterprise channels, making it a partner-cum-incumbent peer.
• La Marzocco: Italian premium commercial espresso equipment manufacturer serving specialty cafés and high-end hospitality workplaces. Competes for the upper-end office/hospitality installations that Procaffé targets with Franke machines.
• Evoca Group: Global Italian-headquartered manufacturer of professional coffee machines (Saeco Professional, Necta, Gaggia) serving offices, hotels and foodservice. A broader incumbent competing for the same end-customer installations through its own partner/service distribution.

Regional players

• Genovese Coffee: Melbourne-based specialty coffee roaster with B2B and office supply programs concentrated in Victoria. Regional peer offering similar workplace coffee solutions in Procaffé's core geographic market.
• Di Bella Coffee: Australian specialty coffee roaster offering office and wholesale B2B coffee programs across the country. Comparable to Procaffé in serving workplaces with beans, equipment and support, but not specialised in premium automatic machines.

Direct peers

• Jura Elektroapparate AG: Swiss manufacturer of premium automatic bean-to-cup coffee machines that competes head-to-head with Franke in workplace and prosumer segments. Jura sells via authorized dealer networks, mirroring Procaffé's distribution-and-service model with overlapping premium positioning.
• Melitta Professional: B2B coffee solutions arm of Melitta, supplying bean-to-cup systems and service programs to offices and foodservice across Europe and select markets. Closely mirrors Procaffé's bundled equipment-plus-consumables-plus-service model through partner/service distribution.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/procaffe

Revenue estimate

Valuation estimate

Number of profiles

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 Procaffe