"In many cases a hotel environment is a more pleasant place to drink coffee than a coffee shop. Where coffee is really great, there is a distinct opportunity to drive customers in from the high street."
This is just one piece of advice you might hear the Coffee Boys, traders Johnny Richardson and Hugh Gilmartin of Belfast, make at their upcoming coffee trade masterclasses in October at Caffè Culture in London.
Much has been written about how the speciality coffee sector of the high street has boomed in recent years, but most of the rest of the hospitality trade has been left behind and has not done as well as it should out of the public's interest in the drink.
The Coffee Boys' first masterclass is devoted to the marketing of a coffee service - they have already told the beverage industry, in typically challenging style, that "marketing" is the skill that the hospitality industry does worst!
"There is a simple truth about growing your coffee business," said Richardson. "It is rare that hotels and restaurants see coffee as something that should be exceptional in its own right. There is an opportunity to do something great and then shout about it, and I see large benefits in this for the perception of the hospitality business as a whole.
The Coffee Boys masterclasses will be held on 3 and 4 October at the Free Word Centre in Clerkenwell, London. Details are available from www.caffeculture.com/masterclass-events.
By Ian Boughton
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