The Pour Moi innovation The next step: menu of options, which
As Pour Moi continued to sell throughout Bon Petit Café range from hot chocolate,
2008, we completed independent market To this end, Aimia has skinny milk and decaf,
research which confi rmed that it produced the expanded the Pour to coffee and soup, the
desired behaviour with consumers. We found Moi concept to cater for machine caters for all staff
that 75 per cent of people said they would Business and Industry (B&I) needs. The 9oz cup size
happily make a repeat purchase of a Pour Moi sites nationwide. Rather than allows a slight price point
drink compared to only 40 per cent who said offering 12oz cups, vending reduction too, making the
they would go back to a standard vending at an average of £1.00, sites drinks desirable yet accessible
machine. In addition, 96 per cent said they can now choose Pour Moi Bon within the workplace. The
preferred the quality of the Pour Moi cups to Petit Café. This latest innovation operator gains a premium whilst
standard vending cups. maintains all the Pour Moi the site experiences a giant leap
Pour Moi machines have also produced big brand values, but includes in drink quality. It’s a win-win.
profi ts for sites; in fact the vending machines additional new benefts such as a Importantly, Bon Petit Café
are more than 400 per cent more profi table new support package, broadening offers healthier choices and
than standard vending machines because of the concept and providing new real sized cups, while supporting
excellent value ingredients and fantastically opportunities. sustainability and environmental
exciting and proven average selling prices for We know that nine out of 10 conservation. This is a trend that we’ve
drinks. global organisations employ a corporate strongly endorsed throughout other products
Importantly, the price point for Pour Moi social responsibility (CSR) policy, and that in the Aimia range - we supply the vending
psychologically tells the consumer that they despite the credit crunch, CSR remains high trade with a range of fair and ethically sourced
will get a cup of high street quality coffee or on the agenda of businesses. Bon Petit Café products including Fairtrade Percol through to
tea. There’s an inverse relationship between builds on the successful Pour Moi vending Buendia’s links to the Federation of Colombian
price and consumption - we all do it - we machine and introduces a 9oz 100 per cent Coffee Growers (FNC) and the Rainforest
assume that a 20p cup of Alliance.
coffee will be awful yet a CSR will always be important
£1.00 priced coffee will but in a recession we know we
mean we are more likely to need to make it extra easy for
make a purchase. It’s true, people to choose sustainabile
and the moral to businesses products. Pour Moi Bon Petit
here is not to reduce prices during this compostible cup, which Café does just this, using well
credit crunch; hold yyoour ground and don’t can be collected under the designed graphics to attract
cheapen the offer - enforce the quality. Save-a-Cup scheme, and is buyers and then to communicate
We know that despite being in a recession, made of 100 per cent traceable paper sourced the key environmental messages.
habits won’t often change but behaviours from managed sustainable forests. In addition,
do. For example, those who for every three machines Innovate to protect through
take a family holiday we sell, one acre the recession
each year will of endangered When we launched Pour Moi last year, we told
continue to do so, Rainforest land is sites they would double their profi t margins.
but will simply opt protected in return. Our 2008 results actually show that the
for a less expensive Aimia is working vending machines made an average of 435 per
destination. Similarly, closely with a cent margin compared to standard vending
those who eat world-renowned machines. Clients who chose Pour Moi have
out regularly will Trust to ensure local been delighted with these results.
continue. Here the populations farming Pour Moi Bon Petit Café is the answer for
purchasing choices the land reap the B&I sites. Built on a proven concept, but with
will again change; benefi ts of leaving the 9oz cup and sustainability credentials,
the mid-restaurant the Rainforests in it creates more machine opportunities and
market will suffer as their current state. ultimately more profi t opportunities. It makes
more people opt for What a huge reason simple business sense: cash generating and
cheaper fast food to choose Pour easy for customers to make a purchasing
outlets (McDonalds Moi for end user decision.
recently announced specifi ers! So, 2009 is indeed going to be an interesting
strong quarterly Bon Petit Café is year, full of pessimism in the national
growth). Likewise, the perfect solution newspapers, but full of optimism in so many
vending machines, for B&I sites which areas of our industry. It’s not going to be a walk
particularly vending want a coffee shop in the park, but I believe the opportunity to
hot drinks, will offer solution, not just a innovate rather than focus on costs, will throw
credible alternatives vending machine. up some gems and help our industry come
to high street coffee With high quality out of the other side in a position to help us
shops, and people coffee shop springboard through to the next decade.
will choose this more standard drinks 01942 408600
economical offer. and a chalkboard www.aimiafoods.com
www.auto-vending.co.uk April 2009 37
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