The New Shop Roaster

Today we’re introducing a new Shop Roaster and a new Bellwether app. We’re also sharing something café owners have asked us about for years: real numbers on what cafés pay for wholesale coffee, and what they can expect to save by roasting their own.

The roaster

The new Shop Roaster brings every improvement we've made since launch together in one machine, now in metal. It's designed to roast coffee where it's served, in a café, roastery, restaurant, or retail space. That matters to the people who buy it: when we surveyed our customers this month, 76 percent said equipment appearance factored into how they designed their space.

• More durable. A metal enclosure built for busy front-of-house spaces, in Classic White or Deep Bronze, a new finish designed to suit a wider range of café interiors.
• Easier to install. The Shop Roaster is electric and smokeless. It needs no gas line, ductwork or venting, just a 240-volt circuit, and ships fully assembled. The 20 kg Continuous Roasting option arrives in a single crate, ready to roll into place.
• Simpler to run. A self-calibrating autoloader senses how much green coffee you’ve added and doses it accurately. The new Bellwether app puts your roast profiles, roast logs, inventory, and ordering in one place.

It’s still the only smokeless commercial coffee roaster in the world, and the most durable and easiest-to-use roaster we’ve built. We’re keeping the price where it was at launch in 2024, the same in either finish: $14,900 for the Countertop Shop Roaster and $19,900 for the 20 kg Continuous Roasting option.

Everything that comes with it

• The Bellwether app. Build and adjust your own roast profiles, or run the ones our expert coffee team builds for every marketplace coffee. Review a log of every roast, plan your menu, track green coffee inventory, map out what to roast and when, reorder and reach support, all in one place.
• The green coffee marketplace. More than 50 coffees across our marketplaces in the U.S. and Europe. Every origin and blend comes with four ready-to-roast profiles: light, medium, medium-dark, and dark.
• Coffee advisors who help you choose coffees and build your program.
• Packaging and design. We help you design your own labels and bags, so your brand is on the shelf.

What cafés actually pay for coffee

The question we hear most from café owners is whether roasting their own coffee actually saves money. The answer depends on what they pay for roasted coffee today, and that number is hard to find. Researchers at Emory University track retail prices through the Specialty Coffee Retail Price Index: at the end of June 2026, specialty roasters charged an average of $35.98 a pound online, from about $24 for their lowest-priced coffees to about $48 for their highest. Wholesale prices are largely invisible.

So we looked at what café operators have told us. We analyzed 1,193 U.S. entries to our roasting calculator from July through September 2026, de-duplicated to one entry per visitor session, with entries left at the default price excluded.

• Median wholesale price: $14.80 a pound (€29 per kg)
• More than a third pay $18 a pound or more (€35.39 per kg)

Coffee businesses that roast what they sell can typically produce roasted coffee for $7–8 a pound, including shipping, electricity, packaging, and other costs. That’s half the median wholesale price. For the median entry, the modeled payback on a Shop Roaster is five months.

See it in Dallas

The new Shop Roaster debuts at Coffee Fest Dallas, October 17–18, booth #210. Come see it up close, taste the coffee, and roast a batch yourself. We are currently taking orders for new roasters, and the first deliveries will begin in Q1 2027.