Tea & coffee focus: The hot ticket to more trade

There is, it seems, a bit of a credibility gap between pubs' view of the coffee they serve, and the experience of customers.

Nestlé Professional quotes a study carried out by market researcher ESA which found that 91 per cent of publicans believe that their customers are either satisfied or extremely satisfied with their coffee offering - however, only three out of ten customers rate the quality of coffee in pubs as highly as that served by the high street coffee specialists.

Pub operators such as JD Wetherspoon, Fuller's and Shepherd Neame have shown that it is possible to take on the likes of Starbucks and Costa at their own game.

Martin Lines, marketing director at Nestlé Professional, says: "The survey figure shows a wide gap in perception and demonstrates the opportunity available for licensed premises to raise the bar in line with what's happening on the high street.

"It is clear that the pub industry is in need of inspiration in order to generate additional revenues. And what we are seeing is a number of owners and managers taking advantage of the growth of café style drinks and tapping into the all-day hot beverage opportunity to help boost their bottom line."

Put yourself in the customer's position - why would they choose your pub compared to the familiar high street coffee shop?

If your pub is located near the local train station, is there a breakfast opportunity with workplace or commuter traffic passing by? Mid-morning and afternoon brings mainly shoppers to urban areas - perhaps offer a coffee promotion inclusive of a light bite such as a croissant or muffin. Passing trade will be attracted with clear and well positioned exterior signage.

At lunchtime, there is so much choice it becomes hugely important to market your hot beverage offerings well. Bring the machine out and onto the counter-top so that customers standing at the bar or walking in will see it at a glance.

Ensure tables have menu cards so that customers know that they can order direct from their table or follow their meal with a café-style hot beverage.

Evening customers will be more interested in having their cup of coffee to round off an evening meal, with or without a pudding - especially those who are driving.

Metropolitan Coffee Company has recently launched a marketing support package for pubs that includes barista training and a free coffee quality audit.

The audits look at three key areas - the quality of the hot beverage offer, followed by machine cleaning standards and finally, the skill levels of the operator.

Angus McKenzie, managing director of Metropolitan Coffee Company, says: "Publicans are recognising the importance of adding hot drinks to the menu. Tell customers about what you are offering by displaying a hot beverage menu on tables and on the bar - this can increase sales by up to 40 per cent."

There are also national and regional differences in taste to take into account. Simon Muschamp, head of marketing at Pritchitts, says: "We Brits apparently prefer a well-rounded flavour with no bitterness when drinking coffee, so an offering that fills this brief should be suitable for all-day service. Get this right and you will be able to maximise on morning coffee sales, lunchtime, dinner and late evening trade which is vital in the current economic climate."

Coffee drinkers in this country are developing a more discerning palate and expecting the use of higher grade blends, which are generally more expensive.

Size is also a key issue, with some operators not giving enough thought to how cup size can strengthen or dilute the end taste. Cappuccinos in continental Italy would traditionally be served in 6oz cups, but here we tend to believe that bigger is better.

Simon adds: "Having established that size is important and that the quality of beans used plays a huge factor in determining the final taste profile, what else does the caterer need to consider? Aside from cost, it is just as important to recognise the role the milk component plays."

Pritchitts has developed a Cappuccino Milk with the same taste and texture as of fresh milk, but with additional protein to guarantee a rich and consistent foam. Simon explains: "There are many factors that can affect the composition of the milk and resultant foam such as climatic or seasonal change or even the breed and diet of a cow."