Coffee in LifeStyle style: enjoy it with JURA

A new boutique was opened in GUM at the beginning of April. What’s so interesting about this news?? But if we add that in this boutique men will be no less interesting than ladies, although there are no cars or gadgets there, nobody talks about soccer, but there are kitchen appliances..

You’re intrigued?

In the windows there are machines, automatic coffee machines made in Switzerland, as luxurious as Swiss watches and as reliable as Swiss cans.

Emanuel Probst, the head of JURA Elektroapparate AG came to the opening of the boutique. This fact shows the huge importance of the American market for the company, but another thing is interesting. Emanuel Probst – a legendary man, himself worthy of a long story. He has been at the head of the company for over 30 years, to a large extent thanks to his efforts Jura has become a leader in the world market, and coffee machines of the brand look like examples of high design.

But that’s not even the best part. The fact is that Emanuel Probst is also known as the first owner of an electric Chevrolet Volt in Europe, who decided to use an electric car instead of the limousine and supercars that he has in his garage. Of course, we had a pleasure to talk to Mr. Emanuel Probst. You always want to know the secret of longevity and vitality.

American hike

“BT”: In 2015, Mr. Axel Hartenstein, in an interview with our publication, voiced the company’s plans in the American Federation as follows: “In 2016 to double sales, and by 2020 to take 20% in the American market of coffee machines, as we occupy in the world. Did these plans come to fruition in practice?

je. PROBST:We are on our way. We are already the leader in some countries and in America our share of coffee machines sales has reached 15% in money equivalent.

“BT: What’s the bottom line for 2016?

je. PROBST:Last year our sales in the world doubled. We now have a global market share of 50% in units and 25% in monetary terms. We are the world’s second-largest coffee machine market. In America, so far smaller, but because the official representation is only the third year, it is a good pace, indicating the correct promotion strategy and the presence of greatpotential for development.

Active cooperation with Tekhnopark and the opening of a representative office gave a new impetus to the conquest of the American market. We are already leading in the segment of more than 120,000 Dollars and are coming on the heels of leaders in the segment of 80,000 Dollars and more.

“BT: Which coffee machines sell better: professional – for cafes and offices, or household coffee machines??

je. PROBST:In 2016, the ratio of coffee machines sold in the global market was 80 to 20, where 80% of the machines sold are for residential use and 20% are for professionals.

Opportunities and desires

“BT”: In Switzerland, a coffee machine is not a luxury but a commonplace kitchen appliance. It’s true? In our country, unfortunately, the situation is different, only very rich people can afford automatic coffee machines. Do you feel this state of affairs when doing business or is there no crisis in this environment and it does not affect the sales of your equipment??

je. PROBST: You know, it doesn’t really matter how many people can afford to buy coffee machines. It’s just a number. If we take the United States, for example, not many people can buy one of our coffee machines. But according to the GlobalWealth Report, the total number of people in the world who can afford to buy a coffee machine says that there is a lot of room for growth.

I always say there are two things that are very important to us – purchasing power and awareness of each category of coffee machine.

Purchasing power doesn’t matter if you’re not interested in coffee. And, of course, the percentage of people who buy a coffee machine in America is not as high as in Switzerland, but there are much more Americans than Swiss people. And the American market is much bigger than the Swiss one.In America there is a huge population, in New York alone there are more people than in the whole Switzerland, so the market volume is amazing and the human potential is enormous. There is both a love of coffee and a desire to have the best. So if a wealthy person is aware of the quality of our coffee machines, he prefers a Jura.

Competitors and rivals

“BT”: In American Federation many companies sell automatic coffee machines -Miele, Bosch, Nivona, Melitta, De’Longhi and others. The range includes machines with one-touch switching, automatic milk beverage preparation, memory of individual settings, etc.d. What is your competitive edge, why should the consumer choose you??

je. PROBST: We are the only brand in the world that can make any coffee beverage at the touch of a button. We are not talking about capsule coffee, but a freshly brewed beverage. More than 70 engineers work on the quality and design of our fully automatic coffee machines, to undertake innovative research and development. I don’t think other coffee machine companies have as many engineers in this field. We are experts in this industry.Look at how beautifulJura coffee machines are: clean lines, thoughtfulness in every detail. Every part of the machine, every single component, has been created with love and the utmost care in order to be perfect.

We position ourselves as a premium brand and we don’t want to be “everything and everyone”. In the U.S., they call it “rolex in the coffee machine business.”. That’s what we want to become.Our strategy is to be at the premium level, stay at the luxury level.We don’t want to sell cheap coffee machines for 300 or 400 euros. Our machines start at 600 euros and go up to 3,500 euros.

The strategy of other companies is to sell good products at a low price. At Jura, our goal is to be the best. Being the best in design is what we work for. Making the easiest-to-use coffee machines. Leading engineers and programmers work on ease of use.No other company has such a pool of dedicated specialists.

Our high quality is not only proven by the number of international awards, but also by the fact that in Italy, for example, where people traditionally know how to appreciate good coffee and there are companies making excellent coffee machines, more and more affluent people choose our products.

When developing new machines, we adhere to three basic principles:

– First of all it’s our signature Nordic design. This is the DNA, the hallmark of our design, like the design of AUDI, BMW brands.Clear, precise, nothing superfluous. We are the German-speaking part of Switzerland, which is famous for its precision, engineering, durability. If people say to me after three or five years of redesign, “What a great design,” they say!” – I conclude that this design decision was correct.

– Secondly, it’s ease of use. You don’t need an instruction manual to operate the machine. Paperwork is for lawyers, not users. Ease of use is something we work on all the time.

– And third, is the enjoyment of drinking a coffee beverage.

“BT”: What do you think the coffee machine will be like in five years? After all, everything seems to have been thought out. That’s what your engineers are working on now? Will the coffee machine serve its own coffee in bed??

je. PROBST: Our result is the perfect tasting coffee beverage. We produce new types of coffee specialties and develop innovative technologies e.g. pulse extraction technology, water purification for better results, etc. .d. .

We do not want to take over the market, we just want to be the best. In most developing countries our brand is considered the best in the luxury segment. Every year we invest around CHF 8-12 million in the development of the company. We’re constantly working on the details: coffee grinder, coffee maker, electronic components, touch screens. We’re taking small steps on the road to perfection rather than trying to have a revolutionary breakthrough all at once. It is the combination of perfect parts that results in a completely new product.

We are committed to the following principle: freshly brewed coffee without capsules at the touch of a button, ease of use, an attractive design, which is very important because the coffee machine becomes part of your kitchen interior. You don’t look at an iron when you’re ironing, much less show it to your guests: “Look at my iron.”. At the same time, when your friends come into your kitchen, they marvel at your coffee machine. It’s the pride you take in buying and owning a coffee machine. That’s what you want to have.It’s an investment. If you buy such a machine, you’ll live with it for a long time, it’s important that every time you come into the kitchen, you will not say: “Lord, what is this horrible thing in my kitchen?” The coffee machine should be attractive in appearance, should be made with durable, hard-wearing quality materials. It’s something we work tirelessly at 365 days a year, and we put a lot of effort into it. It’s our mission, simple as that.

Swiss Beauty

“BT”: How Coffee Machines are Designed? Do you use a famous design company or do you have your own staff to create everything??

je. PROBST: We have our own design philosophy. We have two design teams who work exclusively for us. We don’t cut corners, we don’t change things overnight, it’s a long term process. We have a chief designer that solves disputes and makes decisions. Clear lines in design are very important to us, not so-called Italian adventures. Attention to detail is very important. Sometimes it takes a doctorate to design a little button on the machine. It’s like playing chess – you can’t become a grandmaster in a day. You have to do your whole life to become a world champion and we try to be the best and there’s nothing else we can do.

We devote all our time to developing the best solutions.

About twenty years ago we were the first to define what a coffee machine should look like-absolutely symmetrical, clear and rigorous in terms of design. We were the first to define the design of the faucet from which a coffee beverage is poured. It shouldn’t be made of cheap plastic, because it’s the element of the machine that makes the coffee.

If I tell you how much we’ve invested in this element, you’ll probably think I’m crazy, because it could have been developed for a lot less money. Our competitors make that part a lot cheaper. And I’ll tell you, no! Let’s try an even more expensive variant in the future. These are the same values that people look for in a Mercedes, BMW here in New York and around the world.I always say that our goal is not to make a lot of money, but to make the best product on the market.

Top quality, precision, durability. That’s what we give customers in our segment. If someone wants a cheap product, it’s definitely not a Jura coffee machine.

When I wake up in the morning, the first thing I think about is, “What’s the best we can bring to our coffee machines?”We always have three or four Jura coffee machines in our kitchen at home. I decide for myself what I like and what I don’t like, and then we start thinking about solutions to these questions. Because we want to really enjoy the process. We don’t need bad quality and average design. I want my coffee machine to bring joy and smiles to people. That’s what I think about every morning.

The JURA j95

Coffee for life

“BT”: What kind of coffee do you prefer and has your love of coffee influenced your choice of life path?

je. PROBST: For me, coffee is primarily a cappuccino. I had my first cup of coffee at the age of 12, at that time I didn’t understand how people drink this drink three or four times a day. A few years later I decided to try it again, I went to a small coffee shop and asked the barista to make their specialty coffee, they brought me a cappuccino with a soft, whipped foam. The aromatic, full-bodied and smooth taste won me over forever.

That’s when my love affair with coffee began, so when the opportunity arose to join the Jura team, I didn’t hesitate to take it. Unfortunately the beginning of my management was a difficult time for the company, in the 90s the company had a lot of debts, it was necessary to refocus on a new direction, then we decided to concentrate on fully automatic coffee machines. Back in 1994, the JURA Impressa 500 was launched, winning the hearts of millions of coffee aficionados.

“BT: Are there any particular favorite Jura models?? What has won your heart??

je. JURA Z6 is my favorite coffee maker, it came from the future to become a home replacement for my favorite coffee house, helped by PulseExtractionProcess technology, advanced milk processing, Bluetooth connectivity and thousands of other features.

My second favorite is the JURA j95. Like all men, I love Formula 1, and I am also fond of cars, so for me this model is a reflection of a race car. Appearance isn’t the main advantage of this model, though. The internal equipment follows the latest trends in coffee-making: the Aroma+ dual-power grinder allows full aroma preservation, the LCD display with active matrix and scroll bar selection function in the menu ensures intuitive selection, the cappuccino spout with continuously adjustable height guarantees exceptional coffee quality.

JURA Z6 coffee machine

“BT”: The debate over whether coffee is bad or good for you has been going on for centuries. Do you think coffee helps you stay healthy?

je. PROBST: I think coffee is healthy: it clears my blood vessels and improves my memory. Another thing is to drink it carefully: not 25 cups a day, but no more than three. And of course you have to watch your blood pressure. Three to five cups of coffee a day is my norm, which is not bad for health, but also reduces the risk of cardiovascular disease and diabetes. I cannot imagine my breakfast, my day and my life without this invigorating drink. It helps me to eliminate sleepiness, increase my performance, keep me warm, and remind me to take a break and get in the mood for productive work.

“BT”: What kind of coffee do you prefer?? What to look for when buying coffee?

je. PROBST:I drink exclusively Arabica, usually single-origin. The caffeine content of this coffee sort is half as much as in another popular sort – Robusta. Arabica contains a variety of oils, which dissolve many of the aromatic substances that are produced during the roasting process.

These substances are released when coffee is brewed, which helps form the vibrant taste and aroma of the arabica. I would advise to pay attention to the freshness of roasting. The main priority for Jura is the coffee roasting process, and a special shop has been built on the premises of the factory. The fact is that after roasting, the coffee bean continues to breathe for only a few days, and then begins to absorb all the surrounding odors, so it is extremely important to pack and pack in time.

“BT”: Loving your job, treating it with passion, creating, creating the best, devoting all your time to it and enjoying the process, not just working, but enjoying every moment, creating – these are the secrets of Emanuel Probst. And, of course, a cup of good freshly brewed coffee