The large majority of consumers (75%) said that they take the time to read drink menus and 25% of people identified drink menus as what most influences their purchasing decisions. Over 70% of consumers said that the drink descriptions are most influential, 47% were swayed by pictures of the drinks, while 41% were influenced by drinks listing brand names. These findings suggest that bar menus are a must, and that spirit branding, colorful pictures and well-written drink descriptions positive sales drivers.I often call up new restaurants to ask them who did their drink menu (as I'm not really interested in food). Too often they say, "Oh, it was a collaboration." Right- between you and Mr. Boston.
Industry wide beverage sales average around 25% of revenue, while at the same time account for over 50% of average gross profits.Luckily, many people do understand this (at least in San Francisco), which is why bartenders from Range and Bourbon & Branch are launching the cocktail programs all over the city. I am always happy to hear a name I recognize from another bar as the person who developed the cocktail menu for a new one.
Right now one of the biggest trends in all of bars, clubs, restaurants, and even retail space is to make use of their down-time. The club Temple serves dinner on the dancefloor before the club opens at night. Roe has launched and aggressive dinner programs. Art galleries like 111 Minna serve beer and wine and host club nights. Bars like Harlot are serving food or giving out free snacks to keep people from leaving to go to dinner. Restaurants are hiring DJs and staying open later to catch more customers. And a sure fire way to get them in before dinner time and after meal time is to create a kick-ass cocktail menu served at happy hour.
Anyway, I just want every food and booze venue to have a great cocktail menu. It's better for everybody.