rants, the parent company of Bravo! Italian Kitchen and Brio Italian Grille. Then again, casual dining brands such as Chili’ s and Texas Roadhouse have reported strong sales, and the upscale, experiential Cooper’ s Hawk Winery & Restaurant concept is expanding.
So how do operators adjust to industry challenges and entice people to go out when consumer confidence is low? By keeping up on trends, listening to guests, offering value and providing experiences.
CLASSICS, COLORS AND NO / LOW
There’ s no denying that overall alcohol consumption appears to be decreasing this year, says Shannon Hall, vice president of beverage innovation for SPB Hospitality, which owns Logan’ s Roadhouse, among other concepts.“ However, I ' ve noticed that guests are still seeking out the dining experience that includes wine and a variety of alcoholic beverages, alongside a selection of zero-proof cocktails or mocktails.”
It’ s interesting to see how many
Shannon Hall, vice president of beverage innovation for SPB Hospitality
people want to capture these moments, sharing their drinks and dining experiences on social media, she adds.“ This trend highlights a shift towards enjoying the social aspects of drinking, regardless of the alcohol content.”
Thompson Restaurants, which owns and operates more than 70 restaurants in Maryland, Virginia, Washington DC, Ohio and South Florida, continues to see the growth of low- and no-alcohol cocktail and beer requests, as well as demand for premium liquors, says Enterprise Beverage Director Jennifer Jackson.“ Guests know the brands and styles of drinks they prefer, which is exciting. Cocktail culture is taking off with guests exploring new and innovative cocktails,” she notes.
The Espresso Martini remains one of
The popular gin and tonics at Sabine Café in Seattle are innovative cocktails with endless possibilities, says beverage director Justin Fox.
the most popular cocktails, Jackson says. Upgrades to the standard recipe include using nitro espresso machines, which add some flair and flavors for the season.
“ The Margarita also continues to dominate in every flavor, with guests choosing to enhance their Margarita with premium spirits like Patron cristalino,” an añeo tequila, aged and then charcoal filtered for extra smoothness, she adds.“ And of course, Tito’ s and soda, which is always a popular and easy go-to for guests.”
Thompson has noticed a resurgence in classic cocktails and favorites such as Lemon Drop Martinis and brightly colored drinks, Jackson notes.“ We joke that‘ the phone drinks first,’ as guests want a fantastic picture for their social media, so presentation and garnish are key factors in helping them choose what to drink.”
For Seattle-based Yes Parade Restaurant Group, which includes Bastille, Poquitos, Macleod ' s Scottish Pub, Rhein Haus, Stoneburner, Wally ' s Wisconsin Tavern and Sabine Café,“ the classic Martini remains popular, the Espresso Martini is still going strong, and gin is making an impressive comeback,” says Beverage Director Justin Fox.“ Our gin and tonic offerings at Sabine are, in my opinion, the most innovative cocktails with endless possibilities, and guests are enjoying them.”
PRICE PRESSURES ON-PREMISE
As people become more budget conscious, some guests are consuming more expensive spirits, but are not
“ We had to adjust some prices here and
there, but we looked at core items that people loved and asked ourselves, can
we lower the prices? So we can at least offer our guests something of great value.”
– Justin Fox, Beverage Director for Yes Parade Restaurant Group
having as many drinks.“ We are seeing guests will enjoy one, really fantastic cocktail vs. three or four average cocktails,” Jackson says.“ However, there are also budget-conscious guests searching for a bargain or a special who actively seek out those great deals.”
Some operators have taken steps to address changes in cost of goods, customer behavior and increased price sensitivity. Yes Parade Restaurant Group has focused on lowering prices where it could, says Fox.“ We had to adjust some prices here and there, but we looked at core items that people loved and asked ourselves, can we lower the prices? So we can at least offer our guests something of great value,” he says.
26 Beverage Dynamics • Fall 2025 www. beveragedynamics. com