Hot drinks focus: Keep it fresh

"Keep beans as fresh as possible by only grinding what you need - coffee beans go stale in 2-3 days if left in a grinder hopper, and even quicker, less than a day, if they have been ground," says Jonathan Wadham, training manager, Rombouts Coffee GB.

One solution is to use Rombouts one-cup filters, which provide fresh coffee by the cup, as required, with no waste - you simply use what's needed. Even here, there are quality issues to consider, though. "Always use fresh filtered water, and always make sure that the coffee you serve is the best it can be by getting some expert advice and training."

The profit margin on a cup of coffee is well in excess of most other types of drink. "The average cost price of a standard cappuccino or latte is around 25p, and with the average selling price around £1.90 you can see how quickly profits can add up."

For a pub, doing a few things well may be a better option than trying to cover all the variations, suggests Wadham. "If you present customers with a huge coffee menu, they can be overwhelmed and take the easy option by choosing the simplest drink - or even worse, not ordering at all."

Market your coffee offer

• See what your coffee supplier can offer you to help promote your menu. Ask about loyalty cards, point of sale and pavement signs
• Get creative - don't just wait for people to visit your outlet, encourage them to visit! The cost of putting an advert/voucher for a free coffee in your local newspaper is often low enough to make it worthwhile
• If you running a price promotion coffee, aim to upsell muffins and sandwiches to accompany them