World Coffee Portal spoke with Malene Koopmann Henningsen, International Sales Manager at Danish Bakery, about how foodservice specialist’s unique Thaw & Serve range can boost any hospitality operator’s value proposition and deliver a vital competitive edge
There is nothing quite like being greeted by the delicious aroma of freshly baked croissants and just-brewed coffee as you walk into a café. For UK consumers navigating the high cost of living, these small moments of indulgence remain hugely important, even in a tougher economy.
World Coffee Portal data confirms that food is an increasingly important sales channel for UK coffee shops. The Cakes Shakes & Tea Breaks 2024 report shows 22% of UK consumers surveyed purchased food once a week from coffee shops, up 2% on the year previously. Notably, the proportion doing so 2-3 times per week also rose from 18% in 2023 to 19% in 2024.
For operators facing a high-cost trading environment where every penny counts, investing in a premium bakery offer can provide that all-important competitive edge in an era where quality and value-for-money are top consumer concerns. A professionally executed premium food offer can also move the dial when it comes to boosting average ticket sales, dwell time and repeat trade.
Introducing a range of savoury and sweet pastry items is a great way to achieve this, with UK consumers surveyed by World Coffee Portal in 2024 regarding these products the best value-for-money at branded coffee shops. Having been a leader in the Danish foodservice segment for more than 25 years, Danish Bakery is acutely aware of the requirements of coffee shops of all sizes – from kiosks to boutique independents and multi-site operators.
“The concept of hygge is very important in premium hospitality settings”
As Malene Koopmann, International Sales Manager at Danish Bakery, describes, operators need a food solution that minimises waste, requires little staff training and can be easily customised for seasonal menus. For Malene, forging long-term relationships with partner operators means working together to meet market demand and exceed customer expectations. “We work with our partners and listen very carefully to their needs and requirements – no two markets are the same,” she says.
That being said, Denmark’s famous approach to baking and hospitality, including the concept of hygge, or togetherness, is resonating around the world – and the UK market is no exception. “The concept of hygge is very important in premium hospitality settings, and this is a trend that you see everywhere right now,” Malene confirms.
It’s vital for operators to keep their fingers firmly on the pulse of the latest trends in menu innovation. To this end, Danish Bakery offers a ‘toolbox’ solution, enabling their partners to choose from a wide range of bakery products for their cafés.
“If you take the sweet channel for instance, we offer different shapes, fillings and toppings to our partners that match the needs and requirements of their market,” Malene explains, adding that most of its ranges can be further customised with decorations and finishing touches.
Ensuring bakery and food offers are easy for staff to execute, convenient and scalable is also essential for operators. Another innovation offered by Danish Bakery is its unique soft dough thaw and serve ranges, which are used by 90% of its partners in Europe. “If you look at the foodservice industry, only very few can do thaw and serve like we do – it’s our speciality,” says Malene.
Whether you’re a small neighbourhood café or larger branded coffee chain, thaw and serve enables operators to offer a high-quality bakery menu that is scalable, can be delivered with minimal training and is ultra-low waste.
“You take what you need, you don't miss out on the momentum, you have less energy use, and you don’t need skilled employees,” says Malene, outlining how this game-changing solution addresses two primary cost concerns of the UK coffee shop industry – labour and energy costs.
Sustainability is another key consumer concern, and operators able to demonstrate their commitment to eco-friendly practices stand to foster greater brand affinity and loyalty among customers. Danish Bakery can support operators on their sustainability journey.
Danish Bakery’s new Social Squares sharing pastries combine its signature soft dough with upcycled Spent Grain Flour produced as a byproduct from the brewing industry. Moccabuns are another of Danish Bakery’s planet-friendly innovations. The result of a partnership between Kaffe Bueno, these moreish soft dough buns are baked with KAFFRIBRETM, an ingredient formulated from used coffee grounds as part of Danish Bakery’s commitment to innovation and using resources more efficiently.
With a growing number of UK consumers reducing their meat consumption, Danish Bakery’s new Snackables range also includes vegetarian options. The dough used in these sweet and savoury items contains both wholegrain wheat and green lentils, meaning they are rich in protein. As a Thaw & Serve product, all Snackables can be served as they are or heated in a high-speed oven, an air fryer or a standard oven.
To find out how a freshly baked food menu can supercharge your hospitality business, visit the Danish Bakery team at The London Coffee Festival, 15-18 May, Stand SH11
