New research by UCC Coffee UK & Ireland has highlighted a significant opportunity for pubs to increase trade through an improved coffee offer. Half of consumers won’t return to a pub that serves poor quality coffee With consumers rating the quality of coffee as average, the findings reinforce the demand for better coffee in non-specialist outlets.

The survey by Allegra World Coffee Portal also reveals that 44% of consumers would be put off returning to a pub that serves poor quality coffee. Conversely 41% would buy more coffee more often in pubs if the quality was better. The report reaffirms that coffee is the on-trend drink of today with more than a third (33%) of consumers buying coffee out of home at least four times per week and almost two-thirds of consumers willing to pay £2.99 for a great cup of coffee.

Phil Smith, head of category & insight, UCC Coffee UK & Ireland comments: “Lots of pub operators are doing coffee well but there’s still significant room for improvement across the market. “For pubs and bars keen to diversify, grow and retain their customer base, or to set themselves apart from the competition, high-quality coffee is the key. For pubs with a strong food offer, coffee quality significantly impacts on customer satisfaction. It’s an integral part of eating out, with three quarters of diners valuing coffee quality as an important part of the overall experience