Despite the specialty coffee craze at limited-service restaurants, regular hot coffee still accounts for the highest level of reported consumption among consumers surveyed by Technomic. Of consumers recently surveyed, 60 percent reported drinking regular hot coffee or tea within the last month, second only to the 62 percent of consumers who had a non-diet carbonated soft drink during the same time period.
Technomic vice president Joe Pawlak says understanding consumer motivations during various dayparts can help improve sales for operators and suppliers.
“Consumers who regularly purchase coffee on their way to work are motivated by the convenience of the location, but significantly, they are actually more motivated by the quality of the coffee, making them important loyal customers who return often, integrating the same locations into their normal routines,” Pawlak says.
In order to uncover insights and opportunities in coffee and tea, Technomic has developed the Market Intelligence Report: Coffee and Tea. Interesting findings include:
Market Intelligence Report: Coffee and Tea, like other titles in Technomic’s growing series of Market Intelligence Reports, mines Technomic‘s treasure trove of recent consumer and industry data, including proprietary consumer research conducted for Technomic‘s Consumer Trend Reports and menu data and insights from Technomic‘s exclusive MenuMonitor online trend tracking resource (a constantly updated, searchable online database of menus of more than 1,200 top chains, emerging concepts, and high-volume independent restaurants). The report uses industry and trend data from Technomic’s Top 500 Chain Restaurant Report and other publications, compiled in Technomic’s exclusive Digital Resource Library, a unique online restaurant industry database. Syndicated retail data from SymphonyIRI adds perspective and allows for comparison of retail and foodservice trends. Rounding out the data are examples of restaurant industry successes with coffee and tea, including the new products and hot concepts driving innovation.
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