If it’s good for Brad Pitt, it’s good for us

The Israeli coffee market has been soaring, characterized by energetic yet hesitant leaps spanning years. For decades, we were accustomed to drinking only instant coffee powder (and some still prefer it), and for an extended, overly long period, we relied on capsules.

This status quo, which began as a consumer-technological revelation and continued as a hesitant curiosity about when we’d catch up, has gradually evolved in recent years. It now positions the home countertop at the perfect juncture: On one side, formidable machines for addicts, not to mention the obsessed, and on the other, regular folks who love coffee and want more but aren’t ready to be enslaved by intricate movements or dedicate half their kitchen and paycheck.

In simpler terms: An automatic machine. A grinder. A push of a button. Good morning, world.

De'Longhi, the Italian giant, does not flaunt its giant status, certainly not here. In Italy, it is regarded as an excellent domestic standard for caffeine workhorses and much more. This image gap is also closing in our region.

De'Longhi entered the Israeli coffee machine market long ago, offering a diligent, barrier-neutralizing version of an automatic machine that grinds coffee beans at the moment of order. That is, at your push of a button. Those who experienced it could never go back and typically became enchanted by the fresh, wonderful aroma of coffee spreading through the house.

A few adjustments (grind level, strength, and water amount in each cup) and some experiments (finding the coffee beans you truly enjoy), and you were set for years. Not to mention the economic aspect, which has somewhat eluded local consumers – just compare the price of a capsule (which has been north of two shekels per unit for years) with the price of a cup of coffee based on fresh beans (a kilo of a good brand, though not extravagant, can cost around NIS 90), and the gap – about half the price – is eye-opening.

Yes, from the BedNow, it seems, the second phase of the quiet revolution has arrived in the form of De'Longhi’s Dinamica Plus, a machine that does all the great things of its predecessors and family while adding more and more features. From automatic milk frothing to complex drinks with the same button press, from a user-friendly touch screen to seamless app integration.

Should we say it already? The dream of operating your coffee machine from bed or even preparing a cup from the living room is indeed here, indeed fulfilled.

The specific model sent for review is the ECAM 370.95.T, featuring efficient basic capabilities (preparing two short or long espressos at the push of a button and the option to use coffee beans or ground coffee), personal adjustments like temperature control, strength and length of the drink, and a strong, built-in grinder that works with 13 grind levels.

De'Longhi adds great and relatively new features such as its LatteCrema system, which froths milk (with a double-walled thermal container that connects and disconnects from it) and uses it for drinks at the push of a button. Special recipes like “Long” (slow-brewed coffee with low brewing pressure, simulating a filter), “Doppio+” for a double espresso with enhanced aroma, macchiato, “Coffee Pot” (a carafe, of course, excellent for hosting or a particularly tough day), or the option to create three personal user profiles for household members, achieving a better morning, a song at wake-up.

The machine also upgraded its front, with an excellent and relatively elegant touch screen design, maintaining efficiency and constructive interpersonal communication. It cleverly introduced the Coffee Link app connection in Israel, with the possibility of creating new and customized drinks, access to advanced settings, a Bluetooth connection that genuinely works, and the magic of a trouble-free user interface allowing you to control an electric machine from another room and perform wonders (and coffee, of course).

The price – NIS 4,690 – represents the relatively high threshold of home automatic machines but “pays off” in a short time with significant savings per cup, providing a no less significant upgrade to the daily home experience, essential for most of us. Below this price, you’ll also find other excellent, less advanced but definitely caffeinated machines with the same efficient format and the same home.

Perfection. Brad Pitt Does De'Longhi

De'Longhi’s famous campaign began about two years ago, based on Brad Pitt’s acting skills and lifestyle. At its peak, it depicts a typical errand-filled day of the Hollywood star, where everyone around him holds a cup of coffee at some point, and he abstains.

In his bag, a fresh bag of coffee beans awaits, and he prefers to wait for the right moment: passing a repair in the garage, a scenic drive home, entering, pressing the button, and finally arriving at the balcony, until the perfect moment.

Our lives, it goes without saying, are neither Brad Pitt-esque nor perfect. But we can, and should, make them easier when needed. Why not, really?

Technical SpecificationsBean Container Capacity: 300 gramsRemovable Water Tank Volume: 1.8 litersRemovable Milk Container Volume: 0.5 litersCoffee Spout Height: 84-135 mmWaste Container Capacity: 14 servingsPower: 1450WPump Pressure: 19 barColor: TitaniumDimensions: Height 34.8 cm, Depth 42.9 cm, Width 23.6 cmWeight: 9.5 kg

For more details and purchase of the De'Longhi Dinamica Plus, click here.