According to a recent article in Bloomberg Businessweek:
Starbucks Corp., the world’s largest coffee-shop operator, plans to sell vanilla, caramel and cinnamon-flavored packaged coffee in U.S. grocery stores beginning in June.
The coffee, called Natural Fusions, will be available in 11-ounce packages…
Starbucks recognizes the potential for profit in flavored coffee. As the article mentions, roughly 60% of their customers drink flavored coffee. That figure is staggering and yet not terribly surprising when we think about the coffee buying public at-large.
What can we learn from this? First of all, lots of people enjoy and consume flavored coffee. Secondly, I gather that the independent operator who doesn’t offer flavored coffee to their customers could be missing out on an easy and lucrative revenue stream.
Does this mean it would work in every cafe in America? Unequivocally, no. Ultimately, an owner knows best. In many places, it simply wouldn’t be a good fit.
If you’re a skeptic, I would advise that you weight the pros and cons.
The most often overlooked benefit of adding flavored coffee to a menu, other than an increase in sales, is the ability to preach your coffee gospel to a previously unresponsive congregation. Isn’t that thrilling for any coffee geek cafe owner? I bet that Starbucks is banking on retail selling well to people who’ve never purchased their coffee before, thus encouraging a surge in traffic from that previously untapped consumer base to their retail stores.
In addition to our excellent single-origin coffees, blends and perennially popular flavored coffees, we also carry a wide variety of all-natural flavored coffees. The all-natural flavors available are Chocolate Caramel Truffle, Chocolate Almond, Chocolate Hazelnut, Cinnamon Hazelnut, Creamy Frangelican, Double Dutch Chocolate, English Caramel Cream, French Vanilla, Hazelnut and Maple. They are available in 5 lb. bulk and pre-packaged 12 oz. retail cases.
Stockton Graham & Co.