Feature: A whole latte love

Whether it's coffee, tea, matcha, chai or cocoa, everyone has a go-to order when it comes to hot drinks out of home

Is there anything quite as satisfying as a proper brew? Any morning motivation as effective as a steaming caffeine hit? Any hand-held comfort that compares to hot chocolate with all the trimmings?

It’s no secret that UK consumers can’t get enough of hot drinks, with figures from Statista revealing that Brits spent over £3bn on coffee, tea and cocoa throughout 2023. So, if you want to cash on this ever-present and year-round out-of-home demand, it’s time to elevate your venue’s beverage offer.

Too good to miss

The hot drinks market is competitive, so you must do all you can to capture the attention of guests, encouraging them to enjoy their favourite beverage with you rather than elsewhere. At Boxcar Baker & Deli, for example, a venue situated just off the high street in London’s Marylebone, the team makes a concerted effort to showcase hot drinks in a way that’s both accessible and enticing.

“Our large menu board is prominently displayed above the counter, ensuring that all of our beverages are clearly visible at a glance,” says Agnieszka Michalak, general manager of the site. “The coffee machine faces the customers, adding warmth and drawing attention to our coffee offerings,” she adds. “Our table menus also feature hot drinks on the second page for easy access while seated. We further enhance this setup with our QR code app, allowing customers to view detailed descriptions and images of each drink, creating an inviting and convenient ordering experience.”

If sales could do with a lift, limited-time offers, loyalty cards and bundles could be the way to go – all of which have been met with success across Boxcar Group. “A favourite is our ‘Morning Boost’ deal, offering a small discount on drinks during morning hours to encourage weekday visits,” chimes Michalak. “Our loyalty programme rewards customers with a free drink after purchasing a certain number of hot beverages, fostering repeat visits. Seasonal promotions, like a discount on winter warmers, also create excitement and drive sales.”

If you’re looking for an easy way to make your hot drinks menu irresistible, tap into the growing appetite for ‘café gourmand’ – a French dessert concept that pairs espresso with a selection of mini desserts.

As Matthew Grenter, sales manager at Symphonie Pasquier, explains: “This practice of a trio of bite-sized treats delivered with coffee is a very popular way to finish a meal, but also works well for operators looking to upsell their hot beverages.”

Coffee cravings

No hot drinks menu is complete without a selection of quality coffee. As a nation of connoisseurs, your guests will expect a certain degree of choice, so try to offer as many varieties and formats as the size of your venue allows.

Image: Boxcar Baker & Deli

According to a recent survey by Square, lattes (28%) have edged out flat whites (27%) as the nation’s favourite coffee serve, costing an average of £3.36 per cup compared to £3.31 for a flat white and £3.37 for a cappuccino.

Once considered hugely popular, the cappuccino comes in at just under a fifth (18%) of all sales, while americanos account for just 15% of sales. But comparisons aside, these four coffees should form the basis of your coffee menu at the very least.

On the go

The takeaway channel is vital within the hot drinks space, with more and more consumers seeking convenient items that can seamlessly slot into their busy routines. As Michalak points out: “The flexibility of a takeaway service allows us to meet the needs of those on the move, whether they’re heading to work or enjoying a quick break. Having a reliable takeaway option not only increases our sales, but also enhances customer satisfaction by making it easy for them to grab their favourite drinks wherever they are. It’s become an essential part of our operation, allowing us to effortlessly fit into the daily lives of guests.”

If it’s not part of your daily hot drinks offer already, consider adding a takeaway stream to maximise the segment’s potential.

Heart and health

On a mission to keep its hot drinks menu fresh and intriguing, the Boxcar team is always striving to innovate with creative serves. The charcoal latte is the prime example, gaining traction among guests due to its perceived detoxifying and anti-ageing potential. “We also currently feature a turmeric latte, a vibrant, warming drink known for its anti-inflammatory properties and rich antioxidants,” adds Michalak. “These extraordinary beverages add variety to our menu and attract health-conscious customers seeking something beyond the usual. By introducing drinks with wellness benefits, we cater to those who view hot beverages as both indulgent and nourishing.”

To ensure your venue covers all bases when it comes to hot drink preferences, ensure you offer a mix of traditional and contemporary serves, all while taking note of the growing shift towards health-conscious drinks. “Matcha and chai lattes have become especially popular as they offer rich, unique flavours and are often seen as healthier alternatives to traditional coffee,” Michalak observes. “These drinks have cultivated a loyal following, particularly among those interested in wellness and natural ingredients. The shift towards wellness-oriented options has helped us cater to customers who want something different, while aligning with broader preferences for more mindful, balanced beverages that complement a healthy lifestyle.”

Matcha’s distinctive flavour and wellness associations have made it a firm favourite among those seeking a caffeine hit with additional health benefits. But alternative milks such as oat, almond, coconut and soya have also taken off, with data from Square revealing that oat milk has overtaken its dairy-containing counterpart as the favourite coffee accompaniment, accounting for over half (56%) of coffee sales nationwide. Traditional milk now accounts for 39% of coffee purchases, while almond and soy milks lag behind, accounting for just 3% and 2%, respectively, of total coffee sales.

“These alternatives allow consumers to customise drinks to their preferences and dietary needs, giving them the freedom to explore new flavours while staying health conscious,” Michalak explains. “This innovation has enriched our menu and delighted our guests.”

Remember that plant-based options are by no means new, and consumers have become increasingly discerning when it comes to alternative dishes and drinks. As such, quality and variety is crucial, so experiment with different plant-based flavours and formats to optimise every serve.

“Whether you’re a chef or barista, you require products you can rely on for both taste and quality,” urges Celeste Wong, coffee expert and barista at Oddlygood. “To ensure successful sales, it’s essential the product not only tastes and looks good but offers the practicality of being easy to use and consistently reliable. This level of consistency really enhances efficiency and instils pride in serving customers, encouraging them to return.”

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