Brewing Opportunity: Creative Coffee Strategies That Delight Guests and Drive Revenue
According to the Spring 2025 National Coffee Data Trends report by Dig Insights for the National Coffee Association, 66% of American adults drink coffee daily — a nearly 7% increase since 2020 — and average three cups per person. As of 2025, coffee has overtaken water as the most consumed beverage among American adults.
Retail coffee prices have seen a notable increase, as of October 2025. For every $1 increase per pound, operators can expect an added cost of approximately $0.50–$0.60 per 1.5-gallon brew, or $0.03–$0.06 per 12 oz cup (11 oz fill).
What This Means for Hospitality Operations:
Front-of-house: Consider adjusting guest pricing per cup to reflect rising input costs while maintaining value perception.
Back-of-house (banquets/events): Review current price per brew for large volume service and pass along price increases where possible.
Quality Matters More Than Ever
A disappointing cup of coffee at a hospitality property can do more than fall short on flavor — it can negatively impact a guest’s overall impression of their stay. At Avendra International, our sourcing experts collaborate with supplier partners to deliver insights and practical strategies that enhance guest satisfaction and drive revenue.
We spoke with coffee experts from Royal Cup Coffee, Nespresso Professional, and illycaffe North America — all Avendra Contracted Suppliers — to explore how hospitality operators can turn coffee into a standout experience and a profitable asset.
Cocktail Culture
Artisanal coffee cocktails are gaining traction, especially in upscale bars and lounges.
“The Espresso Martini — made with fresh espresso rather than coffee liqueur — continues its rise as a top-selling cocktail,” said Erin Reed, National Account Manager, Nespresso Professional.
In fact, 35% of surveyed consumers are interested in trying coffee cocktails, according to a report by Datassentials.
Opportunity for Operators:
Train bar staff to prepare coffee-based cocktails and promote them during events to increase beverage revenue.
Wellness, Sustainability, & Transparency
Guests are increasingly seeking wellness-focused recipes, plant-based milks, and traceable sourcing.
“Highlighting sustainable sourcing and regenerative practices is crucial to building trust with guests and justifying premium pricing,” said Sarah Sullivan, VP of Sales, illycaffe North America.
Global interest in ethically sourced coffee has surged by 25% over the last five years, according to a recent report from Gitnux.
Opportunity for Operators:
Feature sustainability stories on signage, offer plant-based milk alternatives, and highlight sustainably and ethically sourced blends. Prioritize 3rd-party-certified, responsibly sourced coffees, especially those with Rainforest Alliance (RFA), Fair Trade (FT), or USDA Organic certifications.
Cold Coffee Craze
Younger consumers are driving demand for cold coffee options like cold brew, nitro, and frozen beverages.
“Cold beverages are currently the hottest trend, surpassing hot beverages in sales and volume, with no signs of slowing,” said Chuck Carroll, Director of Non-Commercial Sales at Royal Cup Coffee.
Opportunity for Operators:
Add cold brew taps or ready-to-drink (RTD) options in lobby areas, grab-and-go stations, or poolside bars to appeal to younger guests and boost impulse purchases.
Ready-To-Drink (RTD) Popularity
Gen Z favors RTD cold brews, with 60% drinking RTD compared to 49% drinking brewed ground coffee.
Opportunity for Operators:
Stock RTD options in minibars, lobby markets, and breakfast areas to meet demand and increase convenience.
Coffee Strategy Checklist for Hotel Operators
- Review and adjust pricing to guests to reflect current costs.
- Request that your coffee supplier review your current brewing equipment to ensure it is up to date and brewing efficiently and effectively.
- Introduce one new seasonal or specialty beverage
- Add signage or storytelling around sustainability and sourcing
- Explore RTD options for grab-and-go convenience
- Train staff on coffee cocktail preparation or reach out to your current coffee suppliers to see if they offer barista training.
- Create a coffee-focused guest experience (e.g., tastings, demos)
- For properties with free breakfast/lobby coffee, brew smaller batches less frequently to reduce waste
Let’s Brew Something Better
Whether you’re streamlining your breakfast service or creating a destination-worthy coffee bar, Avendra International is here to help. Let your guests look forward to every cup — and let your coffee program work harder for your bottom line.