Special offers pricing and events can help drive beverage sales, but for most operators, it’s the humble drink menu that gets the job done, according the OnTrac on-premise survey.
OnTrac, which is conducted by the Beverage Information Group (the research unit of Cheers’ parent company), found that that nearly half (49.1%) of the establishments surveyed said the drink menu was the most effective adult beverage promotion tool.
Happy Hours were next most effective strategy, followed by pricing and custom promotions and point-of-sale materials. (For tips on improving your Happy Hour program, see “Find Your Happy Place” in the October issue of Cheers.)
The annual study surveys more than 2,500 on-premise accounts including fine dining, casual themed restaurants, hotels and bars in 31 major metro markets. For more information about OnTrac, visit albevresearch.com.
