Seeds of success Klondyke Garden Centre café.

Sowing the seeds of success at the Klondyke Group

One business that has capitalised on the coffee revolution is the Klondyke Group, an independent and family-owned chain of 22 garden centres located in Scotland, Wales and Northern England.

HIGH EXPECTATIONS

When it comes to coffee, consumer expectations have never been higher. At one point, speciality coffee was consumed in niche, artisan cafés and only enjoyed by real enthusiasts. These days, however, coffee has become a big part of our culture and lifestyle in the UK (we drink over 95 million cups of coffee a day according to the Beverage Standards Association), and now high grade coffee is routinely available in ‘non specialist outlets’ where the focus is usually on the food offer (such as hotels, supermarkets, pubs, and garden centres).

With demand for quality coffee showing no sign of slowing down, there is great scope for garden centre operators in particular, such as the Klondyke Group, to turn a healthy profit from the speciality drinks menu, if managed correctly. Each of their sites features a plant centre, craft and gift retailing plus a restaurant and coffee shop, both counter-service operated.

In 2021, the Klondyke Group decided to review the company’s hot beverage offer as Keren Feeney, catering and food sales director explains: “I’d read an industry report which said 77% of consumers agreed that poor coffee quality is more discouraging than poor service. It made me realise how coffee savvy the public had become in a relatively short space of time.” As is the case with many garden centres, the Klondyke Group is a food and beverage destination, and in that respect, they are competing with not only the high street but also other leisure operators in the area who likely offer a great standard of food and drink.

“Competition is fierce and because we need to be on a level playing field if we are to compete, it was time to look at ways of improving the whole customer experience, coffee included,” continues Keren Feeney, who brought in coffee and tea specialist, Ringtons, who operates a BRC AA* accredited roastery in the north of England, to undergo a comprehensive review.

“Right from the start, it was clear that the key to unlocking the profit potential was getting the coffee offer just right for our particular customer base and the type of business we operate.

“With online reviews and word of mouth so important these days, we knew that if a customer liked the coffee, they would spread the word and promote the coffee shop and garden centre at the same time.

“We opted for an ‘all-rounder’, a Ringtons speciality grade Arabica blend with broad appeal that we felt customers would enjoy and come back for time and time again.”

WHOLE PACKAGE

John Broad, who heads up the Beverages for Business Team at Ringtons, emphasised to Klondyke the importance of the ‘whole package’. In terms of perfecting the offer, it’s not just about the choice of coffee. The equipment, staff training, machine cleaning and maintenance, and after sales care are all in the mix too, he feels.

Whilst at Ringtons’ showroom, Keren Feeney was able to try out a lot of coffee equipment to find a manufacturer and machine that she felt comfortable with, and with latte and cappuccino being the most popular espresso-based drinks sold in coffee shops, she was aware that the ability to deliver perfectly foamed milk is particularly important.

“This was something that concerned me as like others in the industry we have a lot of part time and casual staff and inevitably barista skills are not always as we would like them to be,” adds Keren Feeney.

“We were very pleasantly surprised. Technology has certainly moved on. Our new Cimbali M26 traditional espresso machines and elective grinder-dosers incorporate smart technologies that take the guess work out of the whole brewing cycle. The result is perfectly brewed espresso every time, regardless of the skills of the barista.”

The milk management systems cater for dairy and plant-based milks and deliver perfectly foamed milk to a consistent standard which is ideal for lattes and cappuccinos and the all-important latte art. The rollout was smooth, and all sites received their machines on the days arranged.

“We lost no business during the installations due to the great work which went into the planning by John and his team,” recalls Keren Feeney.

“Staff training was given over two days and feedback from the catering managers on the training was 100% positive. Sam and John were engaging, humorous and helped even our very young or shy staff feel confident in making drinks on the new machines.”

With the rollout across all sites completed in August, how have customers reacted to the new hot beverage menu?

“Things are going incredibly well. It’s reassuring to know that we have Ringtons as our safety net. But, as we approach the start of the ‘hot drink’ season, I’m also delighted to report that sales are increasing and more importantly, customers are buying additional coffees after a meal, which is something they would not have done before,” says Keren Feeney.

Maximising sales

John Broad, head of Ringtons’ Beverages for Business Team offers the following advice for operators looking to maximise sales from the hot beverage menu.

Get to know the machine and make the most of free on-site training

A new coffee machine is an expensive investment for most businesses, and it really is a case of you get what you pay for. A trusted brand is supported with excellent after sales service including maintenance agreements, technical support and regular training which all helps keep service levels high and the machine in tip top condition. Encourage your barista team to dive into the free training on installation day and you will soon start to see a return on your investment.

Don’t overlook the importance of perfectly foamed milk

Espresso-based drinks with hot milk are a popular choice on the menu so it is really important that the barista can deliver a good standard of foamed milk. In this respect it’s good to know that quality machines are designed by baristas for baristas. Most features, including milk management systems, are ergonomically designed to make the job as easy as possible for the barista so the margin of error is reduced to a minimum, even when the pressure is on during peak demand. Take advice when choosing a coffee machine and avoid long queues at the till by ensuring that the performance and features match your business needs.

Create a routine for regular cleaning and maintenance

Around 75% of coffee machine breakdowns are caused by poor cleaning and maintenance. It is vital that the barista team get into the habit of regular end of day cleaning and occasional ‘deep cleans’ in order to keep the machine free from mineral deposits, tannin and stale milk that can build up over time and affect the taste and aroma of the finished drink.

Whether operating a traditional or a bean to cup machine, a specialist cleaner is recommended for key areas, such as the steam wand, milk lines, tannin removal etc. If in doubt, ask your machine supplier for details.