The National Restaurant Association recently issued a report that looks into trends for On-Premises and Off-Premises Alcohol sales. The findings include sales figures and demographic distribution.
Some insights from the report include:
- Alcohol makes up about 21% of sales among full-service restaurants.
- 90%of restaurants offer alcohol with takeout (where permitted).
- 61% of adults would prefer more alcoholic beverage options for takeout.
- 62% of Millennials prefer a restaurant that has alcohol with takeout
- 84% of customers believe a restaurant is a good place to learn about new alcoholic beverages.
New Opportunities for Growth
These insights help to see where opportunities are waiting. The fact that 84% say a restaurant is a good place to learn about new alcoholic drinks and that 82% say that they trust the house staff to make good recommendations means there are great opportunities to increase sales and enhance customer experiences by leveraging the restaurant’s established esthetic beyond food. By applying the atmosphere of the dining experience to the to-go drinking experience, a restaurant can increase sales of its most profitable offerings.
Another interesting finding was that approximately 70% of drinkers said that the beverage offerings available would make them choose one restaurant over another.
“As much as an exclusive dish or a unique atmosphere can set a restaurant apart, many customers are looking at the drinks menu to influence their dining choices, both in the restaurant and with takeout,” said Michelle Korsmo, President & CEO of the National Restaurant Association. “They trust their local restaurants, and this puts operators who serve alcohol in a position to be creative and offer adult diners the freedom to try something new they wouldn’t, or couldn’t, try at home.” 1.
Off-Premises Sales
The pandemic offered an opportunity to loosen regulations around off-premises sales of alcohol in many states around the country. It created a lifeline for restaurants at a time when most were required to stop serving meals in-house. Since the pandemic has ended, 20 states have continued the off-premises sale allowances. This has been a game-changer for the industry.
“This was the greatest change since prohibition,” said Mike Whatley, VP of State and Local Affairs for the National Restaurant Association, during an alcohol innovation webinar sponsored by the Association on Wednesday. He added that more states are coming on board since the pandemic, with Illinois and Connecticut as recently as the last few weeks. “The laws let operators meet customers where they want to drink, whether it’s dining in or enjoying the experience at home with a takeout meal.”
At Cuvee Wine Table, in Kentucky, T.J. Oakley said, “We had a hard time pivoting into carryout wine during the pandemic; it didn’t fit our concept. But I realized guests really wanted to continue the experience.” 2.
Cuvee created wine-tasting experiences at home for their customers. The club grew 500% in nine months, and more customers purchased bottles at retail. Since re-opening after pandemic restrictions were lifted, Cuvee has tastings and club events in the restaurant. They have also devoted a wall to selling wine, teas, and wine books.
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