Operators could miss out on 33.8m customers this summer
The survey from syrup supplier Monin’s Summer 2019 Drinks Trend Report, which included 1,000 respondents, discovered 38% of consumers are more likely to go for drinks in the summer compared to winter, which equates to a potential 33.8m people at an average of 1.8 visits a week.
Some 84% of 18 to 24-year-olds are more likely to visit a bar, pub or restaurant in the summer than during winter.
Fresh options
In order to capture this audience, Monin advised operators to:
- Change the drinks menu regularly to keep it fresh and consider offering a different drink every day to ensure there’s always something new to pique their interest
- Outdoor space is a key decision influencer for consumers when choosing a venue so operators should ensure they make the most of the opportunity by creating an outdoor pop-up bar
- If a venue doesn’t have outside space, operators should consider bringing the outside in by opening doors and windows to help emulate the feel of an outside space
- Advertising the fact air conditioning is available will help customers find an escape from the heat
- Promoting a schedule of summer events that cater to different group dynamics including barbecues, sporting events, family days and quiz nights alongside a drinks list that includes alcoholic and non-alcoholic options will enable operators to appeal to a wider audience too
Monin UK beverage innovation manager Lee Hyde said: “Summer is traditionally a time when venues can expect increased footfall.”
New audiences
He added: “We wanted to commission a piece of robust research that would support businesses in their bid to capitalise on the opportunity.
“We are committed to helping outlets make the most of the season by offering innovative flavour pairings, recipe inspiration and advice on tapping into new audiences.
“By identifying the wants, needs and desires of consumers, and compiling them in a tangible reference guide, we hope to give establishments the insight they need to create a menu that hits the right spot with their customers.”
