Page 26 - BOSS Today Issue 22

Beverages

intense aroma and roasted taste
that you would expect from a
barista coffee, but in the ease of
an instant.” 4
Certainly, as the premium and
specialist trend grows, UK offices
have to consider what the right
format is for them to deliver
this to their staff and visitors.
‘Tin and spoon’ is one option;
machines is another. Nestlé
believe that their Nescafe®
Alegria A510 is an ideal solution
for establishments serving fewer
of home. Indeed, coffee market are often going out to a coffee than 20 hot beverages per day.
sources suggest that the market shop or other retail outlet to get The machine produces five
is growing exponentially, with a their coffee.” café-style coffees – Cappuccino,
nation of former inveterate tea Latte Macchiato, Americano,
drinkers now consuming tea Riding The Wave Lungo and Espresso – all from
and coffee in equal proportions Nevertheless, Little emphasises the same coffee cartridge. As
2
outside of the home . that – for OP channels – this is Little points out, this option also
It’s no surprise that one major a good news story: the value provides other advantages for
driver behind this growth is of the office coffee market is employers: “Machines also create
the ‘Starbucks factor’ - branded in fact being sustained by this a possible useful revenue stream
coffee shops saw a 5.3% outlet shift to speciality and premium for businesses that currently
increase last year – although coffee, and products are now are being challenged on costs
3
the pub and retail sectors are available which mean that there and revenues. Installing a coffee
also contributing. is no need for employers to machine can be a real financial
This has also both supported recruit trained baristas to keep benefit to a business.”
and paralleled what is regarded their staff from popping out to Indeed, the key for OP
as the other key factor driving get a hazelnut latte: “Extensive resellers is to recognise and
the OOH coffee market – a trend market innovation over recent respond to these trends: “OP
towards speciality coffee. British years means that we are now dealers need to offer the right
consumers now expect to get a seeing the emergence of a range and to be able to answer
full coffee menu wherever they new generation of beverage different customer needs. While
go. Indeed, like-for-like sales of products and solutions that many consumers will continue
speciality coffee have grown can match up to barista-style to demand standard coffee like
3
by 3.5% in the last 12 months speciality coffee. Nescafe® Nescafe® Original and Nescafe®
– a trend that is predicted to has a wide range of speciality Gold Blend®, it is all about OP
continue. beverages and beverage dealers having the right range,
While, once again, it is not solutions for workplaces, tailored at the right price, with the right
known – or agreed – what perfectly to their size and level of communication.”
proportion of the OOH coffee business needs. For example, “It is all about OP
market is accounted for by small workplaces can provide 1 Incite 2013 dealers having
consumption in the workplace, their staff with speciality coffee 2 Kantar Worldpanel Usage,
it is believed that the office in an instant with Nescafe® Out of Home consumption the right range,
sector is no different in terms of Azera® 500g tins. An instant (Excl home of friend /relative) at the right
trends, as Lynn Little, CBU Lead, barista-style coffee, Nescafe® 12 m/e Feb 2012
Nestlé Professional®, points out: Azera® recently topped the 3 Allegra café report 2012 price, with the
“The same trends are happening Which? Whole Bean Instant 4 WHICH Report July 2013 right level of
in the office as elsewhere – ie Coffee Taste Test and also
an increase in demand for received a Which? Best Buy. Martin Wilde - the author of this article communication.”
speciality and premium coffees. Praised for its ‘malty, treacle, - is Managing Director of global OP
market research specialists
It is essential to provide these toffee aroma’ and ‘authentic Martin Wilde Associates Ltd Lynn Little, CBU Lead,
coffees for office workers as they taste’, it delivers the same (www.martinwildeassociates.com). Nestlé Professional ®

26 BOSS TODAY | May 2014

Bevs.indd 4 08/05/2014 09:19