FSR October 2022

S P O N S O R E D B Y S E B P R O F E S S I O N A L

Coffee Consumption Is Growing Across Dayparts Here’s how operators can capitalize on the trend.

consumption is now back up to 38 percent, and afternoon coffee consumption is more prevalent now than in the past. Pobiner attributes this shifting to work from-home and hybrid work schedules and notes that this transitional period is the per fect time for operators to reassess their bev erage programs. They can start doing so, he says, by asking how their morning day part business has changed, if their opera tions would be better served by bean to cup programs to increase quality and eliminate waste, and if their cold coffee programs offer enough variety to meet consumer demand. “In addition to focusing on coffee qual ity, successful quick serves have focused on offering more variety to better cater to changing consumer tastes, such as by offering a wider range of roast styles— focusing on varietal—or coffees that pro mote a specific cause at origin or in the local communities,” Pobiner says. He suggests brands add on addi tional dispensers to their existing lineups to expand menu offerings, particularly at peak service times. Meanwhile, integrat ing bean to cup brewers can elevate cof fee programs to ensure product quality and freshness while reducing waste. Finally, he says, ensuring coffee offered on bean to cup brewers is available in iced will help keep coffee programs relevant during all dayparts, as well as attract new customers. “Once you’ve ensured you have the fun damentals taken care of and elevated your menu don’t forget about marketing your coffee program,” says Amy Brown, mar keting manager at SEB Professional. “Mar ket your brand and what your new coffee program offers. And don’t hesitate to seek help. At SEB Professional, we are one com pany with three brands—WMF, Schae rer, and Curtis. We’ve seen firsthand how implementing a full-scale coffee program can boost coffee sales not just in the morn ing, but throughout the day. With the right equipment in place from SEB Professional, operators can offer top-quality and variety that consumers want.” BY PEGGY CAROUTHERS

TO LEARN HOW TO GROW YOUR COFFEE BUSINESS, VISIT WILBURCURTIS.COM.

SEB PROFESSIONAL (2)

A FEW YEARS AGO, coffee was considered a breakfast or cold-weather only staple not likely to generate many afternoon or eve ning sales. However, as coffee consump tion continues to rise and is one of the most popular beverages in America, it has now broken past daypart or weather barriers. “Recently, there has been an increased focus on quality when it comes to iced cof fee and cold brew,” says Adam Pobiner, director of strategic sales at SEB Profes sional. “This attention has resulted in sig nificant category growth in the afternoon and evening dayparts.” Meanwhile, the rise of flavorings, alter native milk and coffee combinations, and shaken and blended coffee beverages with ice in the quick-service space have all made

coffee more accessible to a larger audi ence. This trend has become even more pronounced since 2020. The 2022 National Coffee Association’s National Coffee Drink ing Trends report shows that while morn ing coffee consumption by people who had coffee in the past day fell to 31 per cent in September 2020 from a pre-pan demic rate of 41 percent, morning coffee

38

FSRMAGAZINE .COM

OCTOBER 2022