![]() It’s that time of year when a cool drink can be even more appealing than a meal or snack. What’s more, a new survey by Revenue Management Solutions found that specialty drinks can be revenue powerhouses for foodservice operators – largely because they break many of the rules consumers tend to follow when it comes to their spending. Specifically, when the 600-plus people participating in the survey were asked about their purchasing habits, 80 percent of respondents said they order specialty drinks multiple times a week, even though they reported a drop in their overall restaurant visits. One in four respondents said they order specialty beverages more than once a week – even though almost half of respondents said they are ordering less in order to save money right now. Specialty drinks are also ideal items for people to enjoy on the go or at home – and according to the survey, people who use delivery are less sensitive to price than guests using other sales channels. There might be an opportunity for you to include specialty drinks as an upsell suggestion on your app, where people might be more open to paying a bit more, or for you to promote them as a special limited-time offer. If you’re looking into expanding your menu offering in this area, consider a diverse mix of options: The survey found that tastes differ across generations, with younger consumers preferring sodas and soft drinks, and older consumers opting for house-made drinks. Flavor and price were the top factors affecting a person’s purchasing decision. Other key themes stood out: The top beverage choice was hot or iced coffee, earning 82 percent of the vote, followed by soft drinks. While 80 percent of respondents ordered their beverages from coffee shops, 76 percent ordered them from restaurants, so respondents perceive restaurants as places to go for an appealing drink, whether it’s coffee or not. Recommendations from friends and family played an important role in respondents’ decision to buy too, so giving people an incentive to spread the word with others if they enjoy their drink can help boost traffic and sales. Comments are closed.
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