Experience instead of routine

This article is available for reading in Trade magazin 2026/02-03

Ferenc Bánóczki
national sales
manager
Caffé Perté

“2025 brought long-unseen difficulties, which every company had to deal with. Although most catering establishments managed to achieve an increase in revenue from coffee sales, in most places this was exceeded by an increase in costs”,

points out Ferenc Bánóczki, national sales manager of Caffé Perté Kft.

Coffee prices vary greatly depending on the type and location.

Tamás Gulyás
marketing director
Pannon Kávé

“Home coffee consumption has stabilised at a consistently higher level than before the pandemic. At the same time, coffee consumption in restaurants and cafés and to-go coffee hasn’t declined either”,

says Tamás Gulyás, marketing director of Pannon Kávé Kft.

Price pressure

Tamás Sárközi
coffee business
unit manager
Coca-Cola HBC
Magyarország

“The rise in coffee prices in restaurants and cafés is closely linked to the dynamic growth in the world market price of green coffee, which has put significant cost pressure on the sector recently. At the same time, pricing is greatly influenced by the location of the café or bar and the purchasing power and expectations of the target customer base”,

explains Tamás Sárközi, coffee business unit manager of Coca-Cola HBC Magyarország.

Currently, the average consumer price of an espresso in Hungary is HUF 400-800.

Lajos Szabolcsi
managing director
Alois Dallmayr
Automaten-Service

Lajos Szabolcsi, managing director of Alois Dallmayr Automaten-Service Bt.:

“In 2025 our turnover and profits increased, as did our market share. We see that competition is increasingly being decided by complementary services: none of our coffees, products, or machines would be as valuable and competitive today without our systems”.

Following and setting trends

Károly Pálfai
owner
CINEMART COFFEE

“Our products were launched in autumn 2025 and we will start operational sales in 2026. It is already clear that our creative brand strategy is working: CINEMART COFFEE has become a registered trademark, and our Vietnamese coffee and creative packaging design have attracted the attention of several HoReCa players”,

reports Károly Pálfai, owner of CINEMART COFFEE and head of sales and marketing.

Zsuzsanna Torda-Molnár
HoReCa office manager
Mocca Negra

 “We won’t be there at this year’s SIRHA, as we are currently focusing on the 2026 financial year: we have several development and growth projects, among which strengthening our international presence plays an important role”,

reveals Zsuzsanna Torda-Molnár, HoReCa office manager of Mocca Negra Zrt.

To go or not to go

Caffé Perté is a coffee roasting company with Italian traditions and obviously ristretto and espresso drinks aren’t suitable for consumption on the go. The growth potential of to-go sales lies in human expertise, as coffee is “only” one ingredient in the drinks most suitable for takeaway, but their quality and enjoyment come from perfectly prepared milk foam.

Pannon Kávé Kft.’s experience is that the common denominator in all HoReCa sales channels is that coffee isn’t a standalone product, but a means of generating traffic and experiences. With well-positioned quality and a simple selection, significant sales growth can be realised.

Guest ultimately won’t remember the price tag, but the value and experience they received

New sales priorities

For Coca-Cola HBC Magyarország the to-go, bakery, petrol station and fast food channels play a key role in coffee sales. Their portfolio includes products developed specifically for these sales points, such as solutions optimised for vending machines. The company’s coffees are currently available in several bakery chains and filling stations, and these sales channels are growing dynamically.

Dallmayr believes the real key to quality is to ensure that “the same cup” is always produced, even in today’s labour market situation. The company’s online barista solution provides continuous confirmation and control after the initial joint setup, so that coffee quality doesn’t depend solely on people, but is firmly integrated into the operation

There is still significant untapped potential in the bakery and to‑go segments

Added value

CINEMART COFFEE wishes to bring a new dimension to the HoReCa culture, so this is what they are concentrating on, but they also see significant potential in the event and cultural sectors. The market is price-sensitive, but at the same time there is a growing demand for quality, experience-based consumption. Besides barista consulting, machinery and equipment, and service support, the company’s strength lies in joint brand building.

Mocca Negra Zrt.’s view is that coffee consumption in restaurants and cafés remains stable. Special offers or lower-priced coffees often end up in shopping baskets, reflecting price sensitivity and habit-based choices. At the same time, coffee consumption at home is becoming more conscious.