Coffee shops streamline menus to compete with food-to-go

Coffee shops are streamlining menus to better compete with food-to-go offerings, according to new data from Lumina Intelligence, however the average price of food items has increased.

The Menu Tracker Quarterly Download for Q1 2025, which analyses how operators are managing menus and meeting consumer needs, highlighted a 10.9% drop in the number of food and drink items on coffee & sandwich shop menus for Q1 2025 versus the same period the year prior.

The biggest dip can be seen in mains, such as sandwiches, with some minor changes in the average number of desserts, snacks, and drinks available. Notably, the average number of sides through this channel has increase from five to eight.

“The mixed picture highlights a divergence in strategy: some operators are doubling down on operational efficiency, while others are leaning into innovation to defend share and stimulate demand,” the report stated. “Particularly in fast paced environments including coffee shops, streamlining menus allows operators to focus on hero products and deliver consistency during busy periods.”

However, coffee & sandwich shops, alongside QSRs, have implemented the largest menu price increases although the average price of food items remains considerably below that of other channels. The average price of food items in coffee & sandwich shops has increased by 51p over the past year to £4.26, representing a 13.6% increase. QSRs, meanwhile, saw average prices increase by 59p to £9.32 – a rise of 6.8%.

The rise in coffee shop prices, Lumina Intelligence suggests, may be because low ticket items provide more flexibility for price hikes without consumer pushback.

To combat this, operators are also adding more lower-priced items to encourage incremental spend allowing them to ‘deliver high-margin upsell opportunities without alienating value seeking diners’.

Sandwiches remain the top main on coffee and sandwich shop menus, but their presence is declining as consumers seek more variety, the report highlights. Chicken-based dishes are growing, reflecting a broader shift towards healthier, protein-rich meals. Salads and rice bowls are also replacing more traditional offerings as operators rethink the classic sandwich-led ranges.

Looking at the sweeter side of menus, cake remains the number one dessert option in coffee and sandwich shops followed by pastries, biscuits, and muffins.