CGA reveals seasonal opportunities in US On Premise as summer trading heats up

Consumers are set to step up their visits to US bars and restaurants this summer, CGA by NIQ’s latest research reveals.
Download the snapshot

More than a quarter (27%) of consumers say they expect to visit bars, restaurants and similar venues more often in the summer than they have in 2024 so far—compared to only 16% who plan to go out less. Among those aged 21 to 34, the number who expect to increase their visits is even higher at 45%.


CGA’s BeverageTrak sales measurement solution meanwhile indicates positive trends in transactions as the US moves into the summer. Velocity in the final full week of April was up by 7% on the same period in 2023, driven by uplifts in both traffic (+5%) and check value(+3%)​. Nine in ten (89%) consumers have been out to eat in the On Premise in the last month, while nearly half (45%) have visited for a drink.  


As the weather improves, CGA’s sales and consumer data pinpoints early evening as a particularly lucrative period for operators and suppliers to target. Exactly half of US consumers expect to drink out between 5pm and 8pm, while 40% plan to visit during ‘Happy hour’ periods.


Among those planning daytime drinks, well over a third expect to visit casual dining chains (41%) and independent restaurants (36%). Neighbourhood bars (31%) and sports bars (31%) are other popular destinations, while increased traffic can also be expected in venues with outdoor areas, like rooftop bars and street festival vendors.


The On Premise Impact Report also reveals the occasions and drinks choices that dominate daytime summer visits to bars and restaurants. Nearly half of consumers plan catch-ups with friends, while vacations (41%), celebrations (35%) and treats (29%) are all common reasons for trips. Meanwhile, beer (41%), soft drinks (32%) and cocktails (31%) are the three most common drinks choices, while vodka (25%) and tequila (24%) are the two most-wanted spirits.  


Long Alcoholic Drinks (LADs) typically benefit from the warmer weather. Over a third of consumers plan to drink cider in bars, restaurants, or similar venues this summer. This increases +19pps (percentage points) to more than half (57%) of consumers in the 21-34 age group, offering brands an opportunity to engage with this highly valuable young demographic.  


Matthew Crompton, CGA by NIQ’s Vice President Americas, said: “With the temperatures rising we can expect to see more consumers coming out ready to enjoy themselves in bars and restaurants. Tapping into their treat mentality can unlock extra sales and share, but it will be vital to cater for their latest preferences and adapt to category trends. An upswing in cocktail consumption brings particularly good opportunities for spirits brands to revive sales after a challenging start to 2024—especially through smart use of happy hours and activations. Our On Premise Impact Reports are the ideal bedrock for successful strategies over the crucial summer trading period and beyond.” 


CGA’s On Premise Impact Reports help suppliers and manufacturers across food and beverage keep a pulse on the industry, delivering expert and up-to-the-minute insights derived from a variety of our best-in-class data tools. Click here to download more information. To learn more about subscription access and wider consumer solutions, contact Matthew Crompton here


Recent posts:

Share post


Subscribe to our newsletter

Access the latest On Premise news and reports by signing up below.