Mocktail magic

BREWS & BOOZE

Summer’s Top Tasty Eats & Local Drinks

Mocktail Magic

Why non-alcoholic cocktails are this summer’s latest trend

May 2017 Issue 6

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Our 5 favorite local Craft Brews Patio-Perfect Cocktails Margaritas, Mojitos & More

Mocktail Magic

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Cater to the teetotaler set with a selection of specialty nonalcoholic beverages.

By Tracy Morin

source CxRA

source JD Parties Staff

because of their unique flavor ome may say that there’s profiles and premium positioning.” no substitute for the real If you think mocktails would fit thing, but the explosion your business, this article will get of mocktails is proving you started on the right track to otherwise. Incorporating specialty specialty beverage success. nonalcoholic drinks, or mocktails, into your menu is a ticket to big beverage profits—and can Selling Suggestions work whether or not you have You can market mocktails using a a bar at your establishment. variety of angles. Consider these Mocktails appeal to both kids suggestions: and adults, are fun and easy to make, and help you make more Word of mouth. money from the beverage side Make sure that servers encourage of your menu. Sarah Stroker, guests to think outside the box by marketing and communications suggesting mocktails to customers specialist for Torani, a flavored before taking their drink orders syrup manufacturer based in (and encourage employees to South San Francisco, California, mention these specialty beverages lists the multitude of benefits of with delivery and takeout orders serving mocktails at your business: as well). Thoresen points out that “They differentiate your menu, this technique is effective because build incremental sales, increase many customers don’t know what check profitability, enhance guest they will order to drink when they satisfaction and drive alternate first sit down. And, if your daypart traffic—they list of mocktails is allow a customer to lengthy, servers order a premium can help by beverage at offering “Mocktails fit both lunch and suggestions. nicely into this trend dinner.”

“The No. These 1 way that because of their specialty we let our unique flavor profiles and beverages customers premium positioning.” are also steadily gaining in popularity.

According to a recent study by Chicago-based foodservice consultants Technomic, published in the company’s latest Beverage Consumer Trend Report, mocktails are a “hot area of innovation.”

“Consumer interest in specialty beverages has been on the rise for some time now,” explains Erik Thoresen, senior manager of product innovation for Technomic.

“Mocktails fit nicely into this trend

know about our mocktails is through the training of our waitstaff,” says Andrew Robertson, service manager of Sal and Mookie’s (www.salandmookies. com) in Jackson, Mississippi. “As part of the greeting of a table, our servers mention the mocktail menu and point out any personal favorites.” Sal and Mookie’s, a New York-style pizzeria, offers a variety of “Mookie’s Mocktails,” which encompass 15 juice- or soda-and-syrup styles and 17 Torani spritzers (plus seven sugar-free varieties). The server suggestions, in combination with a detailed and descriptive mocktails menu, help guests narrow down the choices.

Menu marketing.

When you add mocktails to the mix, you’ll need to put them on your regular menu (or add them to a separate drink menu).

If your pizzeria caters to mostly adults, arranging them next to the alcoholic beverages may be a good idea, so that those who seek an alternative to alcohol will be able to review them. This placement will also highlight the uniqueness of the beverages Nothing will cool you down like this summer’s mocktails rimmed with fruits.

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Recipes

source Jennifer

permanent menu. “Promoting mocktails as limited-time offers is a good way for pizzeria operators to experiment and gauge the demand of their patrons,” says Thoresen. “But managing a revolving portfolio of LTOs in a profitable manner presents a number of challenges, so careful monitoring is essential.”

Pricing.

suggest that the restaurant display the flavored syrup bottles, just as a bar would display its high-end liquors on a glass shelf behind the bar,” advises Robertson. “They are truly a selling point as well.”

Sampling and specials.

Offering samples to customers is an effective way to advertise your specialty beverages, because once customers taste them, they’re more likely to purchase the full size (just make sure the sample is delicious!). “We sample on our busiest nights,” says Robertson.

“We create a couple of pitchers of the mocktails and have the host walk through the waiting area, pouring samples for our guests. A pizzeria owner might even want to do a drink special on certain nights—the Nonalcoholic Happy Hour, when all mocktails are half-price with the purchase of a pizza.”

Even the mere sight of fun mocktails can get customers

hankering to try them. “We know of operators who send servers walking through the dining room with a tray full of incredible drinks just to entice sales,” says Stroker.

“A beautiful drink has great ‘metoo’ potential!”

LTO options.

Limited-time-only beverages make up another area that is growing in the restaurant world, so why not combine these two trends and offer some LTO mocktails?

“A great way to market new offerings without diluting the current beverage menu is to offer specialty mocktail drinks as LTOs,” says Stroker. “By introducing these new unique drinks in that manner, they’re likely to generate more interest and trial.”

Through making an LTO offer, you’ll also be able to determine which flavor combinations are most popular with your customers, helping you decide which should be added to the

When it comes to pricing your mocktails, you want to make sure you’re making sufficient profit, but you also don’t want to price them so high that no one buys. “You must ensure your target food and beverage costs are met; we target our cost for nonalcoholic drinks at 28%,” explains Robertson. “The conflicting side is the need to ensure that there’s a tangible price/value relationship, and that the product is not priced beyond the customer’s value range.” He goes on to note that, once pricing is set, strict control—of pours, giveaways and mistakes—is key to ensuring that profits stay in line with predictions.

But, ultimately, the consensus is clear: Mocktails can be very profitable.

“They allow you to raise your perperson average by at least $1 to $1.25,” he says.

“Mocktails have the advantage of being at a higher price point than sodas and teas,” Stroker says.

“Restaurateurs could be looking at a 60% to 80% profit margin per drink; in terms of overall profit, a restaurant could see an average top-line increase of up to 25% from beverage sales alone!”

Creation Station.

Getting started. Mocktails, like alcoholic beverages, can take many forms. First, decide which types you’d like to offer. You can create juice-based martinis, syrup-andsoda or -juice combinations, frozen

Cranberry Kiss

6 oz. Ocean Spray Cranberry Juice Cocktail 1 oz. orange juice Club soda Orange wedge, for garnish

Pour cranberry juice and orange juice into a glass with ice. Top with club soda.Garnish with an orange wedge.

source Smucker’s Foodservice

Watermelon & Fresh Mountain Mint Mocktail contains the unique taste of Ricola.

source Carole King

and set them apart. “What really differentiates mocktails is the fact that they are often made from scratch, similar to the way a cocktail is prepared,” Thoresen points out. “Because of this, they really appeal to consumers who seek a fresh, hand-crafted beverage experience.”

What if your pizzeria is more family-friendly? If you have a separate kids menu, list at least a few of the mocktails there, because mocktails definitely appeal to younger customers (who aren’t likely to see the alcoholic beverage menu).

Boston’s The Gourmet Pizza (www. bostonsgourmet. com), a chain based in “What really Dallas, differentiates mocktails Consumer unveiled in is the fact that they Trend Report 2007 its new found that kids menu are often made using certain offerings from scratch” terms can with several appeal to mocktail customers’ healthchoices, such conscious sides and as Sour Apple increase the perceived Soda and Strawberry quality of the drinks: 38% of Melonade (a strawberryconsumer respondents said that watermelon lemonade). “They’re the description “100% fruit juice” on our kids menus at all times, and would make them more likely also rotate onto our promotional to order the beverage, while menu,” says Erika Buesing, director 32% said that the phrase “natural of marketing for Boston’s. “We ingredients” would entice them just featured them on our summer to buy. promotional menu.”

And don’t hesitate to show Keep in mind that, as with any the drinks to guests; add them menu, wording can make or to table tents and menus to break the sale. Use mouthencourage impulse buys. Some watering descriptions that make manufacturers of mocktail customers want to try the drinks. ingredients or equipment, such as Also point out any special features drink mix or ice-blended machine of the drinks, such as “all natural,” companies, offer point-of-sale “made with organic juice,” or materials, such as signs, posters, “topped off with a wedge of juicy etc., to help with the visual aspect pineapple.” Technomic’s Beverage of marketing. “I would also

Raspberry Cream Lemonade

1 c. lemonade ½ c. crushed ice ½ c. vanilla ice cream 2 oz. Smucker’s Raspberry PlateScrapers, plus more for garnish

Blend all ingredients.

Serve in a glass decorated and topped with Smucker’s Raspberry PlateScrapers.

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