BEYOND THE BREW

The modern café experience is evolving. Nearly half of UK consumers view coffee as a status symbol, reflecting shifts towards premiumisation, customisation and sustainability1. From expertly crafted flat whites and vibrant iced matchas to beautifully presented desserts that elevate the beverage occasion, modern culture is driven as much by quality, presentation and lifestyle choices as it is by the beverage itself. This presents a significant opportunity to strengthen customer engagement and increase spend through specific food pairings.  

Consumers also want moments of affordable indulgence. Against a backdrop of economic uncertainty, the ‘lipstick effect’ is increasingly relevant, with smaller treats delivering a sense of enjoyment and reward, without the commitment of larger luxury purchases2. This incorporates accessible premium experiences – whether it’s a speciality drink, artisan dessert or the perfect pairing of both.

Ultimately, the role of sweet treats requires a rethink. Rather than positioning cakes and desserts as standalone purchases, they can become an extension of the beverage experience, encouraging customers to add an additional item, enhancing the overall perception value.

This is particularly evident amongst Gen Z, with a Vogue Business survey finding that more than half of Gen Z respondents had bought premium or luxury food products within the past year3.  Food and drink choices are increasingly connected to personal expression, with visually appealing purchases frequently shared across social platforms as memorable and distinctive3.

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SWEET SPOT

Premium desserts are ideal for creating more engaging beverage occasions. French macarons naturally complement everything from espresso and lattes to cold brews and matchas, therefore encouraging cross-selling and increasing average transaction values. Their visual appeal also makes them relevant in the social media age. A 2025 study found that more than 63% of Millennial and Gen Z consumers in the UK and US discovered premium desserts like macarons through Instagram and TikTok. And macarons have consistently been ranked amongst the five most photographed confectionery products globally4.

Breakfast coffees can be complemented with lighter pastries, while afternoon occasions provide a platform for indulgence. Seasonal drinks and limited-edition desserts also create excitement, encourage repeat visits and create social-media-worthy moments that resonate with younger consumers5.

This is where products such as Tipiak French Macarons and Heart-shaped Macarons deliver increased basket spend. Available in a selection of vibrant flavours and colours, they providing an elegant accompaniment to speciality coffees, teas, iced beverages and matchas, while the thaw-and-serve format helps operators with better portion control, product consistency and waste minimisation.  

Premium add-ons can transform a quick coffee stop into a more engaging, higher-value experience. 

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BEVERAGE PAIRING OPPORTUNITIES 

  1. Encourage natural upselling: Recommend a premium sweet treat or snack alongside drinks.
  2. Create attractive bundles: Combine coffee, tea or matcha with desserts or savoury options.
  3. Offer affordable indulgence: Introduce premium treats such as macarons and patisserie-style desserts.
  4. Use frozen formats for consistency: These maintain quality, reduce waste and ensure availability during busy periods.
  5. Design shareable moments: Visually appealing drinks and desserts create memorable experiences and social media engagement 
  6. Refresh pairings seasonally: Rotate flavours, collections and limited-edition combinations.

Check out tipiakfoodservice.co.uk.

(1) Mintel: Global Drinks Industry Forecast
(2) The Guardian: ‘Lipstick effect’
(3) Vogue Business
(4) Data Intelo: Macarons market
(5) Egg Soldiers: Coffee Chain Food Strategy