Debenhams trials plain English coffee menu
Debenhams is trialling a “plain English” coffee menu in one of its in-store food outlets after customer feedback revealed that over 70% of coffee drinkers had experienced “coffee confusion” in cafes, bars and restaurants.
The retailer’s new-look drinks menu describes caffe latte as “really really milky coffee”, Cappuccino as “frothy coffee” and Caffe mocha as “chocolate flavoured” coffee. Black coffee is “simple coffee with or without milk” while espresso is described as “a shot of strong coffee”.
In addition, the retailer has scrapped the sizing options of tall, grande and venti (small, medium and large) and replaced them with the choice of either a cup or mug of coffee.
John Baker, director of food services at Debenhams, explained: “We’re trialling a redesign of our coffee menu in Oxford Street so shoppers spend less time playing coffee Cluedo and more time enjoying their favourite drink.”
Never Miss a Retail Update!Chrissie Maher, founder director of Plain English Campaign added: “Whether it is coffee, tea or hot chocolate, it needs to be in plain English so customers can make an informed choice. If they can read the menu clearly, they are more likely to try something new – and who knows – they may come back for more.”
Over 100,000 coffees are sold each week in more than 160 Debenhams cafes and restaurants across the UK and Ireland, selling double the amount of tea. Coffee now represents 67% of sales compared to tea which is only 33%.
