On The Move

Takeout, delivery, and other off-premise business require a different beverage response.

CHAPTER 2

On the Move

THE PANDEMIC-ERA GROWTH OF OFF-PREMISE DINING SUCH AS TAKEOUT AND DELIVERY CALLS FOR HIGHLY SPECIFIC BEVERAGE STRATEGIES

Takeout and other forms of off-premise dining were growing even before the pandemic; today they are a fact of foodservice life. In fact, according to the National Restaurant Association, 53% of adults say purchasing takeout or delivery food is essential to the way they live now.¹

Restaurants will likely benefit from an ongoing interest in takeout and delivery—40% say they will do this more than they did before the pandemic—but this is also food for at-home consumption.²

In addition to issues of safety and the increased availability of options as operators pivoted to offering takeout/delivery options, many consumers’ lifestyles have also changed in ways that contribute to off-premise dining. More people are now working from home, for instance—only 6% of respondents reported that changes in their work environment in the last three months have resulted in now working primarily from the office. The slow transition back to the workspace will likely continue to affect restaurants that heavily relied on commuter or office worker traffic.³

58% of consumers who are currently ordering beverages more often than before with carryout/curbside/drive-thru orders say they will continue to do so, and 50% using delivery say the same.⁴

As far as the to-go business, it’s important to convert beverages from add-ons to must-haves. In addition to offering unique, craveable beverage items, try the following tips:

Make sure to include beverages on online ordering forms or menus
Train staff to mention beverages when taking or filling a carryout order
Offer a special bundled price on a beverage as an add-on to any food order, from a breakfast pastry to a full-course dinner
Stock a variety of sweetener and lightener options for sugar in single-use formats and offer them at the time of the order, including sugar and sugar substitutes; dairy (half-and-half, full fat, and 2%); plant-based milks; and non-dairy coffee creamers, both plain and flavored. Include these on the menu or online order form if appropriate

Pay attention to quality and variety, such as offering the option of iced coffee and/or cold brew year-round to match growing demand for cold coffee
Invest in high-quality, coordinated to-go packaging for beverages, including cups, lids, sleeves, bags, carriers, service caddies, and bulk containers for self-service catering and family/group meals

Sweat the small stuff, like garnishes and presentation; even on a takeout basis, colorful beverages are Instagram-friendly

One new area that’s emerged since the pandemic is beverage kits and bundles. According to Technomic, just as meal kits and family-size bundled meals are proliferating in the at-home occasion market, beverages increasingly are being bundled and packaged as kits, too. Options include smoothie kits, and family meal packs that include a choice of beverage such as strawberry lemonade or sweet tea.

Then there’s the area of beverage alcohol to go. In those states that have allowed it, house-bottled specialty cocktails and beer, wine, and craft cocktails have emerged as a steady source of sales and customer loyalty. Kits have also proved popular, such as sangria and punch kits, DIY cocktails, and specialty cocktails for two or more, such as margaritas.

35% of off-premise consumers are more likely to choose a restaurant if it includes the option of an alcoholic beverage to go, including 53% of Millennials, and 39% of Gen Xers.¹

_{^{Sources: 1. National Restaurant Association 2021, State of the Restaurant Industry Report. 2. Deloitte, Surprise Ingredients in the Post-Pandemic Food Story (2021). 3. Revenue Management Solutions, Restaurant Consumer Report: One Year Later—Restaurants, Consumers, and COVID-19 (2021). 4. Technomic Beverage Consumer Trend Report (2020).}}