Almost half (44%) of consumers would be put off returning to a pub that serves poor quality coffee according to new research by UCC Coffee UK & Ireland.
However, the report highlighted significant opportunities for pubs to increase trade through an improved coffee offer.
The survey of 750 consumers by Allegra World Coffee Portal revealed that more than a third (33%) of consumers are buying coffee out of home at least four times per week and almost two-thirds are willing to pay ￡2.99 for a great cup. Other findings include
• More than a quarter (28%) of those surveyed stated that, if it opened earlier, they would visit a pub or bar for their morning coffee rather than a high-street coffee shop
• Almost two-thirds (63%) of respondents believe that a high-quality cup of coffee at the end of a meal makes the difference between a good quality experience and a truly great one
• Almost a third of diners (31%) often order coffee instead of a dessert when eating out
• Almost half (44%) of consumers eat out at least once a week
Phil Smith, head of category & insight for UCC Coffee UK & Ireland, said: "Lots of pub operators are doing coffee well but there's still significant room for improvement across the market. For pubs with a strong food offer, coffee quality significantly impacts on customer satisfaction. It's an integral part of eating out, with three-quarters of diners valuing coffee quality as an important part of the overall experience.
Anthony Pender, chairman of the British Institute of Innkeeping, added: "Coffee is the on-trend drink of today - of that there can be no doubt. More than a third of consumers buy coffee out of home at least four times per week. This isn't a fad - coffee is here to stay. For pub and bar operators looking to invest in their future, their business, and grow their customer base, coffee is a revenue generator like no other. The findings in this report highlight key opportunities that operators should pay attention to if they are going to take advantage of this revenue stream."
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