LONDON – New research by UCC Coffee UK & Ireland has highlighted a significant opportunity for pubs to increase trade through an improved coffee offer. With consumers rating the quality of coffee as average – just three out of five – the findings reinforce the demand for better coffee in non-specialist outlets.
The survey of 750 consumers by Allegra World Coffee Portal, on behalf of the total coffee solution supplier, also reveals that almost half (44%) of consumers would be put off returning to a pub that serves poor quality coffee. Conversely 41% would buy more coffee more often in pubs if the quality was better.
The report reaffirms that coffee is the on-trend drink of today with more than a third (33%) of consumers buying coffee out of home at least four times per week and almost two-thirds of consumers willing to pay £2.99 for a great cup of coffee.
Other key findings include:
- More than a quarter (28%) of consumers state that, if it opened earlier, they would visit a pub or bar for their morning coffee, rather than a high-street coffee shop
- Almost two-thirds (63%) of consumers believe that a high-quality cup of coffee at the end of a meal makes the difference between a good quality experience and a truly great one
- Almost a third of diners (31%) often order coffee instead of a dessert when eating out
- Almost half (44%) of consumers eat out at least once a week
Phil Smith, head of category & insight, UCC Coffee UK & Ireland comments: “Lots of pub operators are doing coffee well but there’s still significant room for improvement across the market.
For pubs and bars keen to diversify, grow and retain their customer base, or to set themselves apart from the competition, high-quality coffee is the key.
For pubs with a strong food offer, coffee quality significantly impacts on customer satisfaction. It’s an integral part of eating out, with three quarters of diners valuing coffee quality as an important part of the overall experience[1].
“The results from our research clearly show that consumers are willing to drink more coffee in pubs and bars – in turn, operators must be willing to give coffee the same attention as they do their alcohol or food offers.”
Anthony Pender, chairman of the British Institute of Innkeeping (BII), says: “Coffee is the on-trend drink of today – of that there can be no doubt. More than a third of consumers buy coffee out of home at least four times per week[2].
This isn’t a fad – coffee is here to stay. For pub and bar operators looking to invest in their future, their business, and grow their customer base, coffee is a revenue generator like no other.
The findings in this report highlight key opportunities that operators should pay attention to if they are going to take advantage of this revenue stream.”
The report launched at Pub 17, Olympia, London, and is available to download from www.ucc-coffee.co.uk.
[1] Allegra World Coffee Portal, 2016
[2] Allegra World Coffee Portal, 2016
