Beverages Shift from Add-Ons to Growth Drivers for Restaurants
Event summary
- 87% of full-service operators and 80% of limited-service operators view beverages as key traffic drivers.
- 72% of consumers see restaurants as destinations for beverage discovery.
- 37% of consumers make beverage-only purchases weekly, rising to 50% for Gen Z and 47% for millennials.
- 83% of delivery customers would order more beverages with improved packaging.
- Operators are prioritizing strategic beverage menu refreshes, focusing on growth categories like coffee, tea, and wellness drinks.
The big picture
The National Restaurant Association's 2026 Beverage Trends report highlights a strategic shift in the industry, where beverages are evolving from mere add-ons to core growth drivers. This aligns with broader trends of consumer demand for personalized, experiential dining and the rise of value-driven occasions. The report underscores the opportunity for restaurants to differentiate themselves through beverage innovation, particularly as younger generations prioritize discovery and affordability.
What we're watching
- Packaging Innovation
- Whether improved beverage packaging can significantly boost delivery attachment rates.
- Beverage-Only Occasions
- The pace at which beverage-only purchases become a mainstream growth driver, particularly among younger consumers.
- Menu Strategy
- How operators balance beverage variety with profitability as they refresh menus.