Technomic Releases Beverage Trend Report


CHICAGO — Consumers are apt to be influenced by the power of suggestion when it comes to ordering non-alcoholic beverages at foodservice operations, according to the “Beverage Consumer Trend Report” recently released by Chicago-based research and consulting firm Technomic.

More specifically, 23 per cent of respondents say they would consider ordering a beverage they’d never had before, if the waiter recommended it. And, the same stat increases among the “heavy beverage users” surveyed, 30 per cent of whom agreed that a suggestion would impact their purchasing decision.

“This likely indicates that these consumers are more open to trying new beverages overall and suggests that operators may be able to use server recommendations to market new, limited-time offers or seasonal beverages toward this group,” explains Darren Tristano, executive vice-president at Technomic.

The study also found that the number of consumers buying just beverages at fast-food restaurants is on the increase, with 36 per cent of respondents saying they have visited a quick-service restaurant only to buy a drink, up from 24 per cent in 2008.

For more on this study, click here.


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