The time when cocktails were primarily drunk in bars and clubs is a thing of the past. These exotic and exquisite tipples have long since found their way on to menus in many restaurants. In a joint collaboration with the market research company Cardinal, we sought to discover how restaurants could increase their profit margins with cocktails. For this purpose, we surveyed regular restaurant-goers from our UK panel.
The majority of the participants (67%) would enjoy drinking a cocktail in a restaurant just as much as elsewhere. In fact they would prefer to sip on a cocktail in a restaurant; 79% would even welcome the idea of a dedicated cocktail lounge within the restaurant.
As far as the drinks are concerned, the participants are not particularly interested or willing to try out new cocktails. Classic ones and variations of the time old favourites are the drinks which they would be most likely to order. If anyone can persuade the customers to try something new, then a recommendation by the waiter can work wonders. 15% of all participants would like to be more tempted and advised on the range of cocktails by their waiter or waitress.
Special offers or a wider range on the drinks menu would increase the cocktail profit margin; a concise and well-structured menu would also have the same effect. Businesses which list their cocktails together with aperitifs und digestifs make it easier for the customer to choose and therein increase the likelihood of an order. 32% of all restaurant-goers would welcome such a drinks classification.
Restaurants and cocktails go well together; as the results of our survey reveal. Restaurant owners who adjust their menus to meet the needs of the customers and offer good advice through qualified staff can count on more profit.
The detailed survey results can be found here.