Almost half of consumers avoid pubs serving poor quality coffee

6 February 2017

In the last seven years, increasing numbers of non-specialists have turned their attention to coffee1, but how are things looking for the on trade when it comes to coffee? Our new Pubs & Coffee report has revealed a significant opportunity for pubs to increase trade through an improved coffee offering. With consumers rating the quality of coffee as average - just three out of five - the findings reinforce the demand for better coffee in non-specialist outlets. 

The survey of 750 consumers by Allegra World Coffee Portal reveals that 44% of consumers would be put off returning to a pub that serves poor quality coffee. Conversely, 41% would buy more coffee more often in pubs if the quality was better.

Our report reaffirms that coffee is the on-trend drink of today with 33% of consumers buying coffee out of home at least four times per week and 65% of consumers willing to pay £2.99 for a great cup of coffee.

Other key findings include:

  • 28% of consumers state that, if it opened earlier, they would visit a pub or bar for their morning coffee, rather than a high-street coffee shop
  • 63% of consumers believe that a high-quality cup of coffee at the end of a meal makes the difference between a good quality experience and a truly great one
  • 31% often order coffee instead of a dessert when eating out

Phil Smith, our head of category & insight, comments: “The results from our research clearly show that consumers are willing to drink more coffee in pubs and bars – in turn, operators must be willing to give coffee the same attention as they do their alcohol or food offers.”

Anthony Pender, chairman of the British Institute of Innkeeping (BII), says: “For pub and bar operators looking to invest in their future, their business, and grow their customer base, coffee is a revenue generator like no other. The findings in this report highlight key opportunities that operators should pay attention to if they are going to take advantage of this revenue stream.”

Download the full report here.

1 Allegra World Coffee Portal – Allegra Project Café UK 2017

2009 saw the start of the rising increase of non-specialists turning their attention to coffee (3,862 stores). Non-specialist operators reached 22,845 outlets in December 2016.