Feature: Get this par-tea started

From premium pâtisserie to perfect presentation, here’s how to nail your venue’s afternoon tea offer

The quintessentially British custom of afternoon tea has had somewhat of a resurgence in recent years. No longer the reserve of the older upper-class elite seeking bite-sized delights at eye-watering costs, this unique dining tradition has been refreshed and reimagined to meet modern-day consumer expectations. In fact, a recent study by Tesco revealed that afternoon tea has bagged a new target market, with the biggest demand for this particular segment coming from the 25–24-year-old demographic – 21% of whom claim to indulge in the affair at least once a month. Meanwhile, supermarket heavyweight Waitrose has recognised a hefty 600% increase in searches for the term, while sales of afternoon tea hampers at Marks & Spencer are up 80% this year.

“Offering an afternoon tea service is an extremely valuable way to create additional revenue opportunities and, for hotels in particular, presents the ideal opportunity to build a competitive advantage,” says Stevel Ger, director of food and beverage at The Dilly – a five-star hotel in London’s Piccadilly. “This is especially the case for hotels located in popular cities like London, where competition is rife.

“It’s a great way to attract not only guests who are staying at the hotel, but external visitors, too,” adds Ger. “At The Dilly, we often welcome diners who are just visiting the city for a day, locals or even tourists staying at other London hotels.” Clearly, this cute and creative dining option marks a huge opportunity for operators willing to put in the work.

Experiential eats

Beautiful cakes, petite pastries and dainty savouries are a must with this type of offering, but the food is just one part of the overall package. Innovative flavour combinations, intricate designs and fancy displays are integral to the occasion, with the experience embodying culinary theatre in its purest form.

“Presentation is a huge factor in the enjoyment of afternoon tea,” notes Matthew Grenter, sales manager at food manufacturer Brioche Pasquier. “People want to marvel at the beauty of the offering and want to experience something different. From simply using unusual and theatrical presentation stands to adding dry ice under a cloche or offering cocktail pairings, it’s easy to add a theatrical presentation twist to follow a theme or create an experience.”

The Dilly introduced its London-themed afternoon tea in 2023, and the offering has proved a hit with both staying guests and walk-in customers alike. Situated in the heart of Piccadilly Circus, just a short distance from some of the city’s tourist hotspots – including the theatre district, Carnaby Street, Fortnum & Mason and the Royal Academy – the city theme felt like the perfect fit for the offer.

“We took inspiration from classic London icons to create a variety of delicious, sweet treats that resemble the Elizabeth Tower, the Hackney carraige and the London Underground,” explains Ger. “This has allowed us to offer a completely unique and visually exciting experience.”

While the London-themed tea is a staple for The Dilly, the hotel has just launched a limited-edition Parisian-themed menu to celebrate the Olympics, which kick off in Paris this month. “The new Parisian afternoon tea offering, which is available this summer, features a selection of delicious sandwiches with nods to various French flavours, as well as a range of beautiful sweet treats which resemble Olympic symbols and key French landmarks, including the Olympic medal – a yellow macaron with strawberry and ginger flavourings; the Eiffel Tower – a biscuit layered with chocolate mousse and mandarin gel; and the Mona Lisa – a decadent pistachio and honey cake featuring the iconic painting.”

In the age of social media, no dining offer is more ‘Insta-worthy’ than afternoon tea. Tapping into the demand for food good enough to share on ‘The ‘gram’, Billesley Manor – a luxury hotel and spa near Stratford-upon-Avon – has launched a new ‘Insta-noon Tea’ package, designed to whip up a social media storm while promising guests ‘the best seat in the house’. Situated by the window in its iconic As You Like It Lounge, named after Shakespeare’s comedy – which the playwright is believed to have written in this very hotel – the 16th-century venue’s quirky offering promises snap-happy guests the very best lighting and backdrop to capture their experience. Priced at £29 per person, the menu includes finger sandwiches, mini tarts, chocolate eclairs and scones. The historic Grade II-listed hotel even provides ring lighting to make those colourful cakes and elegant teapots truly pop.

Symphonie Pasquier macarons

“With the recent increase in afternoon tea interest stemming from what’s been dubbed the ‘Instagram generation’, we thought we’d offer guests from this demographic the opportunity to capture the best of our popular afternoon tea,” says Laura Cherrington, sales and marketing director at Billesley Manor. “The historic yet modern ambience of our As You Like It Lounge, matched with a quintessential and eye-catching British tradition, offers the perfect backdrop for photos, regardless of the occasion.”

The luxurious nature of afternoon tea makes it the ideal special event or celebration pastime, which is why bookings fly in for annual calendar dates such as Mother’s Day, as well as birthdays, anniversaries and weddings. “It’s a timeless option that can remain on the menu throughout the year and help attract customers to your venue,” chimes Edward Miles, managing director at Frank Dale. “Presentation is important, so choose the correct display stands to match your décor or the occasion, decorating them with appropriate adornments like flowers, fruit, baubles or trinkets. These can change according to the season.”

Many a special occasion will be marked with afternoon tea this year, and you best believe those guests will be seeking a selection of goodies that really shine. And if you can’t drink a glass of fizz for such an event, when can you?! So, why not encourage diners to trade up with the ideal tipple pairing? As Gordon Lauder, MD at Central Foods, suggests: “Teaming with a glass of bubbly or fizz is the traditional way to enhance an afternoon tea, but you could also include Prosecco-flavoured sweet treats. National Prosecco Day on 13 August is a great way to push the boat out with a special afternoon tea selection.”

Twist it

One of the beauties of this type of offering is that it can be served in so many different ways, ranging from the traditional to the ultra-modern. “It’s a chance for restaurants to bring something special to the table, decorated in a creative manner,” adds Lauder.

Both traditional and contemporary iterations have the potential to boost bookings, claims Rebekha White, brand manager for Horlicks (owned by Aimia Foods). “But no matter the route that a restaurant decides to take, they must fully commit to their chosen theme if they want to do it justice and create a ‘buzz’ among customers.”

There’s no room for cutting corners with this sort of menu; anything less than 100% will lead to complaints, possible refund requests and a potential dent in your restaurant’s reputation. If customers are paying for premium, that’s exactly what they expect, so treat this menu as a chance for your staff to flex their creative culinary muscles. Take the Nobu Hotel London Portman Square as an example; the hotel recently launched a bespoke afternoon tea in collaboration with fragrance brand BYREDO. The partnership has inspired a playful afternoon experience with a Japanese twist, exclusively available at the Nobu Lounge. In true Nobu fashion, the menu has been artistically shaped by BYREDO’s most renowned scents, featuring Nobu favourites such as the shrimp salad roll, beef tataki shokupan and tuna Matsuhisa. Nobu chefs have created a range of intricate sweet snacks, including amai – shaped as the identical replica of the iconic BYREDO perfume bottle and inspired by the brand’s Mojave Ghost fragrance. An ode to spring, the dessert includes notes of magnolia and violet. Other afternoon indulgences include an apricot and tonka bean macaron, sencha green tea basil cake, and freshly baked scones with raspberry mint jam, clotted cream and yuzu. How’s that for a menu with a difference?

Now, your offering might have the aesthetic ‘wow’-factor, but it won’t impress guests if it isn’t inclusive. As Marie-Emmanuelle Chessé, international development project manager at Tipiak, explains: “Don’t forget your customers with dietary requirements when planning your afternoon tea. Very often it’s the person with the requirement who chooses where the group or family eats, so it’s important to offer gluten-free and vegan options to keep all of your customers happy.

“It doesn’t have to be difficult,” she adds. “The freezer can be your friend by stocking great-tasting ‘thaw-and-serve’ options that are easy for kitchen staff to serve. Just remember to keep preparation areas separate to avoid cross-contamination.”

And there you have it – inspiration for a year-round afternoon tea offer that will win the hearts of your guests. Remember that the only limit to what’s served is your team’s imagination, so let loose, have fun and allow customers to indulge!

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