April 3, 2018
By: Stephen Zirschky, Coffee Program Manager
Did you know that over 60% (200 million) Americans consume coffee on a daily basis? Of those 200 million people, only 14 million purchase their morning brew from a convenience store. With such a big discrepancy, we have to ask ourselves, “why”?
Today’s coffee consumers are much more discerning than in days past. As part of a NACS consumption survey, 51% of respondents stated the quality of their coffee was the deciding factor of where they would purchase on a daily basis. In addition to product quality, consumers are also inundated with choices – in terms of product variety AND customization.
I challenge you to answer these questions:
Is my average cups per day increasing or decreasing? Why?
What customization options do I offer my customers? (creamers, flavorings, syrups, dairy options)
Am I strengthening my offering with other programs? (cold brew, tea, slush, or espresso)
Our data indicates that higher quality blends such as single origin, organic, & high quality coffees are experiencing an average of +10% in growth year over year. Conversely, lower quality coffees & traditional blends are experiencing a (3%) dip. This does not even take into account the impact of offering variety to your customers –79% of whom indicated they choose their coffee destination before leaving home/work.
The big picture is this: coffee is the highest margin program in our stores, it is a traffic driver to our stores, and it is a complementary item. Gone are the days where a $0.99 cup of coffee will drive traffic into our doors. To keep up with not only coffeehouses and drive thru cafes, but major chains in the convenience industry as well – we need to adapt.
If you would like to learn more, talk to your Harbor Sales Rep and they will be able to provide the full Tradeshow Seminar presentation for you.