THE AFFOGATO EFFECT
The rise of the dessert parlour in the UK book, and explains how an elevated coffee offering can fuel future growth.
Words: David Jameson
Images: Rassam's Creamery
IT’S A SUNNY AFTERNOON IN SHEFFIELD IN THE UK AS FOUR TEENAGERS STEP INTO RASSAM’S CREAMERY.
Gossiping about school and their latest TikTok discoveries, they sit down at a neon-lit, leather-upholstered booth to sip lattes before ordering milkshakes and waffles smothered in chocolate sauce and crushed Oreos. They take selfies with the oversized mascot (who stands pride of place next to the prayer room) before making use of the complimentary chargers.
Welcome to the UK’s dessert parlour revolution which now sees 24% of Brits visit ice cream parlours more than once a month, increasing to 46% of Gen Z and 47% of Millennials*. These spaces are meticulously designed to evoke a sense of delight and indulgence, appealing to customers seeking a unique and visually-pleasing experience. From vibrant colour schemes to elaborate dessert displays, every detail is crafted to create a memorable, and – critically – Instagrammable atmosphere.
While pubs traditionally dominate social gathering spaces in the UK, dessert parlours have emerged as an inclusive alternative, catering to individuals and families who do not consume alcohol. Offering a comfortable environment for people of all ages and backgrounds, they are an effective alternative to alcohol-centric socialisation.
This inclusivity resonates with diverse communities, such as young families, teenagers and students. It extends Starbucks’ famous ‘third place’ concept into an evening day part occasion. Covid-accelerated moves into home delivery and takeout have helped boost trading volumes too and, for a significant cohort of younger consumers, a Creams or Kaspas delivery (or visit) is now a weekly ritual. And this trend isn’t just limited to the UK – globally 40% of consumers visit ice cream parlours more than once a month*.
With these innovative chains eyeing further growth via company-owned and franchised outlets, coffee could play a vital role in the next stage of development. Here are five ways that dessert parlours can drive growth through an elevated coffee offering:
Attracting customers during under-capitalised day parts such as breakfast and mid-morning.
Upselling coffee to finish a dessert occasion to increase average transaction spend.
Promoting Gen Z friendly beverage innovations, for example cold brew-based iced slush drinks.
Deploying loyalty cards and apps to drive repeat business.
Using coffee as an ingredient in desserts – think affogato, coffee biscoff cheesecake, and coffee-flavoured donuts.
As dessert parlours keep expanding, will they become the new coffee spot?
*Global Data PLC 2022
