News

More consumers seeking out restaurants for beverage offerings

September 16, 2014

Specialty beverages – from coffees to teas to craft beers – have been on an upswing in the restaurant industry for the past few years and more consumers are now seeking them out.

According to new research from Technomic, 21 percent of consumers say that beverages play a “very important” role in their restaurant decisions, up from 16 percent in 2012.

This increase is primarily driven by consumers aged 18 to 44, who are using beverages for a wide variety of occasions, including snacks and social visits.

According to Technomic, operators are maximizing potential beverage occasions by promoting off-peak dining hours and launching custom beverages that get people in the door. Variety and customization will continue to drive innovative beverage creation, as will the demand for healthier and natural ingredients, the research says.

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

Highlights from the updated Beverage Consumer Trend Report include:

• QSR concepts dominate: 89 percent of consumers purchased food and/or a beverage in the last month at a QSR, more than for any other segment. 
• Convenience and speed are strong beverage traffic drivers: 44 percent 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 percent, up from 39 percent in 2012) call for healthier beverages at restaurants.
• At least two-fifths of consumers strongly agree that full-service restaurants (46 percent, up from 42 percent in 2010) and QSR concepts (40 percent) should offer greater beverage variety.