With data from Allegra stating that consumers are willing to pay up to 12.4% more for a Christmas-themed drink, the benefits for pub, bar, cafe and restaurant operators of getting in the festive spirit are clear.
However, with such stiff competition it’s essential for operators to be organised to ensure that increased footfall and tricky to prepare innovations don’t lead to longer waiting times.
It’s also equally important for them to ensure that stock levels are maintained to keep consumers coming back for their favourite festive beverage.
Lee Hyde, Beverage Innovation Manager at Monin UK, shares his top tips to help spread the festive cheer this Christmas.
Making the most of the festive season
Adding a range of concept-led beverages and limited time offers are essential during this period, although it’s best kept simple. Too much choice can make the decision making process confusing for customers and slow down service, adding to their wait times. Focusing on a few key beverages that really encapsulate what Christmas means at a venue works best.
It’s also important to ensure that Christmas drinks using milk - like hot chocolate or coffee with festive syrups, be be adapted for dairy-free and nut-free diets, with milk alternatives and a variety of toppings on hand.
Capturing the imagination
The festive season signals a prime opportunity for operators to get creative to encourage incremental spend. Monin's creations (see below), ‘Frosty the Snowman’ or ‘Rudolph’, are good examples of concept drinks which help to capture the imagination, create atmosphere, and tap into consumer nostalgia.
Frosty the Snowman
15 ml MONIN Frosted Mint Syrup, White hot chocolate powder, 420 ml milk
Prepare the white hot chocolate and add in the frosted mint syrup. Top with whipped cream, candy eyes and a mini carrot nose.
Rudolph (pictured)
15 ml MONIN Black Forest syrup, Hot chocolate powder, 240 ml milk
Prepare the hot chocolate and add in the black forest syrup. Top with whipped cream, a heavy dusting of chocolate powder, candy eyes, pretzels for antlers and a red cherry nose.
Ann extra dimension can be added to a concept-led menu by tapping into the current trend for customisation. Consumers enjoy adapting recipes to personal taste and increasingly expect to be able to do so out of home.
Providing a tray of goodies such as chocolate drops, pretzels and marshmallows will deliver against this trendby allowing consumers to have a bit of fun creating their own ‘Frosty the Snowman’ or ‘ Rudolph’. This approach can also provide great Instagram content, helping to drive awareness of the business.
Tis the season… to give back
Consumers often feel particularly charitable during the festive season and are keen to incorporate charitable donations within their seasonal spend. Consider including a festive drink on menus that has a percentage of its sales donated to a charity.
Tradition vs. innovation
Embrace Christmas traditions and replicate them across your menus in innovative ways. Consider providing an advent calendar style menu that offers a different Christmas inspired drink in the lead up to the big day.
