Sponsored by Swiss Water Decaffeinated Coffee
Many people who like to start their mornings with a cup of java can be encouraged to continue their day with coffee too. Foodservice operators who offer innovative brewed, blended, cold brew and other coffee beverages are finding that they can boost sales in all dayparts. The key is to offer drinks which answer consumers' demand for more than just a caffeine boost. They are also looking for flavor, the coffeehouse experience and innovative beverages.
People drink different types of coffee throughout the day, says Mike Ebert, founder of Firedancer Coffee Consultants, based near Chicago. “In the morning I need coffee and the caffeine delivery, and in the afternoon I want something different,” he says. He adds that something different can include a micro-lot or single origin, either of which may be decaf.
The difference is that while consumers want fuel in the morning, they crave flavor and premium quality in the afternoon. “It’s the old adage — decaf drinkers are the real coffee drinkers,” Ebert says. “They still want to drink coffee.”
He adds that afternoon and evening coffee drinkers want the coffeehouse experience, which includes the social aspect of going out for coffee. “In the morning you get coffee by yourself because of the caffeine,” he says. “In the afternoon you don’t get coffee by yourself.”
The group dynamic provides another reason for operators to invest in a high-quality decaf coffee program. If there are three or four people drinking coffee together in the afternoon or evening, there will always be someone who wants syrups and flavors, someone who wants elaborate concoctions and someone who wants decaf. If an establishment does not have something for everyone, the group will move on.
Indulge
During dayparts beside morning, coffee drinkers often want something fun and over the top. “In the afternoon our customers are usually looking for an indulgent treat such as a decadent Frappalatte,” says Laurie Shaw, chief operations officer for Flushing, Mich.-based Coffee Beanery. The Frappalatte is an espresso-based beverage with syrups, blended and topped with whipped cream, and available in Black & White, Caramel, White Mocha, Mocha and Coffee.
The most popular drink at Coffee Beanery is the signature Café Caramel, which is Beanery Blend coffee with creamy caramel topped with whipped cream and chocolate shavings. As an alternative, there is also Half Caff Beanery Blend, which Coffee Beanery describes as “an amazing blend of our Swiss Water Process Decaf and our regularly caffeinated coffee which has all of the great taste you expect from Coffee Beanery, but with half the caffeine.”
Never too late for coffee
At Square One Coffee, which has locations in Philadelphia and in Lancaster, Pa., people order coffee until closing time, which is 7 p.m. Many consumers switch to premium decaf coffee in the afternoon and evening. “We do see an uptick in decaf Americanos towards the end of the day,” says Jess Steffy, co-owner. “It’s worth noting that our decaf espresso is just as delicious as our caffeinated espresso, so customers can enjoy all of their espresso-based favorites by substituting with our decaf espresso.”
Make it seasonal
Another way to attract afternoon coffee drinkers is to offer decaf versions of popular limited-time offers (LTOs). That’s especially true for the winter holidays, when people are out shopping. Most of Gloria Jean’s Coffees outlets are located in shopping malls, so the bulk of its business occurs from 11 a.m. to 6 p.m., says Sam Ferreira, president of parent company Retail Food Group - USA.
“In addition to purchasing our high-quality, award-winning whole beans, our guests make an afternoon or evening stop to enjoy one of our seasonal Chillers, Lattes, Mochas or Un-Coffee drinks,” he says. “We’re also known for our seasonal offerings, which are available on a limited-time basis. So our guests make it a point to visit us during that time so they don’t miss their seasonal favorites.” Gloria Jean’s most popular afternoon/evening drinks are Chillers, especially White Chocolate Caramel Cookie Chiller and all are available in decaf. In addition, Gloria Jean’s offers Mocha Merrimint, its most popular holiday coffee, available in decaf.
Other traffic drivers
Operators also use social media, their websites, and apps to generate excitement about more reasons to visit the establishments during the afternoon and evening. Among the promotions:
- Promote decaf-specific afternoon and evening drinks on social media. Invite customers to sample the newest decaf during their next visit. Add decaf to loyalty programs and other apps for discounts such as bring a friend and get 50 percent off for decaf versions of drinks.
- Offer high-margin, coffee-focused beverages such as cocktails or alcohol-free mocktails, which are gaining popularity. Equator Coffees & Teas, with locations in the San Francisco Bay area, offers local beers and also cocktails such as a Cold Brew Old Fashioned made with rye whiskey. Mixing coffee with bitters and botanicals can also create a unique, handcrafted, alcohol-free beverage that is unique while fetching a high price point.
- Create food and beverage pairings. An afternoon snacks menu can include decaf and beignets, donuts, or other baked goods. A coffee with walnut or pecan notes pairs well with coffee cake. A coffee with cinnamon notes works with a chocolate pastry.
Customers are drawn to operations that offer a high-quality, delicious decaffeinated coffee option in the afternoon. The Swiss Water decaffeination process gently removes only caffeine over a 10-hour period, and is an all natural, environmentally friendly process that does not use chemicals. Much of the world’s decaf is still processed with methylene chloride or ethyl acetate. Swiss Water Decaffeinated Coffee Inc., which has its facility near Vancouver, B.C., Canada, supplies a growing global demand to 56 different countries. Restaurant or foodservice executives interested in offering premium decaf as part of their coffee program should contact their roaster for Swiss Water Decaf.
