Second only to water as the world’s most consumed beverage, the centuries-old tradition of tea carries a rich heritage of nourishing the soul and invigorating the body. A simple joy to be experienced communally or in peaceful solitude. The timeless beverage has seen renewed interest for the health benefits and communal experiences it supports—opening the foodservice industry to new premium profit opportunities.
To meet this growing demand, Libbey® Foodservice has extended its premium Artistry Collection™ of curated tableware brands—securing new partnerships to deliver the high-end experiences today’s patrons expect.
Designed in Denmark and handcrafted by skilled artisans, VIVA® Scandinavia offers high-trend tea service products that help provide both a refined, Zen-like elegance and contemporary vibe. The collection includes teapots, cups and accessories. Additionally, the newly added Playground brand of dinnerware and accessories—in unique materials like wood, slate and marble—provide a relaxed, organic style to enhance presentations.
A Hot Market for a Healthy Choice
With patrons’ renewed interest in the health benefits and communal experience of tea, hot tea consumption has increased more than 15% in the last five years.1 In fact, hot tea outperformed coffee and all other hot beverages.2 Millennials have especially shown an interest in the health benefits of tea, with 87% of them drinking it on a regular basis.3
Huge opportunities exist to create a buzz about serving tea as a healthy, natural and sustainable beverage option. Now more than ever, patrons desire to be healthier and make better food and beverage choices. For this reason, green tea is expected to gain market share due to increased emphasis and awareness of its reported health benefits.
Offering a premium tea menu allows operators to appeal to the sustainability-minded practices patrons value, along with their preference for more natural ingredients—with less sugar and fewer additives. In fact, specialized premium teas are expected to grow, due to the increased public interest in locally sourced, ethical and organic goods.
Meeting Premium Expectations, with Prices to Match
Today’s tea drinkers expect a more elevated experience from their brew—one that matches that of a handcrafted cocktail or craft coffee. Operators can easily charge $10-$15 per cup by adding a premium tea selection to the menu. A high-quality tea sold at $100 per pound (roughly 50 cents per cup) would present markup potential of 2,000% to 3,000%.
Some additional ways to create the premium tea experience include:
• Enhancing presentation value with trend-right tableware
• Offering food/tea pairings—giving an alcohol-free experience that matches the refinement of a wine pairing
• Providing table-side education and preparation
VIVA Scandinavia is specifically designed to enrich the tea experience, from exceptional flavor to elegant presentation. Its products maximize infusions for better taste and aroma—with Nordic-inspired designs that are beautiful in their simplicity and mindful in their function. Playground accessories serve as an ideal complement—enhancing contemporary presentations.
Both brands will be featured in the new Libbey Artistry Collection catalog—coming soon. The 2018 edition takes a look at how fine dining has been redefined—with a departure from formality and a renewed focus on exceptional culinary experiences. To discover more, visit foodservice.libbey.com.
1 According to the Tea Association of the U.S.A.
2 In total volume globally in 2015, with 3% growth, according to Euromonitor International
3 According to the Tea Association of the U.S.A.