LONDON – With UK Coffee Week under way, in support of Project Waterfall, Swedish, Gothenburg-based bakery Almondy is urging caterers not to underestimate the power of coffee and cake as an additional source of revenue.
Recent independent research commissioned by the Swedish baker* found that 65% of people are likely to treat themselves to a slice of cake when visiting a cafe, meaning there is a huge opportunity to upsell to customers.
The latest research delved into the habits of the 90% of people that visit a coffee shop at least once a month and the 38% that visit at least once a week.
While almost two-thirds of people are likely to buy cake while there, 41% said the primary reason for not buying a sweet treat is that the products don’t offer good value for money.
Andrew Ely, Managing Director of Almondy, explains, “Our research shows the majority of people^ spend between £2.50 and £3.50 on each visit to a coffee shop. UK Coffee Week is a fantastic opportunity to boost profits whilst supporting a great cause, but there is also a huge untapped opportunity to upsell and offer cakes as an additional purchase.
From our research, we can see value is a key driver so caterers must consider this and get the right products in place when constructing their menus.”
Ranked as a top five dessert†, Almondy delivers on value, taste and quality – the brand’s strong reputation in the dessert and special diets category has increased +14% year-on-year**.
Underlining the power of brand appeal, 24% of people said they had heard of the crunchy, almond biscuit-based (and naturally gluten-free) desserts, while 50% stated that they would order the Swedish cakes, which are topped with popular confectionery brands Toblerone and Daim, if they were on the menu.
The confectionary tie-up – while providing added-value for consumers – also offers powerful brand recognition, giving Almondy strong appeal to children and helping caterers capture the family pound.
This is significant considering the research revealed that 25% of people usually visit coffee shops with their family and children and those with children are 22% more likely to eat cake*.
Andrew says, “Caterers need to appeal to their target market – Almondy delivers on quality and taste, as well as the brand value through our partnerships with well-known confectionary brands.
Customers know and love Almondy from buying the products in supermarkets so caterers have a real opportunity to build on this out-of-home through clever marketing in their coffee shops.
In fact, 79% of people said they would be more likely to eat if there was a coffee and cake deal offered – Almondy’s popularity in the cake and frozen dessert market makes it the perfect partner.”
To support caterers further with their marketing initiatives, Almondy offers a range of free point of sale material to ensure customers know exactly what is on the menu, and to help caterers cash in even further.
The colourful line-up of posters, wobblers and tent cards highlight some of the key selling-points that have made the almond biscuit-based cakes firm favourites among consumers.
To request your free POS material, email Lucy@jellybeancreative.co.uk with your name, business address and Almondy POS in the subject heading.
Almondy is available in 3663, Brakes and all good frozen food wholesalers.
* Source: Toluna/Almondy Consumer Insight March 2014
^ 38% – source: Toluna/Almondy Consumer Insight March 2014
† The Grocer’s 2013 Top Products Survey
** Source: Toluna/Almondy Consumer Insight July 2013
Source: BFFF
