Replacing bottled drinks with beverage dispensing solutions 

The entrepreneurial mindset is deeply rooted in the leader

Before acquiring Drinkotec in a management buy-in, Flegbo had a successful career in a large corporation, but his entrepreneurial spirit drew him back to business creation and innovation. "When I was in my last role at Medtronic, I felt the urge to return to entrepreneurship even if it meant leaving behind a comfortable and well-paid job," he explains. He took over Drinkotec when its former owner retired, recognizing its solid core technology and the potential for international expansion. "This isn't a story of starting from scratch but of taking an existing company that was fading and infusing it with new energy and direction," he reflects.

Focusing on three critical areas after company take-over

The first things he focused on after the take-over were three D's: design, data, and digital - paired with a strong vision and a team that goes through thick and thin.

• Design: At Drinkotec, design is not only about making the hardware aesthetically pleasing. Design also needs to make all interactions—installation, set-up and dismantling, maintenance, replacing parts, and end-user experience—as simple and intuitive as possible so that they are as effective as possible.
   
• Data: Drinkotec’s commitment to innovation spans both hardware and software. At the intersection of these two domains is where the magic happens. They aimed to ensure that the machines not only perform their physical tasks with precision but also become intelligent systems that provide data-driven insights to our customers. To achieve this, they’ve integrated embedded sensors, IoT software and developed their own cloud-based platform, enabling secure real-time data collection, predictive maintenance, and remote diagnostics. Drinkotec believes that when you are serious about software, you also need to do your own hardware. “For the smooth communication between software and hardware, we needed to master both ourselves.”
   
• Digital: The goal was to digitalize internal processes as well as the marketing engine and breathe new life into the company by becoming more efficient and being prepared to scale up during internationalization. Every touchpoint of the company has been redesigned to enable more reactive experience and augmented brand equity.

Drinkotec's mission goes beyond providing state-of-the-art cold beverage dispensers for the food service industry. It's about making a tangible impact on the environment. "Our customers (beverage makers, workplaces & hospitality venues) choose our machines and data analytics & AI software because they want to reduce plastic waste. Instead of fridges full of single use bottles, our dispensed solutions help eliminate plastic and reduce the CO2 footprint," Flegbo emphasizes.

Mastering challenging times with a team that stands together

However, entering a conservative industry like beverage dispensing with such innovative ideas was no easy feat. "Human beings are very reluctant to change," Flegbo notes. "Perpetual habits are difficult to break." Initially, the market was shocked by the new leadership and vision, but over time, customers began to see the value in shifting from traditional fridges to Drinkotec's dispensing technology. "There's a difference between convincing customers and having them believe in the change," he explains. Rather than focusing on persuasion, Flegbo and his team concentrated on designing a product portfolio that naturally demonstrated the benefits of this switch.

But even with the best-laid plans, unexpected challenges arose. One such moment was when a key team member, the COO, unexpectedly decided to leave the company. "It was quite brutal, emotional, and a quick shift," Flegbo recalls. Yet, this challenging moment turned into an opportunity for the company to rethink its operations and provide growth opportunities for other team members. "This is where you see talented and committed employees stretch themselves to support the company in challenging times. I am proud of where we stand now in terms of company culture, how we keep our values high, how we managed the crises we went through, and how we stand together," he says.

Scaling internationally with big partners

One of the most significant milestones in Drinkotec's recent history was the partnership formed in 2022 with Multiplex, a major American manufacturer in the food service industry. "This partnership gave us a big boost, especially regarding engineering and go-to-market strategies," Flegbo says. Working with Multiplex opened doors to new customers and markets.

One extraordinary door opener was at an international business fair in Germany where Multiplex and Drinkotec had a shared booth, and the Spanish beer brand Mahou San Miguel passed by. "In an instant, they were amazed by us: Not only because of our innovative products but mostly because they could also envision a relationship in Spanish with us," says Flegbo in laughs. Flegbo was born in Spain and lived in Argentina for some years, which is why he is fluent in Spanish - a dual benefit that would lead to ending up with a collaboration with Mahou San Miguel. "Six years before, we dreamed of working with global beverage brands like this. Telling the story now sounds straightforward, but behind it are a lot of doubts, difficulties, and failures that we had to go through first.”

In seeking recognition and validation for their work, Drinkotec applied for the SEF Growth label. "As a Swiss company in the startup field, the Swiss Economic Forum High Potential for Growth label is well recognized," Flegbo notes. Gaining this label ensured they were heading in the right direction and provided them with a push to meet the highest standards.