Coffee roasters: supplying the HoReCa sector

The HoReCa sector (Hotels, Restaurants, and Cafés) represents a golden opportunity for coffee roasters looking to expand their market and build long-lasting business relationships.

Let’s explore how a coffee roaster can benefit from working with this sector!

Coffee roasters and the B2B coffee market

The core business of coffee roasters serving the HoReCa sector is B2B sales – supplying coffee and related products directly to businesses in the industry. This approach enables roasters to build strong, long-term relationships with clients such as hotels, restaurants, bars and cafés, ensuring a steady and predictable revenue stream.

Roasters can stand out by offering customised blends tailored to each client’s specific needs. This not only meets the unique preferences of each establishment, but also creates added value that fosters customer loyalty.

In addition, providing consultancy on coffee preparation and staff training helps raise service quality, enhancing both the venue’s reputation and, in turn, that of the roaster.

• investing in staff training at client premises is an effective way to ensure that coffee is prepared to the highest standard, increasing end-customer satisfaction,
• offering courses on coffee preparation, latte art, and coffee machine management also strengthens the relationship between the roaster and its clients.

In addition to supplying coffee, many roasters offer espresso machines on loan or rental. This added service not only helps build customer loyalty but also creates opportunities for additional revenue through maintenance and technical support. The equipment provided includes professional coffee machines, grinders, and water filtration systems – all essential for ensuring high-quality coffee.

Why customer loyalty is essential for sustainable business growth

The relationship between coffee roasters and HoReCa clients is often governed by long-term supply contracts, which provide financial stability and predictability. Pricing can be adjusted based on purchase volumes and delivery frequency, allowing for flexibility and personalisation.

This contractual approach ensures that both parties clearly understand the terms of the partnership, making for efficient, transparent collaboration with no surprises.

Offering personalised services, equipment on loan, and ongoing support helps build long-term, trust-based relationships with HoReCa clients. This not only guarantees a steady revenue stream, but also creates brand ambassadors who promote the roastery through positive word of mouth.

Coffee roasters and logistics: selling coffee and complementary products

In addition to coffee, roasters can expand their offering with complementary products such as coffee pods or capsules, sugar, branded cups and napkins, tea, herbal infusions, hot chocolate, and accompanying items like biscuits or confectionery. This diversification not only increases sales opportunities but also meets a broader range of customer needs.

To enhance brand visibility, roasters can provide promotional materials such as branded cups, signage, and napkins. This helps create perceived value for the coffee served in HoReCa establishments, contributing to brand awareness and reputation.

Ensuring efficient logistics with frequent and punctual deliveries is essential to avoid disruptions in the coffee supply – a vital product for restaurants and cafés. Roasters can either develop logistics partnerships or manage their own distribution network to ensure that customers receive their products promptly, improving satisfaction and fostering loyalty.

At Aton, we’ve been working in this sector for over 30 years, supporting the sales of companies operating in the coffee industry with digital solutions. Get in touch to find out how we can help you grow in the HoReCa market!