Cafés el tostadero

What Cafés el tostadero does

Cafés el Tostadero is a family-owned specialty coffee roaster based in Cuarte de Huerva, Zaragoza (Aragón), Spain. The business traces to the 1960s when D. Mariano Nerin Aused founded it, and it has operated under the current legal entity TOSTADERO GUTIERREZ, S.L. since the Gutiérrez family's acquisition in 1989. With 13 employees, the company roasts specialty coffees using a tueste por separado (separate-roasting-per-origin) technique designed to extract the optimal flavor profile of each origin, and runs a seasonal Cuatro Deseos blend system — four seasonal recipes plus a decaffeinated option — that it markets as the first evolutionary specialty coffee program in Spain. The portfolio spans single-origin and monovarietal specialty coffees, commercial blends (El Pilar as flagship), coffee and tea capsules, pyramid-format teas and tisanas, complementary items, professional espresso equipment, branded commercial tableware, gift packs, and merchandising.

Customers are served through a WooCommerce e-commerce storefront shipping within Spain, a recurring Devilbox subscription program (monthly tiers ranging roughly €37–€45 across El Pilar, Devil, 4 Deseos, Mas Pilar, El Chulo, and Aragon variants), a Horeca 360° B2B service that bundles equipment, custom blends, installation, technical support, and on-site Cup Control quality audits for hospitality operators, and a physical Deseo Espresso Coffee Center boutique on Calle León XIII in Zaragoza used for retail, training, and community events.

Revenue is generated across five streams: retail product sales (200g and 1kg bags), the Devilbox subscription (home and business variants), Horeca equipment and ongoing service contracts, SCA-certified barista training courses (priced at approximately $350 plus a $50 registration fee), and capsules/accessories. Pricing is in euros with Spanish VAT, free shipping above €28, and the company employs certified Q Graders and AST-licensed SCA trainers, several of whom hold regional and national barista and Aeropress championship titles including Aragón Barista Champion (2017, 2018) and National Aeropress Champion (2019).

Name

Cafés el tostadero

Legal name

TOSTADERO GUTIERREZ, S.L.

Website

https://eltostadero.com

Company type

Private

Founded year

1989

Operating status

Operating

Headcount range

11–50 employees

Short description

Cafés el Tostadero is a family-owned specialty coffee roaster in Aragón, Spain, serving individual consumers and hospitality businesses via e-commerce, Devilbox subscriptions, Horeca 360° B2B services, and SCA-certified barista training from a Zaragoza boutique.

Ownership category

akta.pro rank

Product category

Specialty Coffee Roasting

NAICS

Snack and Nonalcoholic Beverage Bars (722515)

SIC

Beverages (2080), Retail-Eating & Drinking Places (5810)

akta.pro primary industry

Coffee Roasters with Cafe (Roastery Cafes) (THAFADAE)

akta.pro secondary industry

Specialty Coffee Shops (Single-Origin, Third-Wave) (THAFADAA)

Keywords

• Specialty coffee roasting
• Coffee subscription service
• Horeca coffee solutions
• Barista training courses
• Single origin coffee

Headquarters

HQ city

Cuarte de Huerva

HQ country

Spain

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Specialty Coffee Product Sales: Direct sales of roasted specialty coffee beans, commercial blends, and single-origin coffees through e-commerce and physical store. Products include 200gr and 1kg bags of various coffee collections.
2. Devil Box Subscription: Monthly and quarterly subscription service delivering freshly roasted coffee to homes and businesses. Multiple subscription tiers (El Pilar, Devil, 4 Deseos, Mas Pilar, El Chulo, Aragon) with automatic recurring billing and flexible pause/cancellation options.
3. Horeca Equipment & Services: Comprehensive hospitality solutions including coffee equipment sales, installation, maintenance services (SAT), and customized business solutions for restaurants and cafés.
4. Barista Training & Certification: Professional barista education programs including SCA-certified courses (Intermediate Level, Professional), Fundamentals of Latte Art, Coffee Tasting Fundamentals, and Tea Fundamentals. Delivered at the Deseo Espresso Coffee Center in Zaragoza.
5. Capsule Products: Pre-packaged coffee and tea capsules compatible with various systems, including seasonal Four Desires capsule lines.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels3 records

Core offering

Cafés el Tostadero is a craft specialty coffee roaster that selects, roasts and distributes specialty coffees from verified origins using a separate roasting method per origin. The company sells roasted coffee (blends, monovarietals, single-origins, capsules, gift boxes), teas and tisanas, professional equipment, and branded tableware through its own e-commerce, a subscription service (Devilbox), and a physical boutique. It also operates a Horeca 360º B2B program that delivers custom coffee solutions to hospitality businesses and an SCA-certified barista training center (Deseo Espresso Coffee Center) in Zaragoza.

Product overview

Cafés el Tostadero is a craft coffee roaster based in Aragón, Spain, operating since the 1960s. Their product portfolio centers on specialty coffee with seasonal and origin-specific offerings. The core product line includes Cuatro Deseos (a four-season evolving blend system - Primavera/Agua, Verano/Fuego, Otoño/Tierra, Invierno/Aire, plus decaffeinated), El Pilar (regional flagship), El Chulo del Mes (monthly single-origin), commercial blends, monovarietal origins, and premium origins. The offering extends to teas and tisanas in pyramid format, coffee capsules, complementary products (sweeteners, chocolates, cookies), professional equipment (espresso machines, grinders, manual brewers), and branded tableware. Services include monthly subscriptions (Devilbox), gift boxes, a comprehensive Horeca 360º B2B solution with equipment provision and quality control, professional barista training (SCA-certified courses), and cupping control services. The company operates a physical Coffee Center (Deseo Espresso) in Zaragoza for training and community events.

Differentiator

Problem solved

Functional benefit

Brands

• Devil Coffee / Devilbox: Subscription service offering monthly coffee deliveries to homes and businesses, with Devilbox Hogar (home) and Devilbox Empresas (business) variants.
• Cuatro Deseos
• El Pilar
• Deseo Espresso Coffee Center

Products and services

• Cuatro Deseos Signature seasonal specialty coffee blend that evolves four times a year to match each season - Primavera/Agua (Spring/Water), Verano/Fuego (Summer/Fire), Otoño/Tierra (Autumn/Earth), Invierno/Aire (Winter/Air) - plus a decaffeinated option produced via the Swiss Water process. Targeted at specialty coffee enthusiasts and hospitality venues seeking a rotating premium offering.
• El Pilar Flagship regional specialty coffee blend positioned as the most "zaragozano" (Zaragoza-style) specialty coffee in the company's portfolio. Sold in 200gr and 1kg whole bean formats for home consumers and Horeca clients.
• El Chulo del Mes Monthly rotating single-origin specialty coffee selection featuring limited-edition premium origins, sold as a one-off bag to consumers who want to discover a new origin each month.
• Café Monovarietal Single-variety specialty coffees sourced from specific origins including Kenya, Ethiopia, Burundi, Colombia, Nicaragua, Peru and Brazil, sold by the 200gr bag to enthusiasts seeking distinct varietal profiles.
• Café Orígenes Premium origin specialty coffees featuring single-origin beans from countries such as Brazil, Burundi, Costa Rica, Kenya, Papua New Guinea and Peru, with detailed tasting notes per origin.
• Blend Comerciales Commercial blend coffees including 100% Arabica natural roast, Arabica-Robusta blends and custom blended options designed for high-volume hospitality use.
• Café Blend Commercial blend range including Ecuador-origin blends, Desire blend, Euphoria blend and a decaffeinated select blend, positioned as the company's everyday commercial offering.
• Tés y Tisanas Whole-leaf teas and herbal infusions in pyramid format, including black tea, green tea, Pu-erh, tisanas (chamomile, mint, rooibos) and specialty blends for retail and Horeca customers.
• Cápsulas Coffee and tea capsules compatible with major systems, including Cuatro Deseos seasonal varieties, Irish cream coffee and lemon tea, sold in 10-unit packs for home and office use.
• Complementos Complementary retail products including sweeteners (sugar, brown sugar, sweetener), courtesy items (cookies) and chocolates (hot chocolate and premium varieties in dark, white, orange, hazelnut and mint).
• Equipamiento Professional coffee equipment including espresso machines (DeLonghi, La Marzocco reference), grinders, AeroPress, Chemex, French press and milk frothers, sold with personalized consultation and SAT technical service.
• Vajillas Commercial and branded tableware including the Horeca line, the Cuatro Deseos seasonal collection (Primavera, Verano, Otoño, Invierno, Descafeinado colorways) and Secretos Botánicos mugs for hospitality venues and gift buyers.
• Merchandising / Comunicación Branded promotional supports including advertising materials, menus, custom boards, decorative frames, personalized mills and marketing communication elements for hospitality clients.
• Suscripciones Mensuales (Devilbox) Monthly coffee subscription service delivering freshly roasted specialty coffee to homes or businesses, with multiple tiers (El Pilar, Devil, 4 Deseos, Mas Pilar, El Chulo, Aragon) on monthly or quarterly recurring billing, with pause and cancellation flexibility.
• Packs Regalo (Box Regalo) Gift box collections including Speciality Box, Coffee por un Tubo, Mi Tierra, 4 Estaciones, Craft and Coffee Lover varieties, combining coffees and accessories for gifting occasions.
• Horeca 360º End-to-end hospitality sector solution providing personalized business plans, latest-generation equipment, customized tableware, branded merchandising, custom coffee recipes and ongoing quality control for restaurants, cafés and hotels.
• Formación (Coffee Center) Professional coffee training delivered at the Deseo Espresso Coffee Center in Zaragoza, including SCA-certified barista courses (Intermediate and Professional levels), Latte Art fundamentals, coffee cupping fundamentals and tea fundamentals taught by award-winning baristas.
• Control de Taza Periodic on-site technical quality control service for hospitality client establishments, ensuring optimal coffee preparation and presentation standards through scheduled audits.

Quantifiable outcome

• Kenya Tatu Estate specialty coffee achieves SCA score of 89 points
• +1 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration12 records

Feature3 records

Partnerships

One partnership is on record.

• Correos (Spanish Postal Service)coreOthersDelivery partner for online orders and Devil Box subscriptions. Provides 24h/48h shipping service for customer orders throughout Spain.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Pact Coffee: UK specialty coffee subscription brand with strong DTC e-commerce and Horeca business — directly comparable on the Devil Box-style subscription mechanic and craft-roast sourcing model.
• Toma Café: Madrid-based Spanish specialty coffee roaster offering single-origin beans, subscriptions, and barista training with strong DTC and Horeca presence — closely comparable in business model and product mix to El Tostadero.
• Square Mile Coffee Roasters: London-based specialty roaster offering single-origin and blend products, training, and Horeca supply — comparable in multi-channel structure (D2C, B2B, education) and quality-led positioning.
• Hasbean Coffee: UK specialty coffee roaster with single-origin focus, online sales, and wholesale/Horeca distribution — comparable in craft roasting philosophy, online-first D2C motion, and B2B Horeca supply.
• Right Side Coffee: Spanish specialty coffee roaster serving both consumer and Horeca channels with education-led brand building — comparable in targeting home enthusiasts and hospitality clients in the Spanish market.
• Slowmov: Barcelona-based specialty coffee micro-roaster focused on direct trade single-origin lots and home/office delivery — a direct regional Spanish peer pursuing a similar specialty roast-and-deliver model.

Broad incumbents

• La Marzocco: Global premium espresso machine manufacturer — a broader incumbent that supplies the equipment El Tostadero resells through Horeca 360° and shares a premium specialty coffee ecosystem.
• Lavazza: Italy-based global coffee company with broad retail, foodservice, and capsule presence — a broader incumbent whose Spanish Horeca and capsule offerings compete with El Tostadero across overlapping customer segments.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/cafes-el-tostadero

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Cafés el tostadero