Consumer Trends

Beverages can boost restaurant profits

Adult beverages at the bar are growing in dollars and volume despite the rocky economic environment, notes Technomic in its 2012 Bar TAB (Trends in Adult Beverage) report. And creative non-alcoholic drinks are also on the rise, according to the National Restaurant Association’s What’s Hot 2013 Chef Survey.

  • House-made soft drinks and sodas were cited as the top beverage trend by respondents in the NRA survey, with gourmet lemonade following close behind
  • Consumers value drink programs at restaurants; one-third report that  the adult beverage offering influences their decision to visit a particular concept, according to Technomic
  • Spirits generate one-third of total on-premise dollars. The vibrant cocktail scene continues to evolve, evidenced by the notable growth of both the largest category, vodka, and the smallest category, Irish whiskey
  • More than three-quarters of consumers order food with their adult beverage

“… We see continued growth, although the evolving economic situation will ultimately influence 2013 performance across the on-premise segments and the beverage categories,” noted David Henkes, VP and adult beverage practice leader at Technomic. “The dynamics impacting the on-premise market are diverse, ranging from consumer confidence in the economy to the latest flavor craze. Both operators and suppliers need to strategize against the trends to succeed.”


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