---
title: How to choose the best coffee machines for coffee shops
description: Choosing the right coffee machines for coffee shops is crucial. Discover tips for selecting equipment that ensures quality, consistency, and efficiency.
image: https://blog.illy.com/hubfs/Immagini%20blog/07-Horeca%20ES%20Blog.jpg
---

[![illy](https://blog.illy.com/hs-fs/hubfs/Header%202023/my.png?width=181&height=96&name=my.png)](https://www.illy.com/en-gb)

- [Coffee solution for your business](https://www.illy.com/en-gb/professional-partners/business-types)

    - Hospitality 
          - [Coffee for Dining and Restaurants](https://www.illy.com/en-gb/coffee-suppliers-for-business/restaurant-coffee)
          - [Coffee for Cafes and Bakeries](https://www.illy.com/en-gb/coffee-suppliers-for-business/coffee-machines-for-coffee-shop)
          - [Coffee for Leisure Venues](https://www.illy.com/en-gb/coffee-suppliers-for-business/coffee-supply-for-leisure-venues)
          - [Coffee for Hotels](https://www.illy.com/en-gb/coffee-suppliers-for-business/hotel-supplies)
    - Offices and workplaces 
          - [Coffee and machines for Offices](https://www.illy.com/en-gb/coffee-suppliers-for-business/office-coffee-machines)
          - [Office Coffee Subscription](https://www.illy.com/en-gb/coffee-suppliers-for-business/commercial-coffee-machine-rental)
          - [Coffee vending machine](https://www.illy.com/en-gb/coffee-suppliers-for-business/coffee-vending-machine)

  #### [![Contact us](https://blog.illy.com/hs-fs/hubfs/Header%202023/contactus.jpg?width=444&height=594&name=contactus.jpg) Contact us](https://www.illy.com/en-gb/professional-contact-us)

  #### [![reservedarea](https://blog.illy.com/hs-fs/hubfs/Header%202023/reservedarea.jpg?width=444&height=594&name=reservedarea.jpg) Reserved area](https://www.illy.com/en-gb/professional-partners/reserved-area)
- [Products](https://www.illy.com/en-gb/professional-partners/business-types/coffee-for-food-shops/products-coffee)
- [Services](https://www.illy.com/en-gb/professional-partners/business-services)
  
  ##### Coffe Machines

    - [Assistance](https://www.illy.com/en-gb/professional-partners/business-services/assistance)
    - [Visibility and communication](https://www.illy.com/en-gb/professional-partners/business-services/image-and-communication)
    - [Maintenance](https://www.illy.com/en-gb/professional-partners/business-services/maintenance)

  #### [![contactus](https://blog.illy.com/hs-fs/hubfs/Header%202023/contactus.jpg?width=444&height=594&name=contactus.jpg) Contact us](https://www.illy.com/en-gb/professional-contact-us)

  #### [![reservedarea](https://blog.illy.com/hs-fs/hubfs/Header%202023/reservedarea.jpg?width=444&height=594&name=reservedarea.jpg) Reserved area](https://www.illy.com/en-gb/professional-partners/reserved-area)
- [Università del caffè](https://www.illy.com/en-gb/universita-del-caffe-2)
  
  ##### Gifts and Accessories
- [Sustainability](https://www.illy.com/en-gb/professional-partners/sustainability)
  
  ##### Promotions
- [Contacts](https://www.illy.com/en-gb/professional-contact-us)
  
  ##### ILLY WORLD
- [Blog](https://blog.illy.com/en-gb/?hsLang=en-gb)
  
  ##### Loyalty Program
- [Reserved area](https://www.illy.com/en-gb/professional-partners/reserved-area)
  
  ##### Loyalty Program

- Start typing here

  Start typing here Search Catalog
- Iniciar sesión  Registrarse

 Back

- [Coffee solution for your business](https://www.illy.com/en-gb/professional-partners/business-types)
  
   Back

    - Hospitality 
          - [Coffee for Dining and Restaurants](https://www.illy.com/en-gb/coffee-suppliers-for-business/restaurant-coffee)
          - [Coffee for Cafes and Bakeries](https://www.illy.com/en-gb/coffee-suppliers-for-business/coffee-machines-for-coffee-shop)
          - [Coffee for Leisure Venues](https://www.illy.com/en-gb/coffee-suppliers-for-business/coffee-supply-for-leisure-venues)
          - [Coffee for Hotels](https://www.illy.com/en-gb/coffee-suppliers-for-business/hotel-supplies)
    - Offices and workplaces 
          - [Coffee and machines for Offices](https://www.illy.com/en-gb/coffee-suppliers-for-business/office-coffee-machines)
          - [Office Coffee Subscription](https://www.illy.com/en-gb/coffee-suppliers-for-business/commercial-coffee-machine-rental)
          - [Coffee vending machine](https://www.illy.com/en-gb/coffee-suppliers-for-business/coffee-vending-machine)

  #### [![Contact us](https://blog.illy.com/hs-fs/hubfs/Header%202023/contactus.jpg?width=444&height=594&name=contactus.jpg) Contact us](https://www.illy.com/en-gb/professional-contact-us)

  #### [![reservedarea](https://blog.illy.com/hs-fs/hubfs/Header%202023/reservedarea.jpg?width=444&height=594&name=reservedarea.jpg) Reserved area](https://www.illy.com/en-gb/professional-partners/reserved-area)
- [Products](https://www.illy.com/en-gb/professional-partners/business-types/coffee-for-food-shops/products-coffee)
  
   Back
- [Services](https://www.illy.com/en-gb/professional-partners/business-services)
  
   Back

  [Coffe Machines](https://www.illy.com/en-gb/espresso-machines)
  
    - [Assistance](https://www.illy.com/en-gb/professional-partners/business-services/assistance)
    - [Visibility and communication](https://www.illy.com/en-gb/professional-partners/business-services/image-and-communication)
    - [Maintenance](https://www.illy.com/en-gb/professional-partners/business-services/maintenance)

  #### [![contactus](https://blog.illy.com/hs-fs/hubfs/Header%202023/contactus.jpg?width=444&height=594&name=contactus.jpg) Contact us](https://www.illy.com/en-gb/professional-contact-us)

  #### [![reservedarea](https://blog.illy.com/hs-fs/hubfs/Header%202023/reservedarea.jpg?width=444&height=594&name=reservedarea.jpg) Reserved area](https://www.illy.com/en-gb/professional-partners/reserved-area)
- [Università del caffè](https://www.illy.com/en-gb/universita-del-caffe-2)
  
   Back

  [Gifts and Accessories](https://www.illy.com/en-gb/gifts-and-accessories/gift-guide-1)
- [Sustainability](https://www.illy.com/en-gb/professional-partners/sustainability)
  
   Back

  [Promotions](https://www.illy.com/en-gb/special-offers-coffee-and-machines)
- [Contacts](https://www.illy.com/en-gb/professional-contact-us)
  
   Back

  [ILLY WORLD](https://www.illy.com/en-gb/quality)
- [Blog](https://blog.illy.com/en-gb/?hsLang=en-gb)
  
   Back

  [Loyalty Program](https://www.illy.com/en-gb/illy-lovers-loyalty-program)
- [Reserved area](https://www.illy.com/en-gb/professional-partners/reserved-area)
  
   Back

  [Loyalty Program](https://www.illy.com/en-gb/illy-lovers-loyalty-program)

Special offers

# How to choose the best coffee machines for coffee shops

#### Published by Elena Comanici on 21 October 2025 |

#### reading time: 5 minutes

How to choose the best coffee machines for coffee shops

5:36

In today’s competitive coffee landscape, the quality and consistency of what you serve can make or break the customer experience. And at the heart of that experience is your coffee machine. Whether you're launching a new concept or upgrading your existing setup, choosing the right equipment is a strategic decision — one that affects everything from daily operations to brand reputation. 

This guide will help you navigate the market for coffee machines for coffee shops, with insights tailored to the UK hospitality sector.

## Coffee machines for coffee shops: how to make the right choice

The UK’s coffee scene is evolving fast. With **over 20,000 coffee outlets** and a market worth nearly **£10 billion**, demand for quality, convenience and consistency is higher than ever. Consumers are more discerning, staff turnover remains a challenge, and operational efficiency is key. 

[![Promotional banner encouraging coffee businesses to offer a unique experience. Highlights include bean selection, barista role, cost control, loyalty strategies, supplier choice, and sustainability. Features a barista serving an illy espresso. Download the free guide](https://hubspot-no-cache-eu1-prod.s3.amazonaws.com/cta/default/143450854/interactive-229094511850.png)](https://blog.illy.com/hs/cta/wi/redirect?encryptedPayload=AVxigLJirwT0CowHFzxkSrN2W7LCzcl2aR3UinqsHkwjyG2172BdvK2QvxSBeF31Q1EWM%2FKUnKWXYzwxTaPs0okhBaDlm%2Bb%2BacdBwfx8g5NgCw1cjt1IbMT%2By23XMD5eF%2Byvy%2FT7tMhLVsbILj8TzT19wy8Q93YjpGWktrxiEtb4B%2B12%2FHuNLg3t%2F2gqQZ0EV22r1FlZg%2FoMC7CMaM7uKkHW8q43KhuAnB8ZCHRRwUI%2FJZnV&webInteractiveContentId=229094511850&portalId=143450854&hsLang=en-gb)

In this context, selecting the right [commercial coffee machine](https://blog.illy.com/en-gb/hospitality/choose-perfect-commercial-coffee-machines?hsLang=en-gb) isn’t just a technical choice — it’s a business-critical one.

Here are our recommendations at a glance.

#### 1. Start with your business model and volume

Different types of coffee businesses require different equipment:

- **independent coffee shops** often prioritise craft and quality, with baristas manually dialling in each espresso
- **high-volume cafés or chain concepts** may lean on automatic or super-automatic machines to ensure speed and consistency
- **hybrid venues**, such as bakeries or food halls, might need machines that are easy to use and maintain with minimal staff training

Start by estimating your daily coffee volume:

- **up to 50 cups/day** → compact super-automatic or capsule systems
- **50–200 cups/day** → automatic machines or dual-group traditionals
- **over 300 cups/day** → high-capacity traditional or modular systems

![coffee brands](https://blog.illy.com/hs-fs/hubfs/Immagini/barista/059__MG_8836.jpg?width=500&height=333&name=059__MG_8836.jpg)

#### 2. Manual, automatic or super-automatic?

Each type of [professional coffee machine](https://blog.illy.com/en-gb/hospitality/professional-coffee-machine-which-one-is-the-best?hsLang=en-gb) offers specific advantages:

- **manual espresso machines** give full control over extraction and milk texturing, ideal for skilled baristas and a crafted experience
- **automatic machines** allow for pre-set programmes, ensuring speed and reliability while maintaining quality
- **super-automatic machines** handle grinding, tamping and extraction automatically — perfect for high-volume, low-staff environments

Here's a quick comparison to guide your decision:

| **Machine type** | **Key features** | **Best for** | **Considerations** |
| --- | --- | --- | --- |
| Manual | Full control over extraction and milk texturing | Specialty cafés, trained baristas | Requires skill and training |
| Automatic | Pre-set programmes for espresso and milk | Medium-volume coffee shops | Balanced quality and ease of use |
| Super-automatic | Fully automated: grinding, tamping, extraction, milk frothing | High-volume, low-staff or self-service venues | Ideal for consistency, low training needed |

**In the UK, labour shortages and staff training gaps have made super-automatic machines increasingly popular, particularly in formats like travel hubs and quick-service environments.**

#### 3. Evaluate essential machine features

When comparing coffee machines, look beyond design or brand.

Focus on:

- **consistency**: pressure and temperature stability across repeated shots
- **milk system**: steam wand vs. automatic milk frother, depending on service needs
- **cleaning and maintenance**: how easy is it to keep hygienic with minimal downtime?
- **energy efficiency**: particularly relevant in a market facing high utility costs
- **digital connectivity**: smart telemetry for maintenance and usage tracking

[Sustainability](https://blog.illy.com/en-gb/hospitality/coffee-suppliers-select-the-best-for-your-business?hsLang=en-gb) is also rising on the agenda: **in the UK, 7 in 10 consumers consider environmental credentials when choosing where to dine or drink.**

#### 4. Reliability matters — for reputation and revenue

Inconsistent coffee or machine breakdowns are among the fastest ways to lose customer trust — and revenue. According to CGA, **88% of UK consumers say they are satisfied with recent food and drink experiences, but expectations are rising.**

A [commercial coffee machine](https://www.illy.com/en-gb/coffee-suppliers-for-business/commercial-coffee-machines) that delivers consistent quality, minimal downtime and efficient servicing is not just an operational asset — it’s a strategic one.

#### 5. Choose your supplier wisely: partnership over purchase

The [coffee supplier](https://blog.illy.com/en-gb/hospitality/coffee-suppliers-select-the-best-for-your-business?hsLang=en-gb) you choose can make a long-term difference. 

Look for a partner who can:

- advise on the **most suitable professional coffee machine** for your format and volume
- offer **technical support** and preventive maintenance
- provide **training for baristas and staff** — especially critical in the UK’s fragmented hospitality workforce
- guarantee a **nationwide distribution and service network**, especially for multi-site operators

Suppliers who act as consultants — not just vendors — help you optimise both performance and cost-efficiency in the long run.

![coffee suppliers](https://blog.illy.com/hs-fs/hubfs/Immagini/cq5dam.web.1280.1280%20(18).jpeg?width=500&height=369&name=cq5dam.web.1280.1280%20(18).jpeg)

##### Discover illy’s solutions for professional coffee shops

Choosing the right coffee machines for coffee shops means investing in quality, consistency and operational excellence. At [illy](https://www.illy.com/en-gb), we offer a **full range of professional solutions** — from compact super-automatics to barista-focused traditional machines — tailored to meet the needs of modern UK coffee shops.

Our machines are engineered to unlock the full potential of the **iconic illy blend**, ensuring that each cup reflects the brand’s heritage of excellence. With comprehensive barista training, technical support and business consultancy, illy is a **partner in your success**.

---

**Curious to see the difference a professional solution can make?Book your free trial and explore how illy can help elevate your coffee offer!**

**[![Promotional banner for a free illy coffee tasting. Includes benefits like signature illy blend, free machine on loan, expert business support, increased revenue, and no commitment. Features a cup of illy coffee being poured.](https://hubspot-no-cache-eu1-prod.s3.amazonaws.com/cta/default/143450854/interactive-229102250211.png)](https://blog.illy.com/hs/cta/wi/redirect?encryptedPayload=AVxigLLfXMixL1%2BHj8%2BoiacYYhcy%2FYNQJARaxCm%2BjJ36QokRIWGUmsR2HPIw5KQ9hMoRCyONO1yAcespj1Jm4DursD973u2gikNP5GPZTgMWrPQWd9RsACbinsaYa%2FT0a7abA5tn%2BB8q22a2n2TK44YoSW8GsU3glGxtXUbu3f%2BOOrwQ0uhqMznrSinfm9SGAZeA3GiAZ1Bhh%2ByPN%2F0dwPtYaAOHWpEaneSrxw%3D%3D&webInteractiveContentId=229102250211&portalId=143450854&hsLang=en-gb)**

###### [← Back to Blog Listing](https://blog.illy.com/en-gb/hospitality)

###### [← Back to Blog Listing](https://blog.illy.com/en-gb/hospitality)

[![CTA Degustazione - Horeca - verticale UK](https://hubspot-no-cache-eu1-prod.s3.amazonaws.com/cta/default/143450854/interactive-229094510839.png)](https://blog.illy.com/hs/cta/wi/redirect?encryptedPayload=AVxigLI4KpKAyZg6xMlE2b8h7J%2FGl7E3efeCwKZV%2FdxLV1XwgHOaiCMhWGXsynWOoCB5fzCAxe2lXsKuZS1s3wCVKRHVQicHUeHkwV9T%2FynMIIHkn8Kb5bKHtUo9KFynONwP1ttTuHBIkvGa5S7GWMejSW%2BhfipyyCL62G6Cjb8IdNK1VrCZg3v%2BOp%2FxZqY%2B1zfnwc4MwXhlXEeumdXpLA6hOtEjelz2hdxTDg%3D%3D&webInteractiveContentId=229094510839&portalId=143450854&hsLang=en-gb)

###### In the coffee shop world, every detail contributes to defining the unique customer experience when they approach the bar and order a coffee.

A thorough understanding of all aspects is crucial to drive the business towards sustainable success over time.

Subscribe to the illy newsletter to keep up to date with all the latest news from the Hospitality world!

### Recent Posts

### Posts by tag

- [coffee brands (11)](https://blog.illy.com/en-gb/hospitality/tag/coffee-brands)
- [commercial coffee machines (11)](https://blog.illy.com/en-gb/hospitality/tag/commercial-coffee-machines)
- [coffe suppliers (10)](https://blog.illy.com/en-gb/hospitality/tag/coffe-suppliers)
- [barista (8)](https://blog.illy.com/en-gb/hospitality/tag/barista)
- [latte art (7)](https://blog.illy.com/en-gb/hospitality/tag/latte-art)
- [coffee machine (6)](https://blog.illy.com/en-gb/hospitality/tag/coffee-machine)
- [professional coffee machine (5)](https://blog.illy.com/en-gb/hospitality/tag/professional-coffee-machine)
- [coffee restaurant (4)](https://blog.illy.com/en-gb/hospitality/tag/coffee-restaurant)
- [opening a coffee shop (4)](https://blog.illy.com/en-gb/hospitality/tag/opening-a-coffee-shop)
- [coffee franchise (3)](https://blog.illy.com/en-gb/hospitality/tag/coffee-franchise)
- [coffee machines for businesses (3)](https://blog.illy.com/en-gb/hospitality/tag/coffee-machines-for-businesses)
- [cold brew (2)](https://blog.illy.com/en-gb/hospitality/tag/cold-brew)
- [hospitality (2)](https://blog.illy.com/en-gb/hospitality/tag/hospitality)
- [hotel (2)](https://blog.illy.com/en-gb/hospitality/tag/hotel)
- [cold brew coffee maker (1)](https://blog.illy.com/en-gb/hospitality/tag/cold-brew-coffee-maker)
- [sustainability (1)](https://blog.illy.com/en-gb/hospitality/tag/sustainability)

See all

### COMPANY

[Our story](https://www.illy.com/en-gb/illy-caffe-history)

[Who are we?](https://www.illy.com/en-gb/illy-mission-values)

[Ernesto Illy foundation](https://www.illy.com/en-gb/ernesto-illy-foundation)

[illy Group](https://gruppoilly.it/?lang=en)

[Università del caffè](https://www.illy.com/en-gb/universita-del-caffe-2)

[Locations](https://www.illy.com/en-gb/illy-stores)

[Certifications](https://www.illy.com/en-gb/illy-certifications)

[Press](https://pressroom.illy.com/)

### SITE USE

[About us](https://www.illy.com/en-gb/editorial/about-us)

[Terms of use](https://www.illy.com/en-gb/terms-of-use)

[Terms and conditions](https://www.illy.com/en-gb/terms-and-conditions)

[Subscription: Terms & Conditions](https://www.illy.com/en-gb/subscription-terms-conditions)

[Subscription Programme for Office](https://www.illy.com/content/dam/channels/website/consumer/global/pdf/terms-and-conditions_subscription-office-uk/TC-Subscription-Office-UK.pdf)

[The one for you Subscription: Terms & Conditions](https://www.illy.com/en-gb/search?cgid=theoneforyousubscriptiontermsandconditions)

[illy Lovers: terms & conditions](https://www.illy.com/en-gb/term-condition-illy-lovers)

[Privacy](https://blog.illy.com/en-gb/lp-privacy?hsLang=en-gb)

[Cookie Policy](https://blog.illy.com/en-gb/lp-cookie-policy?hsLang=en-gb)

### ASSISTANCE

[Catering customers](https://www.illy.com/en-gb/catering-customers)

[Customer Care](https://www.illy.com/en-gb/customer-care)

[FAQ](https://www.illy.com/en-gb/faq)

[Shipping](https://www.illy.com/en-gb/shipping-information-page)

[Return Policy](https://www.illy.com/en-gb/returns-policy)

[Payments](https://www.illy.com/en-gb/payments)

[Coffee machine tutorials](https://www.illy.com/en-gb/espresso-machines/video-tutorial)

[Machine instruction manuals](https://www.illy.com/en-gb/espresso-machines/instruction-manuals)

### COMPANY

[Our story](https://www.illy.com/en-gb/illy-caffe-history)

[Who are we?](https://www.illy.com/en-gb/illy-mission-values)

[Ernesto Illy foundation](https://www.illy.com/en-gb/ernesto-illy-foundation)

[illy Group](https://gruppoilly.it/?lang=en)

[Università del caffè](https://www.illy.com/en-gb/universita-del-caffe-2)

[Locations](https://www.illy.com/en-gb/illy-stores)

[Certifications](https://www.illy.com/en-gb/illy-certifications)

[Press](https://pressroom.illy.com/)

### SITE USE

[About us](https://www.illy.com/en-gb/editorial/about-us)

[Terms of use](https://www.illy.com/en-gb/terms-of-use)

[Terms and conditions](https://www.illy.com/en-gb/terms-and-conditions)

[Subscription: Terms & Conditions](https://www.illy.com/en-gb/subscription-terms-conditions)

[Subscription Programme for Office](https://www.illy.com/content/dam/channels/website/consumer/global/pdf/terms-and-conditions_subscription-office-uk/TC-Subscription-Office-UK.pdf)

[The one for you Subscription: Terms & Conditions](https://www.illy.com/en-gb/search?cgid=theoneforyousubscriptiontermsandconditions)

[illy Lovers: terms & conditions](https://www.illy.com/en-gb/term-condition-illy-lovers)

[Privacy](https://blog.illy.com/en-gb/lp-privacy?hsLang=en-gb)

[Cookie Policy](https://blog.illy.com/en-gb/lp-cookie-policy?hsLang=en-gb)

### ASSISTANCE

[Catering customers](https://www.illy.com/en-gb/catering-customers)

[Customer Care](https://www.illy.com/en-gb/customer-care)

[FAQ](https://www.illy.com/en-gb/faq)

[Shipping](https://www.illy.com/en-gb/shipping-information-page)

[Return Policy](https://www.illy.com/en-gb/returns-policy)

[Payments](https://www.illy.com/en-gb/payments)

[Coffee machine tutorials](https://www.illy.com/en-gb/espresso-machines/video-tutorial)

[Machine instruction manuals](https://www.illy.com/en-gb/espresso-machines/instruction-manuals)

### Pagos

![mastercard](https://blog.illy.com/hubfs/Footer%20%202023/mastercard.svg)

![paypal](https://blog.illy.com/hubfs/Footer%20%202023/paypal.svg)

![visa](https://blog.illy.com/hubfs/Footer%20%202023/visa_v4_blue.svg)

![american-express](https://blog.illy.com/hubfs/Footer%20%202023/american-express.svg)

### Follow us

[Facebook](https://www.facebook.com/illy)

[Twitter](https://twitter.com/illycaffe)

[Linkedin](https://www.linkedin.com/company/illycaffe/)

[Instagram](https://www.instagram.com/illy_coffee/)

[Work with us](https://www.illy.com/en-gb/work-with-us) . [Suppliers portal](https://illy-procurement.bravosolution.com/web_en/login.html) .  Accessibility Statement

© 2025 illycaffè S.p.A. | P. IVA 00055180327- Via Flavia 110, 34147 Trieste, Italia - Tutti i Diritti Riservati | All rights reserved

[Review your cookie preferences](https://blog.illy.com/en-gb/lp-preferences-cookies?hsLang=en-gb)

Blog operated by [Fontimedia](https://www.fontimedia.com)

[![gppgle play](https://blog.illy.com/hs-fs/hubfs/Footer%20%202023/gppgle%20play.png?width=475&height=117&name=gppgle%20play.png)](https://play.google.com/store/apps/details?id=com.illy)

[![APPstore](https://blog.illy.com/hs-fs/hubfs/Footer%20%202023/APPstore.png?width=475&height=117&name=APPstore.png)](https://itunes.apple.com/es/app/illy/id1491988670)

```json
{
  "@context" : "https://schema.org",
  "@type" : "BlogPosting",
  "author" : {
    "@type" : "Person",
    "name" : "Elena Comanici",
    "url" : "https://blog.illy.com/en-gb/hospitality/author/elena-comanici"
  },
  "dateModified" : "2025-12-16T15:37:06.318Z",
  "datePublished" : "2025-10-21T08:30:00.000Z",
  "headline" : "How to choose the best coffee machines for coffee shops",
  "image" : [ "https://blog.illy.com/hubfs/Immagini%20blog/07-Horeca%20ES%20Blog.jpg" ],
  "mainEntityOfPage" : {
    "@id" : "https://blog.illy.com/en-gb/hospitality/choose-best-coffee-machines-for-coffee-shops",
    "@type" : "WebPage"
  },
  "publisher" : {
    "@type" : "Organization",
    "logo" : {
      "@type" : "ImageObject",
      "url" : "https://blog.illy.com/hubfs/Logo/Logo%20illy.svg"
    }
  }
}
```