CHICAGO?Consumers are responding to new beverage introductions and the aggressive promotion of beverages, and as a result beverage-only has become a significant growth opportunity for the foodservice industry, according to a new report from NPD?s CREST? foodservice market research.
?There is, however, a complexity to beverage-only foodservice occasions, and it?s important for foodservice operators and manufacturers to have a full understanding of the foodservice beverage landscape in order to capitalize on this growing and changing market," said Kyle Olund, director, foodservice product development at NPD.
According to NPD data, as consumers manage restaurant checks by cutting back on beverages and ordering food-only at main meals, restaurant chains are driving incremental beverage-only occasions at other times during the day through the introduction of new beverages and beverage marketing efforts. For the year ending June 2012, total restaurant visits were flat whereas visits that included both food and beverage declined by 2%.
The new foodservice beverage research also found beverage-only foodservice occasions steadily increase during the morning, peak between 1 p.m. and 3 p.m., and then gradually taper off through the late afternoon and evening hours. Shakes, smoothies, slushy drinks, coffee, and bottled water are among the beverages more likely to be consumed at a restaurant occasion that doesn?t include food.
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Source: http://www.foodproductdesign.com/news/2012/09/beverage-only-restaurant-occasions-boost-drink-sa.aspx
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