According to the National Coffee Association, 61 percent of coffee consumed in the past day is classified as gourmet, the highest that number has ever been.
Not only are consumers increasingly expecting high quality offerings, but they want them across all dayparts. Even afternoon consumption grew six percent from 2018 to 2019.
Here John Fitzgerald, vice president of the away from home division at Segafredo Zanetti, and Jill Kinslow, channel marketing manager at Segafredo Zanetti, discuss some of the industry trends they are seeing with coffee.
1. Why is the coffee industry growing, and why is it crucial for restaurants to get it right?
JF: Coffee culture has exploded in the last 20 years. It’s not just hot, black coffee anymore, but a product that’s now a platform for innovation. From hot black coffee to inclusion in a refreshing afternoon beverage or an evening cocktail, the coffee space has evolved exponentially in the last five to 10 years.
JK: Operators are seeing that coffee is a great business opportunity and will even be a discerning factor for consumers in choosing where they will eat. That’s why it’s important to elevate your offerings and execute them at the highest level.
2. How can operators make sure their coffee program stands out?
JF: When it comes to coffee, it’s always about quality for us, and we believe that operators that are focused on quality and great execution will have success with their coffee programs. That being said, it’s also important to remember that coffee companies sell ingredients, not finished products. Partnering with a coffee supplier that provides a range of marketing, menu, and executional support beyond the ingredient will help operators create exceptional coffee experiences.
At Segafredo Zanetti, our business model is to work alongside operators, helping them to create a program that stays fresh and relevant to consumers.
3. What are some innovative coffee applications you’ve seen?
JK: There is some really great beverage development going on in the industry. Sometimes that leans into the mocktail, or cocktail arena, or maybe it’s different variations of the latte. Something else that is growing is all-natural sweeteners, where operators are using local honey, or maple syrup, depending on where they are located. But at the end of the day, it’s about executing something to the fullest—that’s what’s going to differentiate brands.
John Fitzgerald is the VP, away from home division of Segafredo Zanetti®. Jill Kinslow is the channel marketing manager for Segafredo Zanetti®.