More On Premise consumers are ordering premium products upon return

COVID-19 ON PREMISE IMPACT REPORT

popularity of premium drinks & brands increase as consumers return to the On Premise

This issue we focused on the key states of Texas, Florida, New York and California and have shifted to a data tracker format in order to consistently visualise the changes in the current situation and easily highlight fluctuations.

Over the weekend (Aug 14 – Aug 16) we surveyed 1,597 respondents (who have drunk alcohol in the last 3 months) from these states on their expectations, desires and how they plan to behave in the next two weeks.

key findings

Visitation to bars/restaurants for eating occasions slightly increases on the previous two weeks: 46% have been out to eat in the past two weeks and 14% have been out for a drink.
With visitation remaining fairly flat it appears we have plateaued out on those consumers willing to return to the On Premise before the situation improves; outlets may need to look at fresh approaches to reaching out to those who have not returned.
This may be by highlighting more extensive safety and hygiene practices for those who are concerned or offering alternative motivators such as deals or discounts for slow periods.
In spite of this plateau, we do see an increase in Florida, suggesting there has been a positive response to the stricter guidelines placed on venues
While mid-value drinks/brands are the most frequently ordered in bars/restaurants (50%), 7/10 consumers are doing this as frequently as pre COVID-19. On the flip side, 35% of consumers ordered a premium drink in the last two weeks, but 50% of those consumers said they are doing this more than pre Covid-19. This shows a group of consumers are treating themselves within the On Premise market.
The number of consumers going out at least 3 times in the last 2 weeks continues to increase, showing frequent visitation is still seeing improvement and those who are going out, are growing confidence
Casual drinks or drinks with food are top reasons consumers are returning to the On Premise, showing relaxed outings are currently more popular, however 25% are also going for special occasions, so there is a market for both.