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For these reasons, CGA by NIQ’s latest insights from the Consumer Pulse Report provides in-depth analysis of the path to purchase for consumers in bars, cafés, restaurants and other venues, offering valuable insights for drinks brands, suppliers, and venue operators.
New research highlights key factors influencing consumer decisions when ordering drinks in hospitality venues. The data reveals the top 5 influences are:
- Food pairing – 42% of consumers prioritise drinks complementing their food choices.
- Preferred brands and products – 31% are persuaded by the availability of the favourite drinks they habitually order when out.
- Venue specialities – More than a quarter are interested in a venue’s bespoke and ‘signature’ product offerings.
- Waiter/bartender recommendations – More than a fifth (21%) are influenced by recommendations from venue staff.
- Promotions or offers – More than a fifth (21%) are enthusiastic to purchase special deals and limited time promotions.
Accordingly, these insights provide a clear understanding of the consumer’s decision-making process, in turn emphasising the importance of aligning product offerings with shifting consumer preferences.
Furthermore, the data also delves into how often consumers order new drinks they’ve never tried before, based on various influences including:
- The physical menu – More than two thirds of consumers order new drinks often or very often after seeing them on the physical menu in venues. The top spot of the physical menu draws attention to its prominence in influencing French consumers to trial new drinks.
- The back bar – More than a third (34%) are influenced by drinks displayed on the back bar.
- The online menu: Almost a third (29%) frequently order new drinks after seeing them on the online menu, social media channels or other digital listings.
Additionally, recommendations from personal connections and staff are also significant drivers:
- Friends/family recommendations – More than half (56%) of consumers often try new drinks based on trusted word-of-mouth recommendations.
- Waiter/bartender recommendations: 50% are influenced by staff suggestions. This data confirms and amplifies the findings in the Global Bartender Report, underlining the important role bartenders play for consumers ordering new drinks,
- Social media – 26% are swayed by recommendations on social media channels.
Consumers’ path to purchase in the French On Premise reveal the importance of strategic positioning and recommendations in driving sales. Drinks brands and operators are better placed to optimise their strategies to enhance sales and footfall as a direct result of understanding the influences on their purchase journey.
Julien Veyron, Client Solutions Director – France said: “Path to purchase is an important element in meeting the needs of consumers in the On Premise. There are many ways for brands and venues to think about how they can leverage a combination of these elements and tactics to help drive consumption and sales. Our latest insights signposts innovative ways for these industry stakeholders to engage with consumers, with targeted offerings and promotions, plus maximising factors like food pairing, familiar products, and recommendations from trusted sources to ultimately drive sales and consumer loyalty.”
