It Is Time For Coffee ….. But, know your target

There is a lot of information coming out at present about how the older consumer shops versus the younger. Both groups expect a different offer. I have just received the Great Cafe’s blog form the UK and this reinforces what is happening out in the market place. According to the HTA in the UK 55 million consumers visited garden centre cafes in 2011, up from 36 million in 2008 and this also is up 10% in the last twelve months. This is great news and shows how a coffee offer adds to the experience. If there is bad news it is that the under 45 year olds are not part of the mix. They are looking for a different coffee experience. One that is cool, has character and is sometimes a bit quirky. The garden centres have it right for the older consumer, but they are not down aging to a younger market. The challenge is should they?