Each year, about 2.2 billion orders leave pizzerias across the country without beverages. That amounts to 6 million orders per day, and a “no beverage” incidence rate of 50%. Imagine, then, if that 50% became 49%. Think about how much additional revenue and profit that would generate for the pizza industry. That seemingly small 1% could translate into an extra 43 million beverage servings for the pizza segment. Growing revenue and profit at a time when restaurants are seeing traffic declines and decreased consumer confidence is no easy task. But it’s not impossible when you consider the opportunity that takeout beverage sales represent.
To capture these additional dollars, you must first recognize the reasons why a guest might not be purchasing beverages with their takeout orders. Key factors impacting this decision include:
Getting Your Message Across
Guests visit pizzerias because they’re looking for an easy, affordable, youth-friendly meal and dining experience. Communicating to guests that beverages are part of satisfying those needs starts with focused marketing in three key areas of your restaurant: the counter, the beverage station and the door. For example, since 60% of purchase decisions are made at the point of sale, the counter represents an opportunity to remind guests that a meal is not complete without a beverage. Meanwhile, messaging at the beverage station might communicate the breadth of your beverage options and encourage trial of other flavors, while at-the-door marketing might focus on telling guests about specials and promotions. Because each restaurant is different, each marketing approach should differ slightly. Your marketing strategy should reflect your restaurant’s culture, target audience and operational capabilities. While smart marketing is a necessary component of a well-thought-out plan to increase takeout beverage sales, operators must also consider a three-phase approach to thinking about and growing takeout business.
That process looks like this: