Afternoon tea goes European?

The iconic British afternoon tea is changing, with French, Spanish and other global themes dominating the scene, according to research by Délifrance.

Délifrance has revealed that French cuisine dominates the afternoon tea conversation, with 43% share of voice, followed by Spanish (17%), Japanese (16%) and Indian (12%) afternoon teas. The research was carried out using social listening tool Delve Insights.

It says operators such as hotels, cafés and department stores across the UK are making a conscious effort to adapt their afternoon tea packages and offer a unique experience. Notably the La Vie en Rose French-inspired tea at Sofitel London St James, Spanish tapas tea with Ametsa at Como The Halkin in Belgravia, and Daawat’s Indian afternoon tea in Covent Garden.

Stéphanie Brillouet, marketing director for the UK, Northern Europe, and North America, Délifrance, said: “One of the most quintessential British offerings is now being reimagined. With different world flavours proving popular amongst consumers, it's clear that the concept of afternoon tea is immensely versatile.”

Afternoon tea on social media

·               In the last five months alone, there were 41,000 mentions of Afternoon Tea online across Twitter, Facebook, websites and blogs

·               The most talked about hotel venue for afternoon tea in London was The Ritz, dominating the conversation with 37% share

·               The Savoy (11%), The Dorchester (10%) and The Shard (9%) were other notable mentions

·               Changing dietary needs have become a major consideration, with the conversation focused on vegetarian (75%) and vegan (25%) afternoon tea options