---
title: 53% of diners want better coffee for restaurants—are you ready?
description: Discover why exceptional coffee for restaurants is vital and how a partnership with illy can elevate your guest experience and boost revenue.
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# 53% of diners want better coffee for restaurants—are you ready?

#### Published by Università del Caffè UK on 26 May 2026 |

#### reading time: 11 minutes

53% of diners want better coffee for restaurants—are you ready?

9:22

If you run a restaurant, hotel, or hospitality venue in the UK, you already know that every detail of the guest experience matters. But one element is still consistently underestimated: the coffee.

Read on to discover why coffee for restaurants has become one of the most strategic decisions a venue can make—and what the latest consumer data tells us about what guests truly expect.

##### Contents

- [Coffee for restaurants: why quality in the cup is no longer optional](https://blog.illy.com/en-gb/hospitality/53-diners-want-better-coffee-for-restaurants-are-you-ready#why)
- [What diners really expect](https://blog.illy.com/en-gb/hospitality/53-diners-want-better-coffee-for-restaurants-are-you-ready#what)
- [Coffee as a revenue driver, not an afterthought](https://blog.illy.com/en-gb/hospitality/53-diners-want-better-coffee-for-restaurants-are-you-ready#revenue)
- [Why a coffee franchise model makes sense for restaurants](https://blog.illy.com/en-gb/hospitality/53-diners-want-better-coffee-for-restaurants-are-you-ready#franchise)
- [Choosing the right coffee partner: what to look for](https://blog.illy.com/en-gb/hospitality/53-diners-want-better-coffee-for-restaurants-are-you-ready#partner)
- [Elevate your restaurant coffee with illy](https://blog.illy.com/en-gb/hospitality/53-diners-want-better-coffee-for-restaurants-are-you-ready#trial)

[![Promotional banner encouraging coffee businesses to offer a unique experience. Highlights include bean selection, barista role, cost control, loyalty strategies, supplier choice, and sustainability. Features a barista serving an illy espresso. Download the free guide](https://hubspot-no-cache-eu1-prod.s3.amazonaws.com/cta/default/143450854/interactive-229094511850.png)](https://blog.illy.com/hs/cta/wi/redirect?encryptedPayload=AVxigLJEtccFyXfovwlgmQ0wHt1ehL1mUySl4xFcpVNfYhOosTbPzz%2BX4teaaw8sjq3h1d2myTOf8JPv19ZPNb4M8i16o3DdjotHjqzFCuitxQGNAA6yFVRLwKNSC9cdmbveMG38GGuvHNnPv36Y9lwq4nOiVQg%2F6vwvgeDdLn9qjukr2G8tfBNBkGvLaL6f%2FDoEqlkcwwc8UzGyNKN0&webInteractiveContentId=229094511850&portalId=143450854&hsLang=en-gb)

## Coffee for restaurants: why quality in the cup is no longer optional

The UK hospitality industry entered 2026 under considerable pressure. Rising labour costs, energy bills, and a cautious consumer base have forced many operators into difficult choices.

Yet, according to the Zonal and NIQ GO Technology Report—based on surveys of 5,000 British consumers throughout 2025—one truth stands out clearly: **guests are not disappearing, they are simply becoming more selective**.

The mantra for 2025 was "fewer but better." People are going out less frequently, but when they do, they are prepared to invest in quality and memorable occasions. Three quarters of UK consumers (74%) say they would visit a venue specifically for an [elevated dining or drinking experience](https://blog.illy.com/en-gb/hospitality/best-practices-excellent-restaurant-coffee-experience?hsLang=en-gb). In this context, the coffee you serve is a **statement about your standards.**

**![coffee franchise](https://blog.illy.com/hs-fs/hubfs/Immagini/Ristorante/cq5dam.web.1280.1280%20(3).jpeg?width=500&height=333&name=cq5dam.web.1280.1280%20(3).jpeg)**

### What diners really expect

To understand how much coffee matters to restaurant guests, it helps to look at the broader picture of what consumers value in hospitality.

According to GO Technology's research:

- **74%** of consumers say they would visit a venue for an elevated experience
- **64%** say they have a favourite local hospitality business that holds special personal significance
- **67%** say eating and drinking out is at least as important to their social life as it was a year ago
- restaurants rank second among the venues **consumers feel most attached to**, with cafés and coffee shops not far behind at third

These numbers describe a population that still deeply **values the hospitality experience** but expects it to be worth their time and money. In an environment where guests are making deliberate choices about where to spend, every element of the visit must justify the outing.

Coffee, served at the end of a meal, is often the final impression a diner takes home. A poor cup after an excellent dinner leaves a sour note. A remarkable one can seal the memory of an evening and bring guests back.

| **Consumer behaviour signal** | **% of UK consumers** |
| --- | --- |
| Would visit for an elevated experience | 74% |
| Agree eating out is as important as ever | 67% |
| Have a favourite hospitality venue | 64% |
| View restaurants as their most-loved venue | 15% |

*Source: Zonal / NIQ GO Technology Report, 2025*

### Coffee as a revenue driver, not an afterthought

It is tempting to view coffee as a low-margin, high-volume commodity, something ordered out of habit rather than desire. The evidence suggests otherwise.

A high-quality coffee offer actively shapes guest behaviour:

- guests who recognise and appreciate a premium coffee brand are more likely to **return and recommend** the venue
- a distinguished coffee offering creates a **natural springboard for upselling**, pairing with desserts, pastries, or after-dinner spirits
- diners **willing to pay more for quality** are also the diners most likely to order a second round, book again, and leave positive reviews

The economics are also less straightforward than they appear. A higher-grade coffee blend, while more expensive per kilo, often yields **more cups per kilo, meaning the cost per cup can be lower than anticipated**. More importantly, the return on investment extends beyond the cup itself: it flows through customer satisfaction scores, repeat visits, and average spend per cover.

![opening a coffee shop](https://blog.illy.com/hs-fs/hubfs/Immagini/Ristorante/cq5dam.web.1280.1280.jpeg?width=500&height=333&name=cq5dam.web.1280.1280.jpeg)

### Why a coffee franchise model makes sense for restaurants

For many restaurant operators, the question is not just which coffee to serve but how to structure the relationship with a supplier in a way that delivers **consistency, support, and value across the long term**. This is where the concept of a coffee franchise partnership becomes particularly relevant.

A [coffee franchise model](https://blog.illy.com/en-gb/hospitality/coffee-franchise-strategies?hsLang=en-gb) means aligning your venue with a recognised coffee brand that provides not only the product, but an entire **ecosystem of support**: equipment guidance, staff training, marketing assets, and ongoing technical assistance.

For independent restaurants and multi-site groups alike, the advantages are significant:

#### Brand credibility transferred to your venue

When diners recognise a trusted coffee name on your menu, it signals quality before the first sip. This borrowed credibility is especially valuable in competitive markets where differentiation is hard to achieve.

#### Operational consistency across sites

For restaurant groups or chains operating multiple locations, a structured coffee partnership ensures that [every site serves the same quality](https://blog.illy.com/en-gb/hospitality/coffee-machine-for-cafe-that-delivers-all-day-performance?hsLang=en-gb), using the same standards and equipment. This is critical for protecting brand reputation at scale.

#### Training and staff development included

A genuine coffee franchise partner acts as a **trainer and consultant**, not just a supplier. From espresso technique to latte art, barista knowledge becomes embedded in your team—reducing errors, improving service quality, and reducing staff turnover's impact on consistency.

#### Flexible supply models

Whether you prefer direct purchase, leasing, or a structured service agreement on equipment, a good coffee partner **adapts to your operational model** rather than forcing a one-size-fits-all solution.

#### National distribution reliability

For multi-site operators, guaranteed and punctual supply across all locations is non-negotiable. A well-resourced national partner ensures **no venue is ever left without stock,** protecting service continuity and brand image simultaneously.

| **Partnership element** | **What it delivers for your restaurant** |
| --- | --- |
| Recognised brand name on the menu | Instant quality signal to diners |
| Staff training programme | Consistent preparation, reduced errors |
| Equipment guidance and support | Right machine for your volume and model |
| National supply and distribution | Reliability across single or multiple sites |
| Marketing and brand assets | Cohesive storytelling around your coffee offer |

 

### Choosing the right coffee partner: what to look for

For restaurant operators evaluating their coffee supply, the selection process deserves the same rigour applied to wine lists or food sourcing.

Here is a practical framework:

#### Blend quality and consistency

A coffee blend used across a restaurant must be reliable—same aroma, same body, same finish—whether it is the first espresso of service or the last. Single-origin blends from traceable sources, rigorously quality-controlled, offer the consistency that protects your reputation.

#### Brand recognition

A globally recognised coffee brand carries its own credibility. Guests who know and trust the brand in their daily lives will notice—and appreciate—finding it on your menu.

#### Flexibility of format

Different venues have different needs. A high-volume restaurant serving hundreds of covers per evening has different [equipment requirements](https://blog.illy.com/en-gb/hospitality/best-coffee-machine-suppliers-for-hospitality-2026?hsLang=en-gb) from a boutique bistro with thirty seats.

As a rough guide:

| **Format** | **Best suited to** |
| --- | --- |
| Traditional espresso machine + beans | High volume, trained barista staff |
| Super-automatic bean-to-cup | Medium volume, variable staffing |
| Capsule / single-serve | Low volume, consistency priority |

#### Operational support

Equipment maintenance, timely delivery, and responsive service are not optional extras—they are operational necessities.

#### Sustainability credentials

Offering a coffee brand that is transparently committed to sustainable practices sends a clear signal to the growing number of guests for whom these values matter.

### Elevate your restaurant coffee with illy

Since 1933, [illy](https://www.illy.com/en-gb)has built its reputation on a single commitment: to offer the world its best coffee. Today, that commitment is expressed in a **100% Arabica blend** sourced from nine origins, roasted to perfection at a single roastery in Trieste, and served in more than 100,000 venues across 140 countries.

illy is the first Italian coffee company to achieve **B Corp™ certification**, and has been recognised among the **World's Most Ethical Companies** for eleven consecutive years, credentials that speak directly to the sustainability expectations of today's restaurant guests.

As a [coffee franchise partner](https://blog.illy.com/en-gb/hospitality/uk-coffee-shop-franchise-boom?hsLang=en-gb) for UK hospitality operators, illy offers much more than a premium blend. It offers a complete partnership model built on quality, consistency, and genuine support:

- a **portfolio of coffee solutions** tailored to different service volumes and formats
- expert guidance in choosing the **right equipment and blend** for your venue
- **professional training** and ongoing **operational support** for your team
- a globally **recognised premium brand** that elevates the credibility of your offer
- a **commitment to sustainability** that resonates with today's conscious diner

If you are ready to elevate your restaurant's coffee offering through a partnership built to last, we invite you to experience illy first-hand.

**Book your free illy tasting** today and discover what a coffee franchise partnership can do for your venue.

[![Promotional banner for a free illy coffee tasting. Includes benefits like signature illy blend, free machine on loan, expert business support, increased revenue, and no commitment. Features a cup of illy coffee being poured.](https://hubspot-no-cache-eu1-prod.s3.amazonaws.com/cta/default/143450854/interactive-229102250211.png)](https://blog.illy.com/hs/cta/wi/redirect?encryptedPayload=AVxigLK%2FghLWIIxmJKU87jbSpSJlDFhMvTAVTXhrwS%2FRV%2FasDhUEp7Dv4s05wUxJrpGeAOYhy5yJKZ2XJG%2F%2FNZNiMySJTRUktV6AQu%2FviTha32CrXAOBumqj4y7gTTywPFwcRE6T77V8Jgd1O%2BeKEfZFTVXOTRPC8E40El3f0puyP9BNFToipRKIuHi0ikyTt2E4pJdQ6A%3D%3D&webInteractiveContentId=229102250211&portalId=143450854&hsLang=en-gb)

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