The survey of 1,000 consumers who regularly drink coffee at work, found that contract caterers are losing up to a staggering 31% of total sales to the high street. Over half of consumers (53%) leaving the workplace to buy coffee stated ‘quality’ as the primary reason for their decision.
The results also showed that consumers expect to pay 50% less for their coffee at work – only £1.41 a cup - than they would on the high street. 41% of consumers, who take coffee into work, also believe that coffee made at home is better quality.
For consumers choosing to enjoy their caffeine fix at work, price, quality and consistency were found to be the top sales drivers, while loyalty schemes topped the list of promotions that would influence their decision to buy.
Phil Smith, category manager, United Coffee UK & Ireland commented: “Last year, we saw strong growth in the UK branded coffee, non-specialist coffee and ‘at home’ coffee markets, so contract caterers face a continual battle to keep coffee drinkers on site. To do this, coffee quality has to be great, the price attractive and the point of difference overwhelming.
“Our research has revealed that, while many operators are serving coffee to a high standard, there is still a lot of room for improvement. What is important is how they entice customers to drink coffee in the workplace and keep them loyal.”
Other figures found that more consumers choose to drink filter coffee in the workplace (17.5%) than on the high street (5%) and cappuccino is the most popular coffee type in the workplace (37%), followed by latte (34.5%) and filter (17.5%).