2. Mocktails on the menu
Mocktails aren’t new. But Travelle in Chicago caters to an older millennial crowd, many of whom are in the first-baby stage right now, by listing its mocktails right along with its full-alcohol drinks. Instead of putting mocktails on a menu with juices and soft drinks—or not listing them at all, as so many do—the contemporary-casual restaurant in The Langham hotel puts its fancy mocktails on its cocktail menu. “It’s a good way to get an extra $6 out of me, when I’d normally order water,” says one staffer at Winsight (RB’s parent company), who happens to be pregnant with her first child. Because, after all, many millennials’ social lives—pregnant or not—revolve around dining out. So if there’s an obvious way for the non-imbibers to fit in with a cocktail-drinking group, many will take advantage.