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COFFEE


MAKE THE BEST OF YOUR BEAN MACHINE…


Steer clear of cheaper domestic machines, no matter how tempting the price might seem. They will be a false economy in the long run because they will not be able to stand up to the demands of continuous commercial use For a modest volume of up to 20 cups per day, invest in a one-group machine, which will cost around £1,000. For greater volume, espresso machines are also available in two, three and four group varieties. The skill level of your staff is an important issue when deciding which machine to choose.


If


they are transient or unskilled, go for an option that is easy for them to get right, such as instant coffee, cafetières or, if you really wish to serve speciality coffees, do not look beyond bean-to-cup machines Regular cleaning of your espresso machine, whether it’s traditional or bean-to-cup, is absolutely essential. If the daily sanitisation regime is neglected, it will ruin the quality of your coffee and eventually cause your machine to break down


ing tabletalkers, strut cards and window stickers, to ensure syrups are always in view. The bottles also look good on show, with a smart, black fi ve- bottle wire stand that allows you to display your collection in less space while keeping all the fl a- vours clearly visible to customers and accessible for dispensing.


SYRUPS A simple way to expand your coffee offering with minimal outlay and effort is to use fl avoured syrups. Their versatility means they can be used across a wide range of hot and cold drinks throughout the year, from morning service up un- til last orders at night. By customising drinks with syrups, you are transforming them from standard to premium with a couple of pumps. “Consumers are willing to pay an extra 25-40


pence for a single shot of syrup, so the opera- tor should be actively and effectively promoting these additions,” advises Anthony Wilkinson, marketing manager for Kerry Foodservice. “They not only to allow the customer to personalise their beverage, but to also increase the perceived value of the drink, allowing a higher price point.” One way to increase sales is to have a prom-


inently-displayed ‘fl avour of the month’ or a sea- sonal special. This makes it easy for customers to make an impulse decision, and a changing menu


38 TWENTIETH FEBRUARY 2012


encourages them to return. “Try a luxurious gin- gerbread latté or dark cherry mocha in the colder months, and a cooling caramel frappé in spring and summer,” suggests Paul Maxwell, marketing and PR executive for Sweetbird. “Encourage staff to get creative and invent their own fl avoured signature drinks – they will be more motivated to sell them, especially if you offer a small prize to the most popular.” Many consumers have never tried a fl avoured


coffee and therefore would not order one in case they didn’t like it. Sampling is the best way to encourage customers that might not think about adding syrup. Offer th em a free pump of the syr- up of their choice for a limited time. Once they’ve tried it, they may never go back to a standard drink. Regardless of


whether your out- let simply uses cafetières or has the demand that requires a traditional ma- chine, as long as you can offer customers a consistently good cup of coffee, that’s all that matters.


pub&bar


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