Café owners and roasters, you can’t afford to not market your decaf coffee. According to the 2017 NCA Coffee Drinking Trends, 10–14% of US Americans have drunk decaf in the last day(depending on ethnicity). And the majority of those are millennials and younger drinkers – the same ones who, the study finds, are drinking the most “gourmet” or specialty coffee.
How many more people would have stopped off at your café to order a coffee, along with a muffin or bagel, had they realised that you offer specialty decaf? How many more would have purchased your bag of roasted decaf over herbal tea?
We reached out to five coffee businesses that sell Swiss Water Process roasted decaf coffee to find out how they successfully market it. Here’s what we learned.
Decaf coffee and the day’s news.
Understand Your Target Market
Who are you marketing your decaf coffee to: existing customers or new ones? Younger or older generations? Expecting mums or health-conscious professionals?
No matter who your audience is, you need to know them in order to design the most effective marketing strategies. Fortunately, there are a lot of sources of information available to you. Gather information on who is currently purchasing your decaf, whether through email surveys, website data, or in-store analysis. Read local and international studies, such as the ones by the NCA. Speak to your decaf supplier.