Livin La Vida Mocha!
The “hot beverage category”, comprising of coffee chains and forecourt hot drink sales, rose by close to 8% in Q2 of this year, according to a recent study by Retail Excellence Ireland (REI). Due to customers becoming increasingly choosy about the selection of beans used, delivering a quality offering has never been more important, writes Gillian Hamill
Print12 September 2014
Quality coffee on-the-go
Something new has started to arrive in garage forecourts throughout Ireland; Costa Express machines have started to appear serving gourmet Costa coffee.
Using the same freshly ground Mocha Italia beans you’ll find in Costa stores and fresh milk in every cup, Costa Express is a great way for customers to grab a quality Costa coffee on-the-go. The brand’s self-serve coffee bars are designed to be simple to use and maintain, and provide the same high standard of drink for every customer time and time again. The company states Costa Express is the quickest and easiest way to ensure customers enjoy a quality cup of Costa coffee.
State-of-the-art Costa Express machines use precision grinding, tamping, temperature and perfectly steamed milk, to provide a quality cup of Costa coffee every time. With as little as 1m² of floor space required, it’s convenient for retailers, whatever the size of your premises. The brand’s telemetry allows it to monitor and develop your coffee business 365 days a year.
Costa Express works with partners to enable them to provide a quality Costa coffee for customers. There’s minimal outlay as the company installs the machine for free, and provides all coffee and consumables. Costa Express’ unique revenue share scheme means income is shared at an agreed rate with retailers and the group is always on hand if needed. The brand states all Costa Express sites have dramatically increased coffee sales and driven new customers onto its customers’ forecourts.
Interested? Contact Costa Express: ROI Tel: (021) 5003526 NI Tel: 02892 689204.
Ground-breaking ‘Coffee vs Gangs’ initiative
Kenco coffee has long been known for its great taste and expert blends, as well as for its sustainability message. Supporting the countries where its coffee is grown has always been a major priority for Kenco, and this year, it has unveiled a potentially life-changing campaign in Honduras, Central America.
Honduras is one of the world’s major coffee producers, but poverty is widespread and there is a real shortage of opportunities for young people. With so few options available, many young Hondurans end up joining gangs.
Kenco’s pioneering new campaign, Coffee vs Gangs, is aimed at encouraging young people in Honduras to choose a life of coffee farming over a life of gang violence. The initiative will target young Hondurans who are at a crossroads in their lives and are at risk of entering a gang.
Kenco is determined to provide young people in Honduras with the chance of a better life.The Coffee vs Gangs initiative combines training in everything there is to know about growing coffee, as well as the skills needed to run a small business and essential life skills including literacy and maths.
Coffee vs Gangs is part of Mondelēz International’s Coffee Made Happy programme, which aims to empower one million coffee farmers to become coffee entrepreneurs. Mondelēz International has committed at least $200 million to Coffee Made Happy initiatives until 2020.
The journey of the young Hondurans can be followed from 5 September at www.coffeevsgangs.com.
International recognition
Bewley’s has been awarded 12 Gold Stars at the Great Taste Awards 2014, announced by the Guild of Fine Foods in London.
Mark Saunders, Bewley’s brand director commented: “We’re delighted that for the eighth year in a row, Bewley’s teas and coffees have been recognised by the Guild of Fine Food for their exceptional quality and taste. As Ireland’s leading tea and coffee company, we are very proud that our products, judged by our peers, continue to excel on the international stage.”
Describing the unique characteristics of some of the individual winning products, Saunders said, “Bewley’s Espresso Ground coffee is 100% Arabica and roasted at a lower temperature for longer for a stronger, fuller taste and a perfect crema. Bewley’s Kenya fresh coffee is one of our most popular and best-selling coffees with Irish consumers. This single origin coffee is 100% Arabica coffee, grown between the Great Rift Valley and Mount Kenya in light volcanic soil, which gives it a unique freshness and smoothness.”
Targetting trend for more premium coffees
Consumers’ love of coffee shop culture is resulting in the long-term trend for coffee shop quality coffee at home. As a result, coffee producers are on a mission to provide new, more premium products for the category. The launch of super premium coffee, and brands like Nescafé Azera, has been market-changing innovation. According to Nescafé Azera, the brand has proved an immediate success with consumers, growing 71% and adding €3m to the coffee category in the past year*.
Nescafé Azera is popular with younger and more upmarket consumers, with the typical Nescafé Azera buyer being a young professional used to a heightened hot beverage experience from visiting coffee shops and who seeks great tasting, quality coffee. They want a product with an authentic flavour, great quality and the right range to suit their exacting tastes. That’s why Nescafé Azera offers a range of products to meet their needs, including Nescafé Azera Americano, Nescafé Azera Intenso, and white, milky coffee with Nescafé Azera Cappuccino and Nescafé Azera Latte.
Nescafé Azera Mocha joins the range in September, and is set to bring even more consumers to the category. Strong brand support will continue with a TV advertising campaign in the second half of 2014.
Sales of coffee pod machines are also accelerating up 122%**. Brands such as Nescafé Dolce Gusto continue to offer consumers choice rivalled only by out-of-home coffee. Coffee pods themselves are continuing to grow, up 183% this year*** making the segment worth €2.6m in value*. This year Nescafé Dolce Gusto is launching two new pod machines, Oblo and Jovia, each with a unique look appealing to different tastes. They combine both style and substance as not only do the machines look great but they also make delicious coffee shop quality drinks at home using max. 15 bar pump pressure – the sort of pressure crucial to big coffee shop machines. These manual machines are simple to use and allow consumers to tailor their drink to how they like it. Nescafé Dolce Gusto offers over 30 different pods to choose from.
*(Source: Nielsen 52 w/e 10 August 2014)
**(Source: GFK data YTD June 2014)
***(Source: Nielsen YTD 10 Aug 2014)
Q & A with…
Stephen Kelly, director, MBCC Costa Ireland Ltd.
Ready to drink (RTD) coffee saw a significant increase in 2013 and is hugely competitive, how do you differentiate your product in such a crowded market place?
Using the same freshly ground Mocha Italia beans you’ll find in our stores and fresh milk in every cup, Costa Express is a great way for customers to grab a quality Costa coffee on-the-go. There’s minimal outlay as we install your machine for free, and we’ll provide all of your coffee and consumables. Our unique revenue share scheme means income is shared at an agreed rate and we’re always on hand if you need us. All you have to do is keep your machine topped up with fresh milk and watch your profits grow.
What do you believe to be at the core of the Costa Express brand?
Authentic Costa quality, ingeniously self-served in every cup that delivers unprecedented growth in our partners’ outlets where Costa Express machines are installed.
How has the Costa Express brand innovated to meet consumer trends and regenerate interest in your category?
Innovation is at the heart of Costa Express; our touch screen coffee bars are simple to use and customers can choose the drink and size of their choice. They can even choose to have a free shot of caramel or vanilla syrup. Each Costa Express machine is fitted with telemetry that ensures that the quality and consistency of each drink is correct.
What advice would you offer retailers to help drive sales in you category?
Listen to customers; whether it’s a forecourt or convenience store, customers want consumer brands that they trust. In a recent survey the top three consumer demands were: Cleanliness of machine; Coffee always needs to be fresh and taste great; Ease of use of machines.
What marketing initiatives have you planned over the coming months?
One of the advantages of the Costa Express machine is that we can remotely change the imagery on the screen for seasonal events like having a Christmas signature drink. We are also planning various exhibitions and trade press updates.
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