SUPPLIER ARTICLE LET’S HAVE A PROPER BREW
Consumers are crying out for their favourite tea to be served as they like it in cafés and restaurants, and that’s where Yorkshire Tea’s Campaign for a Proper Brew can help you keep your customers happy
F
or many years, the words “We want a proper brew” have been silently thought by customers drinking tea out of home.
But now the public has spoken loud and clear in new research which shows that tea drinkers feel disappointed by the standard of the tea they are served when out and about. Yorkshire Tea is launching its Campaign for a Proper Brew to help cafés and restaurants bring happiness back to consumers and, importantly, to increase out of home busi- nesses’ trade and loyalty. The campaign highlights consumer dissat- isfaction with tea out of home, often due to cafés and restaurants using one-cup teabags, which contain less tea than standard-sized teabags and, consequently, make weaker tea. But it also reveals the proper profits that can be made by getting tea right. The Yorkshire Tea survey, conducted in partnership with YouGov, surveyed more than 2,000 people across the UK. It showed that: ● 44% of respondents named tea as their pre- ferred hot drink at home, with just 31% opting for coffee. In contrast, when out of home, only 15% opt for tea most regularly, with 49% choosing to drink coffee instead; ● 40% of tea drinkers said that the last cup of
30 | Drinks Guide 2019
“While the average price of a cup of tea is £1.92, almost a fifth of tea drinkers (19%) said they would be willing to pay up to 20p more than this for a proper brew”
tea they drank out of home was worse than the tea they generally drink at home, with 13% saying that it was much worse ; ● Of those who rated their last cup of tea at an out-of-home establishment as worse than the tea they drink at home: – 53% said it didn’t taste as good; – 49% said it was weaker than they would like it to be; and
– 22% said they did not have access to their preferred tea brand.
Yorkshire Tea’s research also shows how serving poor tea can affect a café or restau- rant’s reputation and, ultimately, balance sheet. The 42% of Brits who have drunk tea out of home said their opinion of the establish- ment had been affected by the quality of the tea they were served, and 48% of all tea
drinkers would be more likely to visit an out-of- home outlet if it served good-quality tea. Cus- tomers are also likely to pay more for a good-quality cup of tea. While the average price of a cup of tea is £1.92, almost a fifth of tea drink- ers (19%) said they would be willing to pay up to 20p more than this for a proper brew. Yorkshire Tea is currently the only major stan- dard black tea brand to offer the same strength across all its products, regardless of where a con- sumer drinks their brew. This follows a move last year to increase the teabag weight of its One Cup lines to match its retail offering, aimed at guar- anteeing a proper, consistent brew for all customers, both in and out of home, in line with consumer demand for taste and quality. The proof is in the tasting, as Yorkshire Tea customer Rebecca Di Mambro, head of marketing at healthy fast-food chain Leon, commented: “We love a proper brew at Leon. When choosing Yorkshire Tea, we did a comprehensive taste test of all the teas on the market, blind-sipping brews to find our favou- rite. Yorkshire was our hands-down winner.”
Customers who wish to support the campaign can get a free point of sale kit from
www.taylorsoutofhome.co.uk/properbrew
www.thecaterer.com
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