There has been a lot of buzz in the media lately about how various quick-serve restaurant chains benefited from expanding their menus with specialty beverages. Below are 5 such examples and some bullet points of how adding specialty drinks to your menu can benefit your restaurant.
· In 2008, Taco Bell launches the very popular fruity Frutista frozen beverage line that boosts beverage sales in a time when soft drinks are losing momentum.
· In 2008, Subway launches the Subway Café concept offering additional menu items such as Seattle’s Best coffee and a full line of espresso-based coffee specialty drinks. Subway is taking this concept slow but 40 units are currently in the pipeline.
· In 2009, McDonald’s launches McCafé with lattes, cappuccinos, smoothies and ice coffees. The result was a huge boost in sales and a greatly improved brand appeal with consumers. The internal champion of the project, COO Don Thompson, secures his spot as the next CEO of McDonald’s. The success of McCafé launched a specialty drink movement among QSR’s.
· In the winter of 2011, Starbucks sees an uptick in sales due to a limited time offer specialty drink holiday menu.
· This year, Burger King made menu expansions to include mango & strawberry-banana smoothies and mocha and caramel frappes among other food items. The idea was to draw customers beyond the traditional young male demographic to also include women, families and the health conscious. Results have been very positive. In the second quarter Burger King posted a system wide same-store bump in sales of 4.4% globally.
How Specialty Drinks Can Benefit Your Restaurant
· Higher price points and profit margins than typical drinks
· Increases average receipt total
· Balances out the downward consumption of soft drinks
· Consumers are attracted to creative and unique beverage options
· Increases “beverage-only” purchases by non-typical demographics and in non-peak times
· Brings in various demographics that may be currently under served such as women and teens
· There is a cultural movement toward wellness and nutritious eating and many specialty drinks can be branded as such to bring in this demographic
· Seasonal specialty beverages is a great limited time offer menu item to keep your menu fresh
· Millennials are fans of choice and control; custom specialty drinks is a great way to cater to this generation
· Stay current with the latest trends such as exotic flavor smoothies and drinks with whole fruit
· Offering new flavors and toppings to your beverage menu can be easy by adding flavors to your existing rail. http://server-products.com/en/slim-jar.htm
Learn more about Server Products' beverage service solutions:
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