Giving the customer what they want

11 August 2008
Giving the customer what they want

The consumer sees drinking tea or coffee as a social event, a time to relax for a few minutes.

Their expectation in terms of taste and texture is higher than ever before, so don't compromise on quality. The small increase in cost per cup to provide a coffee expected by customers is more than offset by the price that can be charged and the customer satisfaction generated.

Belle Vue Stadium in Manchester is a good example of what can happen when a caterer provides what the customer wants. The catering team at the stadium came to the conclusion the ‘own label' beverages they were offering were not popular, the coffee was bought because there was no alternative; it wasn't a positive decision by customers.

Nestlé Professional installed Milano coffee system, the price for regular cup of coffee was increased by 25p to £1-50, sales increased by 38% and profits too.

"This example is by no means unique, consumers much prefer to purchase a leading brand coffee, they like the reassurance of quality and taste," said Martin Lines, marketing director, Nestlé Professional.

For more advice and information, simply call Nestlé Professional on 0845 742 842 or visit

Source: Nestlé Professional

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