In the hospitality industry, where consistent quality and operational efficiency are essential, water is often an overlooked yet critical component. From coffee machines to combi and steam ovens, high-quality water plays a central role in equipment performance and energy use in kitchens. Addressing these hidden energy inefficiencies, BRITA – a global leader in water filtration – has launched a groundbreaking solution that is redefining sustainable water use: the PURITY C iQ system.
This intelligent, data-driven filtration technology is delivering measurable environmental and operational benefits by enhancing water quality, reducing waste and energy use, and supporting the longevity of equipment.
The challenge: Hidden water waste in daily operations
Water usage in hospitality environments is not just about consumption; it’s also about how water is managed, filtered, and maintained. Coffee machines, for example, require daily cleaning cycles that can result in significant water use – much of which is avoidable with better filtration management.
Limescale build-up in coffee machines is another major concern. Just 1mm of limescale can raise energy usage by 7%, driving up both operational costs due to unplanned breakdowns and environmental impact. Innovative filtration systems are required to provide the transparency and adaptability needed to optimise performance and sustainability.
The solution: PURITY C iQ
BRITA’s answer is the PURITY C iQ – the first intelligent water filtration system to harness real-time data to deliver smarter, more cost efficient and sustainable water management. Designed specifically for the demands of hospitality environments, this system empowers operators to monitor, optimise, and adjust filtration in ways never before possible.
Key features include:
- Real-time monitoring of filter performance and water quality
- Automatic system configuration to minimise flushing and water waste
- Predictive maintenance alerts to prevent downtime and reduce energy consumption
- Optimised water mineral balance for better taste and machine health
By making filter data transparent and actionable, PURITY C iQ helps reduce unnecessary filter changes, enables precise flushing based on need (rather than fixed cycles), and supports water conservation at every step.
Objectives: A smarter, greener future for hospitality
The goal behind PURITY C iQ is clear: give hospitality businesses the tools to consistently produce high-quality water while driving down waste, energy consumption, and maintenance costs.
Through real-time tracking and predictive analytics, the system ensures filters are replaced only when needed – extending their lifespan and reducing the environmental footprint associated with premature disposal. This shift away from “just in case” maintenance toward data-informed action means less water used, fewer service visits, and a reduced need for transporting parts and technicians – all contributing to sustainability goals.
Results: Driving impact across the industry
PURITY C iQ has helped hospitality operators to identify and address key operational challenges by placing data at the core of operations, empowering businesses to make more informed decisions when it comes to their water use.
In environments where coffee machines are flushed daily, even a modest reduction in water use per flush translates to meaningful savings over time. By preventing unnecessary flushing and ensuring filters are only changed when absolutely required, PURITY C iQ is helping the sector address one of its quietest yet most persistent sources of water waste.
By detecting limescale build-up early and tailoring flushing cycles to actual need, users of PURITY C iQ are experiencing fewer machine faults, less downtime, and lower energy bills. This is particularly significant given that just 1mm of limescale can increase energy usage by up to 7%.
In addition, real-time monitoring makes it easier for staff to stay on top of equipment health. In many locations, baristas or in-house teams now handle filter checks and replacements without needing a technician on-site – streamlining operations and reducing carbon emissions associated with travel.
Leading coffee machine manufacturers and hospitality businesses, such as La Marzocco and GAIL’s, have adopted PURITY C iQ to improve water efficiency. These companies are now benefiting from optimised water use, lower water bills, and fewer service visits, all while achieving consistent machine performance and reducing waste.
Customer feedback
The system’s value is reflected in the voices of those using it:
“Being able to keep a close eye on our filters remotely is everything, it saves us time and money. Maintaining good water quality saves our machines from scale which in turn means less call outs from engineers. So that’s one bonus, most importantly it keeps our water tasting great for our coffee!” – Joe Faulkner, 15 Grams Coffee
“Water quality is crucial for great tasting coffee and reliable equipment. Using BRITA’s PURITY C iQ, we can monitor filtration systems effectively, and our baristas can manage filter changes. This innovation has made equipment maintenance more efficient and less time-consuming, ensuring consistent cup quality every time.” – Kasjan Orzol, Coffee Technical Manager, GAIL’s
“The BRITA PURITY C iQ has been a real asset to our café. It’s not just about preventing scale – it’s about creating the ideal water profile for brewing. The iQ technology allows us to monitor and adjust the water composition, ensuring optimal extraction and flavour. This has helped us consistently serve the best possible coffee.”– Wayne Lew, Café Owner
Sustainability in action
PURITY C iQ is more than a filtration system – it’s a cornerstone of BRITA’s wider sustainability strategy. The company’s approach recognises that small, data-driven changes in water use can lead to substantial environmental gains across the hospitality sector.
Notable sustainability features include:
- Carbon calculator tools that help businesses track emissions reductions and water savings
- A cartridge recycling scheme that recycles up to 80% of used materials globally
- Packaging made from 100% recyclable materials
- A target to reduce virgin plastic in products by 30% by the end of 2025
By optimising the lifecycle of both filters and appliances, the system ensures that sustainability benefits are built-in, not added on.
As more hospitality operators adopt sustainable practices, intelligent filtration is emerging as a vital area of innovation. PURITY C iQ represents a tangible step forward in this movement – enabling businesses to reduce waste, conserve resources, and improve customer experience without compromising performance.
With the dual pressures of climate change and increasing operational costs, the need for smarter water management has never been clearer. PURITY C iQ offers a solution that is not only future-ready but already making a difference – one filtered drop at a time.
To find out more about BRITA’s PURITY C iQ, visit: https://www.brita.co.uk/purity-c-iq
