United Coffee UK & Ireland has unveiled its latest research into the nation’s coffee drinking habits, revealing the fierce competition contract caterers face when it comes to serving coffee in the workplace.
31% of coffee sales lost because of quality concerns
The survey of 1,000 consumers who regularly drink coffee at work, found that contract caterers are losing up to a staggering 31% of total sales to the high street. Over half of consumers (53%) leaving the workplace to buy coffee stated ‘quality’ as the primary reason for their decision.
The results also showed that consumers expect to pay 50% less for their coffee at work – only £1.41 a cup – than they would on the high street. 41% of consumers, who take coffee into work, also believe that coffee made at home is better quality.
For consumers choosing to enjoy their caffeine fix at work, price, quality and consistency were found to be the top sales drivers, while loyalty schemes topped the list of promotions that would influence their decision to buy.
Quality, price and strong point of difference critical
Phil Smith, category manager, United Coffee UK & Ireland comments: “Last year, we saw strong growth in the UK branded coffee, non-specialist coffee and ‘at home’ coffee markets, so contract caterers face a continual battle to keep coffee drinkers on site. To do this, coffee quality has to be great, the price attractive and the point of difference overwhelming.
“Our research has revealed that, while many operators are serving coffee to a high standard, there is still a lot of room for improvement. What is important is how they entice customers to drink coffee in the workplace and keep them loyal.
“Many employees leave the workplace to buy coffee elsewhere, with over half of respondents citing quality as the reason why. This was closely followed by other factors including people wanting a break, the price point and the food offer. To reach those consumers who leave the workplace to purchase coffee elsewhere, caterers need to consider whether their offer suits the demographic of the workers, the pricing is right and do they provide a comfortable drinking environment?”
Other results revealed:
- More consumers choose to drink filter coffee in the workplace (17.5%) than on the high street (5%)
- Cappuccino is the most popular coffee type in the workplace (37%), followed by latte (34.5%) and filter (17.5%)
- 25-34-year-olds are the most dissatisfied with coffee quality in the workplace but are willing to pay a premium for good coffee
United Coffee UK & Ireland’s research of 1,000 coffee consumers was conducted by OnePoll in December 2013. The total coffee solution provider surveys consumers each quarter to keep its customers up-to-date with the latest market trends and provide insight to add value to their customers’ businesses.