Nov. 25, 2013
Beyond building check averages, new data from Technomic reveals that adult beverage programs at chain restaurants also enhance guest satisfaction. In a new white paper, "Adult Beverage Consumption at the Leading Restaurant Chains," Technomic shows how adult beverage consumption across 40 restaurants serving adult beverages is associated with higher ratings of the overall experience and stronger loyalty to that restaurant.
"These restaurants provide a place where consumers can relax and enjoy an adult beverage, and in turn, this simple hospitality influences the consumer's perception of the whole experience," said Donna Hood Crecca, senior director of Adult Beverage Resource Group at Technomic. "It's important for restaurant operators to nurture that experience, and when feasible, to extend this hospitality even before the customer is seated at a table. In fact, customers who enjoy a drink while waiting for a table report the highest satisfaction with their visit than any other group."
Highlights from the research include:
- More than three-fifths (61 percent) of consumers who ordered an adult beverage at a leading chain restaurant gave their visit an "excellent" top box rating, compared to 55 percent of those who did not order an adult beverage.
- Two-fifths of adult-beverage consumers strongly agree that they will return to that restaurant in the near future (42 percent) and recommend the concept to friends and family (40 percent), compared to just 39 and 37 percent, respectively, of consumers overall.
- Two-fifths (43 percent) of those who consumed an adult beverage while standing and waiting for a table strongly agree that the restaurant they visited was the right place for that specific occasion, more than those who consumed their beverages elsewhere. These consumers also indicate higher overall visit satisfaction than any other group, with 65 percent saying that their last visit was excellent.
- While more consumers ordered beer than mixed drinks or wine on their last restaurant visit, consumers who ordered mixed drinks are most likely to strongly agree that they'll return to the restaurant (45 percent) and recommend it to others (44 percent).
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