Report: Beverages Influence Restaurant Visits

TECHNOMIC, INC. LOGOMore than a fifth of consumers say that beverages influence them when it comes to choosing a restaurant, according to a report by Technomic, a research and consulting firm.

The statement is attributed to 21 percent of consumers — an increase from the 16 percent of consumers in 2012. The rise is keyed by consumers aged 18-44 who use beverages for several occasions, such as snacks and social visits, the report notes.

“Operators must focus on increased consumer demand for variety and health when they are developing or revamping their beverage menus,” Darren Tristano, executive vice president of Technomic, said in a release. “Restaurants with strong beverage programs can play into health and variety by offering customization options for core drinks.”

Other noteworthy figures:

  • Eighty-nine percent of consumers purchased food and/or a beverage in the last month at a fast-food restaurant. This figure is greater than any other segment.

  • Forty-four percent of consumers (up from 39 percent in 2012) call for healthier beverages at restaurants.

  • Forty-six percent of consumers strongly agree that full-service restaurants should offer greater beverage variety. 40 percent of consumers say the same for fast-food restaurants.

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