Home Coffee Culture Research reve...

Research reveals the power of coffee to make an unforgettable impression

AMSTERDAM, Netherlands – Businesses are being urged to take a fresh look at their coffee offer to delight their customers and improve the customer experience, after new research, commissioned by Jacobs Douwe Egberts (JDE) Professional, that reveals 72% of consumers expect to be served a hot beverage when making a significant purchase or when seeking professional advice.

The survey of 1,000 consumers, revealed at the launch of JDE’s new Promesso coffee solution, also highlighted the power of coffee to make an unforgettable first impression, with one in two consumers likely to view a business favourably if it served high-quality coffee in the lobby or reception area.

The research also showed that men are twice as likely to take their business elsewhere if businesses neglect their coffee offering, while millennials are six times more likely to take a negative view of a business as a result.

“Coffee plays a significant role in consumers’ lives and provides those all-important moments of relaxation and indulgence,” explained Heike Wiesner, JDE Professional.

“Businesses need to examine how high-quality coffee can be one of the subtle nuances that puts them ahead of the competition, and change how their customers view them. It’s important not to risk disappointing your customers by taking a chance on your coffee offer.”

Consumers’ appreciation of the breadth of coffee styles and flavours has dramatically increased, resulting in coffee overtaking tea as the nation’s favourite hot beverage in the UK.

In the UK, more than 21 million cups are consumed each day out of home, according to JDE data, and there is an expectation for high quality and variety, regardless of the location.