Merchandising to maximize beverage profit
Brought to you by Lipton®
Beverages – they’re easy to serve, and they’re profitable. Most operators treat their beverage menu as an “if it ain’t broke, don’t fix it” kind of thing. That’s fine…but it isn’t going to increase check averages. All it takes is a little creative merchandising to turn a beverage menu into a profit center.
Let’s look at one beverage in particular: iced tea. Right now, it sits comfortably nestled among the carbonated soft drinks and coffee, both of which get major promotional pushes. Iced tea? Well, it’s sort of forgotten when it comes to merchandising.
But there are some good reasons why iced tea should be promoted just as prominently as the other beverages. First, popularity: Tea is “big” right now. It’s the fastest-growing non-alcoholic beverage.1 And sweet and flavored iced teas rank among the trendiest nonalcoholic beverages in the National Restaurant Association’s What’s Hot in 2012 Survey.
Second, iced tea is a real moneymaker. And more prominent merchandising of iced tea can lead to increased sales, which leads to a better bottom line. Just how much better? With an average serving cost of $0.08 per serving for fresh brewed iced tea (includes approx. cost of tea, lemon and sugar), and an average menu price of $2.062, selling just five more glasses of fresh brewed iced tea per day means you’ll earn over $3,600 estimated profit over the course of a year.
So what type of merchandising works best for iced tea? First, make sure your customers know you’re serving Fresh Brewed Iced Tea, the preferred Iced Tea format. It’s made from real tea leaves and is known for a better taste profile3. Be sure to call out on your menu that you’re serving fresh brewed. Much like the simple, refreshing flavor of tea itself, simple merchandising ideas work best. Start with a table tent picturing a cool, flavorful glass of fresh brewed iced tea. Menu decals are another easy selling tool that let customers know of the availability of iced tea. Eye-catching signage makes a “top-of-mind” impression at the front door or at the ordering counter.
Most importantly, serving a trusted brand name like Lipton® iced tea is essential to effective merchandising. Deliver what your customers want by serving Lipton®: Preferred 2 to 1 over other brands4. In fact, 57% of consumers are more likely to visit a restaurant if Lipton® is the featured brand5. Lipton® Fresh Brewed Iced Tea offers a variety of sweetened and unsweetened flavors that are sure to appeal to both the casual tea drinker and the most loyal tea fan. Merchandize your way to beverage profit. Visit unileverfoodsolutions.us/foh to order your free Lipton® merchandising materials today.
1 The NPD Group/CREST® Year Ending November 2006 vs 2011
2 Datassentials MenuTrends DIRECT, August 2011
3 Support for “better taste” claim for Fresh Brewed Iced Tea: Technomic consumer iced tea segmentation study, December 2009.
4 We asked consumers the question “which of these iced teas would you prefer with your meal at restaurants you visit?” The NPD Group, Lipton® Iced Tea Brand Study, June 2010
5 The NPD Group, Lipton® Iced Tea Brand Study, June 2010