DRINK CULTURE
THE IMPORTANCE OF COCKTAIL MENUS
Think you don ’ t need a drink menu anymore ? Think again . A consumer insights panel at the 2023 Tales of the Cocktail convention this past July made the case for drinks lists , even as many operators have moved to QR code menus .
Nearly every consumer will look at the menu first , said Simone Ventura , director , on-premise customer solutions for Bacardi USA . Proper engineering and design can attract more attention and ease navigation , allowing guests to make decisions faster , she noted . What ’ s more , “ You can increase purchase intent on optimally placed cocktails by 50 %.”
Menu design is key , said Adrian Biggs , director trade advocacy , Bacardí USA . He advised attendees to invest in the services of a graphic designer , because “ you can charge more for drinks with a sexy menu .”
Cocktail order , callout boxes , imagery descriptions , branding and font on menus all have a high impact on purchase intent , Ventura added . A beautiful cocktail with local or seasonal flavors labeled with “ fresh ” ingredients will help boost sales .
Seasonality is the biggest factor in guest purchase decisions for limited-time offers , Ventura said . For instance , pumpkin is the most preferred flavor for cocktails in October , while strawberry is the most popular flavor overall ..
Julien Calella , beverage director of Wish You Were Here Group , which operates seven different concepts , agreed . Every time he puts a drink with cucumber on the menu during hot weather , “ it sells like hotcakes .”
PRINT POWER “ You have one minute to be able to sell a drink to a guest and get them thinking about the second ,” said Elisa Cordova , senior beverage marketing manager for Asian restaurant concept P . F . Chang ’ s . “ That ’ s why menu engineering is so important .”
Admittedly , there is an expense involved when printing menus , Cordova said . It costs P . F . Chang ’ s , which has more than 300 locations worldwide , $ 300,000 every time it wants to reprint a menu , “ and that ’ s a paper menu .” But it ’ s worth it .
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Like many restaurants , P . F . Chang ’ s moved to QR code menus during Covid . “ Now , we put down a drinks menu on the table , and have a QR code menu for food ,” Cordova said . That has lead to a 12 % increase in sales , she noted .
Not that the bartender is obsolete in the drink selection process . Up to 74 % of guests will seek bartender recommendation when choosing a cocktail , said Matthew Crompton , regional director - Americas , for NielsenIQ .
INSTAGRAM AND PREMIUMIZATION Remember that many consumers have already looked at your cocktail menu online or on Instagram , Crompton said . “ Social media is part of the path to purchase .”
People want that beautiful cocktail for Instagram , whether it ’ s kitchy , minimalist , trendy , etc ., said Ventura . And people that post tend to spend more on drinks , so you can charge a bit more for Instagrammable cocktails .
It ’ s not just about looks : The trend of drinking “ less , but better ” in the on-premise continues . When given the choice , consumers opt for quality over quantity , Crompton said .
He cited a survey that asked what participants would spend $ 20 on when ordering a drink on-premise . Nearly a quarter ( 22 %) said they ’ d splurge on one luxury / superpremium drink ; 44 % said they would opt for two high-quality / premium drinks ; 24 % would order three medium-quality drinks ; 5 % would go for four standard / lower-quality drinks ; and another 5 % would take five value entrylevel drinks .
Brands make a difference , too . The Organic Agave Margarita with Patron Silver tequila has been a hit for P . F . Chang ’ s , Cordova said . After the restaurant changed the tequila brand , the Margarita shot up from the number-six selling drink to number-two , behind the chain ’ s signature Asian Pear Martini .
— Melissa Dowling
www . cheersonline . com Fall 2023 • 5