Let’s meet for coffee at the pub
Coffee has long been part of the social scene in the UK – some of us can even remember coffee bars that sold us frothy “expresso” coffee – we thought we were the height of sophistication as we sipped the warm sweet liquid through its foamy top and giggled about boys.
Now coffee houses are everywhere and the choice is seemingly endless. The “expresso” coffee has morphed into cappuccino, we know that it’s really pronounced “espresso” and we know it can be made into a whole range of options – from the straight, strong black Caffe Americano that gives us a good wake up mid-morning, to the refreshing Iced Skinny Flavoured Latte that cools us down in a shopping mall – with a myriad of possibilities in-between.
What used to be mainly an after-dinner drink is now something to be enjoyed any time of day and as a social event – “let’s meet for coffee”.
With more relaxed pub opening hours many are now open for longer periods during the day and the opportunity to attract customers looking for refreshment other than a pint of beer shouldn’t be missed.
However, although 27% of pub diners regularly opt for coffee over dessert when eating out, the idea of popping into a pub for coffee is not yet fully established – meaning pubs need to work hard to promote their coffee offer.
Advertising can be in many forms. A simple A-board outside the pub lets passers-by know you’re open for coffee, and inside the pub the sight of a staff member brewing coffee at an easily visible machine (and the great smell) will help drive sales with customers who hadn’t even thought of having a coffee.
Be mindful though that customers' expectations have risen with coffee's popularity, and they expect a high quality product.
Selecting the right coffee for your location is important, but so is making sure your staff are given enough training to be able to make and serve great coffee – because according to a report 33% of customers wouldn’t return to a pub where they had been served a bad cup!
Although using an espresso machine to make coffee creates a sense of theatre and a buzz around the newly popular flat whites, mochaccinos, latte macchiatos (and not forgetting babycinos) it is perfectly possible to offer a range of very good quality coffees using simpler methods that require less staff training or machine maintenance.
Coffee freshly made and served in a cafetiere adds a touch of class, whilst pour and serve machines which use ready ground filter coffee are an easy and inexpensive way for pubs to dip their toes in the coffee market and offer customers great coffee without investing in expensive equipment.
One way of creating an exciting coffee menu using pour and serve coffee is to offer a range of liqueur coffees. Seen as a luxurious treat it’s easy to add value by combining the ingredients you have to hand – black coffee, a dash of alcohol of choice, and some thick cream.
Or for a non-alcoholic version flavoured syrups and sauces can be added to conjure up unique flavours that appeal to a variety of customers. Total Foodservice’s Sweetbird range of syrups includes traditional flavours such as chocolate, caramel and hazelnut as well as ginger and chilli for a bit more zing!
If you are looking to add to your offer and maximise the profitable opportunity that selling coffee offers, Total Foodservice’s Caffe Dolce range of beans and ground coffee will suit any outlet, whether you serve coffee just in the morning, all day or in the evening.
