Managed pub and bar group TCG has selected Cafeology as its new coffee partner. The ethical beverage company will supply coffee to the majority of TCG’s sites, and the launch will be supported with ‘hands on’ barista training for all operational staff, colourful marketing materials and in house merchandising as it rolls out over the next three months.
Cafeology has unique direct supply agreements in place with Fairtrade-audited coffee producers in Central and South America and has recently formulated a new blend especially for TCG, which includes coffee from a new producer, Coope Dota of Costa Rica.
TCG chief operating officer Nigel Wright said, “Working with Cafeology, an independently owned British company, will give us a point of difference in the competitive coffee market. The partnership puts us on a strong footing to develop our coffee sales and daytime business.
“Increasingly our venues are trading for longer hours. Coffee is a growing part of the sales mix, particularly during the day and alongside food.”
He added, “We are impressed with Cafeology’s early grasp of our business. They understand that our sites are all individual pubs and bars and they are providing tailored coffee solutions for each of them, rather than offering a ‘one size fits all’ approach.”
Support for the introduction of Cafeology will vary from site to site, but all will receive Cafeology signage with its ‘Great Coffee, Great Cause’ strapline, branded crockery and barista training.
Bryan Unkles, Cafeology managing director, said, “We’re delighted to be working with TCG, whose pubs and bars are among the best in their local markets.
“Strong branding, well-trained staff and of course top-quality product are proven to increase coffee sales in pubs, so we’re confident that the Cafeology offer will enable TCG to increase its share of the growing out of home coffee market.
“Additionally, consumer demand for Fairtrade products is increasingly crossing over from supermarkets into the out of home environment, so our strong ethical reputation is set to become an ever more powerful draw.”
Cafeology was set up a decade ago to provide an ethical beverage solution for the out of home market and it now supplies tea, coffee and hot chocolate from Fairtrade-audited producers to a growing number of outlets including pubs and bars.
One of the first sites to receive the Cafeology offer is the Tattershall Castle, TCG’s floating bar and restaurant moored at London’s Embankment. Deputy manager Elena Villar said, “I’m impressed with the quality of the Cafeology product and we’ve already had positive comments from some of our regular customers that the coffee tastes better.
“The barista training from Cafeology was very detailed, giving our front of house team practical skills and general coffee knowledge that will help them to offer a better service. The branded crockery is smart and we’re waiting for signage, which incorporates the Fairtrade logo ““ I think that’s important to a growing number of customers.”