2023 Britvic Soft Drinks Review Foodservice - Flipbook - Page 29
FOODSERVICE CATEGORY OVERVIEW
FOODSERVICE DEEP DIVE
FOODSERVICE DATA TABLES
SOFT DRINKS CAN PLAY A KEY ROLE
IN ELEVATING OUT-OF-HOME DINING,
BE IT A QUICK GRAB-AND-GO LUNCH
OR A MORE LEISURELY DINE-IN AFFAIR.
BY PAIRING FOOD WITH DRINKS IN
PROMOTIONS, OPERATORS CAN
ENHANCE CUSTOMER PERCEPTIONS
OF VALUE AND DRIVE UP AVERAGE
SPEND. OFFERING GREATER CHOICE,
PAYING CLOSE ATTENTION TO
HOW DRINKS ARE SERVED AND
ENCOURAGING PEOPLE TO TRADE UP
CAN ALSO PAY BIG DIVIDENDS.
Indeed, looking at the overall out-of-home market, we
calculate that simply encouraging 10% of consumers to
trade up from tap water to a soft drink could deliver an
extra £170m and convincing them to buy an elevated
soft drink such as a Pepsi Max® with a shot of Mathieu
Teisseire could unlock a sales opportunity worth a
whopping £123m.1
Of course, the size of the potential prize depends largely
on a venue’s proposition and the clientele it is catering
for, but there are opportunities for everyone from fast
food and coffee shop operators to contract caterers
and workplace venues to rethink the soft drinks they
serve. As we’ve already explored, consumers want
experiences they can’t get at home when they go out
to eat; thinking differently about soft drinks can help
foodservice operators provide this by offering elevated
experiences through the food and drink on their menus
and the quality of their venues.
1 CGA, November 2022; calculations based on 500 million tap water occasions, trading up 10% of tap water consumers to a soft drink, or an elevated soft drink, based on a
soft
drink cost
of £2.52
and elevated
cost
of £3.75
1 Lumina
intelligence
consumption
data
- date
TBC
FOODSERVICE DEEP DIVE
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