As the hospitality industry continues to evolve and change, so do customer preferences, especially during occasions like Dry January when many are choosing to abstain from alcohol.  

A recent Popmenu study reveals that a surprising majority of diners are choosing non-alcoholic options. The study paints a compelling picture:  

• 61% of consumers typically order non-alcoholic beverages when dining out  
• 33% opt solely for water

Non-alcoholic options are untapped revenue 

This isn't just a fleeting fad: 55% of restaurant operators confirm this as a growing request that presents a nice opportunity for restaurants to expand their offerings and increase those ever-thinning margins. 

The average consumer spends approximately $30 on alcohol during a restaurant meal, according to the Popmenu study. While alcohol sales are undoubtedly profitable, neglecting the non-alcoholic market represents lost revenue. Many restaurant guests are choosing non-alcoholic beverages for various reasons, including health concerns, designated driving, or simply preference. By providing creatively crafted non-alcoholic choices, restaurants can tap into this segment and increase overall revenue. 

Interestingly, Popmenu’s study highlights that while many operators (59%) offer non-alcoholic versions of popular beverages, there is considerable room for improvement. Simply offering soda and water isn't enough to attract the growing number of consumers actively seeking sophisticated and exciting non-alcoholic options. Restaurants can differentiate themselves and create a compelling value proposition. But how?  Start small and let your guests guide how you scale. 

Here are some suggestions for succeeding with a non-alcoholic drink program:  

Four ways to elevate your restaurant's non-alcoholic menu

1. Put non-alcoholic selection on ALL menus  

Don't hide your non-alcoholic offerings. Make them prominent, easily identifiable and just as compelling as their alcoholic counterparts on both your physical and online menus. Many customers actively seek these options, and a lack of clear labeling might lead them to overlook them entirely. Plus, many more guests don’t know to ask for non-alcoholic options, or perhaps they feel nervous to do so. If they see a carefully crafted menu of alcohol-free beers, wines, and cocktails, the upsell opportunities are much stronger.

Putting zero-proof options on your online menus is particularly important because your website is often your first point of interaction with a guest. Last year, Google Trends reported a 217% increase over the previous year in searches for "mocktails" during Dry January. Having your 0 ABV offerings on your online menu is a good way to be found during those searches and part of a good SEO strategy. 

2. Experiment with menu placement  
Nearly as important as putting non-alcoholic options on the menu at all, is where you put them. Don't relegate non-alcoholic options to the bottom of the menu or tuck them away in a less visible section. Instead, experiment with placement to maximize visibility and appeal. Consider featuring them prominently alongside cocktails or creating a dedicated section that showcases the artistry and quality of your non-alcoholic drinks. This not only improves discoverability, but also elevates the perception of non-alcoholic beverages, attracting more customers.  

3. Elevate booze-free cocktails using alcohol-free spirits  

The days of bland, sugary mocktails are over. Invest in high-quality, non-alcoholic spirits to create sophisticated, full-flavored alternatives to classic cocktails. Mirroring the presentation of alcoholic beverages creates a premium experience that attracts customers and justifies higher price points. This is even more true if using functional spirits with adaptogens or nootropics, which contain natural substances that claim to decrease stress or improve cognitive function. The investment in quality ingredients directly translates to a better product and potentially higher customer satisfaction.

4. Consider hiring a consultant for guidance 
While adapting to changes in beverage demands, hiring a consultant who specializes in non-alcoholic beverage programs and products may be a good investment. A consultant can help in several ways, including selecting high-quality non-alcoholic products that will sell, creating marketing materials, organizing staff tastings and training so servers can effectively promote these items, and optimizing pricing to ensure profitability. This expertise can be particularly beneficial for restaurants looking to innovate without making costly missteps while enhancing your restaurant’s reputation and revenue. 

Want to convert those water drinkers (who bring a guaranteed margin of $0) to alcohol-free cocktail enthusiasts (who could pay $15 for a craft mocktail)? Showcase non-alcoholic items on your menus, explore strategic placement, serve high-quality options, and consider enlisting the help of a consultant, your restaurant can not only cater to current demands but also thrive in a competitive landscape. Embracing these changes today could lead to a more inclusive, profitable future for you tomorrow.  

Schedule a demo with Popmenu to find out how our interactive menus and website design can help more guests discover your non-alcoholic options.