Joe Chalhoub, General Manager at Barista Group, reflects on how the Übermilk ONE “revolutionised” the café sector and led the automation charge in Australia and New Zealand.
The first time Barista Group General Manager Joe Chalhoub encountered the Übermilk ONE, he was deep in the world of coffee experimentation as Co-Founder of Socratic Coffee.
“This was a time when scientific coffee experiments had just started gaining momentum and few in the industry were sharing empirical coffee knowledge online,” he says.
“Socratic Coffee’s focus on measurable testing quickly built a global network of engaged followers and professionals, opening doors to new ideas and technologies.”
One day in 2016, an avid Socratic Coffee follower from Germany sent Joe a video clip of a fully automatic milk dispenser at work in a café in Aachen.
“Even though the market was not yet ready for this level of automation, I was immediately drawn to the concept. Having spent years as a barista, I knew firsthand the tedious routine: fetching milk bottles, measuring, pouring, steaming – each step consuming precious minutes that could be spent engaging with customers or honing other skills,” he says.
This video was the spark that brought the Übermilk ONE to Australia. In a matter of days, Joe had organised a trip to Germany to meet the manufacturer, eager to assess this device in the Socratic Coffee lab.
“That was almost 10 years ago. Looking back, it was a pivotal moment – not just for me but for the entire Australian and New Zealand coffee industry,” says Joe.
“When Barista Group introduced the Übermilk ONE across the region, our message was clear: the industry needed a new standard in consistency.”
Joe says that before the pandemic, the local hospitality scene was vibrant, powered by a diverse workforce that included many backpackers and foreign students. Cafés thrived on offering high quality and reliable coffee, no matter who was behind the machine.
“Consistency was king, and Übermilk ONE became synonymous with delivering precisely that – every pour, every time,” he says.
“But everything changed in 2020. As the pandemic forced borders to close and brought about stringent physical distancing, staffing shortages became the new normal. Suddenly, consistency wasn’t the only challenge: the need for automation and efficiency took centre stage.
“Cafés were no longer guaranteed an experienced pool of baristas, so they needed equipment that could deliver excellence regardless of who was at the helm.”
Joe believes the pandemic didn’t just accelerate the demand for automation but also revolutionised it.
“Übermilk ONE, already known for its quality foam and reliability, became essential for a market grappling with staff shortages and a rapidly changing customer experience,” he says.
“Our sales message adapted accordingly. While the pre-pandemic approach championed consistency, today’s pitch focuses equally on seamless automation to reduce manual tasks, optimise workflow, and ensure even a less-experienced team can deliver top-tier results.
“Australia and New Zealand’s café sector continues to evolve post-pandemic, but the lesson holds: adaptable, technology-driven solutions such as the Übermilk ONE are no longer an option – they’re a necessity.”
For more information, visit baristagroup.com.au
