Food & Beverage

Sharing a coffee is important in restaurants and so is offering a variety of coffee for consumers

Wednesday, December 12, 2018

Do you know what consumers look for in a coffee at a Full Service Restaurant?     

While the coffee trends tend to start in cafés and coffee shops, coffee continues to be growing in importance to consumers when they are at a sit-down restaurant. 

Nestlé Professional worked with Buzzback to uncover coffee consumer purchasing behavior by talking with over 9,000 out of home coffee drinkers. Details about their coffee behavior, choice drivers, and the role of coffee within the different out of home channels were just some of the topics covered in this global survey.  Consumers interviewed were from 17 markets, representing all parts of the world. 

Consumers go primarily to eat a meal in a full-service restaurant and the atmosphere of the place is very important as consumers look for places that are fresh, exciting, inspiring, trendy, and friendly.  Within the restaurant, consumers typically have their coffee during lunch or dinner, with the majority of the coffee occasions shared with a friend, partner, or family member. 

Coffee enables the coffee drinkers to “bring back good memories” and to “share a moment with others” as it creates a social mood and is fun to drink. 

While the meal and atmosphere is important, consumers also look for a variety of drinks in the coffee menu.  Just offering a simple coffee, does not meet the changing and growing consumer needs.  While many consumers do drink traditional coffees, there are a growing group of consumers who search for more modern drinks like espresso, latte macchiato and even cold coffee within the restaurant. 

Some consumers are also looking for coffee that pairs with food.  Restaurants leveraging this trend and are introducing customized coffees that complement and pair with their dessert menu.  Indulgent coffee is also important as some more healthy minded consumers are replacing their dessert, with a coffee. 

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