Mark Vend

Coffee isn’t just a way to caffeinate in the morning. For Millennials, selecting coffee is an emotional experience. The social and environmental effects are vitally important to Chicago Millennials. While freshness and affordability are still important, a new survey shows that Millennials are emotionally connected to coffee’s history.

What the survey says

According to an online survey (of more than 900 Millennials), “The language Millennials use and the attitudes they have indicate that they are deeply connected to coffee on an emotional level.” The study was conducted by Datassential (a Chicago-based foodservice research firm) and published by custom coffee roaster S&D Coffee & Tea, who added, “For them, coffee is not just a drink, it’s an experience.”

The opinions of Millennials are important because they are current and future consumers. John Buckner, S&D Vice President of Marketing says, “The magnitude of this generation [Millennials] is such that we know their attitude toward coffee will significantly impact our customer’s growth for years to come; we’re excited about being able to better understand their preferences and perceptions and how those evolve over time.”

The survey results indicate a strong preference for knowing how the coffee they drink is grown and harvested. As a result, sustainability determines if Millennials will buy coffee in most situations. How is the coffee helping socially, environmentally, and economically? In other words, Chicago Millennials believe in being smart consumers, whether that’s branded coffee or brewed at home.

If you want to reach Millennials, offer sustainably sourced coffee. The study said, “Sustainable sourcing is a consistently powerful term whose influence extends beyond just improved perceptions around an operation’s coffee offerings.”

About 45% of Millennials feel better about places that offer sustainably-sourced coffee. This was most important to them, even above Fair Trade Certification, USDA organic, locally-sourced, direct trade coffees. Additionally, more than a quarter would go out of their way to obtain sustainably-sourced coffee. The “vast majority” of Millennials would also “be willing to pay a small premium for coffee that is sustainably sourced,” the survey stated.

Interestingly, only 22% of Millennials knew the exact definition and specific requirements necessary to qualify as sustainable.

What the survey means for you

When offering coffee to Millennials, it’s clearly effective to use coffee that sustainably sourced. Yet, the survey noted that it has a chance of backlash. If the Chicago consumer thinks it’s being used insincerely, they may avoid it altogether. “Use of coffee terms as mere labels will render them powerless to sharp-eyed Millennials who are increasingly skeptical of unsupported language,” the survey noted. Choose your coffee with caution and wisdom. Do you believe that the coffee brand is sustainably sourced? If not, then Millennials probably don’t either.

Slightly over 40% of consumers associate organic with sustainable, the study found, with a little over 30% associating sustainable with Fair Trade Certified or environmentally-friendly harvesting practices. Only 22% associate sustainable with better taste and even fewer (only 15%) associating it with better aroma. Environmental factors were also more important than labor practices and social impact.

Best solution for you

If Millennials are drawn to sustainable sourcing, the coffee you offer must be truthful. Furthermore, there needs to be easily accessible specifics about the chosen coffee brand. If “sustainable sourcing” is just slapped onto the coffee, Millennials may see it as dishonest. Thus, there must be proof of “sustainable sourcing” or it will be worthless. If the coffee says it is “sustainably sourced,” along with other well-known labels, it will make Chicago Millennials trust the coffee offered. In fact, having a list of what makes coffee “sustainably sourced” in a millennial workforce break room might be powerful when paired with a coffee that is truly sustainably sourced. Essentially, be honest and transparent when appealing to Millennials’ coffee needs, and they will love your coffee.

If you are looking for office coffee to offer in your break room, call Mark Vend at 847-291-9216 today for a free, no obligation consultation, where we can help you with your break room needs.

Roughly 100 million people drink coffee daily. Yet, most coffee drinkers do not fully understand the intricacies and processes required to create the perfect cup of coffee, but they can taste the difference.

Coffee requires knowledge of its origin, how it’s roasted, and what kind of brewing machine is used. Where does coffee come from? How much rain did it get? What temperatures did it develop in? Also, what kind of bean is used? Does the brewing machine even matter? These are the questions you should be able to answer. When horticulture and marketing is done correctly, your Chicago customer base can’t help becoming loyal. Then, you just have to stay consistent. Coffee excellence is more than just a label; it’s a perfect blend of science and art.

Lesson 1: Black coffee, specialty beverages, and knowledgeable coffee consumers

Roughly 54 percent of Americans 18 years and older drink coffee daily. According to the U.S. Census Bureau, there is more than 322 million people in America. Of 322 million people, more than 173 million coffee drinkers are thirsty for impeccable coffee. The National Coffee Association reported last year that coffee is the second most consumed beverage in the U.S., while past-day coffee consumption was almost 60 percent. Mintel adds that the majority of coffee consumed in the U.S. is specialty coffee. Chicago employees are more aware than ever about coffee. For instance, if employees have smelled freshly ground coffee within the first day of roasting, you’ll have employees who can’t go back to plain, boring cups of coffee. They will have a strong desire for fresh coffee again. And with so many knowledgeable coffee drinkers now, you have to offer quality beans. Once you’ve had quality, mouthwatering coffee, it’s very difficult to go back.

Specialty coffees are best when they’re original. In other words, you must have a unique genetic and agricultural origin of coffee plants, cherries, and seeds. Careful processing techniques can increase the potential of the seeds and elevate the unique taste. Stay different by utilizing and understanding the beans’ local growth and development.

Lesson 2: Product development can determine how it’s marketed to consumers

Marketing trends are powerful, especially in the coffee world. Even if you have the best beans in the world for your Chicago employees, it may not do well if it’s poorly presented.

For example, did you know Teddy Roosevelt’s family built a New York coffee chain 50 years prior to Starbucks? Probably not (unless you are good at history). Starbucks changed the coffee industry dramatically by giving Americans a way to quickly consume specialty coffee in a convenient manner. They were able to create an appealing, marketable product that filled a need. Your need is quality coffee, which you can elevate by making sure it has an interesting background, intricate design, or uses color effectively.

Markets are constantly changing, so it’s important to stay ahead of the game by staying up-to-date. For example, don’t choose a coffee with boring presentation. Make sure the look of the product matches the quality of your coffee.

Again, you can learn everything when it comes to growing, harvesting, processing transporting, and preserving coffee. But without knowing the marketing trends, such as Keurig K-cups being provided in the office, you will fail.

Lesson 3: Coffee revolutions in the office

The Keurig machine brought supply to the demand for a “gourmet” coffee solution in Chicago. Their commitment to freshness brought an army of coffee roasters who were willing to buy the packaging license and accept the one-year expiration date. Before the Keurig, Nescafe offered espresso capsules and brewing systems – in Europe. But North Americans weren’t ready for espresso shots in the 1980s (when it was introduced), so it left Starbucks to reap the rewards in the mid-1990s (when we were ready).

In 2013 alone, Nespresso sales exceeded $300 million in the U.S., but Nestle executive Jean-Marc Duvoisin doesn’t feel that they are competing with the Keurig. Nestle is focusing on premium, top quality coffee, which is why he believes they are not “direct competitors.” Instead, they’ll be “creating a new market,” he said.

Lesson 4: Apply your lessons

Research your coffee. Don’t pick randomly, and hope it works. If you’re smart and selective in your coffee choice in the office, your Chicago employees will notice. The coffee market is always changing, so knowing what makes certain brands appealing is important as well. Don’t be afraid to choose a little coffee company with detailed branding and impeccable taste. In addition, your coffee could be a big, well-known brand, as long as it suits the environment of your office. Know your beans intimately and never forget that coffee is an ever-evolving industry. If you look for creative branding and coffee with big taste, you can’t go wrong.

If you are looking for office coffee to offer in your break room, call Mark Vend at 847-291-9216 today for a free, no obligation consultation, where we can help you with your break room needs.