CATEGORY FOCUS FULL STEAM AHEAD How to brew up new ideas for your hot beverages menu 10 MARCH 2015 Tea Total Around 165 million cups of tea are consumed every day in the UK, and tea consumption in coffee shops has risen from 14% to 17% in the last two years. This is partly attributed to premiumisation, as High Street coffee shops focus on premium brands and 62% of consumers now consider a premium brand to be the most important factor when ordering tea out of home. Traditional black tea sales are in decline, while premium teas such as green, fruit and herbal are becoming more popular. Health-promoting tea blends with specific benefits (e.g. cold remedy, boosting immune system, aiding digestion) are also growing in popularity Consumers spend on average £1.68 on a cup of tea out of home compared to £2.31 for a latte or cappuccino, and this price difference means that 38% consider tea to be good value for money in a coffee shop. Afternoon Tea Isabelle Haynes, Tetley senior brand manager – Out of Home, says: “Customers are looking for added value when dining out of home, and renewed interest in afternoon tea has been at the heart of this trend. Ideal for cafés looking to attract business during traditionally quiet periods, they are no longer just an affair for high-end hotels, but enjoyed by customers of all budgets. “However you serve your tea, it’s important to consider serving standards. To make sure your customers are getting the same quality of tea as they do at home there are three key considerations to undertake – strength, quantity of milk and number of sugars. “As more customers are becoming increasing particular with their choice, it is essential that staff have the knowledge and understanding to advise on how customers take their tea. As well as this, by communicating your use of a well-known brand with branded tagged tea bags, consumers can be reassured that they will experience that familiar, great taste.” Have your cake and eat it! Afternoon tea is seen as a way of maximising business during traditionally quieter trading times – and everyone is getting in on the act, says Michelle Burrows, from Ministry of Cake. “From independent traditional tea rooms, through to national pub and restaurant chains and hotels, numerous businesses in the UK are starting to embrace the Afternoon Tea culture and at the centre of this are the ‘Cake and Hot Drink’ deals that are starting to emerge. “With some UK pub and restaurant chains offering this at a keen meal deal “style” price, they are clearly targeting the UK coffee house brands that have sprung up and dominated the high street in recent years.” As with hot beverages, premiumisation is a key trend in cakes. As well as the traditional favourites, sponge cake infused with flavours such as rhubarb, rosehip, mango and passionfruit are predicted to be popular in 2015. Country Range’s Mini Cake Assortment (1 x 40) ensures plenty of choice on your afternoon tea stand with a selection that includes Mini Chocolate Éclairs, Mini Finger Doughnuts, Mini Fruit Scones, Mini Black Forest Muffins, Mini Carrot Cakes, 5 Mini Chocolate Brownies, Mini Custard Slices and Mini American Style Cheesecake Slices.
Stir it up magazine March 2015
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