Border Biscuits The perfect coffee pairing

Border Biscuits is a trusted and well-loved accessible premium brand that provides operators with a selection of individually wrapped biscuits and biscuit bars that offer a taste of pure quality – perfect for hotel rooms, cafés and hospitality outlets. With over 30 years’ experience creating delicious biscuits, Border is featured in 90 million occasions per year, with 40 million of these taking place in OOH1

Make a lasting memory with in-room refreshments:

With budgets and finances tight, consumers are looking for quality where they can, so it’s important that hotels maintain the little touches to enhance a guest’s experience. Ben Baldwin, Foodservice Channel Manager for Border Biscuits says, “It’s important that operators go above and beyond when it comes to providing in-room refreshments, for example. With 60% of all biscuits consumed alongside a tea or coffee2, it’s key to include a range of hot beverages and a comprehensive biscuit selection in each room along with the hot drinks selection.”

Ben Baldwin adds, “At Border, we know how special biscuit moments alongside a hot beverage can be, which is why we provide a treat that is more than just an everyday biscuit. Our variety of mouth-watering flavours including Butterscotch Crunch, Divinely Chocolatey Cookies, Light & Buttery Viennese Whirl, Golden Oat Crunch, and Light & Buttery Shortbread Rings, means our biscuits are universally liked – from children to grandparents. They are specifically chosen in response to the most popular flavours we know guests love, whilst also holding well under different temperatures. Our individually wrapped biscuits are available in boxes of 48 and 100, perfect for any hotel size.”

As well as enhancing the in-room offering, Border can also help operators increase profits across the wider business. For example, if there is a bar area or coffee lounge on-site, individually wrapped Border Biscuits can be added to hot beverage menus creating a package, to appeal to guests who look for a sweet treat to enjoy with a tea or coffee, increasing spend per head.

The opportunity:

• In 2023, whilst budget pressures are coming into play for consumers, we’re seeing that people still want to treat themselves outside of the home, with a biscuit and coffee pairing remaining an affordable indulgence when visiting hospitality outlets, such as cafes.

• Recent research found that 45% of consumers consider eating out a “fundamental activity” in their lives3 Despite the cost-of-living crisis, two in three adults (64%) said they would find it difficult to stop eating and drinking out, with seven out of ten stating that consider eating and drinking out as a treat4

Dipping Into Trends

1. Trusted, well-known brands

Stephanie Hickford, Brand Manager for OOH says, “We are a recognisable brand within the OOH sector and consumers are also looking for trusted, well-known brands as they look for reassurance from their purchases – essentially, they want a biscuit that they know won’t disappoint with their coffee.” For OOH operators looking to increase profits, it’s important that they consider stocking our well-known quality brand to compliment key consumption occasions.

2. Health

is on the agenda, but consumers seek comfort

Consumers are still seeking indulgence but with a more balanced approach. Many are now choosing more carefully as they look for biscuits that are ‘worth the calories’ when they do indulge in a café, for example. Stephanie adds, “On top of this, we’re seeing people turn to trusted and familiar products when treating themselves out of home, offering reassurance but also delivering on comfort.”

3. Stock a variety of popular biscuits alongside hot beverages

Stocking a wide range of popular flavours will help operators cater to all taste preferences and minimise waste. Stephanie says, “We know from our research that over a third of consumers enjoy shortbread biscuits, whilst the second most popular biscuit variety is the chocolate cookie (30%).” Operators should stock Border’s mini-pack range, which includes both Shortbread Rings and Chocolate Cookies, to cater to consumer’s preferences.

4.

Having strong sustainability and community commitments

Despite the ongoing cost-of-living crisis, sustainability is still on the radar for many consumers. In fact, products making ESGrelated claims accounted for 56 percent of all growth over the past five years according to a 2023 study by McKinsey and NielsenIQ. British shoppers are particularly attuned to plastic, local produce and animal welfare.

Stephanie finalises “We have worked hard to offer OOH operators products that align with what consumers are looking for.” In 2019, Border Biscuits outlined its commitment to eliminate 90% of plastic from core retail packaging and was among the first in the sweet treats category to proactively change its packaging to achieve a positive environmental impact. This move will roll-out into 2022, where Border Biscuits will make further changes to this pact.

From stock to success - Ben Baldwin shares his tips and advice for hoteliers when it comes to merchandising.

• Trade Up: Encourage customers to trade up with a price promotion on a hot beverage and biscuit, providing both value and the chance to enjoy a moment that matters.

• Multi-site positioning: Think strategically about where you display packaged biscuits in your outlet. As well as by the till, positioning near hot drink stations or other on the go snacks could help to increase basket spend. Combining as part of a meal day can also boost sales.

• In-room offering: Stocking complimentary biscuits alongside your in-room hot drink offering is a great way to build positive associations with your guests. Biscuits could also be cited in communal areas where hot drinks are served to elevate guests’ overall experience on your premises.