Friday, March 1, 2024

TOTC 2023: The Significance of Cocktail Menus

Suppose you don’t want a drink menu anymore? Suppose once more. A shopper insights panel on the 2023 Tales of the Cocktail conference this previous July made the case for the printed drinks lists, whilst many restaurant operators have moved to QR code menus.

Almost each shopper will take a look at the menu first, mentioned Simone Ventura, director of on-premise buyer options for Bacardi USA. Correct engineering and design can entice extra consideration and ease navigation, permitting company to make selections sooner, she famous. What’s extra, “You’ll be able to improve buy intent on optimally positioned cocktails by 50%.”

Menu design is vital, mentioned Adrian Biggs, director of commerce advocacy for Bacardi USA. He suggested attendees to put money into the providers of a graphic designer, as a result of “you’ll be able to cost extra for drinks with a horny menu.”

Cocktail order, callout bins, imagery descriptions, branding and fonts on a menu all have a excessive influence on buy intent, Ventura added. A wonderful cocktail picture with native or seasonal flavors labeled with “recent” elements will assist increase gross sales.

Seasonality is the most important think about visitor buy selections for limited-time affords, Ventura mentioned. For example, pumpkin is probably the most most well-liked taste for cocktails in October, whereas strawberry is the most well-liked taste total.

Panelist Julien Calella, beverage director of Want You Had been Right here Group, which operates seven totally different restaurant/bar ideas, agreed that seasonal flavors promote. Each time he features a drink with cucumber as an ingredient on the menu when it’s scorching outdoors, “it sells like hotcakes.”


Print energy

Menu engineering is so essential, mentioned Elisa Cordova, senior beverage advertising supervisor for Asian restaurant idea P.F. Chang’s. “You’ve gotten one minute to have the ability to promote a drink to a visitor and get them fascinated about the second.”

Admittedly, there’s an expense concerned when printing menus, Cordova mentioned. It prices P.F. Chang’s, which has greater than 300 places worldwide, $300,000 each time it needs to reprint a menu, “and that’s a paper menu.” But it surely’s price it.

Like many eating places, P.F. Chang’s moved to QR code menus throughout Covid. “Now, we put down a drinks menu on the desk, and have a QR code menu for meals,” Cordova mentioned. That has result in a 12% improve in gross sales, she famous.

Not that the bartender is out of date within the drink choice course of. As much as 74% of company will search bartender advice when selecting a cocktail, mentioned Matthew Crompton, regional director – Americas, for NielsenIQ.

Remember the fact that many shoppers have already checked out your cocktail menu on-line or on Instagram, Crompton mentioned. “Social media is a part of the trail to buy.”

Individuals need that stunning cocktail for Instagram, whether or not it’s kitchy, minimalist, fashionable, and many others., mentioned Ventura. And people who publish are inclined to spend extra on drinks, so you’ll be able to cost extra for these extremely Instagrammable cocktails.

Splurge-worthy sips

It’s not nearly cocktail appears, nonetheless: The premiumization pattern of individuals consuming “much less, however higher” in bars and eating places continues. When given the selection, shoppers will go for high quality over amount, Crompton mentioned.

He cited a survey of 30,000 folks in 27 totally different nations that requested what individuals would spend $20 on when ordering a drink on-premise. Almost 1 / 4 (22%) mentioned they’d splurge on one luxurious/superpremium drink; 44% mentioned they might go for two high-quality/premium drinks; 24% would order three medium-quality drinks; 5% would go for 4 normal/lower-quality drinks; and one other 5% would take 5 worth/entry-level drinks.

The manufacturers utilized in cocktails and promoted on menus make a distinction. P.F. Chang’s Natural Agave Margarita that includes Patron Silver tequila has confirmed to be a success after altering one of many three elements. When the chain switched the tequila model, the Margarita shot up from the number-six promoting drink to number-two, behind the chain’s signature Asian Pear Martini.

That additionally speaks to the general power of the Margarita, which Ventura identified was the number-one-selling cocktail in practically each channel within the U.S. “One out of each 5 cocktails bought within the U.S. in a Margarita,” she mentioned.

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