office coffee infographic - market, customer & consumer.compressed

OFFICE COFFEEmarket, customers & consumers

“ “

(NAMA) President and CEO Richard M. Geerdes

Opportunity exists for office coffee service providers that blend a

wider variety of beverage options speaking to health and wellness.

““David Sprinkle, publisher of Packaged Facts

Today's employers want to offer their employees exceptional gourmet coffee... ...without leaving the office.

THE MARKET

Coffee pot

Individually brewed

Other coffee

IT’S IN THE MAKING

50%

22%

28%

THE MARKET

OFFICE COFFEE DRINKERS

STRONGLYAGREE

SOMEWHAT AGREE

OTHER

43%

17%

40%

Coffee keeps me productive through the workday. - (Packaged Facts consumer survey)

“The hot beverage traditional vending market has contracted over recent years as more people are embracing the growing high street trend for fresh bean-to-cup coffee. Even through the past recession there is the one thing people were not cutting back on; their daily treat of a quality coffee.” Ben Forbes, marketing director at Sodexo

RESEARCH AIMSDiscover market trends

Highlight key customers and consumers

Develop a consumer and customer profile

Asses competition

Establish a foundation for brand & product innovation

A BREWED AWAKENING

IMPROVING THE DAILY GRINDTHE BUSINESS INSIDER

-Workforce become alert, awake & focused-Improves memory and concentration -(LSM)-Develops workplace communication-40% have productive work conversations over coffee-Staff feel valued

THE TIMES

-New millenials want an creative working enviroments-Creative meeting spaces are becoming a key culture-Onsite solutions reduce staff leaing the office-Onsite solutions reduce downtimeTHE TIMES

800,000 UK Adults visit coffee shops at least4 times per week

Wellness programs are becoming popular

Coffee shopes are killing Bean to Cup

38% of workers say they couldn’t live without it

65% drink on thejob

The average worker drinks 3 cups per day

1 in 5 say thier work suffers without it

2 in 5 say helpful talks are held at the coffee maker

In house coffee shops are popular

High demand for high quality coffee

30% would prefer daily coffee to christmas party

“In the USA single-brew systems and Starbuck's coffee sticks are playing a major role in the decline in whole bean coffee usage among higher-income groups and single-serves will have an analogous cannibalization effect on office coffee service sales.” (Packaged Facts consumer survey)

MAKING THE ROAST FROM COFFEE CONSUMERS - KANTAR 2013

24 - 34

FINANCIAL SECTOR

MALE

INCOME £34,000 +

13% ABOVE AV INCOME

HIGH DISPOSIBLE INCOME

FEW / NO DEPENDENTSENJOY THE FINER THINGS

48% MORE LIKELY TO PAY FORA PERSONAL TOUCH

62% MORE LIKELY TO PURCHASE PREMIUM

LOOKING FOR TRENY PLACESTO EAT & DRINK

MORE LIKELY TO SPEND WHEN ANORGANISATIONS ETHICS & BRAND

MATCHES THIER IMAGE

BRANDING IS IMPORTNAT TO THESE CONSUMERS

BRANDING ALONE IS NOTENOUGH, QUALITY & ETHICSDRIVE SALES

4 TIMES MORE LIKELY TO TO CITEPREFESSIONAL RECOMENDATIONS

& REVIEWS THAN AV UK CITIZEN

PROFESSIONAL REVIEWS AREOFTEN MOST IMPORTANT FACTOR

BRAND/COMPANY IMAGEOVER PRICE & QUALITY

MONEY IS A LESS INFLUENCIAL PURCHASE FACTOR.

“MEDIA ALL ROUNDERS” 50%MORE LIKELY TO CONSUME CINEMA

& OUTDOOR MEDIA

“ON THE GO”

“CANNOT LIVE WITHOUT MOBILE& INTERNET”

HEAVY CONSUMERS OF MAGAZINES “LIFESTYLE”

PROFILE

BEAN THERE DONE THAT

MAKING THE ROAST FROM OUR CUSTOMER

BUSINESS OWNER FACILITIES MANAGER

BY ANY BEANS NECESSARY

THE CONSUMER THE CUSTOMER

COFFEE AND STAFF FACILITIES ARE NOT THE KEY JOB ROLE

LESS LIKELY TO HAVE AN IN-HOUSE COFFEE SHOP

QUALITY IS IMPORTANT BUT PRICE AND SERVICE WILL BE MORE IMPORTANT

LESS LIKELY TO WANT A PRODUCT BECAUSE OF ITS BRAND

MARKETING MUST HIGHLIGHT ROI AND CORPORATE BENEFITS

WANT COFFEE AS A STRESS FREE SERVICE

MARKETING CAN APPEAL TO OWN SELF IMAGE

PROFILE

JOB ROLE IS FOCUSED ON COFFEE AND FACILITIES

MORE LIKELY TO HAVE AN IN-HOUSE COFFEE SHOP

WILL NEED JUSTIFACTION THAT OFFICE COFFEE WILL NOT IMPACT

COFFEE SHOP SALE

LESS FOCUSED ON CORPORATE BENEFITS

QUALITY IS LESS IMPORTANT AS FUCNTION LEADS

CLEAR DIFFERENCE BETWEEN IN-HOUSE FM & BUILDING FM

MARKETING CAN FOCUS ON ADDING AN ASSET TO THE OFFICE BLOCK IF A

BUILDING FM

34 - 44 FACILITIES / OWNER

MALE INCOME £45,000 +

RELUCTANT TO SPEND

RESTRICTED BY BUDGETS

QUALITY .1BRANDING .2

CONVEINENCE. 3

----------

1. PRICE2. SOLUTIONS3. STRESS FREE SERVICE

----------

4. HAPPY STAFF 5. QUALITY 6. BRANDING

GRIND OVER MATTER