1. LSRs will get boozier
Top restaurant experts are predicting that limited-service restaurants will take on full service’s stake in booze in a big way, and consumer sentiment supports these forecasts. Younger consumers are twice as likely as their older cohorts to want to buy booze at limited-service restaurants. Half of all consumers between the ages of 21 and 34 say they would order adult beverages during most visits to LSRs if the drinks were available, compared to less than a quarter of consumers aged 35 and older. Moreover, these Gen Zers and millennials are expecting booze from LSRs more now than they were two years ago, particularly at coffee shops and fast-food concepts.
Despite the operational challenges presented for adult beverages at limited-service concepts, many brands may find that it’s worth their while. Some emerging and independent LSRs have already implemented successful alcohol service methods, and Taco Bell continues to expand its boozy cantina concept. Additionally, Starbucks launched an Espresso Cloud IPA—an espresso and beer mashup—in October, and the chain plans to debut its Starbucks Evenings program in an airport unit in Louisville, Ky., early next year.