Time
Tea for
The Republic of Tea
Do it right, and tea can bring profit, style
and satisfaction to your venue.
By Lauren Kramer
IF YOU’RE treating tea as an
afterthought in your restaurant, you could
easily land in hot water. Tea is one of
the most widely consumed beverages
worldwide, second only to water. In
the United States, its popularity has
been growing briskly, but many in the
foodservice industry fail to recognize its
potential profitability and don’t give it the
respect and attention it deserves. Many
times, tea arrives at the wrong temperature
or with a flavor that’s nondescript. Be
diligent at teatime, however, and the
results can go a long way.
According to Joseph Simrany, president of
The Tea Association of the USA, New York,
an increasing number of restaurants, aware
of the profit opportunity offered by tea, are
improving their tea service. “They’re starting
to feature multiple selections of loose teas,
and with water at the right temperature,” he
says. “Tea is a gigantic profit opportunity.
With a bit of effort, restaurants can turn a
$1.50 sale of tea into a $6 or $10 sale.”
AN UNFORGIVING BEVERAGE
Tea is difficult to serve 100% correctly,
particularly for wait staff unfamiliar with its
idiosyncrasies. Most people don’t know, for
