CREM new logo

February 5, 2019

We are pleased to announce the unveiling of our new Crem logo. The new logo incorporates a triangle with the Welbilt ‘W’ to reinforce our new brand identity as being a proud member of the Welbilt family of brands.

The new CREM logo incorporates the renowned triangle with the Welbilt ‘W’ to reinforce our new brand identity as being a proud member of the Welbilt brand family. It perfectly reflects our commitment to bringing superior coffee experience to everyone, everywhere.  It is meant to effectively capture the personality, key benefits, and vision of the CREM brand. Together with the new tagline – “Crafted for Every Taste” – it underlines our goal to create coffee machines that meet your daily demands, whether it is in a specialty coffee shop, convenience store, fine dining restaurant or an office.

The task in the upcoming months will be to update all our brand collaterals: our Crem website, product brochures, technical documents, equipment badging for new products, facility signage, etc. with the new logo and incorporate the look and feel of Welbilt. Going forward, all new products will be branded with the new Crem logo and no longer Expobar, Coffee Queen and Spengler. We realize that changing a logo and updating to a new color palate is a process that can involve many steps and take some time, so we will finalize it gradually, but we hope to have most of it implemented by the end of this year.

Acquired by Welbilt in April 2018, CREM develops, manufactures and markets the most extensive product range in the industry, leading the market in the design and manufacture of professional coffee solutions. We have a deep knowledge and appreciation for all the components that make coffee special – from the type of bean to the machine used, and everything in between. We are passionate about creating the perfect coffee experience with innovative and versatile equipment. Our coffee machines provide superior in-cup quality and come with intuitive design for crafted coffee creations of all kinds.

Thanks to the perfect balance between state-of-the-art technology and the finest coffee tradition, Crem has designed a comprehensive second-to-none professional coffee machine portfolio – from manual espresso machines, to filter brewers, to fully automatic machines – which meet the highest demands for the Office, HoReCa and Convenience coffee segments in terms of functionality and effectiveness.

As coffee-focused foodservice continues to expand globally, coffee and bakery-led cafes have seen steady growth in recent years. The increasing demand for coffee can be seen across all foodservice segments. With more and more operators investing in their coffee offerings, the right coffee machine becomes an integral part to upgrade a foodservice establishment to cater to customers’ demands and to grow the bottom line. We provide operators with sleek, versatile, and reliable machines, along with a proactive service plan, to ensure a differentiated, seamless coffee experience for both the barista and the operator. For more information, visit

About Welbilt, Inc.

Welbilt, Inc. provides the world’s top chefs, premier chain operators and growing independents with industry-leading equipment and solutions. Our innovative products and solutions are powered by our deep knowledge, operator insights, and culinary expertise. Our portfolio of award-winning product brands includes Cleveland™, Convotherm®, Crem®, Delfield®, Frymaster®, Garland®, Kolpak®, Lincoln™, Manitowoc® Ice, Merco®, Merrychef® and Multiplex®. These product brands are supported by two service brands: FitKitchen®, our fully-integrated kitchen systems brand, and KitchenCare®, our aftermarket parts and service brand. Headquartered in the Tampa Bay region of Florida and operating 21 manufacturing facilities throughout the Americas, Europe and Asia, we sell through a global network of over 3,500 distributors and dealers in over 100 countries. We have approximately 5,600 employees and generated sales of $1.45 billion in 2017. For more information, visit