Restaurants: Beyond Lunch and Dinner: How Innovative Drink Menus are Creating New Restaurant Dayparts

Why it is the topic trending: Restaurants Strategically Leverage Beverages for Profit and New Customer Occasions

• The beverage sector is highlighted as a highly dynamic and profitable part of the restaurant industry, influenced by trends in snacking, solo dining, social media marketing, and flavor development.

• Many restaurant brands are now focusing on beverage trends as a key strategy to increase profits and attract customers during non-traditional dining times.

• The article explores how diversifying core drink offerings, particularly through the rise of refreshers and premium non-alcoholic beverages like mocktails, is creating new "dayparts" for restaurants.

• It discusses how these drink innovations cater to consumer desires for healthier options, value, and novelty, while also providing operational benefits for restaurants.

Overview: Sip by Sip, Restaurants Diversify Offerings and Expand Business Hours

Restaurant operators are increasingly recognizing the strategic importance of their beverage menus in driving profit and creating new customer occasions beyond traditional lunch and dinner. The diversification of core drink offerings, particularly the rise of refreshers (lighter, often caffeinated drinks) and the growing popularity of premium non-alcoholic beverages like mocktails, is enabling restaurants to tap into the afternoon and brunch dayparts. This innovation caters to consumer demand for healthier alternatives, novelty, and value, while also offering restaurants higher profit margins and the ability to attract customers at different times of the day.

Detailed findings: The Impact of Diversified Drink Menus

• The beverage sector is a dynamic and profitable part of the restaurant industry, influenced by snacking, solo dining, social media, and flavor trends.

• Beverages offer strong margins and high upsell potential; a drink can significantly increase the average check.

• Core beverage offerings have expanded beyond traditional options, with many Starbucks customers now favoring sweet-flavored drinks over coffee.

• Refreshers, a broad category including caffeinated seltzers and iced teas, are diversifying core beverage categories. These are often green tea or lemonade-based, lighter, and easily flavored.

• The appeal of refreshers lies in providing an energy boost with a perception of being healthier (lower sugar, fruit inclusions, green tea base) and being visually appealing for social media. They also offer operational flexibility for limited-time offers.

• The trend of healthier premium beverages extends to fine dining, with mocktails becoming increasingly popular due to consumer demand for non-alcoholic alternatives and advancements in ingredient production that enhance flavor and mouthfeel.

• Beverage innovation is creating new restaurant dayparts. Refreshers are driving afternoon business, while cold brew and premium caffeinated drinks are expanding caffeine consumption beyond just hot coffee in the morning.

• The "beverage pie" is growing, with consumers adding new drink occasions rather than just switching from one type of drink.

• Beverage-focused concepts, particularly cafes, are benefiting in the afternoon and brunch dayparts as consumers in major cities opt for more affordable options compared to full-service dining.

Key success factors of product (trend): Healthier Perceptions, Visual Appeal, and Versatility

• Healthier Perceptions: Refreshers and mocktails often carry a perception of being healthier alternatives due to lower sugar content and ingredients like fruit or tea.

• Visual Appeal: Lighter-colored and customizable drinks are easier to adapt for visually engaging photos on social media.

• Versatility: Refresher bases easily take on flavors, allowing for quick customization for seasonal and limited-time offerings.

• Profitability: Beverages generally offer higher profit margins and upsell potential for restaurants.

• Catering to Evolving Preferences: These options meet the changing consumer tastes for lighter, less sweet, yet still flavorful and energizing drinks.

Key Takeaway: Innovative Drinks are Key to Unlocking New Revenue Streams and Customer Visits Throughout the Day

By diversifying their beverage menus to include lighter, healthier, and visually appealing options like refreshers and by enhancing their mocktail offerings, restaurants can attract customers during new dayparts, cater to evolving preferences, and significantly boost their profitability.

Main trend: The Strategic Use of Beverage Innovation to Drive Restaurant Profit and Expand Dayparts

The main trend is the intentional and strategic focus on beverage menu innovation by restaurants as a key driver of profitability and a means to attract customers during non-traditional dining hours, thereby creating new revenue-generating dayparts.

Description of the trend: Sip to Success: Restaurants Craft Drink Menus for All Times of Day

This trend describes how restaurants are moving beyond simply offering standard beverages to actively developing and marketing innovative drink options, particularly refreshers and premium non-alcoholic drinks. This strategic approach aims to cater to evolving consumer preferences for healthier choices, novelty, and value, while also enabling restaurants to expand their business beyond peak meal times and capture revenue during previously underserved dayparts like the afternoon and brunch.

What is consumer motivation: Healthier Alternatives, Novelty, Value, and Occasion-Based Choices

• Healthier Alternatives: Consumers are seeking beverages that are perceived as healthier options compared to traditional sodas or sugary coffees.

• Desire for Novelty and Flavor: Refreshers and mocktails offer unique flavor profiles and exciting new options.

• Perceived Value: Consumers may see these premium beverages as offering good value for the price, especially when compared to full meals.

• Daypart-Specific Choices: Different types of beverages appeal to consumers at different times of the day (e.g., energizing refreshers in the afternoon, celebratory mocktails at brunch or evening).

What is motivation beyond the trend: The Pursuit of Well-being, Social Connection, and Lifestyle Choices

• Focus on Well-being: Consumers are increasingly mindful of their health and are choosing beverages that align with their wellness goals.

• Social Experiences: Beverages often play a central role in social gatherings and dining experiences.

• Lifestyle Preferences: The growing popularity of non-alcoholic options reflects changing lifestyle choices and a decrease in overall alcohol consumption among some demographics.

Descriptions of consumers: The Daypart-Diverse Drink Seeker

• Consumer Summary: The daypart-diverse drink seeker is a consumer who is open to different types of beverages at various times of the day, depending on their needs and the occasion. They are often health-conscious, seeking lighter and less sugary options. They appreciate novelty and interesting flavors and may opt for beverage-focused outings as an alternative to full meals, particularly during the afternoon or brunch.

• Who are them: Consumers of all ages who purchase drinks from restaurants and cafes throughout the day.

• What kind of products they like: Refreshers, cold brew, iced teas, premium lemonades, mocktails, flavored coffees, and other specialty beverages.

• What is their age?: Spans across age groups, with potentially a higher interest in newer and healthier options among younger demographics.

• What is their gender?: No significant gender bias.

• What is their income?: Varies, as there are beverage options at different price points.

• What is their lifestyle: Can range from busy professionals needing an afternoon pick-me-up to individuals seeking a social outing without a full meal.

• What are their shopping preferences in the category article is referring to: Actively choosing restaurants and cafes based on their beverage offerings, particularly those with innovative and appealing options beyond standard drinks.

• Are they low, occasional or frequent category shoppers: Likely frequent purchasers of beverages from restaurants and cafes.

• What are their general shopping preferences-how they shop products, shopping motivations): May be influenced by trends on social media, seeking healthier and more unique options, and valuing convenience and taste.

Conclusions: Beverages Emerge as a Key Strategic Tool for Restaurant Growth

Innovative and diversified beverage menus are proving to be a powerful tool for restaurants to not only increase profitability through high margins but also to strategically expand their business by attracting customers during new dayparts and catering to evolving consumer preferences.

Implications for brands: Invest in Beverage Innovation and Marketing

• Develop Creative and Appealing Drink Menus: Focus on crafting innovative refreshers, mocktails, and other specialty beverages that stand out.

• Highlight Healthier Options: Clearly market lower-sugar and fruit-infused drinks to health-conscious consumers.

• Utilize Visual Marketing: Emphasize the visual appeal of beverages on social media to drive interest.

• Offer Daypart-Specific Promotions: Create beverage specials and pairings to attract customers during the afternoon and brunch.

Implication for society: Shifting Social and Dining Habits

• Increased Cafe Culture: The trend supports the growth of cafes as social gathering spots beyond traditional meal times.

• More Flexible Dining Options: Consumers have more choices for affordable and lighter outings focused on beverages and snacks.

Implications for consumers: Wider Variety of Drink Choices and New Social Occasions

• More Options Beyond Standard Sodas and Coffee: Consumers benefit from a broader range of interesting and flavorful non-alcoholic beverages.

• New Opportunities for Socializing: Beverage-focused concepts provide additional venues for meeting friends and enjoying time out.

Summary of Trends:

• Core Consumer Trend: Demand for Diversified Beverage Options: Consumers are seeking a wider variety of drinks beyond traditional sodas and coffee.

• Core Consumer Sub Trend: Preference for Healthier Premium Beverages: Lighter, less sugary, and fruit-infused drinks, as well as mocktails, are gaining popularity.

• Core Social Trend: Growth of Beverage-Focused Social Occasions: Cafes and concepts centered around drinks and snacks are becoming popular alternatives to full-service meals.

• Social Drive: The Desire for Novelty, Healthier Choices, and Affordable Outings: Consumers are motivated by new flavors, wellness, and cost-effective ways to socialize.

• Core Trend: Strategic Beverage Innovation in Restaurants: Restaurants are actively developing and marketing unique drink menus to drive profit and expand dayparts.

• Core Strategy: Targeting Specific Dayparts with Beverage Offerings: Utilizing drinks to attract customers during the afternoon and brunch.

• Core Industry Trend: Increased Competition in the Beverage Sector: Restaurants and cafes are competing to offer the most appealing and innovative drink menus.

• Core Consumer Motivation: To Find Refreshing, Flavorful, and Occasion-Appropriate Beverage Options Throughout the Day: Consumers are looking for drinks that fit their specific needs and preferences at different times.

Strategic Recommendations for brands to follow in 2025: Embrace Beverage-Led Innovation and Marketing

• Invest in Training Staff to Prepare Innovative Beverages: Ensure consistent quality and presentation of new drink offerings.

• Create Visually Appealing and Socially Shareable Drinks: Design beverages that are Instagram-worthy.

• Offer Seasonal and Limited-Time Beverage Promotions: Generate excitement and encourage repeat visits with new and exclusive drinks.

Final Conclusion: The Power of the Pour: Beverages Reshape the Restaurant Landscape

The strategic diversification of drink menus is proving to be a powerful trend in the restaurant industry, enabling operators to tap into new customer occasions, cater to evolving preferences for healthier and novel options, and ultimately drive profitability. As consumer habits continue to shift, beverage innovation will likely remain a crucial element in the success and growth of restaurants and cafes.

Core Trend Detailed: The Liquid Landscape: How Beverages are Redefining Restaurant Timelines

The core trend detailed here is the significant impact of beverage innovation on redefining the traditional dayparts of restaurants. No longer solely reliant on meal-centric service for lunch and dinner, restaurants are strategically leveraging creative and appealing drink menus to attract customers during previously less busy times, such as the afternoon and brunch. This "Liquid Landscape" sees beverages acting as anchors for new customer occasions, driven by evolving consumer preferences for lighter options, healthier choices, and the desire for social experiences that don't always revolve around a full meal.

Key Characteristics of the Core trend: Drinks as Daypart Drivers

• Refreshers Filling the Afternoon Void: Lighter, often caffeinated drinks are attracting customers during the midday slump.

• Mocktails and Premium Non-Alcoholics for Brunch and Evenings: Offering sophisticated alcohol-free options expands appeal during social hours.

• Cold Brew and Specialty Coffee Beyond Morning: Catering to coffee lovers throughout the day.

• Beverage-Centric Concepts Thriving: Cafes and juice bars gaining popularity as alternative meeting spots.

• Menu Flexibility and Innovation: Restaurants continuously experimenting with new and exciting drink offerings.

Market and Cultural Signals Supporting the Trend: Evolving Consumption Habits and Social Norms

• Increased Snacking and Grazing: Consumers are less tied to traditional three-meal-a-day schedules.

• Growing Health Consciousness: Demand for lower-sugar and non-alcoholic options is rising.

• Social Media Influence on Food and Drink Trends: Visually appealing beverages gain traction online.

• Demand for Affordable Social Outings: Beverage-focused concepts offer a more budget-friendly alternative to full-service dining.

How the Trend Is Changing Consumer Behavior: Seeking Out Beverage-Focused Experiences

• Planning Afternoon Cafe Visits: Consumers now consider cafes and restaurants for afternoon refreshers.

• Opting for Mocktails at Social Events: Non-alcoholic options are becoming more socially acceptable and desirable.

• Increased Frequency of Beverage Purchases: Consumers are buying drinks throughout the day, not just with meals.

Implications Across the Ecosystem: A More Fluid Restaurant Schedule

• For Brands and CPGs (Beverage Suppliers): Opportunity to partner with restaurants on innovative drink ingredients and flavors.

• For Retailers (Restaurant Supply): Increased demand for specialized beverage equipment and ingredients.

• For Consumers: More Options for Socializing and Refreshment at Various Times.

Strategic Forecast:

• The trend of beverages driving new restaurant dayparts will continue to grow as consumer preferences evolve.

• Restaurants will likely invest more in their beverage programs to capitalize on this opportunity.

Areas of innovation:

• AI-Powered Beverage Menu Creation: Utilizing data to predict popular flavor combinations and daypart preferences.

• Interactive Drink Customization: Allowing consumers to personalize their beverages through digital interfaces.

• Subscription Models for Daily or Weekly Beverage Fixes.

Final Thought: The Hourglass of Restaurant Business Turns with the Flow of Beverages

The diversification of drink menus is not just about offering more options; it's about strategically reshaping the entire timeline of the restaurant day. By understanding and catering to consumer preferences for different beverages at different times, restaurants can unlock new revenue streams and solidify their role as key destinations for socialization and refreshment throughout the entire day.

Source: https://www.restaurantdive.com/news/beverage-trends-snack-drink-daypart-refreshers/752149/