Coffee is no longer a nice to have for bakeries, it’s a key pillar of the customer experience and a great way to increase average transaction value.
This can be maximised further by investing in proper pairings which see thoughtfully crafted baked goods coupled with equally considered beverages to serve up a symphony of flavours.
It was this concept which was explored at a recent event hosted by coffee specialist Lavazza in partnership with British Baker. Taking place at the Lavazza Flagship Store on Great Marlborough Street in London, the event entitled ‘Bakery Reimagined’ saw an exclusive cohort of guests treated to a three-course pairing menu of premium coffees and bakery items crafted by pastry chef Fabrizio Fiorani.
Delicacies included a Crostata Milano, a light butter and vanilla sablé pastry with saffron rice cream and white chocolate decoration; a ‘Coffee Tree’ laden with bitesize nut and chocolate cremini in almond, peanut, raspberry, tangerine, and coffee flavours; and a Chamomile Flower & Black Tea Toffee pastry. These were thoughtfully paired with a trio of coffees (more on these below).
Guests were told that coffee pairing menus are a “powerful tool” for bakeries looking to differentiate and grow revenue. They encourage multi-item purchases, drive up average spend, and create memorable, shareable experiences that resonate on social media and via word-of-mouth.
“The UK coffee scene is in the middle of a transformation,” David Cutler-Colclough, head of training & SCA certified coffee expert at Lavazza, told attendees.
“Customers want to know the story behind their cup, from farm to processing method. Pairing menus deliver that narrative in a tangible way, turning coffee into an experience, not just a drink, and that’s what today’s consumers are willing to pay more for.”
Thankfully, bakeries and coffee shops have a captive audience of visitors ready and willing to treat themselves. A report by Lumina Intelligence, based on its Menu Tracker data, had turnover at coffee shops, cafés, and dessert parlours reaching £6.1bn in 2024/25, marking a 4.1% improvement on the year prior. Meanwhile, a recent study by Délifrance found more than half (58%) of respondents were popping into cafés or coffee shops at least once per week, with 9% making daily visits.
However, it also found that loyalty to a brand wasn’t a given with 92% open to trying somewhere new – and a coffee and bakery pairing menu could be enough to lure them through the doors.
So how can operators make the most of it?
A match made in heaven
Coffee and bakery pairings aren’t a new concept, although it’s probably fair to say that the warm spices, caramel, and chocolate found in a myriad of sweet baked goods already lend themselves to the deep roasted notes and sometimes acidic ones found in coffee.
Lavazza sets the tone for the festive season at its store with intricate pairings designed to elevate the coffee shop experience, like the Choco & Cookies Latte paired with Panettone Gelato.
Costa is also among the businesses frequently infusing seasonal flavours across both its baked goods and beverage line-up. Its Christmas menu, for example, features a Caramel Nutcracker Latte, while a Caramel Nutcracker Cookie Sandwich sits proudly among its festive food offerings.
But Lavazza is urging bakeries to take this a step further.
A coffee pairing menu should not only showcase complementary flavours and origins but also tap into the growing UK bakery café trend in which experiential offerings and storytelling drive engagement. In an environment where younger consumers are willing to pay more for experiences, tapping into those seeking premium, seasonal treats could help increase average spend.
These curated menus, according to Lavazza, appeal to foodies, coffee lovers, and experience-seekers, frequently Gen Z and millennials who value indulgence, storytelling, and premium quality.
Here’s a closer look at the bakery and coffee pairings served up to attendees:
La Barbajada paired with Crostata Milano
Barbajada is a traditional Milanese coffee recipe made with hot chocolate and topped with whipped cream. The one served featured the Galleria blend from Lavazza’s Tales of Italy collection, which uses 100% Arabica Rainforest Alliance certified beans from South America.
Cutler-Colclough explained that Galleria contains a Cereja Apassita, a naturally dried coffee cherry left to ripen on the tree for over 30 days, giving it rich notes of honey and raisin. “These qualities compliment the creamy chocolate base of the Barbajada, which when paired with the Crostata brought the coffee notes through significantly more than just drinking it alone,” he adds.
Cappuccino paired with Coffee Tree
Cappuccino is the second most popular coffee order in the UK after latte. This one, made with La Reserva de ¡Tierra! Selection beans, offers a “balanced espresso with notes of jasmine flowers, almonds, and milk chocolate”, according to Cutler-Colclough.
The Coffee Tree creations – indulgent mouthfuls of creamy, rich flavours with added texture throughout, are “all about indulgence”, said Fabrizio Fiorani. “With its layered textures and deep flavours, the Coffee Tree creations mirror the richness of the coffee,” he added.
Cold Brew paired with Chamomile Flower & Black Tea Toffee
Cold brews and iced coffee drinks are now said to be year-round profit engines at cafés. The final coffee on the menu was a cold brew presented in a wine glass, made with Flor de Oro single-origin beans under the 1895 Coffee Designers by Lavazza range.
“Using a washed anaerobic fermentation with thermal shock, it delivers a stunning profile of chamomile, honey, and black tea,” noted Cutler-Colclough, who added that serving it as a cold brew removes the bitterness allowing it to pair “beautifully” with the delicate sponge of the pastry.
“This pairing is all about elegance and surprise,” added Fiorani. “The Chamomile Flower & Black Tea Toffee bring a bold freshness that dances with the coffee’s floral notes.”
Interested in partnering with British Baker on a bespoke event? Please contact the team today: https://bakeryinfo.co.uk/advertise-with-us
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Lavazza, founded in Turin in 1895, has remained a family-owned business for four generations and is now a leading player in the global coffee industry. Today, the Group operates in 140 markets with a turnover of over €3bn (£2.7bn) and a portfolio of top brands, including Lavazza, Carte Noire, Merrild, and Kicking Horse. Its global presence reflects almost 130 years of growth, with more than 30 billion cups of Lavazza coffee produced annually – a testament to its long-standing success.
The company is committed to offering the best possible coffee by focusing on every stage of the supply chain, from sourcing raw materials to the final cup. Lavazza has helped shape modern coffee culture through continuous investment in research and development, from pioneering the coffee blend to enabling the first espresso in space.
Guided by its purpose, “Awakening a better world every morning,” the Group aims to create sustainable value for shareholders, partners, consumers and communities.
Visit Lavazza UK for more information.
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