ROBINSONS and the ROBINSONS ARCH device ... - Country Range

CATEGORY FOCUS
Coffee
break
Café-style coffees are now
the norm and consumers are
clamouring to get their hands
on their next cappuccino,
latte, americano, mocha,
macchiato or frappuccino!
last year the total roast and ground segment grew
by 12 per cent to £165million and instant coffee
was valued at £671million and is currently growing
at 4.6 per cent. nescafé is currently the largest
coffee brand in the uk enjoying over 82.8 per cent
market share in the out-of-home market.
bean to cup machines (which grind the coffee on
demand for each cup) ensure fresh-tasting coffee
and are becoming the norm in coffee shops where
individual servings are required. however, filter
coffee is still the preferred option when catering for
large numbers, such as conference or banqueting
when speed of service is paramount.
The future of cafés in the uk is bright and it is
predicted that over 800 new coffee shops will
open in the next three years. although big branded
chains are growing, this is not to the detriment
of quality independents, which remain a key
component of the market. according to him! Food
to go 2010 study, 39% of coffee shop customers
would buy a meal deal if there was one available.
so bundle in a cake or snack according to the
time of day and encourage customers to trade-up
their purchase.
according to a recent survey by nestlé professional
on out of home trends in coffee consumption,
there is an increase in demand for great tasting
‘cafe-style’ coffees, and the need to ‘raise the
bar’ on the quality of hot beverages served in the
workplace. also trusted consumer brands are
preferred, generating ‘feelgood’ factor amongst
employees. ‘spoon to cup’ products, such as
nescafé latte and cappuccino, will help you
capitalise on current trends without the need
for investing in new machinery.
hotels capitalising
on coffee culture
hotels are also starting to capitalise on the coffee
culture - and not just at mealtimes.
savvy hoteliers are creating cafés in their lobbies
and bars to tempt customers - both guests and
people walking in off the street - at all hours
of the day.
it makes sense to utilise the space to its full
potential and there is an enormous mark-up on
hot drinks, although obviously there is the initial
investment in equipment to take into consideration.
estimates show that staff training and equipment
costs between £3-4,000 but if you can
sell 50 cups of coffee a day at £1.50,
you can make a return of
around £23,000 a year,
so it’s definitely
worth considering...
last year
the total roast
and ground segment
grew by 12 per cent
to £165million
pubs are also turning to hot beverages to help
them to boost their profits but getting your
offering right is essential. here are some
key points to bear in mind:
• Make sure you are catering for the right market
• Don’t over-complicate your menu - six
expresso-based drinks and six teas and
infusions are ample
• Check what your competitors are offering and
how much they charge
• Never undersell yourself - people expect to
pay around £2 for a decent coffee
• Highlight the fact that your coffee is
Fairtrade etc.
• Make sure your customers know about your
offering, via a blackboard or pos materials
(many brands offer free pos)
• Introduce a coffee/hot drink of the month to
keep your menu fresh
January/february 2011 stiritup 27
hot BeVeraGes