Canadian Pizza Magazine

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Innovative beverage choices help drive restaurant visits, says report


September 18, 2014
By Canadian Pizza

Sept. 18, 2014, Chicago – A fifth of today's consumers
say that beverages play a very important role in deciding which
restaurants to visit for meals, suggests a report from Technomic.

Sept. 18, 2014, Chicago – A fifth of today's consumers
say that beverages play a very important role in deciding which
restaurants to visit for meals, suggests a report from Technomic.

This increase to 21 per cent – up from 16 per cent in 2012 – is primarily driven by
consumers aged 18-44, who tend to use beverages for a wide variety of
occasions, including snacks and social visit, said the firm's Beverage Consumer Trend Report.

Operators are maximizing potential beverage occasions by promoting
off-peak dining hours and launching innovative, custom beverages that
get people in the door. Consumer demand for variety and customization
will lead to even more innovation in terms of beverage type and flavor,
and an increasing focus on health and natural ingredients will inspire
drink development.

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"Operators must focus on increased consumer demand for variety and
health when they are developing or revamping their beverage menus," said
Darren Tristano, executive vice-president of Technomic, in a news release. "Restaurants
with strong beverage programs can play into health and variety by
offering customization options for core drinks."

The report highlighted several findings:

  • Fast-food concepts dominate: 89 per cent of consumers purchased food
    and/or a beverage in the last month at a fast-food restaurant, more
    than for any other segment.
  • Convenience and speed are strong beverage traffic drivers: 44
    per cent of consumers say they are more likely to visit concepts with
    than without a drive-thru for beverage-only occasions.
  • More than two-fifths of consumers (44 per cent, up from 39 per cent in 2012) call for healthier beverages at restaurants.
  • At least two-fifths of consumers strongly agree that full-service
    restaurants (46 per cent, up from 42 per cent in 2010) and fast-food
    concepts (40 percent) should offer greater beverage variety.