Coffee Menu: Pairing Up

Coffee purveyors give customers reasons to add on to their drink order or add a high-margin drink to their food order.

By Mary Boltz Chapman, Editor-in-Chief -- Chain Leader, 1/1/2009

Starbucks teaches customers about its coffee blends, giving characteristics and pairing ideas.

Can you pair coffee and espresso blends with food the way you choose a wine to complement your entree? There is an argument among coffee fans.

Proponents cite the unique flavors and characteristics of coffee blends that mingle better with certain dishes than others. Opponents argue that one doesn't drink coffee with each course, and that the coffee-drinking experience is distinctive and should not be forced into the norms of wine appreciation.

Like it or not, as customers continue their appreciation of coffee, they will look for ways to learn more about it. And wine pairing is a concept they relate to. Coffeehouses and the growing list of restaurant chains that are upgrading their coffee programs are in a good position to educate their customers, and at the same time sell more of this high-margin beverage.

Dessert First

Starbucks-owned, 540-unit Seattle's Best Coffee encourages operators to offer food pairings with coffee. For example, it recommends the Columbian blend with flavors like lemon, butter and nuts, complementing desserts like poppy-seed muffins, nut scones, sticky buns and lemon bars. And the organic French roast, which is described as bold and smoky, pairs well with toasted nuts, chocolate and caramelized sugar, complementing desserts like chocolate chip cookies, cinnamon rolls, snicker doodles and chocolate cake.

Seattle’s Best is promoting its French roast blend this winter, along with seasonal beverages.

The company also releases limited-time specials using the prominent flavors of the season. This winter it's promoting the Peppermint Mocha Trio topped with whipped cream and a sprinkle of peppermint candy; Gingerbread Latte: espresso, steamed milk and gingerbread flavors; and SleighBell Blend, which combines Latin American coffees that are medium- to full-bodied. Prices vary, but a small is about $3.50; a large, about $4.50.

The Starbucks brand makes flavor pairings easy on customers who visit its Web site. It suggests customers try its Kenya blend with a berry tart to enhance the black currant and tropical fruit flavors. And it recommends its smoky French roast with toasted nuts or roasted vegetables.

Course Work

Java City, a 12-unit Sacramento, Calif.-based coffee chain, offers tasting events that include pairing the blends with food. Some restaurants have held dinners in which each course is paired with a different coffee. Chains with significant local-store marketing efforts might find such an event not only educates their customers about their coffee blends but brings in guests on a slow evening.

Coffee Consumption Trends

Young adults are the fastest-growing segment of coffee drinkers, according to the 2008 “National Coffee Drinking Trends,” a report by the National Coffee Association. Consumers age 18 to 24 who drank coffee consumed an average of 3.2 cups per day. That figure was 3.1 in 2007 and 2.5 in 2005.

The report also found:

· 17 percent of the adult population consumed a gourmet beverage daily in 2008, compared with 14 percent in 2007.

· The group that grew the most was the 25- to 59-year-old contingent, which comprises 19 percent of daily gourmet coffee drinkers, an increase of 6 percentage points over 2007.

· 61 percent of coffee drinkers say coffee improves their mental focus, and 59 percent say they are more productive.

· Those who drink coffee are more likely to feel the beverage is healthy: 49 percent vs. 36 percent of noncoffee drinkers.

The National Coffee Association reports that such positive health messages are clear drivers of consumption. Questions posed to consumers about the health benefits of drinking coffee and “is coffee good for my health” are both up significantly from 2005 to 46 percent and 36 percent, from 37 percent and 26 percent, respectively.

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