The rush of consumers back to cafes and restaurants has been a welcome sight this summer. One key to keeping that traffic coming back is with a little bit of innovation. With 35% of consumers looking to try new flavors in their coffee, it pays to stay current with what’s new and trending, mixing in new offerings with tried-and-true favorites.
Citrus and Chocolate lead the way
According to trendwatcher Technomic, these are the top 5 fastest-growing flavors paired with coffee. It might not be a surprise to see perennial favorite chocolate make the list in both mint and dark chocolate varieties. But orange – a flavor we called out last month for its immunity credentials – might be a surprise in the #1 spot.
Flavor In Action
Ginger Orange Cold Brew
This cold brew tonic is a deliciously clever way to combine the trending flavors of orange and ginger (another immunity star) in a refreshing summer tonic. Go all in with the hand-crafted version, or speed-scratch with prepared syrups, it’s a sure-fire winner either way.
For more cold brew drink ideas and recipes, click here.
Capturing Customers with LTOs
Recent studies have shown that consumer brand preferences have changed dramatically since the start of the pandemic. That creates an opportunity to capture new customers, and a need to re-engage with your old customer base. A smart play is to use LTOs to draw them in, and let your quality and hospitality earn a return visit
FAST FACT
75% of consumers changed their brand preferences1
MARKETING TIP
Promote cold brew on your mobile app and in-store signage for maximum visibility.
The Cold Brew Hook
Cold brew’s rapid growth it makes an excellent draw. In fact, cold brew was a top 5 delivery item in 2020 according to GrubHub. Simply showcase a new blend of beans like our Brillante® blend, or add a float of sweet cream to keep it easy to execute.
Beautifully Buzzworthy
Leverage the digital shareability of eye-catching coffee creations like this Ginger-Orange Cold Brew Tonic. Whether you’re crafting by hand or using pre-made syrups, it’s all about that slice of orange for the garnish to have this drink ready for its Instagram moment(s).
MARKETING TIP
Invest the time in propping and styling a good-quality photo of your buzzworthy drink, and reshare fan photos while giving them credit.
FAST FACT
This works! About 20% of consumers say LTOs are the reason for their visits to coffee shops and bakery cafes.2
Sources:
1McKinsey, 2021
2Technomic Bakery and Café Trend Report, 2018