Hot Stuff

Well I admit it…my secret is out. I am an addict. But fortunately I don't have to share my addiction with a roomful of crimson-faced people, neither do I have to loiter in half-lit alleyways to score my hit. I simply have to walk into an outlet in any high street to get my adrenaline shot in the arm.

Starbucks, Costa, Pret …take a leisurely stroll along any city centre street and you would be hard pushed to avoid stumbling across just one of these names gleaming alluringly from the fascias. In fact you would probably struggle to find a street unpopulated by all three. Here your 'hit' can come in any manner of guises - tall skinny, cappuccino, espresso, latte, double espresso, and so the list goes on.

This coffee culture is a far cry from those 60s coffee shops that served brown sludgy liquid masquerading as coffee.

While Louie Salvoni, managing director of Brasilia contends that the perceived coffee shop boom should be taken with a 'spoonful of sugar', believing that a rationalisation of the specialist coffee shop market is inevitable, he does, however, agree that coffee can form an important component of a successful catering outfit.

When Louie sought to bring the Brasilia brand to the UK in 1987 his first target market was pubs. He explained that the reason for this was twofold. He knew that licensing laws were about to change and had tracked the Scottish market where pubs were already open all day. He found that alcohol consumption didn't rise, offering big opportunities for alternative morning and afternoon trade. "We also realised that the public perception of coffee was changing. Just as in the wine world Liebfraumilch and Blue Nun were considered to be the height of good taste in the UK a while back, so too consumers have been climbing the ladder of taste when it comes to coffee," he explained.

David Llanwarne, national sales manager (catering) for Azkoyen UK agrees and adds: "Publicans now realise the potential of coffee as a profit centre and are now competing against the high street coffee chains. it is now up to the industry to offer the same training facilities as they would to a high street business," he said.

Azkoyen UK supplies a wide range of espresso coffee machines to the pub trade has machines which fulfill the volume needs of any pub catering operation. The company employs its own direct sales force and offers technical support and staff training as part of an overall package.

The Revolution Starts​

True to say. To have served a cappuccino in a pub a decade ago would have been nothing short of revolutionary; daring in fact. But today, success stories such as the four recent refurbs by McMullen and Sons are commonplace.

When four sites recently became the subjects of major renovations for McMullen and Sons, catering development manager Paul Robbins took a serious look at coffee and decided to install Melitta Cafina espresso machines, where formerly no coffee making capability existed. One of these sites to come under the interior designer's scrutiny was the Cock o' North in Hatfield. Here pub manager Rita Butler has, since the introduction of the equipment, witnessed coffee sales spiral up to 200 cups per day. "There is no doubt that our coffee menu plays a significant role in the pub. The morning trade, especially during the cooler months, is made up largely of customers who meet here for coffee," she said, adding: "During the day, we have regulars who go through the entire coffee menu while in the evening we attract another type of coffee customer - perhaps someone who will try a liqueur coffee or a businessman on his way home who stops off for a cappuccino."

Profit In A Cup​

Undoubtedly, the reason that pubs such as the Cock o' North have taken these steps are the attractive profit figures promised. Those such as Melitta's which claim that typically a catering operation serving just 50 cups of coffee per day from a C5 fully automated espresso machine, at just £1.40 per cup, would generate a net annual profit of £16,500.

But while coffee can indeed sustain a high price, Louie Salvoni still questions why publicans should actually charge it. "Why is coffee £1.20 per cup when it cost just pennies to make?" he proposed. "In Italy the price of coffee is government controlled and sells at around 50p per cup. I believe the coffee market is set for a shake down. A coffee house such as Aroma, whose parent company McDonalds has a reputation for price cutting, could take the daring move of slashing coffee prices. I think publicans could use a price point of 50-60p per cup as a hook to draw customers," he answered.

Getting Tooled Up​

"Consumers' coffee drinking habits are strongly influenced by location," said Sonal Ghelani, marketing manager of Rombouts. "While roast and ground coffee accounts for over 55 per cent of coffee served out of the home; in the home the story is very different with only 10 per cent of coffee drunk by consumers being roast or ground. There is clearly an expectation that 'real' coffee will be served by caterers."`

Satisfying this demand requires the right equipment and with a dizzying array available ranging up to £50,000, coffee may not be the only thing reaching boiling point. For the real coffee experience a 'bean to cup' machine is hard to beat. Not only does it dispense a perfect aromatic coffee, but "a gleaming coffee machine sitting on the bar creates visual theatre", according to Jackie Bosci, marketing manager of Douwe Egberts. The aroma reaching the nostrils accompanied by a hiss and a cloud of steam creates far more excitement than a 'pour and serve' sploshing into a mug.

Finding the right machine is simply a question of logistics. If, for example, you were considering an espresso machine your chosen manufacturer should first ensure that you have sufficient bar space to display it - it must be on show. They should then find out about the nuts and bolts of your business. Do you have a formal dining area with set dining periods, where definite peaks and troughs are experienced? Or do you have a more continental style brasserie where coffee is likely to be served all day? What sort of volume of coffee sales do you have?

While many publicans many be dissuaded from 'bean to cup' machines, worried about the cost or complexity of operation, most manufacturers have responded by offering machines which require less barista skills and at competitive price points. "To be honest, there are probably half a dozen manufacturers of good Italian coffee machines on the market, all of which perform a similar function at similar price-points," offered Louie Salvoni candidly. "Our differentiation comes 'after the box'. We place a great emphasis on training by giving the manager the tools to train their staff effectively."

Further down the scale though, and at far less expense, some publicans opt instead for a simple 'pour and serve' style machine. Co-owner of The Cricketers Inn in Downside, James Clifton, swears by them. He has three Rombouts pour and serve machines in his pub. "As our turnover is high, these serve our requirements best and as coffee is also popular with our staff, the machines are always on the go."

How to make your cup runneth over…​

• Select the right blends, for example: Colombian for the day or dark and spicy Javan for evening drinking. Choose the blend that best suits your pub's character and menu.

Buy the correct quantity - remember that coffee is a perishable product. Once ground coffee is opened it should be stored in an airtight container in the freezer.

Choose the best equipment - manufacturers will advise you on the right equipment to meet your demands.

Clean your equipment regularly.

Although it may sound obvious, ensure your coffee is served piping hot. Fill the cup to just half an inch below the rim to avoid spillage.

Maximising the potential of coffee sal