In today’s competitive hospitality landscape, coffee is a defining touchpoint in the guest journey. From casual dining restaurants and boutique hotels to premium workplaces, consumer expectations around quality, sustainability and experience have never been higher.
Investing in a professional coffee course is one of the most strategic decisions a hospitality operator can make to elevate service standards, strengthen team engagement and increase revenue potential. This also is a great way to upskill your staff and know that you are investing in their progression with a skill that can be life long!
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- Coffee quality directly influences guest satisfaction
- A coffee course builds technical excellence
- It enhances the overall guest experience
- It increases revenue opportunities
- It strengthens staff retention and motivation
- It responds to evolving consumer trends
- It reinforces sustainability and premium positioning
- It creates differentiation in a crowded market
Why a coffee course is a strategic investment for hospitality
Hospitality businesses across the UK are operating in a context of rising expectations and cautious spending. Consumers are visiting venues slightly less often than before the pandemic, yet they demand more value, more quality and more memorable experiences when they do go out.
Research consistently shows that beverage quality, personalised service and authenticity are key drivers of customer retention. Coffee — and increasingly the choice of trusted coffee brands — plays a decisive role in shaping lasting impressions. Often the final element of a meal or a central part of a breakfast experience, it has the power to elevate or undermine the overall perception of quality.
Investing in a professional coffee course delivers measurable results. Training programmes such as illy’s Università del Caffè report 97% satisfaction among participants, with 94% saying they would recommend the course to colleagues, demonstrating the tangible value that structured training brings to hospitality teams.
A structured coffee course equips hospitality staff with the knowledge, skills and confidence needed to meet — and exceed — today’s guest expectations, while supporting both operational excellence and business performance.
Below are the key reasons why every hospitality team should consider professional coffee training.
1. Coffee quality directly influences guest satisfaction
In casual dining environments, a significant proportion of diners report not being fully satisfied with the coffee they receive:
- 33% of diners declare they are not fully satisfied with the quality of coffee served during their casual dining experience
- 53% state that high-quality coffee would enhance their overall dining experience
- 20% say it would help keep them loyal
(Source: OnePulse survey of 300 regular coffee drinkers visiting UK casual dining restaurants, January 2025).
In hotels, the breakfast experience is considered critical to overall satisfaction:
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86% of guests consider breakfast very or somewhat important to their overall stay satisfaction
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75% state that high-quality coffee enhances their breakfast experience
(Source: UK Hotels Consumer Survey, March 2025).
A well-executed coffee course ensures that staff understand extraction principles, grind calibration, milk texturing and presentation standards — turning coffee from a potential weakness into a competitive advantage.
2. A coffee course builds technical excellence
Great coffee is the result of precision and consistency.
A professional coffee course covers:
- correct grind size adjustments according to humidity and freshness
- proper dosing and tamping techniques
- extraction timing and temperature control
- milk texturing for cappuccinos, flat whites and lattes
- equipment care and maintenance
Even minor errors in grind calibration or tamping pressure can result in bitterness, under-extraction or inconsistency. Training reduces variability and ensures every cup reflects the intended flavour profile.
The effectiveness of structured training is clear: 100% of participants in illy’s Università del Caffè training programmes reported improved professional coffee skills, confirming that technical education translates directly into operational capability.
Technical confidence also empowers staff to troubleshoot issues independently, minimising downtime, waste and inconsistency.
3. It enhances the overall guest experience
Latte art, warm cups, elegant presentation and confident service all contribute to perceived quality. In an era where visual content influences decision-making, a beautifully presented coffee can become a powerful engagement tool — both in person and online.
A structured coffee course integrates service etiquette alongside technical skills, helping staff understand how eye contact, storytelling and presentation elevate the moment.
For restaurants, this is particularly important: the last taste of the meal is often coffee. A disappointing cup can undermine an otherwise excellent dining experience.
4. It increases revenue opportunities
Coffee is one of the highest-margin categories in hospitality. Yet many operators underutilise its potential.
A trained team can:
- confidently recommend coffee pairings with desserts
- introduce guests to premium options
- upsell speciality preparations
- suggest coffee-based low- or no-alcohol alternatives
With moderation on the rise and consumers drinking less alcohol, coffee presents growing opportunities in afternoon and early evening occasions.
Training has a direct commercial impact. 98% of hospitality professionals who attended a illy’s Università del Caffè course stated that the skills acquired would help increase their coffee sales, highlighting the strong link between technical expertise and revenue growth.
When staff understand the product deeply, they are better positioned to increase average spend and drive incremental sales.
5. It strengthens staff retention and motivation
The hospitality sector continues to face recruitment and retention challenges. Offering a coffee course signals investment in employee development and professional growth.
Structured training also improves engagement and confidence. With 97% satisfaction rates reported among trained participants, professional coffee education contributes to stronger motivation, greater job satisfaction and higher performance standards.
For many team members, structured training transforms coffee preparation from a routine task into a professional skill — reinforcing pride, engagement and long-term retention.
6. It responds to evolving consumer trends
The UK coffee landscape continues to evolve rapidly.
Key trends include:
- growth in iced and cold coffee formats
- rising interest in indulgent, treat-led beverages
- increased focus on sustainability and ethical sourcing
- demand for plant-based alternatives
- growth of hybrid working, driving daytime coffee occasions
A modern coffee course incorporates these trends, helping teams stay ahead of changing preferences.
7. It reinforces sustainability and premium positioning
Most consumers say sustainability influences where they choose to spend their money.
Training programmes can include modules on responsible sourcing, waste reduction, and equipment efficiency. Educating staff about sustainable practices enhances authenticity and strengthens the venue’s positioning.
In premium hotels and restaurants, guests increasingly expect traceability and transparency — and staff should be able to communicate these values confidently.
8. It creates differentiation in a crowded market
The UK coffee shop market continues to expand, and coffee culture has set high benchmarks for quality. Restaurants, hotels and workplaces are now compared not only to competitors within their category, but also to specialist coffee shops.
Failing to meet this standard risks damaging reputation.
A professional coffee course enables hospitality teams to compete with specialist operators, closing the quality gap and ensuring consistency across all day parts.
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Elevate your team with illy
Delivering consistent, high-quality coffee requires both expertise and exceptional ingredients. A structured coffee course equips hospitality teams with the technical skills and service standards needed to meet rising guest expectations — and the results are proven. Training programmes such as Università del Caffè demonstrate measurable impact, with 97% participant satisfaction, 94% recommendation rates, and 98% reporting increased sales potential.
However, training achieves its full impact when paired with coffee that consistently delivers in the cup.
illy supports hospitality operators not only through professional coffee training programmes, but also by providing a high-quality, sustainably sourced blend designed to perform consistently across service environments — from casual dining and hotels to premium workplaces.
Book a free trial and experience the illy coffee quality first-hand in your venue. Discover how the right coffee, combined with professional training and premium coffee brands, can transform your hospitality offer.
All statistics referenced in this article are derived from the illy’s Università del Caffè Training Survey (2025), an internal survey conducted among hospitality professionals who attended illy’s Università del Caffè training programmes in the United Kingdom.
In the coffee shop world, every detail contributes to defining the unique customer experience when they approach the bar and order a coffee.
A thorough understanding of all aspects is crucial to drive the business towards sustainable success over time.
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