A recent survey by Consumer Edge Insight shows which casual-dining restaurants appear to generate the most loyalty from their alcoholic beverage offerings.
According to Restaurant DemandTracker, a recent survey of restaurant customers in the United States, a restaurant’s alcoholic beverage offering plays an important role in determining loyalty to some restaurants. The survey asked people which casual-dining restaurant brand they visit most often and the reasons why.
The casual-dining brand whose customers were most likely to visit it most often due to its “good selection of alcoholic beverages” was Buffalo Wild Wings, with 29% citing that as reason (multiple responses allowed). Applebee’s came in 2nd place with 24% of its customers citing that reason. Outback Steakhouse and T.G.I. Friday’s tied for 3rd place with 22%.
The casual-dining brand whose customers were most likely to visit it most often due to its “good prices of alcoholic beverages” was Buffalo Wild Wings again, with 30% citing that as reason (multiple responses allowed). Chili’s came in 2nd place with 23% of its customers citing that reason, and Ruby Tuesday came in 3rd place with 22%.
The survey also asked restaurant-goers who are aware of each restaurant brand what improvements would make them visit that restaurant more often. Lone Star Steakhouse had the highest number of people say they would visit more often if the brand offered better prices on alcoholic beverages, with 30% citing this reason (multiple responses allowed). Hooter’s had the highest number of people say they would visit more often if the brand offered a better selection of alcoholic beverages, with 46% citing this reason (multiple responses allowed).
“For any restaurant that serves them, alcoholic beverages can be a key driver of traffic, differentiation, and loyalty” said David Decker, President of Consumer Edge Insight. “Among casual-dining restaurants, Buffalo Wild Wings is seeing the greatest positive effect in terms of building customer loyalty with its alcohol offerings. There are many steps other restaurants can take to improve their alcoholic beverage programs to increase traffic, sales, and customer loyalty. It’s important to understand what you can do to attract more alcohol drinkers to your restaurants, and also to understand the profile of alcoholic beverage drinkers who already visit your restaurants, what their alcohol preferences are, and how you can increase the likelihood they will order alcohol at your restaurants.”
Restaurant DemandTracker, a syndicated consumer research service from Consumer Edge Insight, provides an indepth analysis each quarter of how key economic and secular factors impact restaurant demand and which brands are best-positioned to succeed. Data for the most recent Restaurant DemandTracker was collected in July 2013 via an online survey of over 3,000 US consumers, age 18 and over, designed and weighted to be representative of the US adult population that visit restaurants at least once per month. Some of the topics covered include economic factors driving changes in restaurant patronage, impact of health trends on overall patronage and by segment, changing demographic profiles of restaurant segment users, and numerous brand performance metrics. The research covers the quick-service, fast-casual, family-dining, casual-dining, fine-dining, and pizza-takeout segments in detail.
To learn more, call David Decker at (203) 504-7558 or send an email to ddecker@consumeredgeinsight.com.
Consumer Edge Insight LLC is a market research and consulting firm that helps clients who want to have deeper insight into how consumer behavior is changing around the world and how to profit from those changes. We help companies monitor key trends and develop strategies to enhance shareholder value. In the restaurant industry we have marketing partnerships with GuestMetrics and BlackBox Intelligence. For further information, contact David Decker, ddecker@consumeredgeinsight.com, or visit www.consumeredgeinsight.com.
