Alcohol-To-Go New Feature Changes the Bottom Line

Alcohol-to-Go:

Adding to the Bottom Line

by DR. JAMES (JB) WARD AND DR. STELLA QUINTERO

If there is one thing you can count on in this industry, it is its ability to adapt to almost any situation. That was put to the ultimate test during a time when any revenue could mean the difference between keeping staff employed and, in many cases, keeping doors open.

During this period of uncertainty, Gov. Ron DeSantis signed an executive order allowing the sale of alcoholic beverages to be purchased to-go in certain situations (AP News, 2021). While this action might not have been the ultimate solution for the industry, it did help to counter restrictions placed on businesses, including a temporary hold on patrons inside establishments. Adding the option to purchase alcohol to go with your food order helped to at least provide a stream of revenue and a way to continue operations.

The popularity of this initiative has led to calls for this type of delivery to become permanent. The addition of to-go alcohol sales has proven to be safe for guests and profitable for establishments. At the time of this article, the Florida Legislature passed the SB 148 on alcohol-to-go, and the bill was signed by Gov. DeSantis.

What will this new change mean for restaurants moving forward? Even before the pandemic, food delivery had become increasingly popular, with millennials driving the trend. The National Restaurant Association reported an “overwhelming shift to off-premises dining” as one of the top trends through 2021. Although this trend might have to do with the impact of the pandemic, the shift towards a preference for food delivery is undeniable, and the passing of the alcohol-to-go bill opens the door to a potential new revenue source while providing guests with new options.

The opportunity to increase sales and raise check averages by adding alcoholto-go is immense, as is the ability to enhance the overall guest experience at home. Customers can now enjoy a curated experience at their tables while supporting their favorite restaurants, and creating memorable experiences is the true essence of the hospitality spirit.

References: AP News. (2021, February 16). Restaurant to go alcohol sales could become permanent. Retrieved from AP News: https://apnews.com/article/business-bills-florida-coronavirus-pandemic-rondesantis-cf97f6de63d1f16d331d4df83e6ee350 Dr. J. B. Ward is an instructor in hospitality and tourism management at the FAU School of Business. Dr. Stella Quintero is an instructor in the marketing department, hospitality management at FAU School of Business.

Making the Most of this Opportunity

Are you ready to make the most of alcohol-to-go? The following tips might be helpful: » Knowledge is power: Most customers might not be aware of this new law and the world of possibilities it opens. Tell them.

Also, make sure that all your staff knows about it and understands it.

Twice at the same restaurant, I have been asked to buy a bottle of wine to go, and twice the server had to ask the manager because they did not know they could sell it to go. » Share the Story: The opportunity to create new and engaging content for social media channels is vast. Tell your customers about your wine’s aromas, flavors and textures, and do not miss the opportunity for connection and engagement. A picture is worth a thousand words, but the story behind it stays with you. » Elevate Your Value Proposition: Let your guests choose the experience, but give them ideas. Highlight food and beverage pairings, offer food and beverage options and reward loyalty. No matter your strategy, it is crucial to communicate it to your customer base.

Once again, the restaurant industry is faced with changing to meet the demands of the environment around us. Once again, it will adapt and thrive.