Promote for a Prosperous New YearDecember 21, 2009 By: Emily Hanna Mayock
We all know that the on-premise drinks business declined significantly in 2009 — we can only go up from here, right? Well, maybe.
Believe it or not, on-premise beverage alcohol sales are expected to decline again in 2010, although at a slower rate than in 2009, according to Technomic. The Chicago-based foodservice and hospitality market research firm forecast calls for a 2.5 percent decline in on-premise drink sales next year; sales are expected to finish 2009 down 4.9 percent.
Full-service casual and fine-dining restaurants are expected to experience the most severe declines. Additional numbers developed by Technomic in partnership with GuestMetrics reveal check averages are down 6 percent through the third quarter of 2009. However, GuestMetrics figures indicate bars are faring better than other segments this year.
Of course, operators in any segment who host dynamic promotions stand a strong chance of reversing that trend for their own establishments. While you also have to deliver value and quality along with stellar guest service, promotions are the key to driving traffic through the doors. In fact, Tammy Posten of GuestMetrics says one thing caused bars to outpace restaurants in 2009 and categories such as Irish whiskey to grow in certain markets: strong promotions.
Look for more coverage of promotions in 2010 from Nightclub & Bar — real life examples, great ideas and expert advice. If you’ve got a great promotion, let us know. If you have a question, ask us — we’ll get you an answer quickly. Bringing you the information and inspiration you need is part of our mission to help you achieve The Best in Bar Management.
Raise a glass to a Happy Holiday Season and a prosperous New Year!
Donna Hood Crecca