Getting to know Simonelli Group Middle East with Federico Ortile

Digital Products As managing director of Simonelli Group Middle East, Federico Ortile lifts the lid on the firm’s best-selling products and upcoming releases.

Digital Products If you were to introduce your company, what would you say?

Simonelli Group Middle East is Simonelli Group’s branch office, located in Dubai. As the reference point for the entire Middle East region, it provides sales, technical and educational services effectively. Furthermore, our branch features a new experience lab, offering an experiential space to discover the latest innovations from Nuova Simonelli and Victoria Arduino.

Digital Products What are Simonelli Group Middle East’s best-selling products?

Black Eagle Maverick and Eagle One coffee machines by Victoria Arduino are renowned for their advanced features and design innovations.

Firstly, the Black Eagle Maverick, Victoria Arduino’s most powerful espresso machine, offers complete control over temperature, extraction, and steam. Moreover, the T3 Genius technology, an evolution of T3, provides the same precision while using 37 percent less energy than its predecessor. The model evolved from the VA388 Black Eagle, the WBC official coffee machine from 2015 to 2020. Consequently, while the VA388 transformed barista workflows, the Maverick redefines their approach and thinking.

Eagle One stands out for its innovative design and technology. Its minimal, contemporary lines invite customization, and the NEO technology ensures excellent performance while enhancing energy efficiency. Furthermore, it adapts easily to different environments, with customizable design elements in materials like wood, leather and natural fibers. This versatility appeals to both the design and fashion worlds.

Digital Products What significant changes have you observed, particularly in consumer preferences, needs and demands?

In the UAE and across the region, there’s a noticeable shift in coffee preferences, particularly among young people seeking innovation. The focus is now on creative approaches, such as fermentation and flavored coffee, capturing the younger audience’s interest. Additionally, the youth in the UAE are digitally inclined and lead new trends, driving the popularity of online delivery and cloud kitchens. Consequently, dark stores are also emerging as strong trends due to this shift. Moreover, coffee shops are combining technology with passion to drive the evolving coffee culture effectively. For instance, there is an increasing emphasis on drive-through options to meet consumer demands.

Digital Products What is the prevailing trend in the region?

At Simonelli Group, we have adapted by focusing on innovation, education and sustainability to meet the evolving demands of the market. For instance, we quickly adapted to the trend of online delivery and cloud kitchens by ensuring our equipment is compatible with the needs of these modern business models. Our commitment aligns with the industry’s shift toward efficiency and consistency without compromising on quality.

The Nuova Simonelli and Victoria Arduino Experience Lab is a prime example of our proximity strategy. The lab serves as a hub for education, innovation and collaboration, shaping the future of the coffee industry locally and globally.

Digital Products What can you tell us about Simonelli Group Middle East’s upcoming new releases?

Victoria Arduino’s PureBrew+ offers customizable, waste-free filter coffee with a new flavor profile and consistent extractions. Additionally, the E1 Prima PRO, designed for professionals, features advanced technologies like Degassing and PBTech for optimal flavor balance.

Digital Products What other exciting news can you share with us?

To cater to new trends, we will soon introduce innovations that enhance cup quality, speed up workflows and promote sustainability. Therefore, I invite Hospitality News Middle East to stay tuned, as we will soon present the NUOVA Aurelia in the Middle East. This coffee machine, by Nuova Simonelli, will feature C-Automation, a new technology connecting the machine and grinders for consistent beverages. Additionally, it will increase productivity and efficiency with minimal staff training required. Alongside E-milk, which automates milk frothing, NUOVA Aurelia blends speed, convenience and traditional quality, making it a game changer in its category.

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