By Julia Nikolaus, Contributor
As a restaurateur or manager, you know just how competitive the non-alcoholic beverage market can be. With so many different choices for customers to decide on, it's often difficult to make your mark and stand out from the crowd.
Nevertheless, with wise strategies and tactics in place, you have ample opportunity to differentiate yourself from other restaurants and create an unforgettable experience for patrons of your establishment. Below, we'll outline several approaches that will help propel your restaurant forward by making it more visible than ever before -- all while boosting sales!
#1 - Use Unique Brand-Focused Materials
Restaurants need to recognize that non-alcoholic beverages require their own specific marketing strategies if they want an edge over the competition. By appealing to those who choose not to consume alcohol and providing unique, brand-focused materials that emphasize loyalty and engagement, restaurants can become a viable contender in this sector.
Don't overlook this opportunity -- utilize it! After all, everyone knows by now that guests are less likely to purchase non-alcoholic drinks than alcoholic ones. So, make sure you target them with customized options they actually find interesting.
To ensure success with this strategy, it is recommended to interact directly with distributors and request the most recent marketing materials. If the suggestions are lackluster or dull, don't hesitate to ask if you have permission to craft your own visual campaigns such as digital menus or free-standing menu displays that contribute towards an amazing non-alcoholic experience.
By utilizing captivating images and promotional messages, more guests can become aware of what you have to offer while driving sales up.
#2 - Present Your Products as an Upgrade
Showcasing non-alcoholic alternatives as a luxurious upgrade to your menu can help create excitement, attract more customers, and add to your repertoire -- especially among health-conscious individuals or non-drinkers.
By placing non-alcoholic drinks in a higher price bracket with premium ingredients, restaurants can attract customers who are looking for quality non-alcoholic options. Try using fresh fruits, spices, and plant-based non-dairy milks to give an interesting twist and healthier choices for guests. This simple change can help your restaurant stand out in the crowded non-alcoholic beverage market and maximize profits.
Keep in mind that perception is the key to capturing the interest of your customers. Therefore, you should pay just as much attention to detail in presentation as you do for the ingredients. Consider serving drinks in elegant glasses and serving them with an aesthetically pleasing display, to create an experience your guests are willing to pay more for.
If possible, pair non-alcoholic beverages with meals of all cuisines for an immersive experience. By doing so, you can inspire customers to think of your menu in an entirely different light.
#3 - Target the Right Audience
As a restaurant owner or manager, you literally have an abundance of marketing possibilities available to position your products. However, just because you can market to everyone, doesn't mean that is the best decision. In order to be competitive in this sector, it is wise to use a savvier approach to identify who your customer avatar is.
An effective method to target the right audience is to do extensive research of non-alcoholic trends, market data, and the creative messaging used in marketing materials. If your establishment ships or delivers menu items to customers, consider upgrading to sustainable packaging for glass bottles to attract those who are environmentally conscious.
In recent years, non-alcoholic beverage markets have gained serious momentum, particularly amongst Millennials and Gen Zers. With health trends like “Dry January” now commonplace and more people than ever looking to be part of the “Sober Generation,” the non-alcoholic sector presents a great opportunity for restaurants to tap into.
According to a recent article, 26% of Gen Z does not drink alcohol in any form. Therefore, implementing an innovative, attractively priced, non-alcoholic cocktail selection created with this audience in mind, will undoubtedly capture consumer imagination and open up new exciting possibilities for restaurant operators everywhere.
#4 - Train Wait Staff & Bartenders
Photo by Laure Noverraz on Unsplash
In order for restaurants to become a force to be reckoned with in today's competitive non-alcoholic beverage market, investing in proper training for wait staff and bartenders is a must.
As diners increasingly opt for non-alcoholic drink choices, wait staff and bartenders need to understand the non-alcoholic offerings of the restaurant so they can respond to customer inquiries in an informed and helpful way. Not only will knowledge and education go a long way in boosting sales, but the right touch of salesmanship can persuade those on the fence to experiment and become repeat customers.
Waiters, baristas, and bartenders who know the non-alcoholic beverage options inside and out, offering ingredients, taste notes, expert insights, and more can entice non-alcoholic customers to try something new.
The right amount of knowledge coupled with a friendly, welcoming smile, restaurants and non-alcoholic cafes can position themselves to keep their customers engaged and coming back for more. Ultimately, this leads to positive outcomes such as increased loyalty from existing customers and an expansion of the customer base.
#5 - Gather Customer Feedback
Keeping your finger on the pulse of customer satisfaction is critical if you want your restaurant to stand head and shoulders above the competition.
One of the best ways to ensure continued non-alcoholic beverage sales and high customer satisfaction levels is to make sure you're regularly gathering feedback from your guests. Doing this can help identify areas that need improvement and provide insight into what new ingredients or products might be appealing to non-alcoholic consumers.
From this point forward, make it a priority to collect customer feedback on a consistent basis. You can use online surveys, social media engagement, discount offers, and even good 'ole fashioned face-to-face conversations to gain valuable information from actual customers.
By listening carefully to what your customers have to say, you can be proactive and better serve them. Nothing satisfies a customer more than seeing their thoughts and ideas implemented by the restaurants they support. As a result, they are more likely to share opinions via word-of-mouth and social media channels, which will positively impact your bottom line.
Now It’s Time to Make Your Mark
It's clear the non-alcoholic market is rapidly expanding and offers real potential for restaurants. With this article, you can now create a winning strategy!
