Tea and coffee Focus: Connoisseurs of caffeine

Nestlé Foodservices

"It makes sense when you think about it," says Quentin Knowlson, commercial director for beverages at Nestlé Foodservices. "A hot drink tends to be the last thing your customer consumes on the premises, so it's going to be one part of an outing which stays front-of-mind."

Quentin believes tea and coffee should be a big part of a pub's offering, especially for food-led outlets. The fact they are seen as a treat to round off a meal makes it important to get them right.

Quentin suggests a number of ways in which licensees and staff can squeeze out more profit, persuading customers to drink more than simple white tea or coffee.

Offering coffee cocktails is one such method. "A pub already has the necessary ingredients on hand and with soluble coffee they are extremely simple to make," says Quentin. "Not only will they add value to individual coffee orders, they can also create an indulgent experience, helping to leave a lasting impression with your clientele."

Modern coffee machines, like those in Nescafe's own range, make it easy to list a range of speciality teas and coffees on your menu. Many use a simple set of ingredients to reliably and quickly produce the drinks.

Quentin believes that the ease with which hot drinks can be made - with soluble products and high-tech machines - means there is no excuse for overlooking tea and coffee. "Sommeliers can spend hours compiling a sophisticated wine list for the discerning drinker," he points out, "but often coffee is included on the menu as more of an afterthought, without a great deal of consideration.

"There is good margin to be made on coffee, and failure to offer a choice of coffee to suit key consumption times in the day could be to the detriment of the business."

Quentin categorises coffee drinkers into three groups.

1. The functional drinker, who accounts for the bulk of sales, is after a "quick fix" refreshment, such as an early morning coffee.

2. Some want coffee for a "recreational need". In this bracket, consumers see coffee as a chance to relax or socialise, often on lunches away from the office or an impromptu meeting with friends.

3. He describes the third group as "largely emotional". They consume coffee as part of an indulgent occasion, such as after a meal.

Percol​

For Fairtrade coffee company Percol, the drink has gained a reputation as "the new wine", consumed by "coffee fashionistas". Customers ordering coffee at the bar are putting all the consideration into their choice that they do into selecting a good red or white. Country of origin, bean variety and environmental factors are all playing a part.

According to Percol managing director Brian Chapman, we are becoming a nation of coffee connoisseurs who think it more sophisticated to have a hot drink than a cold one when we are in the pub.

He says: "Coffee drinkers are becoming more adventurous all the time. We have found that people are increasingly interested in where their coffee comes from, as they become more influenced by Fairtrade and a desire to be a responsible consumer. Coffee is also becoming very much like wine, with drinkers becoming more discerning, looking for particular flavours."

Research conducted by data companies TNS and Cambridge Research for Percol early in the summer confirmed these trends. Almost half (48 per cent) of the 1,000 respondents to the survey said that they would prefer to go to a pub that served Fairtrade, and drinkers' favourite coffee type varied dramatically. In London, it was smooth and complex Colombian; in Leeds, bold, bittersweet Nicaraguan; and in Glasgow, sweet Latin American.

Percol has developed new packaging to tap into this development. The new packs feature tasting notes, strength guides and information on the country of origin. All the products are prominently marketed as Fairtrade. The company is planning a series of coffee tasting sessions, as well as training sessions for licensees, for pubs across the UK over the coming months.

Pritchitts​

It is impossible to overlook the seismic change of November 24, 2005, when assessing the opportunities for pubs to sell tea and coffee. There is a tendency to forget the fact that pubs have been able to open in the mornings since the extension of licensing hours on that date. However, it is at least as significant as the fact that they can stay open later into the evening.

The chance to sell tea and coffee to customers thirsting for their morning caffeine kick has provided a huge boost to tea and coffee sales, according to catering provider Pritchitts.

Simon Muschamp, Pritchitts' head of marketing, says the pubs that have been successful at selling coffee have been those that have switched from instant versions and installed sophisticated coffee machines, mimicking the model of dedicated coffee shops.

He explains: "The move from instant to espresso-based coffees certainly seems to be continuing, as customers nowadays expect high-quality varieties not just from coffee shops but within pubs as well. This has become even more important since the changing licensing laws and extended opening hours, as pubs are now able to open early and compete against coffee shops."

Forking out for an expensive coffee machine is not the only option, however. To attract the morning rush, pubs "should consider updating their coffee offering" by other means, says Simon.

"It could just be a simple change, for example using a good-quality coffee with a good-quality whitener, as a poor-quality one can ruin the taste of the coffee." Products such as Pritchitts' own Café Maid, a luxury single-pot coffee creamer, could fulfil this role.

Adding a creamy topping is another option. Simon suggests using an aerosol cream, which has the advantage over dairy cream that it holds its shape for longer, without melting or falling back. Pritchitts' Roselle Supreme aerosol cream is made using a blend of buttermilk and non-milk fat, and has the same taste and texture as conventional cream, but does not need to be kept chilled.

Tetley​

If coffee is the fashionable son, tea is the reliable, plain-speaking father. Catering providers are keen to stress the fundamental part the drink plays in the British psyche, and the importance of pubs offering a top-notch range.

Allen Hunt, brand manager at Tetley Out of Home, says: "Tea is Britain's favourite drink and publicans should never underestimate the value of getting their tea service right. Costing an average of just 2p a cup, tea is not only a refreshing non-alcoholic drink, it also increases the likelihood of impulse snack and food sales."

There are a number of things to consider in order to get it right. Allen believes that consumers buy tea in much the same way as they buy beer, making choices largely based on brands. "Customers perceive top brands to deliver a better cup of tea. Publicans can increase tea sales by advertising the brand of tea they serve in the same way as they advertise beer."

He adds that while traditional tea is seen as a national institution and customers like the reassurance of a brand, there is demand for more speciality teas. Tetley's new range of Special Teas features adventurous flavours such as ginger mint, redbush and vanilla, and green tea with lemon.

Allen also says that speciality teas can provide a boost if clearly displayed behind the bar. The packaging for Special Teas has been designed to be bold and colourful, with this purpose in mind. He says: "The new packs can be stored behind the bar or on a specific display within the restaurant, and because they stand out from the crowd, are sure to boost your overall tea sales."