Maximising pub coffee sales: TCG partners with Fairtrade supplier

The pubco, which currently operates 75 pubs and bars, has secured the services of Cafeology. The Fairtrade supplier will supply coffee to the majority of TCG’s sites and provide hands-on barista training for all operational staff.

“Increasingly our venues are trading for longer hours,” said Wright. “This partnership puts us on a strong footing to develop our coffee sales and daytime business.

“Working with Cafeology, an independently owned British company, will give us a point of difference in the competitive coffee market.”

Coffee importance​

According to two surveys last year,​​hospitality operators have been realising the importance of coffee to their business of late, with national pub chains now selling more cups of the beverage than their coffee shop neighbours on the high street. 

Figures released by the Association of Licensed Multiple Retailers indicated that the British pub is now the number one seller in the country of the popular hot drink, with 3.6m cups sold in boozers every week.

The TCG-Cafeology deal has therefore come at the right time for the pubco. One of the first sites to receive the Cafeology offer is the Tattershall Castle – a floating bar and restaurant moored at London’s Embankment. Deputy manager Elena Villar said: “I’m impressed with the quality of the Cafeology product and we’ve already had positive comments from some of our regular customers that the coffee tastes better.

“The barista training from Cafeology was very detailed, giving our front of house team practical skills and general coffee knowledge that will help them to offer a better service.  The branded crockery is smart and we’re waiting for signage, which incorporates the Fairtrade logo – I think that’s important to a growing number of customers.” 

Fairtrade demand​

Support for the introduction of Cafeology will vary from site to site, but all will receive Cafeology signage with its ‘Great Coffee, Great Cause’ strapline, branded crockery and barista training.

Bryan Unkles, Cafeology’s managing director, said: “Strong branding, well-trained staff and of course top-quality product are proven to increase coffee sales in pubs, so we’re confident that the Cafeology offer will enable TCG to increase its share of the growing out of home coffee market.

“Additionally, consumer demand for Fairtrade products is increasingly crossing over from supermarkets into the out of home environment, so our strong ethical reputation is set to become an ever more powerful draw.”

TCG’s estate stretches across the country, including late-night bars, community and sports locals, student venues and town-centre pubs. The managed pubco recently revealed it is spending £400k to refurbish two of its venues which will focus more heavily on the daytime trade when they re-open later this month.​ ​