Now is the time to go all in on OCS while everyone else chases smart markets

At the NAMA Show in Los Angeles, on LinkedIn, on VendingMarketWatch.com and during webinars, the conversation is centered on AI-driven smart markets, frictionless checkout, computer vision, weight sensors and data analytics. It is innovative, exciting — and worthy of the attention it is receiving.

Yet, all this attention creates an opening for operators who choose to take the road less traveled. When everyone is looking in one direction, opportunity often exists in the other. That’s why there has never been a better time to go all in on coffee service.

An overlooked growth engine

OCS has always been a foundational part of the convenience services business, but in many operations today, it has quietly taken a back seat to micro markets and emerging technology. That’s understandable, but let’s not forget that OCS delivers something many operators are underestimating right now: predictable, high quality revenue with built-in expansion potential.

Growth doesn’t come from chasing trends: It comes from mastering the fundamentals. OCS is a fundamental core of our business. If your company has not embraced OCS, this is the perfect time to re-evaluate.

Recurring revenue

Unlike many areas of convenience services, OCS tends to be highly durable. Coffee is a daily habit and a workplace expectation. In past articles and on Automatic Merchandiser’s Vending & OCS Nation podcast, industry leaders such as James Evans of Evans Refreshments and Tom Steuber of Associated Services emphasize that when OCS is executed well, it becomes woven into workplace culture. The result is steady billing, less revenue volatility and stronger long-term account stability.

More importantly, as an OCS operator, the greatest growth opportunity is often sitting right in front of you: your existing customers. Retention and same-location growth are far more profitable than constantly replacing lost business.

As Orrin Huebner has shared on many occasions, OCS is built for retention and growth. OCS is the conduit to opportunity, opening the door to micro markets, water filtration, ice machines, beverage delivery, pantry service and yes — those shiny new AI smart markets.

Think about it. Who has the best chance of converting a location to an exciting new technology: The client’s beloved and trusted OCS operator, or an outside cold caller? Early in the relationship, when you have momentum as an OCS operator, when you are enjoying a true honeymoon period — that is the best time to package a deal that may open the door to an AI smart cooler and so much more.

OCS gets you in the door. Your visionary selling skills expand the opportunity, execution keeps you there and this all means higher profitability.

The margins matter

In a world where margins are under pressure, OCS remains one of the more attractive categories, especially for operators who fully embrace the model.

Revenue isn’t just tied to product. It comes from equipment, service, delivery and premium upgrades. Most operators I spoke to at the Los Angeles NAMA show tell me that clients understand value more than ever. They are willing to pay for quality, reliability and a better workplace experience. This positive shift makes OCS more valuable today than it has been in years.

Selling OCS 101

If you are new to OCS, or just need to remind your sales reps about best practices, here is a quick primer on selling OCS:

Sell the experience, not the coffee. These days, incredibly, many employees judge their workplace based on their breakroom experience. Give them the experience they want: one that replicates the pleasures of the local coffee house.

Embrace personalization. Variety, flavors and options are expected. Local brands are often appreciated by clients, but strong name brands are valued by many. Don’t assume anything! Ask questions, identify preferences and deliver what they want. It’s that simple.

Lean into cold coffee. This is not a trend. It is a permanent shift. “We have a younger generation entering the workforce, and the reality is, those Gen Z consumers want something very different. They want everything cold,” said Dora Márquez Lema, director of brand marketing at Nestlé Professional Solutions, in a 2025 webinar. Many consumers under 30 now strongly favor cold coffee beverages over traditional hot coffee, she stressed.

Take a consultative approach. The best operators are solving workplace challenges and becoming partners. Don’t be afraid to ask the BIG QUESTION: “Thank you for having me in here to brew coffee and meet with your team. Just so we have a common ground for discussion, what do you need to see from me that would compel you to switch to my company?”

I know – this is uncomfortable for some, but not for high performers. Once you have the answer, the sale is easy because you know exactly what you must do to earn the business. That is called selling, not just presenting.

Invest in your brand. Buyers are researching you before you walk through the door. Your presence on LinkedIn and social media, as well as your reviews, all matter. At the same time, there is no excuse for a sales rep to be anything but fully knowledgeable about their prospect.

Potentially, here is the difference between you and your competition

Your competition is mulling over several tough questions:

• Do we want to invest in smart markets now?
• Which smart market is the best choice?
• How will we afford this switch to smart markets?
• Should we give smart markets to new accounts (proactive) or use them to save existing business (reactive)?

You are staying the course:

• Selling top-tier OCS accounts.
• Getting in the door.
• Earning client trust.
• Enjoying steady, high margins and recurring revenue.
• Choosing the prime opportunities and the locations where a smart market can take your profitability to a higher level.