How can operators cope with the current age of austerity without compromising too much on quality?
Firstly, don't make assumptions that the consumer wants ‘cheap'. Remember, these days it's all about ‘value' and that doesn't automatically mean that everyone is looking to spend less. If someone recognises they are getting great value or a ‘bundle solution' (for instance, three courses for the price of two), then they will buy into it.
Secondly, go for growth and choose your products and promotions wisely. Consumption of coffee has now become more popular than tea in the out-of-home market, with cappuccino and latte being the two favourites. Yet, if you look at the average price point of a cup of cappuccino versus a cup of tea, then the cappuccino is considerably more expensive as an option. Consumers know what they want and are voting with their pockets.
Thirdly, don't forget that your team also has to be part of the solution. Keeping your team motivated and ensuring they have the skill and passion for up-sell and engagement with their customers is a strong plus point. Furthermore, try and capture people BEFORE they come in. The growth of online is typically linked to coupons and offers with immense success and entire families are enjoying great value as a result."
Martin Thorpe, Head of Dispense Beverage Business Unit, Nestlé Professional
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