Nescafé have released a new guide revealing the potential for local businesses to capitalise on the freshly ground coffee-to-go market.
The guide, called Brewing profits locally: One cup at a time, shows that almost two-thirds (61 per cent) of consumers would be more interested in purchasing a freshly ground coffee-to-go if it was a well-recognised brand and at an affordable price of under £2 a cup (compared to a coffee shop) [1], making a strong case for the bean-to-cup coffee machine in local convenience stores.
The research, which features a Onepoll survey of 1,000 regular coffee drinkers in the UK, also highlights the trend towards supporting local retailers, with 70 per cent of consumers using them for "top-up" shops and more than half (51 per cent) citing a visit to their local convenience store as a way to support local businesses [1].
The guide shows that quality, price and speed of service are the three most important factors for consumers when it comes to deciding to purchase coffee-to-go.
“The guide underlines the huge potential for coffee-to-go in the convenience space. As more people shop and work locally, small business and convenience store owners have the opportunity to satisfy consumers and drive loyalty through a quality fresh bean coffee offering," says Charlotte Smith, Category Manager – Coffee-to-go, Nestlé Professional UK & Ireland.
“Our survey also shows that a trusted brand and affordable price point are important, making the Nescafé Mini Bean to Cup Coffee Machine ideally placed to help local convenience stores compete with coffee shops and tap into a new consumption occasion as local shoppers look to take coffee-to-go back to their home working spaces.”
Nescafé offers convenience retailers a range of coffee-to-go solutions, including the Nescafé & Go Machine, which is a pre-filled cup solution for shops that serve up to 15 cups per day and are looking to attract busy customers who want their favourite coffee, tea or hot chocolate.
Alternatively, the Nescafé Mini Bean-to-Cup Coffee Machine offers customers a fresh bean coffee shop-style experience – from espresso and Americano, to lattes, cappuccinos and hot chocolate. As an opening deal, members can benefit from two 600-cup bundles worth £2400 when purchasing a qualifying Nestlé Mini Bean to Cup Machine.
The Brewing profits locally: One cup at a time guide follows the launch of Nescafé's new online coffee-to-go hub. The hub features more about the latest coffee market trends, advice and tips for success, plus access to a "click n deliver" online ordering service as well as POS materials.
To download the guide, click here.
[1] Onepoll UK 1,000 regular coffee drinkers survey, Oct 2020.
