As consumers continue to prioritize better-for-you foods and beverages, restaurant operators have a big opportunity. By tapping into diners’ desire for drinks that offer additional benefits beyond just tasting good, restaurants can boost their bottom line and encourage repeat visits. But with the array of beverage options out there, it can be tough to wade through and decide what to add to the menu. Knowing what consumers are interested in can be a big help.
What do consumers want?
According to Technomic’s 2022 Beverage Consumer Trend Report, 41% of consumers think restaurants should offer more beverage variety and 37% think restaurants should offer healthier beverages in general. Knowing the calorie count and sugar content help contribute to what consumers deem a healthy beverage, but functional benefits are increasingly appealing, too—78% of consumers want restaurants to offer more functional beverages and 22% of them are willing to pay more for them.
The most sought out attribute in functional beverages
Functional beverages offer consumers an added benefit when consumed beyond just satiating thirst. Among consumers seeking these beverages, energy is the top sought out attribute, according to Datassential’s Functional Beverage Report. Offering energy-boosting beverages in a dispensed format allows consumers to easily customize their drink while showcasing the bright, vivid colors on social media.
Operators are seeing this growing trend. Energy drinks are appearing more and more on menus; they currently have 8.2% menu penetration which is predicted to grow to 9.9% by 2027, according to Datassential SNAP. Not offering a preferred beverage format such as energy drinks can result in lost sales for restaurants. Technomic’s Beverage Report found that if a restaurant doesn’t offer a preferred beverage format, 23% of consumers would leave altogether, while 31% would stay but would not make a beverage purchase. In short, offering functional beverages—and energy drinks specifically—allows operators to capture the full potential of every sale.
What energy beverages belong on the menu?
When considering which energy drinks might do well on menus, it’s important to consider not just the benefit they offer but also what flavor the drinks are. Appealing to diners’ taste preference is important, too, after all. Lemonade is one of the most ordered beverages at restaurants, with lunch and dinner being the mealtimes when consumers are most likely to order it. Energy Lemonade Concentrates from Javo Beverage are a line of lemonade-based energy beverages that feature a unique combination of on-trend and emerging flavors, including Pomegranate Pineapple, Peach Honey and Blackberry. They contain L-theanine naturally derived from green tea which when combined with natural caffeine provides sustained energy and focus while reducing the negative effects that caffeine can cause, such as the jitters and crash. The shelf stable hand mix concentrates can be used in bubblers, urns or to craft individual beverages, making them a convenient option for operators in all segments.
To learn more about Energy Lemonade Concentrates from Javo, visit www.javobeverage.com/energy-lemonade-concentrates/.
This post is sponsored by Javo Beverage, an FFP Company