OCS operators stress customization and creativity to win accounts

Workplace amenities have taken on new weight in the hybrid era, Mandile noted. Panelists agreed that employers are viewing OCS and pantry service as investments in retention and recruitment rather than line-item expenses. Quality coffee, healthy snacks and premium break room setups are now seen as tools to attract employees back to the office and keep them engaged. Companies “aren’t as concerned about the bottom-line invoice,” McGinty said, and instead are focused on creating an experience that retains employees and boosts morale.

Equipment strategy is shifting as well. With many offices operating under hybrid schedules, flexibility has become a priority. Operators are leaning on modular brewers and scalable solutions that can expand or contract with fluctuating demand, Vaughan emphasized. Customers are also more receptive to rental fees and spend thresholds tied to equipment, Arwin said, especially as operators seek to offset volatile coffee costs with stronger margins on allied products and water services.

Sustainability remains a mixed picture. In markets like New York and Portland, eco-friendly cups, plates and filtration systems are now expected. But in price-sensitive regions such as Texas and Florida, operators said clients often balk at the added cost. Even so, panelists emphasized that sustainable options can be a powerful sales tool when they align with a customer’s culture. Welch highlighted that operators who don’t offer sustainable products at all — as 18% reported in our survey — are missing opportunities to use sustainability as a “foot-in-the-door technique” that can lead to increased business.

Traditional tactics like coffee demos still play an important role in sealing deals, our panelists agreed. Tasting sessions and focus groups not only showcase coffee quality but also position operators to cross-sell micro markets, pantry programs and water systems. Coffee remains, as several operators described it, the entry point to broader break room contracts.

Sales expertise is another critical factor. With younger decision-makers entering the field, customers arrive at meetings with more baseline knowledge than ever — much of it drawn from online research, Vaughan noted. She stressed the need for sales teams to go beyond surface-level knowledge, acting as true consultants who validate, correct and expand on what clients think they know.

Coffee is no longer just about the cup, say our panelists. It is a gateway to a larger service ecosystem, from pantry programs to micro markets to water solutions, all designed to enhance the workplace experience. The operators who succeed, they agreed, will be those who invest in creative solutions, flexible strategies and persistent sales efforts to meet the evolving demands of employers and employees alike.