Today Bloomberg published an article about the latest generation of restaurant and home espresso machines, designed with the idiot in mind: Idiot-Proof Espresso Machines End Excuses, Target U.S. Market – Bloomberg.com: Spend.
Andrea Illy of Illycaffè has to be very careful not to speak out of both sides of his mouth. On the one hand, today Illy is big on promoting a retail line of restaurant and home espresso machines designed for idiots and incompetents. On the other hand, he has to keep tight-lipped about the shortcomings of super-automated home espresso machines. Because the very safeguards that prevent espresso system owners from doing something terribly wrong or stupid are often the very same things that prevent these devices from producing great espresso.
“In the U.S., they don’t clean the machines correctly, they don’t heat the cups, they serve it with lemon peel,” Illy is quoted in the article. His answer? Illy’s push-button ESE system (for “Easy Serving Espresso”), which uses pre-measured capsules of pre-ground coffee — not unlike their Nespresso competition from Nestlé.
The article’s author was impressed by these ESE devices, saying they produce “not only an impeccably made espresso with a lingering taste of delicious, complex coffee on the palate, but after several minutes the crema had not dissipated”. The crema that wouldn’t die? I’m not sure if I should be excited or mortified.
And while the retail claim is that these machines make it hard for anyone to screw up a good Italian espresso, the fact remains that by “good” we’re still only talking Starbucks quality. A gold standard in 1995 suburban Virginia, perhaps, but irrelevant to anyone who has developed an espresso palate to know better. Or at least a palate for something capable of being a revelation espresso.
Coming Trip Report: Piemonte
And although I don’t expect to be blown away at the high end of the espresso scale, I am off to Piemonte this week — armed with Gambero Rosso’s Bar d’Italia. Lucky you that my postings should slow down a bit while I’m travelling.
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