Costa 'Saving the world from mediocrity'?

Fresco is the new food-led concept from Costa, promising a range of hand crafted fresh foods in an attempt to break into the profitable world of casual dining.

Currently leading the coffee shop market with 1,821 outlets across the UK, Costa have successfully 'saved the world from mediocre coffee' and are looking for a new challenge... ...'Saving the world from mediocre brunch'.

The new Fresco flagship store, located at Tottenham Court Road offers commuters and working professionals a handcrafted and casual approach to Breakfast and Lunch.

  "What we're really trying to do is provide extensive food ranges around breakfast and lunchtime when consumers would usually come in for coffee." Carol Welch - Global Brand and Innovation Director.

Why have Costa developed this new model? Ask Carol that very question and she is likely to tell you that it's all rather romantic. I am sure she would say it's about heritage; getting back to Costa's roots... It is true that over 40 years ago Sergio & Bruno Costa offered their customers freshly baked pastries each morning, however dig deeper and the rose tinted goggles quickly turn green.

 "Since 2009 the UK has seen a 4.8% decrease in people eating out, yet casual dining has increased by 11.6%"
(Green, NPD 2014).

Casual consumption has been changing the way in which UK consumers are reacting with food and beverages. Research by the NPD Group suggests that consumers like the combination of full service restaurants’ quality at the speed of a fast-food restaurants. (Green, NPD 2014)

 "People are telling us that casual dining is the best of both worlds - speed combined with a good ambiance," Cyril Lavenant, Director of Foodservice UK. (Green, NPD 2014)

In order for coffee shops to retain a competitive advantage they must take note of eating trends, offering healthier quality food options that provide the best of all worlds, not only improving profitability but ensuring they meet evolving demands of the consumer.

Costa Fresco, one step closer to saving the world from mediocrity?? 

Perhaps Costa aren't as super as they believe... ...Fresco isn't a new idea; in fact it's late to the party! The great news for small chains and individual stores is that making the change toward quality is easily achievable. Offering your customers’ fresh convenient food not only improves your profitability, it enables you to stay one step ahead. Like all big monsters, Costa will be slow to change direction, so stay nimble and beat them to it!