“Coffee is getting more and more important on board, both in terms of service and earnings,” says John Steen-Mikkelsen, CEO Færgen. “For many years, coffee aboard ferries had a very bad reputation. The reason was the terrible coffee served on the Danish ferries operating on the Great Belt. The black liquid that was nicknamed ‘Great Belt Coffee’ has haunted the industry for many years.
Luckily these times are over. Danske Færger launched the ‘Gourmet Coffee’ concept in 2014. “It was warmly welcomed by our passengers,” says John Steen-Mikkelsen. “In April 2017 we took the next step and introduced the Starbucks brand on high-speed ferry LEONORA CHRISTINA. We immediately sold more cups, with better earnings. A fast brewing time was an important factor.” John Steen-Mikkelsen adds that customers are willing to pay more for quality. “If the quality is poor, they’d rather be without coffee.”