The National Automatic Merchandising Association (NAMA) has created "Joe on the Job" to personify coffee in the workplace. "Joe on the Job" is part of the National Coffee Service Month Toolkit provided by NAMA to help operators generate events throughout the entire month, leading up to National Coffee Day, September 29.
According to a recent study by national market research firm Packaged Facts, OCS sales approached the $4 billion mark in 2011 and are expected to grow 3.5 percent in 2012 and 2013. Fifty-four percent of Americans over the age of 18 drink coffee every day.
As one of the most popular drinks worldwide, a vast majority of coffee is consumed at the workplace. The study indicates that many employees use coffee as a productivity booster and value high-quality office coffee as an important perk. Operators identified the growing demand for a higher-quality office coffee and as a result, the refreshment services industry has rapidly evolved to offer more variety and convenience in office coffee service, including teas and water.
"Today, operators can bring an authentic coffeehouse experience into the workplace. The technology, taste, abundance of flavors, freshness and convenience of today's refreshment services are revolutionary compared to even just 10 years ago," said Carla Balakgie, chief executive officer of NAMA, in a prepared statement.
"Employers recognize that delivering this coffeehouse experience is in fact a highly valued employee benefit. In fact, nearly half of those employed say they are more productive with their preferred coffee at work," she continued.