Caffeine Powers Franke Roadshow Van

New vehicle crosses country, brings coffee machine demonstrations to customers
Franke Coffee Roadshow Van
Photograph courtesy of Franke Coffee Systems America

SMYRNA, Tenn. — Franke Coffee Systems North America has a new roadshow van that allows customers to see, feel and taste Franke coffee machines in a one-on-one setting.

The Franke Mercedes-Benz Sprinter brings specialty coffee equipment designed for crew-service or customer-facing applications directly to operators, distributors and industry partners.

Launched July 13, the new van was created to improve upon a previous model. “It’s a great tool to bring machines to customers,” said James Truett, senior marketing specialist at Smyrna, Tenn.-based Franke. “It goes across the country, where the opportunities and customers are. It’s been in Washington, California, Florida and Maine.”

Truett said Franke has a new strategic approach with this van, bringing it to locations with multiple stores and/or operators.

The van, available to members of the Franke sales team, features the company’s three flagship coffee machines, the S700, A800 Fresh Brew, and the A1000 Flex. There’s also room to add a fourth machine.

“It’s a differentiator, us versus the competition,” Truett said. “I don’t know others who have one like this. It gives us the ability to bring our machines to the customer, to let them touch and use and feel the machines—it’s a huge factor.”

The van can visit all business segments including convenience stores, quick-service restaurants, bakeries, coffee shops, offices—even a company headquarters, “any opportunity in any segment,” he added. In addition, the van can operate inside buildings such as at trade shows, whereas the previous model could not because it couldn’t plug into an exterior power source. Customers would walk into the prior model; they stay on the outside of the new van. This lets more people look at the coffee machines more easily and addresses COVID-19 safety concerns.

On the way to a destination, a sales team member might pop in on a smaller customer, added Angela Beckham, creative services manager, and a typical visit to demonstrate the machines is 30 minutes to an hour.

There is an awning to block the sun and rain, countertops and overhead lighting. The van has two quiet generators (versus one with the prior van), freshwater and wastewater tanks, a three-compartment sink and a high-tech refrigerator to ensure there are plenty of beverage options to explore with each machine and its capabilities.

“As we continue to find ways to connect with customers differently through innovation, we keep our focus on helping customers meet their needs at the center of everything we do,” said Doug Smith, vice president of sales at Franke Coffee Systems Americas. “At Franke, our goal is help them solve challenges, no matter the scale of their business or ambitions.”

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