After variable velocity sales trends over Christmas and the New Year, January has seen steady sales driven by an increase in average check value, however ticket counts are slightly down.
The Impact Report reflects how drinks brands, suppliers, and venue operators must adapt to meet emerging demands, amidst consistently strong visitation levels and evolving consumer priorities.
Prime Opportunities for 2025
In the past month, more than three quarters of consumers dined out, while half went out for a drink (both +1pp vs December 2024). Looking ahead, these visitation trends remain steady, with three quarters of consumers planning to eat out in the next month, and half intending to visit bars and restaurants for drinks. Notably, 18% of consumers are frequent visitors, going out 3-5 times per week, while 2 in 5 dine or drink out once or twice weekly.
Add shifting consumer preferences into the mix and the opportunities are clear for industry stakeholders to align their offerings with existing and emerging trends, such as:
- Health-conscious choices – A significant proportion of consumers are prioritizing healthier options, with a third planning to choose healthier food and drinks, and a quarter intending to moderate their alcohol consumption.
- Premiumization and quality focus – 1 in 5 consumers plan to opt for higher-quality food and drinks, reflecting a growing demand for superior experiences.
- Value-driven decisions – Quality is a priority. Yet value remains important, with nearly half of On Premise visitors placing importance on good value, and 3 in 10 considering deals and promotions when eating and drinking out.
- Enticing food pairings – Complementary or unique food and drink pairings represent a compelling chance to capture consumers during the regular weekly visits they’re currently enjoying.
Sustained consumer satisfaction
Overall, US consumers remain satisfied with their On Premise experiences. Quality of service and overall experience satisfaction levels stand at 90%, while cleanliness and hygiene score 89%. At the opposite end of the scale, value for money (78%) remains an area for improvement.
Strategic takeaways for Industry stakeholders
As brands and operators plan for the rest of 2025, success will hinge on balancing quality, health-conscious offerings, and value. Promotions and deals can attract cost-conscious consumers, but premium experiences and healthier choices are driving factors for many.
Unsurprisingly, Saturdays and Fridays continue to pull the biggest crowds. But shoulder days – Sundays, Wednesdays and Thursdays – can make all the difference. Suppliers can tailor specials and activations around these weekdays to encourage consumer footfall.
Drew Hummel, CGA by NIQ Director – On Premise said: “As shifting consumer priorities continue to shape the market drink brands, suppliers, and venues that can deliver quality, value, and health-conscious options will have a competitive edge. There will be exciting opportunities to take advantage of throughout 2025, and smart, data-driven promotional strategies will be key to maximizing growth and share.”
CGA’s On Premise Impact Reports help suppliers and manufacturers across food and beverage keep a pulse on the industry by featuring current insights derived from a variety of CGA’s best-in-class data tools. Explore the US Impact Report Subscription here or contact CGA’s experts to dive deeper with market solutions.
Value Velocity is the average total outlet sales over the specified time period in dollars.
Sources: US Consumer Impact Report, January 2025. BeverageTrak 2025.
