Coke launches profit-boosting perfect serve campaign
The campaign, which will spread across print and digital, aims to tap into the fact 70% of consumers say they would order another drink if asked, as well as CGA Strategy data showing 15% of hospitality sales come from soft drinks.
A new website has been launched to push the campaign, which aims to arm the on-trade with information on how to deliver the perfect serve.
The website hosts a video that divides the programme into three parts, which are:
- Perfect Choice – offering a choice of the three Coca-Cola variants plus bottle or draught
- Perfect Serve – importance of glassware, volume of ice and garnish
- Perfect Time – when to offer a second drink to drive spend
As part of the initiative, participating venues will be 'mystery shopped' from the end of August until the end of November and bar staff following the Perfect Serve steps will be instantly rewarded with £20 of Amazon vouchers.
Rob Harris, out-of-home director GB at CCEP, said: “One in five UK adults are now teetotal, but when they go out to a bar or restaurant they still want a perfectly served drink that stands apart from what they would have at home or on-the-go. Our Perfect Serve programme is about helping venue staff deliver that premium soft drink experience consistently.
“The programme also reveals new research that says that 75% of guests prefer their Coca-Cola to be served from the original glass Coca-Cola bottle in a licensed environment. But with only one in four licensed outlets stocking this format, the platform shines a light on a huge trade opportunity to respond to what consumers actually prefer.
“We want bar staff to be proud of the drink they are serving and the premium glassware and iconic Coca-Cola glass bottles equip them with the tools to boost their sales and reputation for serving quality, while giving their guests a reason to come back for a second serve, and a repeat visit.”
