Rebuilding food attachment: where less is more

Drinks innovation has become a high priority within the food to go market. Operators have broadened their ranges beyond traditional coffee into iced drinks, matcha, refreshers and functional drinks, while new specialists have emerged around individual hero categories.  

The evolution has enabled operators to meet more needs, appeal to more consumer groups and compete for more occasions. However, the supporting food offer remains a longstanding challenge, particularly for coffee specialists facing stronger competition from food to go and fast-food operators with increasingly compelling drinks ranges. 

Our latest food to go market forecasts show the coffee and drinks specialists sector is set to grow over the next five years, but will lose market share as consumers switch to competitors or reduce their spend in this sector.  

Encouraging consumers to add food remains challenging for UK coffee shops, particularly while budgets are squeezed and consumers are scrutinising discretionary spend. Growing transaction value therefore relies on giving customers a relevant reason to add food, without unnecessarily increasing menu complexity.  

Our recent research trip to Copenhagen highlighted how Danish operators are solving this challenge and excelling at building relevant, occasion-led food attachment.  

The food menu doesn’t need to be bigger, just more relevant 

Improving food attachment does not necessarily require a broader menu. A focused offer, aligned to specific drinks, dayparts and occasions, can give consumers clear reasons to add food without significantly increasing complexity. 

At Lagkagehuset (the traditional Danish name for Ole & Steen), simple additions to drinks include bakery combinations paired with value deals. Espresso House uses food to complement its drinks range, with options supporting the morning breakfast mission alongside straightforward and great value add-ons such as cookies for 20DKK (approx. £2.20) when purchased with a hot drink.  

Both approaches give food a clear role within the occasion. Rather than relying on breadth of choice, the ranges provide relevant additions to visits that may otherwise remain drinks-led. 

This is particularly important as operators continue to innovate their beverage ranges. New drinks can help coffee shops access more occasions, but a more complex drinks offer doesn’t need to be supported by an equally complex food menu. 

Build the food range around the occasion 

A focused approach starts with identifying where food can add most to the occasions coffee shops already serve, particularly around drink and snack occasions.  

Coffee shops already have permission to serve these different needs, with consumers buying both food to eat in and snacks to eat on the go from coffee specialists and cafés. The Copenhagen examples show how food can be built more deliberately around these missions, whether turning a coffee into breakfast or providing an easy treat alongside a drink. 

The opportunity is to make these purchases more intuitive by ensuring the food range is aligned to the mission and is supported by a deal which makes the food pairing too good to miss. For drinks operators, the opportunity lies in extending the occasions the proposition can serve, but remaining focused on the food that is most relevant to each. 

Grow spend without growing complexity 

Drinks menus are already becoming more varied as operators compete across a wider range of needs and occasions. Adding food alongside every new drinks opportunity risks increasing stock, preparation requirements and operational complexity, so products need to have a clear role within the overall proposition. 

This places greater importance on the role of every product in the range. Food that can support multiple occasions, complement different drinks or provide a clear opportunity to trade up can help operators increase attachment without continually expanding the range. This is where the Danish operators excel with their simplicity as the food is there to support the occasion rather than create a more extensive menu.  

It also means that food attachment should form part of wider menu development rather than be treated as a separate challenge. New drinks can create opportunities to sell food alongside them, but the accompanying product needs to fit the occasion, price point and reason for visiting. 

What this means for operators 

• Start with the occasion. Build food around the drinks missions the business wants to win. 

• Make attachment easy. Use clear combinations, merchandising and positioning to encourage add-ons. 

• Make every product work harder. Prioritise products that serve a clear need or work across multiple occasions. 

• Grow spend, not complexity. Balance incremental sales with stock, preparation and operational requirements. 

What this means for suppliers 

• Develop for the occasion. Consider the drinks, dayparts and consumer needs the product complements. 

• Design for easy attachment. Get the portion, format and price point right for an incremental purchase. 

• Support simple execution. Help operators minimise preparation and operational complexity. 

• Bring solutions, not just products. Provide menu pairings and promotion ideas that help operators use products across different occasions.