What’s brewing?

first_imgTea. It’s the archetypal British drink, consumed by many of us in large quantities, daily. But it can often prove hard to find a decent cuppa when out and about. Although coffee shops are increasing their presence on our high streets at a staggering rate, tea has traditionally been the drink of choice on these shores, and one that shouldn’t be neglected.According to the UK Tea Council, around 165 million cups of tea are drunk in the UK per day, compared to 70 million cups of coffee. Speaking at the Caffè Culture exhibition last year, Bill Gorman, chairman, UK Tea Council, told visitors that if their tea offering was not up to their speciality coffee offering, then they were missing a trick. He also said that by improving the quality of their tea offering, there was an opportunity to charge 50p more per cup in some instances around £1.65 per cup, which could make you a profit of £1.63 per cup.Jacqueline Chapman, customer marketing manager at Twinings, says that to maximise the profit opportunity of tea, bakers need to realise that a simple bag in a cup is no longer enough. “Much like what we have experienced with coffee, consumers are now looking for something different and premium to what they get at home to help justify them parting with their money,” she says. “The profitability of tea shouldn’t be underestimated as it accounts for seven out of 10 hot drinks consumed.”She says the speciality tea market has grown in value by 3.9% in the past 12 months, while ’commodity’ or builder’s teas continue to decline. “Sales of infusions are up 7% and green tea 6.2% (Nielsen data 11.06.11) an indication of just how discerning consumers have become in their tea tastes.”In reaction to this trend, Twinings recently introduced smaller pack sizes of its speciality, infusions and green tea ranges. Chapman says this was to make the range more accessible and help operators increase profits, by allowing them to offer their customers a wider range of teas, but reduce stockholding, at no extra cost.Chapman adds that choice is essential. “The tea purchased can vary depending on the time of day or the customer’s mood,” she elaborates. “For instance, where a strong speciality English Breakfast is welcome in the morning, a soothing, light and delicate Earl Grey would be preferred for the afternoon. Camomile and Pure Peppermint are also welcome alternatives for customers seeking a caffeine-free hot beverage.” Chapman says bakers could even expand their tea menu, where appropriate, to offer decaffeinated blends or popular infusions such as lemon and ginger.She adds: “How you market and present your tea is instrumental to how it will perform.” As 75% of consumers will generally only ask for products they can see on menus and counters, she says, it is important to promote your teas with high-visibility point-of-sale and branded merchandising.”Including tempting descriptors and offering tea and food pairings can also help differentiate your tea offering,” she adds.Alex Nazaruk, marketing manager at The London Tea Company (LTC), which supplies teas to the likes of Pret A Manger, says: “English Breakfast and Earl Grey are, and will always be, popular, but what has surprised us is the increasing popularity of herbal infusions. Our biggest sellers are Peppermint and Green Tea.”He reckons the foodservice industry needs to take into account what sells well in the major multiples, as customers will often want to drink the same teas on-the-go. “We have also noticed that retailers are increasingly switching to the corn starch tea bags,” says Nazaruk, who adds that the biggest growth of these has been seen with its speciality teas, as they give a better quality loose leaf tea. “Starbucks has just switched to that format, and more and more people are doing the same.”He recommends bakery retail outlets, coffee shops and cafés offer a range of six to eight teas: a couple of standards teas, such as English Breakfast and Earl Grey, a few herbal teas such as peppermint tea and green tea, and maybe a couple of more unusual teas for those customers who want a special tea to accompany the treat they have bought themselves to eat. For example the LTC offers a white tea, elderflower and apricot variety, and vanilla chai, which is popular in Pret, he says. Costa case study The Costa store on Queen Street in Oxford sells a wide range of Twinings tea, with tea accounting for an increasing share of its business currently 10% and rising. Store manager Jenny Coughlan (pictured left) says its most popular tea is Everyday Tea, but it also sells a lot of green tea and peppermint tea.”We put a lot of effort into our food range, because we want to do everything well. In the same way, we wouldn’t want to serve sub-standard tea as it would ruin what we are trying to achieve as a brand name,” explains Coughlan.”Tea can also drive incremental food sales and, with a broad range of cakes and sweet treats available, tea offers an excellent opportunity to encourage consumers to buy a pot of tea and a cake for some well-earned time out.” She says the store recently added a decaffeinated Traditional English Tea to its offering, which has proved really popular. “Once people see it is available and that it is featured on the board, they tend to buy it.” New products l Twinings recently introduced three new blends to its expanding foodservice porfolio. The firm says seasonality is a key driver of consumers’ tea choice. It has launched chai tea for the winter months, which features an aromatic scent of cinnamon, ginger and cloves. While for the January detoxers, it has introduced green tea & jasmine, which contains antioxidants, and has a light, floral flavour. l Lu Lin Tea Cubed has been launched in a bid to give tea leaves more freedom in their bags. The cube-shaped nylon bags, which contain loose tea leaves, stay firm and are considerably larger than conventional tea bags. However, one bag can make up to three pots of tea, claims to firm. The product has even been named as an Innovation of the Week by DataMonitor’s Product Launch Analytics. The tea comes in eight flavours including green tea (Dragonwell), puerh tea, and Fujian oolong tea.l The Drury Tea & Coffee Company, which recently launched a new range of speciality teas in pyramid-shaped bags, has now expanded the range by adding a new catering pack of 100 in each of the varieties. The firm says the new shape and material teabags allow the tea to brew more efficiently. The 17-strong range includes lemon and ginger infusion and spiced chai with assam. l Jacksons of Piccadilly claims to have launched the first Fairtrade Infusions range for the foodservice sector. The new teas cranberry, raspberry & blueberry, pure peppermint and pure camomile will be available from mid-February, in cases of 4 x 20 enveloped teabags. Tea stats n Number of cups of tea drunk per day: 165 millionNumber of cups of coffee drunk per day: 70 millionn Approximately 34% of UK daily fluid consumption is tea 14% of this is out-of-home (that’s just over 21 million cups of tea per day)last_img read more

Why didn’t the Rovinj Tourist Board sell me a story to return to Rovinj?

first_imgLast month, the Days of Communications were held in Rovinj, which gathered over 3.000 participants, mostly from the sector of marketing and PR agencies, the media and various representatives of companies that are clients of agencies.In April to fill the destination for three days is more than phenomenal, most accommodation capacity is full, from private accommodation to hotels, restaurants work like crazy during lunch and dinner, cafe terraces are full. Congress tourism is definitely a great recipe for the pre- and post-season. By the way, in the last couple of years, Rovinj has positioned itself excellently in the congress segment, mostly thanks to the Lone Hotel, which hosts various conferences and congresses.But I wonder why the Rovinj Tourist Board does not take this opportunity and does not sell me the story to return to Rovinj this time as a tourist? Why didn’t she throw me the bait to get me all the way? Why didn’t she tell me the story of Batana, a traditional Rovinj boat, which is listed in the UNESCO Register of Best Practices for the Preservation of the Intangible Cultural Heritage of the World? Why didn’t she give me a motive to come again?We have 3.000 people in one place, (only that weekend, and if we add other congresses we come to a much larger number) people who paid the registration fee, spent three days on accommodation, lunches, etc.… so guests of higher purchasing power that Rovinj aims. We have free marketing, we are sure that our guests will hear us, there is no competition and noise in communication, but unfortunately there is no communication of the Rovinj Tourist Board.It is the local guests who must be the main base for the extension of the season, and when they are already amazed by the location, the smell of the sea and the warmth of the sun in April in our “sold salon”, we just have to give them a good enough reason to come back, but this time as tourists. In fact, let’s sell them again before and after the season, because we are full in the peak season.The beautiful peninsula is empty, soulless as most facilities are closed, except for a couple of restaurants and cafes. Why when we have tourists who want to experience Rovinj and generate such important tourist spending. No content. No story. It’s great to walk around Rovinj and visit the whole peninsula, but walking through empty Rovinj for three days is not much more fun. I understand that it is April, but we are constantly talking about extending the season and then when tourists come everything is empty and there is no content. We need to be aware that everyone has to lose and idle for at least three years to run enough critical mass and fill destinations out of season, of course not in the same amount as in peak season, but enough to keep the destination alive and generate enough tourist spending to the whole cycle is closed. In this case, Rovinj has overcome the biggest problem, and has 3.000 tourists in the destination.The purpose of a sales promotion is for the customer to come to the showroomWhen we talk about sales, the goal of marketing is to bring the customer into your sales area. Why? Because then 80% of the sales had already been done. The customer is in our specially arranged space for sale, can try and experience the product, we have it in direct communication, without competition and noise in communication, and there are some tricks from the psychology of color and special music – all aimed at hearing that holy grail – Yes, I’m buying.If we look through the prism of tourism, last year we achieved a record tourist season, and we had 18,6 million arrivals (+13 percent) and 102 million overnight stays (+12 percent). So, 18,6 million arrivals / customers in our showroom. Why don’t we sell them a story, a motive for coming to come again in the pre- and post-season? They are there, they are delighted and impressed with our product, so it is easier to sell them a story. And most importantly, without the cost of marketing, we know they will hear our message and there is no competition.But when the Rovinj Tourist Board had not already sold me the story, others sold it. More precisely, the cluster of north-western Istria with a phenomenal and one of the best tourist stories in Croatia – Istria Wine & Walk. They just sold me a unique experience and quality and authentic content. This is another proof and example of how the story is sold in the pre- and post-season and how it is just quality, diverse and authentic content of law and the only formula how to solve one of the burning problems of our tourism – seasonality.Momjan and Buje see you again for sure. Thus the season expands and grows towards year-round tourism. Tourists are in our showroom, they are there, we just have to give them a good enough motive to come back and sell the story to come in September, October…Related news: FIND OUT WHY ISTRIA WINE & WALK IS ONE OF THE BEST TOURIST STORIES IN CROATIAlast_img read more