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In today’s competitive hospitality landscape, delivering a premium and consistent coffee experience is essential—especially in environments where guests expect excellence around the clock. This case study explores how Pelican Rouge Australia and Roasting Warehouse, a leading Melbourne-based specialty coffee roaster, partnered to elevate coffee service at the Emirates Lounge in Melbourne International Airport. Through cutting-edge equipment, high-quality beans, and expert collaboration, the Emirates Lounge has doubled its coffee output, reduced machine downtime, and significantly enhanced guest satisfaction.
Background
Roasting Warehouse has long been recognised for its fresh, high-grade coffee beans supplied to cafés, restaurants, and workplaces across Melbourne. When they secured the coffee supply contract for the Emirates Lounge, they required a reliable, efficient, and high-performance automatic coffee solution capable of handling:
- 24/7 operation
- High beverage volume
- Minimal downtime
- Consistent, café-quality results
To achieve this, Roasting Warehouse partnered with Pelican Rouge to provide a fully automatic coffee machine that meets world-class hospitality standards.
The Solution: Dr Coffee F22 Automatic Machine
Pelican Rouge recommended and supplied the Dr Coffee F22, a commercial-grade fully automatic machine designed for high throughput and exceptional reliability. The F22 was selected for its ability to produce a wide range of beverages—coffee, hot chocolate, chai, and fresh-milk drinks—at the touch of a button.
Why the Dr Coffee F22 Was the Perfect Fit
- 24/7 reliability for continuous lounge service
- Fresh-milk capability delivering café-style texture and temperature
- High coffee dose per shot ensuring strong, aromatic, and consistent flavour
- User-friendly interface allowing customers to easily choose beverage type and cup size
- Fast preparation for high-volume environments
- Simple daily maintenance, with a full cleaning cycle completed in 15–20 minutes
With these features, the F22 bridges the gap between traditional café equipment and automated convenience—ideal for a premium international lounge environment.
Implementation and Performance
Before installing the Dr Coffee F22 and partnering with Pelican Rouge, the Emirates Lounge used a smaller, less capable automatic machine and sourced its coffee from a different supplier. As a result, the lounge experienced:
- Lower beverage output
- Inconsistent coffee quality
- Higher breakdown frequency
- Increased service interruptions
After the installation and transition to Roasting Warehouse coffee beans paired with the Pelican Rouge F22 solution, the improvements were immediate and measurable.
Measurable Results
- Coffee consumption doubled compared to the previous year
- Breakdowns reduced by more than 50%
- Customer satisfaction increased, with noticeably better taste and consistency
- Higher operational efficiency for lounge staff
- Lower maintenance burden, thanks to the machine’s cleaning automation
These results highlight how the combination of quality coffee, the right equipment, and reliable service support can transform the beverage experience in any commercial environment.
Value Created for All Parties
For Emirates Lounge
- A premium, café-like beverage offering available 24/7
- Faster service and higher beverage output
- More consistent results for international travellers with high expectations
- Reduced downtime and fewer service interruptions
For Roasting Warehouse
- A reliable platform to showcase their specialty beans
- Strengthened partnership with Pelican Rouge
- A scalable solution they can recommend to other customers
For Pelican Rouge
- Demonstrated capability to support high-demand hospitality venues
- Successfully deployed a long-term, high-performance machine solution
- Expanded presence in premium commercial environments
Conclusion
The partnership between Pelican Rouge, Roasting Warehouse, and the Emirates Lounge stands as a strong example of how the right equipment, premium coffee, and expert support can significantly uplift operational efficiency and guest satisfaction. With double the coffee output and dramatically reduced downtime, the lounge now delivers an elevated experience that matches the Emirates brand—consistent, premium, and always available.
This collaboration showcases the value of investing in dependable technology and quality coffee solutions, proving that the right partnership can transform productivity, customer experience, and business performance.
