5 ways to use coffee to grow your business

With the government’s long-awaited roadmap out of lockdown unveiled, operators finally have the clarity they have long been waiting for, allowing them to cautiously look ahead to the lifting of restrictions and start to plan for the future.

Businesses now, more than ever, are preparing to take stock, realign and make the necessary plans to ensure that they reopen as efficiently as possible, maximising every part of their offering to ensure they enter the post-pandemic landscape prepared to recover and thrive, from summer 2021 onwards.

With consumers missing the out-of-home experience and desperate to get back to eating and drinking out, there lies a huge opportunity to quickly capitalise on the inevitable increase in demand for those operators that adopt a smart approach – reviewing and reassessing every part of their offering to ensure that every possible part is as efficient, appealing and profitable as possible. One area which is often overlooked within the restaurant, pub and foodservice industry is that of coffee. So, with this in mind, what are the key ways in which coffee can be reviewed, improved and used as a lever to increase spend per head and drive double-digit growth in out of home?

1. Open up dayparts to drive footfall and expand occasionality​

During lockdown, the out-of-home coffee market saw coffee account for 59% of drink-only visits, a trend which is likely to continue long after lockdown is lifted. While for many businesses, coffee represents a small part of a much bigger picture, it should not be overlooked how a consistent, quality coffee offering can be a key driver to opening up dayparts and driving growth. With the pre-Covid standard of five office-based days set to become a thing of the past, workers are more likely to opt to work, host meetings and socialise in out-of-home venues throughout the working day; marking a huge opportunity for mid-morning and mid-afternoon coffee occasions for those operators who are able to deliver - and deliver well.

2. Capitalise on growth of in-home​

Now more than ever, customers are savvy to quality and consistency of out of home coffee, thanks to the boom of in-home coffee offers becoming more affordable and in turn, making consumers more appreciative of good coffee. Eighty three per cent of coffee drinkers surveyed in November 2020 agreed that quality of coffee is important - an increase of 15% vs 2018. Phil Smith, head of insight at UCC UK and Ireland says: “There is definitely going to be a long-term impact for the roast & ground sector and I think it is going to be a positive one, with consumers switching from the instant category to the ‘real’ coffee category.” Rather than view increased in-home consumption as a threat to their businesses however, operators should look to harness the elevation of consumers’ coffee expectations through the halo effect this creates - a greater demand for premium coffee products across the hospitality and foodservice markets. “There could be a positive impact for out-of-home coffee because the UK taste palate will be trained to a better-quality coffee. This should drive up premiumisation quality and consistency, among many out of home operators," he adds. 

3. Match your blend to your offering​

Ensuring your chosen coffee brand or blend aligns with and complements your core offering and that of your customer base will inevitably bolster your overall offering. Fifty three per cent of coffee drinkers say they typically drink branded coffee while out - unlocking both volume and value within the category, with 57% of drinkers citing that they would pay more for it and 53% claiming that they purchase it more frequently. The rationale for this choice is centred on familiarity, consistency and trust - all factors that influence the quality perception. Those looking for greater differentiation should also consider one of the increasing numbers of ‘private label’ blends available through larger roasters who are able to offer the best of both worlds – a high quality coffee under a unique brand, allowing the freedom of a fully branded offering without sacrificing on quality.

4. Invest in excellent with proper training ​

Part of ensuring quality and consistency includes ensuring that your entire team are fully trained and able to deliver the perfect cup of coffee, every single time. A good, consistent coffee is dependent on more than just beans and machinery; a well-trained team who understand the importance of consistent delivery and well-maintained machinery are key to ensuring your customers keep coming back, time after time.

5. Create a consistent, composite offering​

A recent study by CGA found that quality perception is the biggest driver of value & volume in coffee, therefore, in order to truly capitalise on this, it is crucial to have a quality, consistent coffee offer in place, as well as staff that are trained to deliver a consistent product – driving customer advocacy and repeat footfall across all dayparts. Jeffrey Young, founder and CEO, Allegra, says: “Covid-19 has had a devastating impact over the last 12 months. Recovery will require significant innovation, discipline and leadership, with successful operators adapting to on-going trading challenges with smart, technology-led solutions.” With that in mind, choosing a coffee supplier that also offers a full total coffee solution comprising of machinery, maintenance and training can help to maximise consistency, up time, and in turn drive margin.