STRATEGY FIRST
Desserts and ice cream are no longer just occasional extras in cafés. During summer months, they become an important driver of traffic, incremental spend and overall customer experience.
That shift reflects wider changes in behaviour. Consumers are looking for reasons to extend their visit beyond a single coffee, and sweet treats – particularly those that feel indulgent, refreshing or visually engaging – provide a natural way to do that. Ice cream, milkshakes and lighter desserts all support stronger afternoon trade and higher spend per visit.
In practical terms, this shifts desserts from a secondary consideration to a more strategic part of the menu. Products such as La Lorraine Bakery Group’s Burnt Basque Cheesecake or Salted Caramel Brownie Tart, alongside ice cream and milkshake bases, give operators a flexible platform to build both premium and seasonal serves.
People still gravitate towards the familiar but expectations around quality, presentation and variety have increased.
Classic formats such as cheesecakes, pastries and ice cream remain central, with a growing demand for products that feel more considered. This includes fruit-led options such as Apple Strudel, as well as richer bakery-led desserts that sit naturally alongside coffee.
Variety is essential, with flexibility around a full dessert, something lighter or a smaller treat alongside a drink making careful menu curation more important than ever.
GET YOUR FREAK ON
In cafés, premiumisation is driven less by complexity and more by how products are presented and combined. Layered desserts, ice cream-based serves and milkshakes that incorporate sauces, toppings and bakery elements allow operators to create higher-value products without slowing service.
Visually led formats such as loaded or ‘freakshake’-style drinks are particularly effective, combining ice cream with more indulgent additions.
Bakery plays a central role here. Products from the Donut Worry Be Happy range, including topped doughnuts such as Raspberry Bliss, Nutzilla and Berry White, can be used to enhance shakes and ice cream desserts, adding height, texture and visual appeal. Smaller formats such as Donut Worry Be Happy Bites, available in flavours including speculoos, red fruits and chocolate-hazelnut, offer additional flexibility across individual treats, sharing plates or toppings.
The result is a dessert offer that feels more experiential – something customers are more likely to photograph, share and return for.
A CAREFUL BALANCE
While indulgence remains central, there is a growing demand for balance and portion flexibility.
Smaller-format desserts are particularly relevant in café settings, where purchases are often spontaneous or linked to a coffee occasion. Bite-sized options such as filled mini doughnuts allow the enjoyment of a treat, without committing to a full dessert.
At the same time, fruit-led desserts such as La Lorraine Bakery Group’s Apple Strudel Stick provide a lighter-feeling alternative, while still delivering on flavour and familiarity. The most effective menus offer a clear spectrum – from indulgent desserts and shakes through to smaller or more balanced options.
Also critical is operational simplicity, particularly during busy trading periods.
Many cafés rely on frozen or pre-prepared desserts such as cheesecake slices or strudel formats, which can be defrosted or finished quickly to maintain consistency while reducing labour pressure and waste.
Reliable frozen storage remains essential, alongside blenders for milkshakes and, where appropriate, soft-serve or gelato-style machines that can add theatre and flexibility.
Combining these elements with bakery allows the creation of premium-looking desserts without the complexity.
WORKING HARDER
Menu structure – or simple menu architecture – plays a key role in turning desserts from occasional purchases into consistent contributors to revenue.
Smaller sweet items, including mini doughnut formats, can sit alongside coffee in the morning and mid-afternoon, while indulgent desserts such as Burnt Basque Cheesecake or Salted Caramel Brownie Tart drive later-day trade.
Seasonality also plays a role. Ice cream, milkshakes and lighter desserts naturally come to the fore in summer but core products can be adapted year-round with simple changes to presentation or accompaniments.
By structuring the offer in this way, operators can turn desserts and ice cream into a more consistent and valuable revenue stream.
Tips to summer success
- Build a clear upsell journey
Position desserts and shakes at the point of ordering. A standard milkshake can be upgraded into a premium ‘freakshake’-style serve by adding toppings and a Donut Worry Be Happy doughnut or Bites. - Create one or two hero products
Focus on standout items such as a loaded milkshake or plated dessert featuring La Lorraine Bakery Group Burnt Basque Cheesecake or Salted Caramel Brownie Tart to draw attention and drive trial. - Smaller formats to increase frequency
Introduce bite-sized options such as Donut Worry Be Happy Bites to encourage impulse purchases and repeat visits. - One product working across multiple serves
Apple Strudel can work across plated desserts, takeaway treats or paired with ice cream. - Speed of assembly
Use pre-portioned desserts and elevate them with sauces, toppings or bakery elements to create premium serves quickly and consistently.
Lumina Intelligence, UK Eating Out M’kt Rep 2025,
Mintel, UK Ice Cream Market Report
