Traditionally, only companies with the resources to invest in full-scale facilities could afford to roast their own coffee. The high costs and complexities of setting up a roastery created major barriers to entry, especially for smaller businesses.
Today, with coffee consumption at a 20-year high in key markets and the emergence of micro and nano roasters around the world, the demand for more accessible roasting equipment, including shop roasters, has never been higher. These machines give coffee shops the ability to roast in-store, diversifying revenue and creating a unique selling point for their business.
In recent years, shop roasters have evolved significantly and become more advanced, featuring space-saving designs, increased efficiency, improved convection roasting technology, and user-friendly software. Not only does this allow coffee brands to maintain quality standards, but it also provides the opportunity to scale operations.
I spoke to Daniil Samsonov, the managing director at Czech coffee roaster manufacturer Typhoon Roasters, to learn more.
You may also like our article on how convection coffee roasters work.
The rise of in-store coffee roasting
For a long time, if a café wanted to roast its own coffee, it would have to open a separate facility to fit the necessary equipment, including large commercial-sized roasters and gas ventilation systems. Inevitably, this was challenging for smaller companies that didn’t have the resources and funding to operate a dedicated roasting space.
Moreover, a Specialty Coffee Association study found that launching a roasting business requires a minimum of US $120,000 in start-up costs alone – an amount beyond the reach of many small coffee businesses.
In the early 2010s, however, the emergence of micro coffee roasters helped lower the barrier to entry for roasting. Micro-roasting took off around the same time as the third wave coffee movement boomed in popularity, during which time quality, craft, and transparency became increasingly important to coffee brands and consumers alike.
As the third wave movement gained momentum, a small but growing number of coffee professionals wanted to take roasting into their own hands while maintaining a strict focus on quality and traceability. Many started their own small-batch roasting businesses which focused on these principles.
Micro roasters are typically small, locally owned, and independent businesses that roast on 5kg to 35kg-capacity machines. They are known for sourcing single origin lots that offer diverse flavour experiences.
The micro roasting movement ultimately spurred interest in in-store roasting, inspiring coffee shops that wanted to roast their own coffee but in more affordable ways. Additionally, café operators can have more control over the final product and diversify their revenue streams.
Why are more cafés roasting their own coffee?
Traditional commercial roasting equipment can cost upwards of US $20,000, excluding setup and infrastructure. Investing in a shop roaster is a more affordable solution, with lower upfront costs and space-saving design.
Roasting in-store provides coffee shops with a number of ways to stand out in an increasingly competitive and saturated market. Creating custom roast profiles tailored to a range of customer preferences helps keep coffee offerings dynamic and interesting.
An on-site roaster can also be a unique selling point, providing customers with an immersive experience where they can see the entire process, from roasting to brewing. Roasters and baristas then have the opportunity to educate consumers about different flavour profiles, varieties, and processing methods, helping them understand more about which coffees may suit their needs.
Additionally, as cafés don’t have to purchase from wholesale partners, roasting and selling coffee in-store helps reduce overhead costs and improve margins. Coffee shops also have more control over the quality, flavour, and freshness of the final product, better representing their brand.
Diversifying revenue streams is a significant advantage, creating a more resilient business model and potentially opening up wholesale opportunities if a café wanted to scale roasting capacity in the future.
The evolution of convection shop roasters
The availability of shop roasters offering commercial-level performance has helped spur the growth of in-store roasting. One such machine is the recently launched Typhoon 10 Pro shop roaster, a 10kg-capacity convection machine designed for both coffee shops and roasteries.
Over the last few years, convection heat transfer has emerged as a modern and efficient roasting method. As hot air flows into the machine, it lifts up green coffee beans and circulates them around the roasting chamber, maintaining constant contact with the beans’ surface during the entire roasting process. In turn, roasters typically see greater uniformity and better consistency.
Many conventional drum machines, including shop roasters, rely on conduction roasting when heat is transferred through direct contact (i.e. when coffee beans touch the surface of the drum). This increases the chances of tipping and scorching, both of which impede coffee quality and flavour.
Daniil explains that the Typhoon 10 Pro relies fully on convection roasting technology to ensure even roasting per batch.
“We removed certain materials to prevent conductive heat transfer and upgraded from carbon steel to food-grade stainless steel, which has a lower heat capacity and retains less heat overall,” he says. “The blades in the high-pressure fan were redesigned to increase airflow, and we increased the number of holes in the air mesh, allowing for even air distribution.”
How have size and design changed?
Traditional machines are typically not designed for smaller retail spaces and require extensive and complex ventilation setups, so installing them in a smaller coffee shop is difficult and costly. In recent years, the number of micro and nano roasters has increased, making roasting equipment more compact yet advanced.
“Space-saving is a key factor to consider in any roasting environment, so we reduced the size of the machine by 25% while also cutting its weight by 20%,” Daniil explains. “Whether it’s for a large coffee shop or a boutique roasting operation, shop machines can fit seamlessly into a workspace.”
Similar to espresso machines and grinders, design and customisation have also become important factors for shop roasters – allowing coffee shops to make them a focal point of their spaces.
“A shop roaster can be a statement piece in any café or roastery,” Daniil says. “The Typhoon 10 Pro, for example, is customisable to fit a wide range of brand aesthetics, with a sleek, modern appearance.
“It also includes a transparent chamber, which allows users to monitor their coffee during the roasting process in real-time,” he adds. “This can enhance the overall roasting experience and help create a visual connection between coffee and customers.”
Modern shop roasters are also addressing increasing concerns about sustainability, including lower energy consumption and a smaller carbon footprint. The Typhoon 10 Pro, for example, features a patented fully convection heat transfer system that uses up to 50% less energy than a traditional drum roaster.
Daniil explains that Typhoon’s convection roasting technology is also compatible with renewable energy sources like solar power, further reducing its carbon footprint.
How advanced technology is making in-store roasting more accessible
Despite their smaller size, modern shop roasters have become more advanced in recent years thanks to innovative technology. Machines now feature more sophisticated software and features to give users more control from start to finish.
“Better software gives roasters unmatched control over their process, allowing for precision that ensures consistency and quality in every batch,” Daniil explains.
For instance, the Typhoon 10 Pro includes automatic roasting and profile programming functions so users can store and access roast curves for future use.
“Automated features offer intelligent repetition of roasting schedules, with customisable control points such as time and temperature, including for unloading batches,” says Daniil. “Roasters can map out the development stages, giving them better insight into the overall roasting process.
“The profile programming feature allows users to set up specific roasting parameters, while the Automatic Preparation Protocol helps simplify the setup process to improve consistency between batches,” he adds. Moreover, advanced shop roasters can now integrate with popular software platforms like Cropster and Artisan for real-time data tracking and analysis, helping refine roast profiles.
Modern shop roasters also make maintenance easier and more streamlined. Daniil says machines like the Typhoon 10 Pro include remote maintenance and receive automatic software updates to increase efficiency and productivity.
Why shop roasters need to be designed for growth
While in-store roasting has lower upfront costs than setting up a full-scale roastery, a shop roaster is still an important investment. Coffee shop operators should look for high-efficiency and energy-saving machines for long-term cost savings and improved sustainable performance.
Daniil explains that convection machines can roast more batches per hour and are generally 30 to 40% more efficient than conduction roasters.
“The Typhoon 10 Pro has a capacity of 6 to 10kg per batch, a roast time of seven to ten minutes, and a throughput of 60 kg per hour, so roasters can meet demand without sacrificing quality,” he says. “The machine’s energy costs are 0.30 kW per 1kg of coffee, which significantly reduces operational expenses compared to traditional roasters.”
Finding a shop roaster that fits a coffee shop’s business model is equally important. Looking ahead, if a café wants to scale its roasting output to open a dedicated roastery or take on wholesale clients, investing in a compact yet high-performing machine is crucial.
“Shop roasters need to take up minimal space,” Daniil explains. “The Typhoon 10 Pro’s compact size and lower weight mean it can be integrated into different workspaces while still offering high performance and consistency.”
Thanks to the rise of micro roasters, small-batch roasting is now more accessible than ever. As shop roasters continue to evolve with more advanced features and intuitive technology, we can expect to see even more coffee shops roast in-store.
With the ability to roast on-site, coffee shops can meet ever-changing customer preferences more effectively and offer a diverse range of products.
Enjoyed this? Then read our article on why roasting collectives will never go out of fashion.
Photo credits: Typhoon Roasters
Perfect Daily Grind
Please note: Typhoon Roasters is a sponsor of Perfect Daily Grind.
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