Beyond the Buzz – Embracing the Non-Alcoholic Beverage Movement in Restaurants

In this episode of Restauranttopia, Dave and Brian explore the growing non-alcoholic beverage movement and why it's a must for modern restaurants. They break down the cultural shifts, customer expectations, and real profitability behind offering thoughtful non-alcoholic options. Learn practical ways to adapt your menu, train your staff, and create a welcoming experience for all guests—drinkers and non-drinkers alike.

Key Takeaways

The Cultural Shift Toward Less Drinking

• Gen Z drinks 20% less than millennials.
• Health, wellness, and cognitive performance are driving alcohol reduction.
• Events like Dry January, Lent, and Sober October are more mainstream than ever.

The Business Opportunity

• Upselling non-alcoholic options can dramatically increase check averages.
• Ready-to-drink non-alcoholic beers and specialty beverages are rapidly growing markets.
• Properly curated non-alcoholic menus meet real customer needs without cannibalizing alcohol sales.
• Train Your Staff for Inclusivity
• Avoid shaming or awkward moments when guests order non-alcoholic drinks.
• Present non-alcoholic options confidently alongside alcoholic beverages.
• Create an experience where all guests feel welcome and cared for.

Marketing and Menu Strategy

• Be strategic in how you name and market non-alcoholic options (avoid terms like 'mocktails' that can carry a stigma).
• Highlight non-alcoholic beverages as 'cognitive enhancers' or unique house specialties.
• Promote non-alcoholic selections during prime times like January, October, and Lent.

Profitability and Execution

• Non-alcoholic beverages often offer higher margins due to lower product costs.
• Execution and presentation are key—offer well-crafted, thoughtful drinks rather than sugary afterthoughts.

Pro Tips

• Use creative branding—think cognitive enhancers or wellness drinks rather than 'mocktails.'
• Add a non-alcoholic section to your menu or have rotating non-alcoholic specials.
• Stock premium non-alcoholic beers and spirits to meet rising customer expectations.
• Train staff to suggest non-alcoholic drinks naturally, not as an afterthought.
• Recognize that offering strong non-alcoholic options is good hospitality—and good business.