Consumers looking to Go Large, says Nescafé survey

At least half of coffee-drinking customers could be persuaded to trade up to a larger serving, according to new research by Nestlé Professional.

In the survey, around 50 per cent of consumers who frequently order a regular-sized hot drink in pubs and cafés said they could be persuaded to upgrade to a bigger cup size.

Another 18 per cent of consumers already regularly order a larger serve when they have the choice, suggesting pubs which only offer a standard serve are missing out on extra spend.

Coffee drinkers said their main reasons cited for buying a larger cup size were that the standard size was not enough, and that a larger drink lasts longer. Many consumers perceive a larger serve as better value for money, even at a higher price.

Pubs can currently buy a Nescafé Go Large pack, which contains four 16 fl oz Nescafé mugs, an A3 poster to encourage customers at the point of purchase, a profit calculator and a serving scoop.

Martin Lines, marketing director of, Nestlé Professional, said: "Customer buying habits are unlikely to change as the recession takes hold. For instance, those who enjoy coffee will continue to buy the drink just because they like it. For these consumers, even though money is tight, the nominal value outweighs any overriding financial concern and means that the 'Go Large' offer is a compelling one."

An extra 30p charged for a larger cup will drive significant extra profits, according to the company. For more information and to purchase Go Large packs, call Nestlé Professional on 0800 745 845.