New research has revealed that two thirds of consumers judge the quality of a hotel, restaurant or pub based on the quality of its coffee. The survey of over 1,000 consumers by UCC Coffee UK & Ireland, the total coffee solution provider, also found that 77% of diners say a good coffee makes the difference between a mediocre and an exceptional dining experience.
Coffee quality is deemed highest at fine dining restaurants, followed closely by independent restaurants, then branded restaurants and hotels with pubs deemed the lowest quality by consumers.
Phil Smith, head of category and insight, UCC Coffee UK & Ireland, comments: “Coffee clearly plays a significant role in guest satisfaction.
With consumers looking for quality, consistency and choice, what’s key is that hotelier’s get the basics right, in all food and beverage areas, and deliver a coffee experience that consumers will remember because it exceeds expectations.
This in turn will lead to guests’ enjoyment of their visit and potential to return.”
Other results revealed:
• Less than 50% expect to get a great cup of coffee when they eat out
• The five most important factors when choosing a coffee are taste, strength, freshness, brewing method and the roast
• Eight out of 10 consumers have chosen a coffee over a dessert when eating out…with 5% always choosing coffee
• Consumers would expect to see the popular high street coffees on a menu in a hotel restaurant including cappuccino, latte and espresso. 1 in 10 would also expect to see seasonal options such as a gingerbread latte
• 48% of people choose to drink coffee with lunch, compared with 40% with dinner
The research of 1,277 UK consumers was conducted by Allegra Insight in September 2015 on behalf of UCC Coffee UK & Ireland.
