The present and future of coffee. Present and future of coffee New pricing to increase loyalty

In order to imagine what the democratic restaurant of the future will look like, you need to listen to what experts in the field of restaurant technology and environmental planners have to say.

The collapse of fast food culture seems inevitable to them. Given the latest trends, the fast food establishments familiar to us will eventually be replaced by democratic restaurants striving to win the favor of a new generation - more picky, who strictly monitors their health. You can call it a kind of karma for what fast food chains did in their time with American restaurants.

Experts believe that these democratic restaurants will appear in the very near future. They will be a cross between canteens and traditional fast food restaurants. Also, if you consider the style, price level, food quality and service, they will be even more common and popular. One can only guess what will become of such establishments over the next twenty-five years, but recent trends cannot but suggest certain thoughts.

According to Jeremy Julian and Gary Stotko, also known as the Restaurant Guys, the restaurants of the future will have more computers and fewer people. As executives at restaurant technology company Custom Business Solutions, Inc, Julian and Stotko try to convince restaurant owners that the digital age inevitably presents them with a choice: either they will keep up with the times or lose their customers, or maybe not at all. all your business.

“Restaurant owners are realizing that if they don't use technology, they will have to raise prices,” says Julian. According to Julian and Stotko, in order to adapt to payroll policies, cultural changes, and technology, restaurant owners must begin to use modern digital tools in their business, such as wearable gadgets, big data, or multi-channel marketing. Thus, in the modern world, restaurant chains will be able to store various types of information about each client, being constantly present in their digital life and studying their desires and needs.

Based on this finding - as well as statistics, a study of current trends with the help of an environmental designer and an illustrator - one can imagine what a fast food restaurant will look like in twenty-five years. Welcome to the visual tour!

An imaginary look into the future

Outside is 2040.
Millennials, who are known for their innovative ideas, are approaching the 50-year milestone; The environmentally conscious Generation Z is slowly losing the palm to Generation Alpha - high school and college graduates, now the marketing world is aimed at them. You are standing in front of a new democratic restaurant in your city, where they sell, for example, pasta or sandwiches. Your friend has already been to this place more than once, you follow him.

As soon as you enter the dining area through automatic doors, you see a combination of environmental awareness and modern design: walls made of seemingly plant materials, cork tables, bamboo counters, solar-powered lamps. All this is beautifully emphasized by multi-colored LED lamps. You would be amazed if you hadn't seen this shameless attempt to embrace Generation Z eco-trends a million times over in this kind of restaurant. From all directions you hear snatches of conversations, energetic melodies of classic hip-hop and unusual electronic signals - all sounds unobtrusively merge into a cacophony, all this creates a relaxing atmosphere.

Your friend takes out a smartpad (previously known as a "phone") from his pocket and unlocks the screen. “Glad to see you again,” a message comes to him. This is part of the loyalty program in which he takes part, as well as many others at this time. You look up and see a small black "beacon" that reads your friend's smartpad and delivers messages. “You got 10 points! Get 50 more and you can get a free sandwich!”

Self-service terminals

Now you have to find empty seats. You go to the back of the restaurant, where there are booths with tables, and to your right you see self-service terminals. They remind you of the distant 2010s, when, due to continuous protests caused by wage policies, many fast food restaurants, such as McDonald's, had to install self-service terminals.

You realize that that strange electronic signal you heard comes from terminal screens where young people deftly place an order or pay a bill.

A girl standing in front of one of the terminals brings a smartpad up to the screen. "Thank you! Your account has been paid!" Number 34 appears on the screen.

The girl walks past you and heads towards a green, moss-covered wall that has about 50 small compartments built into it. You recognize these automatic "cells" that were so popular in modernized, fully automated restaurant chains about twenty years ago. The girl approaches the cell at number "34" and touches the screen-door with her hand. The cell door opens and the girl takes the brown bag.

Wearable gadgets

You and your friend have finally chosen a table at the back of the room. You want to sit down, but he stops you: "This table is very dirty." You notice that the countertop is strewn with crumbs.

A friend runs his hand over the digital screen on the table surface, before that he was in standby mode. Then he presses the "clear" button. In a matter of seconds, a worker appears, his badge says "Jamie", he runs up to your table. Jamie is "armed" with an aluminum can of detergent and a rag. Are you wondering how long Jamie's work will be around? After all, 90 percent of restaurants these days are already managed by computer labs remotely, and the average number of their employees has dropped to 3-5. You know that Jamie's job is one of the most low-tech, low-paying ones out there - and you remember in high school your first job at a fast food restaurant in high school.

On Jamie's wrist, you see a neon green bracelet. It vibrates and glows as Jamie wipes down the smart table. A few seconds later, the inscription “Table 7” lights up on the “smart” watch of the waiter. You thank Jamie, who is now in a hurry to clean table number 7 - wherever it is.

"What did you choose?" your friend asks as he places his smartpad on the table. The smart table “comes to life” again: “Welcome back! Review recommendations based on your previous orders."

You touch the surface of the table on your side with your fingers to let the system know that your friend is not dining alone. The screen is divided into two parts and a menu appears. You swipe your finger across the table surface as you scan the restaurant's menu, which features a variety of organic whole wheat pasta, freshly made sandwiches that are made with local produce. You smirk, because the word "freshly prepared" used to mean "made by hand." Now the dish is prepared by kitchen robots that repeat the recipes of famous chefs and created in order to reduce labor costs.

By looking at the nutritional content and ingredients of the dishes, you realize that the menu is tailored to your friend's vegetarian diet, so you're looking for the full menu section. After a while, you are ready to place an order.

"Select a Payment Method". Your friend swipes the smartpad over the table. The menu disappears, new screens appear. Without much interest, you watch as the newscaster lists the headlines of current topics. Noticing that you are bored, your friend swipes the screen from right to left. Quiz questions appear. This time you swipe to launch a game similar to Naval Battle.

Next to the table, you notice a solar-powered mobile charging station and decide that now is the time to recharge your smartpad. You connect the device to the universal jack and continue playing.

Omnichannel Marketing

After 5 minutes, your game is interrupted by a message that the order is ready. The number 21 lights up on your side of the screen. You walk up to the green wall and look for the cell with your number.

The small box contains your sandwich and drink. You press the cell door, but it does not open. It says "Download our app and get $2 off your next order". Instead of tapping "No thanks," you slide your smartpad over the screen and feel it vibrate as you download the app. The door opens, you pick up the tray and return to the table. For the next hour, you enjoy lunch while answering quiz questions and listening to the sweet sounds of hip hop and good old electronic music.

"Ready to go?" your friend asks you, getting up from the table. You go to a solar-powered waste collection and recycling bin and throw out the paper trash.

When you leave the restaurant, you feel your smart pad vibrate. “Did you like us? Please rate your lunch!” This is a message from the app you downloaded against the cell wall. Most likely, the tracking beacon above the entrance recorded that you were leaving the restaurant. You give five stars, thank your friend and go home without even realizing that this high-tech democratic restaurant is already planning your next visit - picking up your favorite dishes, entertainment, and not forgetting your companion.

coffee mania

From 2006 to 2014, the demand for coffee has doubled, and since 2000 by as much as 5 times. But once in the Russian Federation coffee was imported 8 times less than tea, but already last year coffee beans were imported almost as much as tea - 124 thousand tons. If measured in monetary terms, coffee imports amounted to 17.3 billion rubles, tea - 22 billion.

Both quantity and quality are growing. In 2013, the share of coffee beans increased to 40%. All over the world, instant coffee is not drunk much, as it is considered a harmful product. In rich countries, the share of instant coffee is no more than 10%, in Italy and France 1%.

Why are coffee bean prices on the rise?

Coffee is grown in 65 countries. 70% of the world harvest is provided by Indonesia, Colombia, Ethiopia, Vietnam, Brazil. Brazil experienced its hottest season in 2014, with the worst crop expected in 50 years. At the same time, a pest fungus attacked coffee plantations in Costa Rica, El Salvador, and Guatmala in the summer, destroying up to a third of the plantings. And in Inidia, an invasion of coffee stalk beetles began. The price of coffee was affected by everything at once, so low prices are not expected in 2015.

But the price of instant drink will remain stable. Powdered or freeze-dried coffee consists of a cheap variety of grains, plus up to half of the contents of the cans - not natural coffee, but nutritional supplements. From that, there is almost nothing to appreciate there.

World coffee prices have recently reached a half-century high. To a greater extent, Arabica was subject to rise in price. According to coffee expert Chris Spears, many investors have turned away from traditional investments since the financial crisis. And what is happening now in the world coffee market is the result of the accumulation of speculative futures contracts. This is reflected in the prices of physical coffee, which is very sensitive to market conditions, various rumors and therefore is endowed with significant volatility.
The second factor that affected the rise in coffee prices is that the producing countries began to actively consume this product, which they had previously only exported (mostly drank instant coffee). This is the case in Brazil and India, where there is a government program to make good local coffee more attractive to the population.

The expert also noted that the turmoil in the Middle East does not affect the coffee market, as the countries of this region involved in the supply of this commodity are relatively stable today.

By the way, in the 2009-2010 agricultural year, the total production of coffee in the world decreased from 128.1 million to 120.6 million bags. Due to a poor coffee harvest, according to experts, in the next few years, the average prices for instant and freeze-dried coffee will grow at a rate of about 10% per year, and for natural - 5% per year.

For reference:

The Arabica variety is the most popular in the world, it accounts for about 70% of the total world production. It is characterized by a rich aroma and chocolate flavor with a slight sourness. The grains are oblong, green in color with a longitudinal light groove. The caffeine content in "arabica" is low, about 1% - 1.7%. The historical origin of "arabica" is from Ethiopia, but at present this variety is grown on an industrial scale in Brazil, Colombia, India, the countries of Equatorial Africa and on the island of Sumatra. "Arabica" is very sensitive to weather conditions, various diseases and pests, which naturally affects the price, this variety is considered aristocratic in all respects. In addition, during the period of cultivation of the coffee culture, many hybrid varieties based on "arabica" (typica, bourbon, Colombian, Jamaican Blue Mountain, mocha and others) have been bred, having different degrees of saturation, with different taste motifs, from cognac, chocolate and nutty to wine and fruit.

Unlike "arabica", "robusta" is more resistant to climatic vagaries, has a rich aroma, rich bitter taste and contains more caffeine - about 2% -4%. Its grains are more rounded and smaller than those of Arabica. And the age of cultivation of this variety is much younger, about 150 years. The largest producer of "Robusta" is Vietnam, in addition, this variety is grown in Cameroon, Zaire, Uganda. "Robusta" is the main raw material for the manufacture of instant coffee and cappuccino.

The coffee market in March 2011