Restaurants looking to elevate their menu should consider the potential of quality tea, not just as an afterthought but as a staple throughout the day.
Just like with coffee, a small investment in higher-quality tea can create a significant impact, offering a distinct, signature experience for guests.
Whether it’s a refreshing green tea for a morning boost, an elegant black tea served alongside desserts, or a calming herbal infusion for a relaxing evening, tea provides a versatile, memorable option for diners.
The difference between average and exceptional tea often comes down to mere pennies per serving, yet the result is a premium experience that customers remember and return for.
By integrating quality tea offerings, restaurants can meet the rising demand for varied, health-conscious beverages and enhance their reputation for excellence.
Tea, a timeless beverage enjoyed across the globe, is rapidly gaining recognition within the foodservice industry. As Cindi Bigelow, President and CEO of Bigelow Tea, explained, “Offering quality tea is an opportunity for restaurants to deliver an exceptional conclusion to the dining experience.”
The demand for tea is growing, yet it often remains overshadowed by the dominance of coffee. This story explores why tea deserves a place on the menu of every restaurant or foodservice operation and shares best practices for serving it.
Tea offers a unique experience that can complement and enhance a diner’s journey from appetizer to dessert. “I like to think of quality tea as the exclamation point at the end of a great meal,” said Cindi Bigelow.
The presence of a thoughtfully chosen tea, especially served after dinner, allows diners to relax and savor the final moments of their experience.
In today’s competitive restaurant environment, providing a memorable meal isn’t just about the food—it’s about every aspect of the service. According to Bigelow, tea drinkers are often among the most discerning customers, making tea an essential detail that reflects the quality of an establishment.
“The last impression someone’s going to have is either that cup of tea or that dessert, and you want that impression to be a positive one,” she stated.
One of the challenges faced by restaurants and foodservice operators is integrating tea into a beverage program dominated by coffee. In many settings, coffee enjoys an established presence—whether as an after-meal staple or a morning necessity. Tea, on the other hand, has often been treated as an afterthought.
Scott Ricci, President of Tugboat Creative Works and a key figure in marketing and sales for Bigelow’s foodservice initiatives, acknowledges this struggle. “We need to educate distributors and restaurant teams on the importance of a quality tea program,” Ricci said.
“If the servers don’t feel comfortable talking about tea, they tend to avoid suggesting it.”
Tea requires its own identity on the menu, one that is distinct from coffee. Ricci added, “If it’s just placed in the shadow of the coffee station, tea loses the attention it needs. We’ve developed specific merchandising tools to help tea stand out, whether it’s through elegant caddies or signature displays, to ensure the tea selection catches the guest’s eye.”
By presenting tea attractively and helping servers understand how to offer it, restaurants can give tea the platform it needs.
Integrating tea into a restaurant’s menu requires attention to both product quality and presentation. To get the best results, operators need to focus on several key aspects:
Table of Contents
1. Merchandising and Presentation
Ricci highlighted the importance of merchandising tea correctly. “Theater is important, but ultimately, it’s the quality of the cup that counts,” he said. Whether restaurants use simple yet appealing tea caddies or more elaborate presentations, what matters most is that the tea stands out on its own rather than being an afterthought on a busy coffee counter.
2. Proper Brewing Techniques
Brewing tea might seem simple, but getting it right is crucial. Bigelow emphasized that the most common error is serving tea with lukewarm water or water that’s been contaminated by coffee grounds.
“Tea needs hot, clean water to deliver its flavor. Too many establishments fail to provide that, which impacts the customer’s experience,” she said. To ensure tea delivers on flavor, servers must understand the basics of brewing—whether steeping green tea at a slightly cooler temperature or giving herbal blends the time they need to release their full aroma.
3. Storage Solutions
Proper storage is another critical factor. Cindi Bigelow pointed out that all Bigelow teas are stored in foil to protect them from moisture and other contaminants.
“Restaurants may not have the luxury of specialized storage spaces, but by using our foiled packaging, they ensure each tea bag remains fresh, even in a less-than-optimal environment,” she said. The use of proper packaging helps restaurants avoid stale flavors that could detract from the dining experience.
4. Understanding Your Audience
Not all tea drinkers are the same. Tea can serve as an alternative to coffee late in the day, particularly for diners who wish to avoid caffeine in the evening.
“People may enjoy their coffee in the morning, but as the day goes on, they’re looking for something different,” noted Ricci. Providing a selection of non-caffeinated herbal teas, like chamomile or a peppermint blend, allows restaurants to offer a beverage that can be enjoyed without affecting sleep.
5. Training the Staff
Educating staff about tea can make all the difference in how it is received by customers. As Ricci noted, “If servers aren’t knowledgeable about tea, they’re not going to recommend it, and customers won’t consider it.”
Training doesn’t need to be complicated—teaching servers how to suggest an herbal tea in place of a dessert, for example, can help generate interest and sales.
Although coffee and tea are both hot beverages, their market dynamics are different. Coffee has long held dominance, especially during breakfast and brunch hours.
However, tea provides an opportunity for restaurants to diversify their offerings, particularly during later dining hours. “Tea brings its own unique profit margins, and unlike coffee, it offers a range of experiences—from calming herbal teas to strong black teas,” Bigelow mentioned.
In a typical dining situation, coffee may be the first choice, but when diners are presented with high-quality tea, especially as a paired recommendation after dinner, they often embrace the option. Tea also enjoys the perception of being a healthier alternative, which appeals to diners seeking well-being and relaxation.
“Tea offers something unique,” Ricci said. “It has the versatility to be offered at any time of day, and its variety of flavors and blends allows it to fit well with every dining occasion. A beautifully presented herbal tea can finish a meal just as well as a decadent dessert, with fewer calories but equal satisfaction.”
Bigelow offers five distinct brands to cater to various dayparts in foodservice settings. Bigelow Signature is the classic line, offering popular black and green teas ideal for breakfast and all-day service. Steep by Bigelow provides organic blends, perfect for health-conscious guests seeking a premium option.
Steep Café delivers whole leaf tea in sachets, providing a high-end experience suitable for afternoon tea service. Benefits by Bigelow focuses on wellness, offering blends like “Sleep” and “Calm” to wind down in the evening. Lastly, Botanicals is a cold infusion line, perfect for refreshing, caffeine-free hydration throughout the day.
Whether you’re looking to add a classic black tea, experiment with organic blends, or introduce an innovative herbal selection, Bigelow’s portfolio has a solution that will elevate the experience for every customer. Ricci encourages foodservice operators to reach out directly to explore their options.
“Email is the best way to connect with me,” he added. Interested parties can contact Scott Ricci at scottricci@tugboat-creative.com for more information about Bigelow’s offerings and to get started with a tailored tea solution.
Bigelow Tea has exciting plans on the horizon, including the construction of a state-of-the-art facility in Louisville, KY. Cindi Bigelow shared, “This new facility will be our largest, ensuring the highest level of quality control and allowing us to continue delivering the perfect cup of tea.”
Bigelow’s commitment to quality and education underscores the company’s vision of bringing tea to the forefront of foodservice.
Cindi Bigelow concluded, “Our mission is to make quality tea accessible for every restaurant, empowering them to deliver an exceptional experience to their customers. With our new facility, we’re ready to take tea in foodservice to the next level.”
For foodservice operators, the time is now to embrace tea—not just as an afterthought, but as an integral part of the dining experience that complements the menu and provides customers with a memorable, high-quality option.
For restaurants or foodservice operators interested in enhancing their menu with quality tea, Scott Ricci and his team at Tugboat Creative Works offer comprehensive support and can be reached via email at scottricci@tugboatcreative.com. “We have a range of merchandising options and training materials to make tea an accessible, profitable part of the menu,” Ricci concluded.
