Déjà Brew
Appealing to coffee aficionados in the Canadian market BY R O B E R T P H E L P S
C
anada’s relationship with coffee stretches back to the 17th century and a morning brew has now become synonymous with the Canadian lifestyle - whether it be an Americano from Tim Hortons, a filter coffee brewed at home, or a to-go double shot hazelnut latte with oat milk from an independent coffee shop. While consumers have benefited from this endless array of coffee shops and drink choices, an increasingly saturated marketplace poses a challenge for independent store owners and franchisees. Added to this, as consumers’ purchasing habits evolve with social media trends, owners are often left racing against their competitors to keep up with fluctuating customer demands. Setting your business apart from the crowd has, therefore, become the name of the game as owners seek to differentiate their offer from the competition, and this requires a robust understanding of customers’ coffee drinking habits. Franchise owners need to understand exactly what their consumers want and ensure they are providing this as part of their service. In conjunction with Angus Reid, SilverChef’s report Coffee in Canada: An Unfiltered Look takes a deep dive into what’s making Canadians tick when it comes to coffee.
millennials are spearheading this trend. In fact, 55 per cent of millennials now consider access to reusable coffee cups when deciding where to purchase their brew. The origin of coffee beans and milk choices are also factors for 27 per cent and 22 per cent of millennials respectively when picking up their regular drink. With sustainability now at the forefront of consumers’ minds, franchises need to signal that their business values are aligned with their customer’s values in an effort to encourage repeat visits. For example, some stores have begun offering discounted drinks to consumers that bring in reusable coffee cups, and national independent store, JJ Bean, recently switched to compostable coffee cup containers. Similarly, Air New Zealand has partnered with edible coffee cup company Twiice, meaning flyers now have a tasty, zero-waste option when enjoying a midflight brew. It’s only a matter of time before a Canadian airline follows suit, presenting exciting opportunities for the industry and the hospitality sector in Canada. By showing customers that your business cares about sustainability, and is working to improve its environmental footprint, buyers will become loyal to the brand, clocking up repeat visits.
The “Greta Effect” The climate crisis is now on the national agenda like never before – in part thanks to vocal environmental activist, Greta Thunberg – and while this has kickstarted a widespread public conversation about how to become more sustainable, millennials have been the most influenced demographic. Our research shows that over half of the population considers the environment when choosing where to purchase a coffee, and
Helping consumers make ethical decisions It’s well known that franchises need to stay nimble and flexible to changes in consumer trends, and show that they are willing to adapt their product to fit evolving customer preferences. However, sometimes the product isn’t the coffee on offer, but the franchise’s business systems. Sustainability goes beyond to-go coffee cups – it’s about giving consumers the opportunity to make ethical purchasing decisions
24 The Franchise Voice // Winter 2020
www.cfa.ca | www.FranchiseCanada.Online
