BUSINESS SUPPORT
Perc up your profits
Sarah Perrin, manager at Hermitage Rd’s new Coffee & Bagel bar, in Hitchin, Hertfordshire, shares insights on their winning offer
For most, opening a coffee and bagel shop within a pub premises feel like a step into the unknown. But for Sarah Perrin it was familiar territory.
"The new coffee shop is really an extension of what we already had in place – in that it serves wonderful speciality coffee in a very warm, personable environment," she explains.
While the hospitality might be same, the arrival of the 30-cover shop – a separate room within the premises – has allowed for more food and drink options.
Through the shop, Hermitage Rd is now able to offer an array of bagels, with fillings such as flat iron steak, smoked bacon and cream cheese, and grilled aubergine. Dessert choices have also increased at the site, which belongs to Anglian Country Inns – winner of Best Food Offer the Publican Awards for the past two years.
And then there’s the introduction of filter coffee, which Perrin describes as "going through a bit of a renaissance".
Filter focus
"Filter coffee developed a reputation for being a lower-quality drink, but that’s changing," she explains. "With the help of our supplier Has Bean, we’re able to offer single origin bean espresso coffee [brewed via a V60] with a superior taste and flavour profile."
To promote the filter coffee, the shop is offering free refills when it is bought for £2. Or, customers can get the coffee for £1 when bought with a bagel.
Whether filtered or ground, Perrins says that it’s the espresso coffees – latte, cappuccino and flat-white – that continue to be the best sellers.
These ever-popular choices, coupled with the overall quality of the coffee, means there isn’t any need to add seasonal specials or unusual flavours, she claims.
"I know there are high street coffee chains that offer things like pumpkin spice lattes. We make great iced lattes, which become popular as we head towards summer – but other than that, the offer stays the same," Perrins suggests.
"Instead, we believe the quality of our beans is what sets us apart from the competition," she adds.
Ethical suppliers
The standard of the tea is important as well. The coffee shop sells English breakfast, Earl Grey and an "increasingly popular" selection of herbal teas – all supplied by Suki Tea, winner of 27 Great Taste Awards over the years.
"Suki Tea is Fairtrade, Organic and Rainforest Alliance Certified, and – much like Has Been – it conducts business ethically," Perrins believes.
New Year, new offer
As January dawns with grey skies and jaded palates, New Year menus need to ring the changes with restorative, healthier drink options to help entice customers in.
Andrew Jack, head of marketing at coffee supplier Matthew Algie, says: "When it comes to coffee, drinks need not come with lashing of milk, syrups and toppings. Instead, our Lite White - a flat white made with skimmed milk - is an ideal diet-friendly option, the low fat milk and the smaller size of drink making it a lower calorie alternative to a more decadent latte."
As consumers try to counterbalance the excesses of the festive period, they often opt for filter coffee over milkier versions.
Single serve filter coffee in particular has been enjoying a resurgence of late, whether in a traditional cafetiere or a more contemporary filter cone, Chemex or Aeropress and is ideal to showcase hand roasted coffee.
Teas to tantalise
Tea is also a very important part of your hot beverages offer, particularly in the New Year when it’s often seen as healthier alternative to more indulgent winter offerings.
January is an ideal time to showcase some fresh and interesting new flavours. Matthew Algie reports growth in flavours such as Earl Grey Blue Flower – a hand-blended tea made with organic Sicilian bergamot oil - and Apple Loves Mint – which just won gold stars at the Great Taste Awards 2014.
Fruit tisanes and infusions are also making their mark, especially flavours such as Mango TangoandSpiced Citrus, which work equally well served cold as they do hot as winter warmers.
Jack adds: "In general, consumers are looking for high quality, unique flavours that are not found on your average supermarket shelf. Inventive tea offerings present an opportunity to boost sales. Not only do they give customers an added value experience, but from an operator point of view, it creates occasions to sell high-margin tea. "
Turning the virtuous drink into a treat is the trick for encouraging sales in January.
Jack adds: "The best way to persuade someone to try new products is to visually present them brilliantly – whether it is through point of sale, merchandising or in outlet presentation. Backing up the visual perception with well-made drinks will keep them coming back."
