Coffee with passion - Talk with Argin from Public Coffee Roasters & the future of brewing with TONE
Can you tell me a little about your company?
In 2013, my brother and I founded Public Coffee Roasters—initially as a roastery without a roastery. We rented space from friends in the industry to roast our coffee. But as demand grew, it quickly became clear that we needed our own facility. Even before that, we had already opened a café on Wexstraße, which significantly contributed to the increasing volume and kept us busy on the sales side.
Eventually, we found our first dedicated location in Entenwerder—a roastery housed in a former customs house floating on the water. From there, our journey continued at full speed. Before the pandemic, we operated around 18 locations across Germany through a partnership with a coworking company, which significantly boosted our roasting volume. At the same time, our online shop and distribution channels steadily expanded.
Today, we run a large roastery in Rahlstedt, while our coffee academy is based in Entenwerder. Currently, we have five locations in Hamburg. After an exciting rollercoaster journey, our main focus is now on distribution rather than opening new cafés.
How long have you been using TONE products?
When the Touch 03 came onto the market, I was immediately hooked. I'd say we've been with it from the start. No previous machine could and can keep up with it.
How important is sustainability to you when choosing a coffee machine brand?
Yes, sustainability is of course always an issue in today's world. In addition, of course, there are also the rising energy costs. Very important, as an investment in these high-quality devices is only worthwhile if they are also durable.
How would you describe your overall experience with TONE products?
The experience with TONE devices is very positive. They are very high-quality machines which greatly facilitate workflow, especially on stressful days. With the option to program recipes yourself, there are no limits. The ability to brew from a single cup up to 1.5 litres is simply outstanding for our shops. This allows us to cater to the individual needs of our customers and our situation.
What does TONE offer that you haven’t found with other brands?
First, we were immediately drawn to the product design. Previously, coffee machines were either large, bulky chrome appliances or had to be laboriously powder-coated to match our design concept. Alternatively, there were smaller household solutions that had to be used in pairs but never truly fit.
Especially for us here in the shop in Wexstraße, the size is also crucial. We don't have much space here for the Brewbar, the Touch 03 fits in perfectly and the big advantage of getting by without a boiler is a huge plus. The ease of use is also a major advantage. The system is intuitive, and the control via a tablet makes setting recipes particularly user-friendly. All in all, the Touch 03 is of high quality, compact and aesthetically pleasing.
What types of beverages do you typically prepare with the machine (e.g., coffee, tea, cold coffee/tea, or iced coffee/iced tea)?
Filter coffee & Tea - according to the customer's needs, a single cup or more. The different temperature settings also ensure the best possible drinking quality depending on the type of tea.
Why did you decide in favour of the TONE Touch 03 and not have the barista do the hand pour over?
A crucial factor was the consistent quality of the beverages. No matter how experienced a barista or brewer is – such consistency cannot be reproduced by hand. The machine operates with precisely calibrated pulses, ensuring that every cup is identical. With ten manually brewed pour-overs, there will inevitably be variations – the machine eliminates these fluctuations.
Additionally, it makes everyday work easier. Our employees juggle multiple tasks at once: orders, guests, the display case, incoming goods. During peak hours, a manual pour-over order can disrupt the entire workflow, leading to frustration and longer wait times.
With the machine, however, perfect coffee is ready in three minutes – efficient, consistent, and without adding extra stress to the team.
Do you associate TONE with specific qualities such as premium quality, technology, boilerless, sustainability, innovation, etc.?
Yes, we do. We associate premium quality with TONE due to its excellent craftsmanship and high-quality materials. The technology aspect is particularly evident in its boilerless system, which sets it apart from traditional machines. Sustainability is another key factor, as the energy-efficient design helps reduce overall consumption, making it a more environmentally friendly choice. When it comes to innovation, the unique design plays a significant role, offering both functionality and aesthetics that seamlessly integrate into modern café environments.
Additionally, the compact dimensions make TONE particularly suitable for smaller shops, such as those in locations like Wexstraße, where space efficiency is crucial.
Would you recommend TONE to others? Why or why not?
Yes, definitely for professional use. I have always described TONE as the ‘Apple of the coffee world’, the company is characterized by its innovation and always one step ahead.
What is your view on the future of coffee machines, and where do you see TONE in that future?
I see the future of coffee machines incorporating the latest technologies, such as thermoblocks and variable recipes, i.e., customizable operating programs. These elements bring out the best in coffee. In this regard, I see TONE as a strong company that can definitely help shaping the future of coffee machines.
Lappenbergsallee Hamburg
Lappenbergsallee Hamburg
Lappenbergsallee Hamburg
