MULTI CLIENT STUDY—

The Drinkers Path to Purchase

Understanding the Consumer’s Adult Beverage Decision Journey in Full-Service Restaurants

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The way people choose adult beverages at restaurants and bars is more complicated than ever. Many things affect their decisions, like mood, weather, what kind of drinks they usually like, food ordered and any available promotions. Social media, regular ads, the menu and interactions with the bartender or server also play roles. Plus, with more brands, flavors and formats of adult beverages, as well as different values and priorities, the drinker path to purchase is always changing. From planning their visit to ordering at the table, adult beverage manufacturers need insights into these factors to boost on-premise sales.

The main goals of this study are to find out which factors are most important when people choose adult beverages at sit-down restaurants and track their path to purchase, covering what drinkers do before, during and after a visit. These insights will help alcohol manufacturers and restaurant owners find the best ways to connect with customers and boost on-premise sales.

Questions you can answer with this study:

What role does alcohol play in one's decision to go out vs. stay home?
What is taken into consideration when someone is choosing which location to visit?
What are key drivers and trends that affect decision- making when choosing a drink?
What is the likelihood of someone purchasing the same drink or brand?
What is the impact of GLP-1 drug use on foodservice usage?

Segment Scope