Automatic Merchandiser

OCT 2011

Automatic Merchandiser serves the business management, marketing, technology and product information needs of its readers including vending operators, coffee service operators, product brokers, and product and equipment distributors in print.

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OCS U P D A T E T Research: 'hot buttons' for growth and key consumer coffee taste profi les Coffee roasters and retailers alike have created a bigger variety of customer tastes. With today's product variety, refreshment service operators have numerous opportunities to capitalize on this growing market. KEY COFFEE TASTE PROFILES ● Light and smooth: Refreshing, clean and sweet for the all day coffee drinker. ● Dark and intense: Dark roasted, intense and full bodied for those who enjoy a complex cup. ● Medium and bright: A lively experience for the adventurous who enjoy different aromas and fruity flavors. he Automatic Merchandiser State of the Coffee Service Industry Report, published in September, revealed several "hot buttons" for OCS operators looking to grow the business. They are: • Reinforce the OCS message. OCS remains one of the most affordable employee benefi ts. • Engage the customer. Use the Internet and social media to engage the customer. This creates opportu- nities to build the ticket. • Cover more day parts. OCS offerings extend beyond the morning coffee. Afternoon "pick me ups" include milk-based drinks like cappuccino and latte, iced coffee, iced teas and hot tea. • Invest in service and delivery. All employees need to be OCS ambassadors. The strength of the com- pany's message is as strong as its weakest member. Commit to ongoing coffee education for employees. • Plan your attack. The OCS customer's needs change as more products are introduced at retail. OCS companies must have a business plan and review it at least annually with respect to changing customer needs. KEY TASTE PROFILES In addition to these hot buttons, consumer research sponsored by Mars Drinks North America indicates several key coffee taste profi les that collectively cover all consumer needs. Company offi cials said consumer feedback indicates these profi les are consistent in all geographic U.S. markets. 8 Automatic Merchandiser October 2011 22% ● Medium and balanced: Distinctive flavors for dis- cerning palates who know what they like. 32% 31% 15% Source: Mars Drinks North America By tailoring OCS offerings to these distinct profi les, operators can increase their sales. The profi les are: light and smooth, dark and intense, medium and bright, and medium and balanced, in the market share noted in the accompanying chart. Mars Drinks North America has also identifi ed having the right tea assortment at work can impact customer satisfaction: • Select green, English breakfast and raspberry herbal tea will satisfy 49 percent of the consumer needs. • Adding white with orange tea to the above assortment will satisfy 60 percent of the consumer need. • Adding chai ice spice and peppermint herbal to the above will satisfy 75 percent of the consumer need.

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