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COFFEE For those pubs and bars that have higher de-

mand, but don’t have the time or money to train staff, a bean-to-cup machine may be the solu- tion. These machines provide high quality coffee at the touch of a button, eliminating the need for a trained barista. “The biggest development of all in the coffee sector in recent years has been the remark- able rise in the quality of coffee from a fully-automatic machine,” says Thorpe. “It is widely recognised that automatic machines have now come very close indeed to replicating the drinks served by skilled staff. In essence, you get the convenience

factor without compromising on quality.” Operations wishing to earn a reputation for

the best coffee in their area have only one op- tion – a traditional machine. This should include a bean grinder, knock-out drawer and water soften- er. Any reputable supplier will offer free training for staff and some companies, like The Drury Tea and Coffee Company, offer barista courses.

“A premium, café- style offering has become a

must in order to maintain a

competitive edge”

PROMOTION AND CROSS SELLING Offering a selection of coffees on your menu is vital because it means there will be something to suit everyone, regardless of the time of day. Find ways to engage customers at key times. For example, if you have a breakfast service, include cof- fee as part of the meal for an added cost, or offer free coffee with all breakfast orders to

encourage morning sales. Similarly, offering af- ternoon tea deals can help to boost sales in times that are normally quiet. Take advantage of promotional point of sale

material on offer from suppliers, such as swing signs promoting latté and espresso as a great start to the day, or signage advertising other spe- cialties like cappuccino and mocha as suitable for a mid-morning or afternoon break. Also look at cross-selling opportunities. Re-

search shows that when confectionery is placed next to a hot beverage offering, not only will hot beverage sales increase by 12% but confection- ery sales are also realised. “What most people don’t realise is that,

once you have enticed customers with a good coffee, they are more likely to purchase food, which means there is an opportunity to cross sell and create a compelling revenue stream,” explains Thorpe. If you are using additional extras with your

coffee offering, don’t forget to make sure it’s displayed clearly. Sweetbird offers a range of eye-catching point of sale material, includ-


For some time it has seemed as though big-brand coffee chains like Costa are taking over our high streets, but they’ve now moved into rela- tively unchartered waters – namely pubs. Voted the nation’s favourite coffee shop in 2010, Costa is the largest

and fastest-growing coffee shop chain in the UK, so it’s not surprising that the on-trade market wants a piece of the action. Spirit Pub Company looked at the ways in which its pubs were creat-

ing reasons to visit over and above the drink, food and sports on offer and decided it needed to get serious about the coffee it served. As the firm’s expertise did not lie in the coffee trade, it decided to

collaborate with a successful coffee company. And so Spirit Pub Company became one of Costa’s latest recruits, rolling out its new coffee menu in the autumn of 2011 across 500 of its pubs. “We went into partnership with Costa because of the brand recog-

nition it has amongst our guests” says Kevin Harper food and supply chain director for Spirit Pub Company. “The partnership offers both parties increased access to the market, and supports us to deliver consistently great coffee.” It’s not just offering customers a decent brew that’s important, but the opportunity to communicate the pubs’ other food and drink offerings in the hope of repeat custom. “It’s fair to say that certain times of the day have benefited from the

Costa brand. Pubs that serve breakfast, and ones in London, have seen an increase thanks to the Costa board outside the pub,” admits Harper. Selected pubs are currently offering customers a coffee menu com-

prising Americano, espresso, latté, flat white, and double espresso – all of which are available to take away. The price of coffee depends on the pub and its geographical location, but all are in line with the local environment. “We are currently looking at different options for different times of

the year,” says Harper. “Obviously we can’t offer all the options and flavour profiles that Costa

does, but people don’t expect to get an extensive range of coffees in a pub. For the next six months we will be concentrating on establishing and delivering a consistent base of coffees for our customers.”




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