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This month, on page 36, we present our portion pack coffee matrix, a tool designed to help operators match portion pack coffee offerings with the equipment needed to serve it. This marks the completion of a project that was months in the making.
We recognized the need for this matrix as products began flowing into the portion pack segment, products that fill a need but also have raised some questions among operators.
The matrix is not intended to promote portion pack over other single-cup options or other OCS solutions. All solutions have their place. The purpose of this matrix is to give clarity to a segment that particularly needs it.
The portion pack concept is one of several solutions that address the consumer's demand for variety, quality and consistency of coffee in the work place.
A GROWTH OPPORTUNITY
OCS presently offers one of the best opportunities for growth in the refreshment services industry. But because of the recent explosion of portion pack product introductions, the development of this segment has been marred by some confusion. In particular, operators have found it difficult to determine which of the new "pod" portion pack systems are most reliable.
The earlier portion pack systems, which have brew packs built specifically for the machines, have already given new life to the OCS industry. The concept offers all of the advantages that bulk hopper, single-cup systems offer, but in a more compact, easy-to-use unit that delivers consistent quality.
POD SYSTEMS RAISE NEW ISSUES
Things became more complicated when the newer, "pod" systems came on the market. Pod systems are designed to provide the same advantages as the older portion pack systems, minus the proprietary brew pack. The idea is to allow the operator to choose from competing pod suppliers to get the best solution.
The versatility of the newer model unleashed a rush of pod brewers and pods to fit them. Hence, it has been up to the operator community to learn, through trial and error, which brewers are reliable and what pod templates work best.
The economics of some of these systems make them feasible in medium-size OCS accounts, a growing customer base in many geographic regions.
All single-cup systems require some education on the operator's part, but this should not discourage one from learning how to use them and how to sell them. The OCS business has transitioned from a commodity-driven business to a quality-driven one — a development operators should welcome.
TAKE A PARTNERSHIP APPROACH
Operators must also realize they are no longer "going it alone" and should be willing to partner with their suppliers. They will find product and equipment suppliers alike willing to provide training and marketing support.
In studying the coffee matrix on page 36, operators will learn that suppliers have a depth of product knowledge to share that is based on a solid understanding of customer needs.
All one has to do is consider the coffee programs that quick-serve restaurants, convenience stores and specialty stores are investing in. Both McDonald's and Dunkin' Donuts have overhauled their coffee programs in pursuit of a more discriminating coffee consumer.
Coffee consumers today are better educated and more demanding than ever. Best of all, they are willing to pay for products that meet their needs.
Please send your comments regarding this or any article in Automatic Merchandiser to Elliot.Maras@AMonline.com
author: By Elliot Maras, Editor - Automatic Merchandiser