About First Choice Coffee. Over 1 billion cups of coffee a year across the UK are produced on First Choice Coffee equipment. Award-winning coffee machines, ethically-sourced, premium coffee, full training and the kind of business advice that comes with over 20 years experience is what makes us the hospitality market leader in total coffee solutions. We’re forward thinking, innovative and streets ahead of the competition. With First Choice, it’s the best cup of coffee every time - the best for your customer and the best for your business. Make First Choice your choice.