Debenhams' research shows customers confused by coffee menus

14 November 2012
Debenhams' research shows customers confused by coffee menus

Debenhams' research revealed that three-quarters of their coffee drinkers had been confused by coffee menus, so the chain has produced a menu with speciality coffees described in simple terms.

Caffè latte is described on the menu as "really, really milky coffee". Cappuccino as "frothy coffee", mocha as "chocolate-flavoured coffee" and espresso simply offered as "a shot of strong coffee". The Plain English Campaign has been recruited to support the launch.

"I am surprised at the need for this, and their descriptions are not great."

Louie Salvoni of Espresso Service and the Coffee Council said: "Are Debenhams' customers living in some sort of time bubble? Do they only ever go to Debenhams and home again? Do they not watch TV or not listen to the radio?"

"I think they are going to cause themselves a problem. I'm going to go there and order a cappuccino, and if they ask me if I would like frothy coffee, I will say no - as a properly-made cappuccino is not a frothy coffee."

Debenhams when invited to comment, responded: "This isn't a publicity stunt. We were responding to comments and feedback from our customers that they find coffee names confusing, and we're certainly not trying to dumb down the nation's favourite hot drink."

By Lisa Jenkins

E-mail your comments to Lisa Jenkins here.

If you have something to say on this story or anything else join the debate at Table Talk - Caterer's new networking forum. Go to jobs

Looking for a new job? Find your next job here with jobs

Blogs on ]( Catch up with more news and gossip on all Caterer's blogs
[E-Newsletters]([ For the latest hospitality news, sign up for our E-newsletters
The Caterer Breakfast Briefing Email

Start the working day with The Caterer’s free breakfast briefing email

Sign Up and manage your preferences below

Check mark icon
Thank you

You have successfully signed up for the Caterer Breakfast Briefing Email and will hear from us soon!

Jacobs Media Group is honoured to be the recipient of the 2020 Queen's Award for Enterprise.

The highest official awards for UK businesses since being established by royal warrant in 1965. Read more.


Ad Blocker detected

We have noticed you are using an adblocker and – although we support freedom of choice – we would like to ask you to enable ads on our site. They are an important revenue source which supports free access of our website's content, especially during the COVID-19 crisis.

trade tracker pixel tracking