MILAN, Italy – Rhea will be present at HIP – Hospitality Innovation Planet 2025, the premier event for the HoReCa sector, taking place in Madrid from March 10 to 12. At stand 6C344, Rhea will offer an immersive experience showcasing its vision of hospitality, with a focus on quality, beverage variety, design, and sustainability.
Quality and customization: tailor-made hospitality
The moments we take to pause during the day, enjoying a coffee or a beverage while stepping away from our activities – are where Rhea’s tailor-made solutions really shine. At HIP25, Rhea will present innovations that seamlessly blend design, automation and recipe creativity into an enjoyable, personalized experience.
Visitors will have the opportunity to explore and test Rhea’s extensive range of machines and services, designed to create top-tier, customizable solutions.
The compact tabletop rhTT1 machine, combined with the Fresh Milk rhMM2, enables the preparation of a wide variety of hot and cold beverages based on coffee, fresh milk and plant-based alternatives, while always ensuring the highest quality and respect for ingredients. Visitors will also have the chance to taste one of Rhea’s gourmet recipes: Cappuccino Panettone, a tribute in a cup to the Italian pastry tradition, beloved worldwide.
Also on display will be the free-standing rhFS1 and rhFS2 family, paired with Saphirh snack machines, further reinforcing Rhea’s vision of hospitality and automation on a larger scale. This reflects the company’s ongoing commitment to a vending experience that meets the growing consumer demand for higher quality, greater variety, and personalized solutions – all while remaining connected and environmentally friendly.
Finally, Rhea’s Made in Italy design ensures its machines integrate perfectly into any setting—from retail spaces and offices to public areas, lounges, and hotels. Rhea also provides expert consulting to help clients create a tailor-made experience for their businesses, offering consumers a unique coffee moment.
Commitment to sustainability: Rhea’s ESG initiative
Sustainability has always been a pillar of Rhea’s philosophy, with a strong and responsible commitment to contributing to shared and ambitious goals that aim to ensure a better world for present and future generations.
Rhea’s ESG initiative promotes sustainable practices while making the vending industry more environmentally responsible. Through dedicated contributions to participants, the company helps finance sustainability policies in collaboration with its clients, aligning with global sustainable development goals.
César Ouro, CEO of Rheavendors Apliven, will be a speaker on Wednesday, March 12 at 12 PM at the HIP event titled “Automatic Restoration: New Environments; New Opportunities”, addressing the crucial topics of sustainability and “Design for All”, highlighting how innovation can drive more accessible and inclusive hospitality.
A look to the future: innovation with Barista On Demand
HIP 2025 will also feature a dedicated innovation space for Rhea, located in the same pavilion as the company’s stand and adjacent to The Kitchen Lab. The highlight here will be Barista On Demand, a self-driving café that revolutionizes the coffee break experience by integrating mobility, artificial intelligence, and the Internet of Things.
Barista On Demand transforms the coffee consumption model from “coffee to go” to “coffee goes to you”, becoming a symbol of the future of coffee consumption and a blueprint for a new, more sustainable and efficient business model.
About Rhea
Rhea, founded by Aldo Doglioni Majer in 1960, is one of the largest producers of automatic machines for coffee breaks in the world. For over sixty years, Rhea has stood out for its wide international reach, high-level design, state-of-the-art technology, and ‘Made in Italy’ excellence. With headquarters and manufacturing based in the province of Varese and foreign branches in 10 countries, Rhea is proud of having spread coffee break culture to over 100 countries around the world.
From a global player in vending to a pioneer in the introduction of vending to the new retail, hospitality and out-of-home sectors, Rhea confirms its mission to interpret and often anticipate a constantly evolving market. Rhea’s new proposals revolutionize the very concept of hospitality, both in business and domestic contexts, with a value proposition that improves the coffee break moment.
