Speaker Q&A: Katherine Prowse, MCA Insights
Coffee shop operators looking for the inside track on what key trends will be shaping the food-to-go market in the years ahead, will find plenty of juicy insights at lunch!. Katherine Prowse, insights manager at MCA Insights and HIM, will be discussing ‘The Rise of Coffee Shops’ and their secrets of success. Providing an in-depth look at how coffee shop operators are looking beyond the coffee cup to maintain competitive advantage (10.30am, Friday 20 September).
Which coffee shop /food-to-go operators do you particularly admire and why?
Smaller artisan style coffee chains, including The Department of Coffee & Social Affairs, have tackled the London area. To take advantage of both smaller format stores, and maximise space in larger store format, shows versatility and flexibility, key factors for success.
Greggs is a brand I really admire, it is demonstrating that it can be innovative and engage with consumer trends around healthier and plant-based eating incredibly well. The company has successfully made the transition from a traditional bakery business to a contemporary food-to-go operator.
What do you think is the key for operators to successfully compete against their competitors?
It is integral that operators have a keen understanding about the needs of their target consumers, and how these needs are developing. Tapping into changing consumer trends can really drive a business forward. Alongside this, operators need to ensure they deliver on the basics of consistent execution, adding value and enhancing relevancy.
What do you see as key trends for the coffee shop market in the coming year?
I think there will be further tech-led innovation to emphasise brand’s convenience credentials. We have already seen Costa’s pre-ordering trial succeed and be rolled out, and I think we will see more of this and in newer ways.
Another key trend will continue to be healthier and more sustainable food and drink products, brands that can communicate their sustainability credentials seamlessly, and be seen to be innovating in this area will be well placed to grow.
What about the next three to five years?
In the next 3-5 years I expect coffee shops to carry on with the challenge of fully establishing themselves as key food-to-go players. We are already seeing improved and expanded food offers at the leading brands and I expect coffee shops to develop this further and to engage in trends around hot food, bowl food and healthier plant-based meal solutions. A focus on the breakfast day-part will help operators tap into a growing area of the market.
What’s the most rewarding aspect of your job?
The most rewarding aspect is helping suppliers and operators understand what they can do to grow their businesses and providing actionable advice that we see put to trial in the market.
And the most challenging?
A key challenge to any insights role, is predicting what the next important success factor will be. In such a dynamic and evolving market, it can be easy to get carried away with ‘fads’, and it takes some skill to separate the lasting trends from the ones that come and go.
See Katherine at lunch! 2019
The Rise of Coffee Shops: 10.30am on Friday 20 September in Coffee Shop Keynotes Theatre
