New Nescafé café research

New consumer research commissioned by Nescafé has shown that operators can win business by sharpening coffee quality, delivering better value and deepening authentic community experiences. The study of 600 UK consumers across independent cafés and eateries found that friendly service and atmosphere ranked among the top reasons why people choose these types of establishments. 

Crucially for operators, coffee now plays a defining role in that choice. Some 85% of respondents said that good-quality coffee is important when choosing where to eat or drink out, second only to food quality. Instant coffee remains a familiar and trusted option for many consumers. Familiar taste was cited as the top reason for choosing it (65%), while lowest price ranked far lower, at just 25%.

'Signal quality overall'
George Burrell, Nescafé OOH senior brand manager for Nestlé Professional UK and Ireland, said: “The research suggests that for independent operators, investing in better coffee helps signal quality overall – helping cafés and eateries stand out, compete more effectively and reinforce their place at the heart of their communities. 

“As the consumer evolves, one thing remains constant: the café matters a great deal to its customers. And increasingly, great coffee is part of what keeps people coming back.”

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