By Dorothy Sieber, Tetley Marketing Director (OOH EMEA)
With Brits consuming more than 165 million cups of tea a day, the significant margins on offer means competition between high street vendors and university caterers is strong.
Choice is crucial to retaining students’ custom. Students are increasingly exploratory in their tastes, and are no longer satisfied with Black Tea being the only option on the drinks menu.
We recommend universities should stock around seven to eight different blends to maximise profits. Black Tea, Decaf Tea and Redbush are must-stock items; and operators looking to set themselves apart from competitors will also give adventurous tea drinkers the opportunity to explore a selection of Herbal and Fruit infusions, like Summer Berry, Cranberry and Green Tea with Lemon. Sales of Fruit and Herbal teas are showing rapid growth, so the effect on operators’ profit margins could be considerable.
Tetley Tea Academy has teamed up with Lee Maycock, vice chairman of the Craft Guild of Chefs, to match Tetley blends alongside light bites which enhance their tastes, textures and flavours. For example, with its zesty and refreshing taste, Tetley Green and Lemon Tea suits tangy and full flavoured foods like Smoked Chicken and Mango Salsa Flatbread or a Mediterranean Tuna Wrap, making it a popular option among the lucrative lunchtime student market.