Drinks Differentiate The Dining Experience

The importance of the on-premise channel to the adult beverage business is evident in the analysis conducted for BarTAB and the soon-to-be-released State of the Industry report. In 2012, dollars from drink sales in restaurants and bars outpaced retail sales growth – similar to the 2011 trend – and helped propel the overall adult beverage industry to nearly $200 billion in sales for the year.

This trend is important for casual dining restaurants in 2013. While moderate growth is anticipated this year for casual dining, competition from fast-casual and even limited service restaurants will heat up as the lines between the segments continue to blur due to changing consumer dynamics. But the “experience” provided by casual dining restaurants remains an important differentiator for diners.

The recent Future of Casual Dining Consumer Trend Report finds 41% of consumers indicated meals at casual dining restaurants are worth the price because of the overall dining experience. A dynamic drink program plays a key role: 33% of consumers surveyed cited adult beverage as an important element of the overall restaurant experience. In fact, the drink program played an important role in the decision to visit a particular concept for one-third of consumers.

No doubt, drinks differentiate the casual dining experience for many consumers, and will likely play an even more important role in 2013. During the Trends in Adult Beverage: On-Premise In Focus presentation at the upcoming VIBE Conference, Technomic Vice President David Henkes and myself will further outline the trends, drivers, challenges and opportunities that will impact the on-premise business this year.

For more information on this session, the show or to register, visit www.vibeconference.com.


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