Plenty to be optimistic about OCS following a successful CTW

How does an operator accomplish that? The easy answer: ask questions, listen to the answers, leave preconceived notions at the door, sell with a consultative style, tell stories, understand the client’s needs, and deliver solutions in the best possible way. This mindset was a healthy and consistent theme throughout the event.

Keynote speakers emphasize AI and innovation

A notable aspect of the event was the keynote speakers. On the first day, Ethan King literally left the audience spellbound on the topic of AI. As the author of “ChatGPT to Double Your Business in 90 Days,” Ethan is known for teaching non-technical business owners how to save time, boost sales and scale operations without stress. His workshops are known for being equally inspiring and tactical. Between his presentation and his educational workshop at the CTW, attendees walked away with real tools they can implement immediately.

The second day of CTW, Kaiser Yang, the CEO and co-founder of Platypus Labs, a global innovation research, consulting and training company, took the stage. He’s an award-winning author, a proven hyper-growth leader and a globally recognized innovation expert. His thought-provoking presentation focused on mindset shifts to help everyday people innovate in their everyday work.

You will hear plenty of operator reactions and a supercharged interest in AI in the upcoming episodes of Vending & OCS Nation, Automatic Merchandiser’s podcast. During our next two episodes, I will share comments from more than 20 operators and suppliers recorded at the show. They share their takeaways from CTW and what they think operators need to do to be successful in 2026 — and we learn what each of them is thankful for as we approach Thanksgiving.

10 reasons for OCS optimism in 2026

While the OCS and pantry industry has plenty of challenges to overcome — from high prices to hybrid work schedules — an instant audience poll at the CTW general session showed that 89% of the attendees were more optimistic about the OCS and pantry business than they were one year ago.

1. Never has the amenity that we offer been so appreciated by our customers.
2. OCS operators have never been able to expand their range and scope of services so easily, thanks to suppliers and the technology that gave us micro markets, smart markets, cold brew and advanced water filtration systems.
3. Thanks to what I like to call the “DoorDash mentality,” clients, particularly younger decision-makers, understand that operators need to be paid for what we do. Exceptional service and quality products do not come at a steep discount. Those same decision-makers who have been brought up paying extra fees for delivery and convenience are far more receptive to paying a little more for best-in-class service.
4. Thanks to technology, we can run routes more efficiently than ever and be aware of an equipment problem in the field before a client reports the problem to us.
5. Coffee is still a red-hot product: a product that people get excited about, and clients are willing to pay top dollar for the right brew. This trend has been going on for about 30 years, and there is no end in sight.
6. Cold brew continues to gain market share, and thanks to new format options, operators have numerous opportunities to deliver the product with ease. Many operators were openly impressed by some of the cold brew offerings and formats that were on display at the CTW.
7. Beyond cold brew, we now have a greater opportunity than ever to replicate the coffeehouse experience. We have the products that can get them to come directly to the office and stay there, which means a greater share of the wallet for us.
8. We have an unprecedented opportunity to generate annuity income as OCS operators due to the rental potential of advanced single-cup units, and the recognition by clients that equipment maintenance and water quality translate to a healthier workplace. They are willing to pay for the service.
9. Our image and ability to compete with entities outside the industry have been enhanced thanks to several firms that understand our business and now offer marketing support, beautiful websites and lead-generation solutions.
10. Let’s not forget tea. Tea consumption is up — now over 4 billion gallons per year in the United States. More than 87% of Millennials drink tea. According to tea association reports, nearly 80% of all tea consumed in the United States is iced tea — another area of growth for OCS operators to capitalize on. 

My takeaway from the CTW? The industry is clearly trending in the right direction. Many operators confirmed that, while the return-to-office movement can best be described as “slow and steady,” sales are up. Innovation — from new equipment to the implementation of AI to improve efficiency — has operators feeling more positive about the industry than they have in several years.