Brewing success with Coffee in France’s On Premise

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France has long since been renowned for its café culture. It’s a tradition that shows no signs of slowing down, with almost half of French consumers drinking coffee in cafes, bars, restaurants or other similar venues at least once or twice a week or more.  

In terms of specific consumption frequency, 5% of consumers are enjoying a coffee in the On Premise every day or almost every day, with a further 14% doing so 3-5 times a week, and 27% having a coffee outside of home at least once or twice a week. 

Additionally, consumers are drinking coffee in venues in increasing volumes compared to one year ago, during certain dayparts. This increase is most marked during breakfast service, with a +12% net difference year-on-year, followed by late-night (11pm onwards) with a +10% net difference, and mid-morning (e.g. brunch) with a +5% net difference.    

Furthermore, the increasing preference for late-night coffee drinking in venues represents an enticing window of opportunity to tap into the coffee flavour further, through offering liqueur coffees or beverages containing coffee liqueur.   

Opportunities for the category gets even more compelling when considering drink choice motivators. French consumers choosing to drink coffee when they’re out (47%), said they order coffee in venues to relax (37%), to savour their coffee (35%) and to socialise (20%).  

What’s more, the average consumer is willing to spend €3.12 on a coffee, which is +€0.49 compared to Italian coffee connoisseurs. The data indicates many and varied routes to optimise sales and visitor frequency when designing and implementing strong offerings and promotions in the coffee category.