Article

Beverages help boost the post-lunch crowd

The post-lunch crowd can be slow. Teas can have an appeal and bring people in.

September 29, 2015 by Travis Wagoner — Editor, Networld Media Group

Once the lunch crowd rolls out, business is slow, leaving restaurant operators thirsting for way way to increase business. John Buckner, vice president of marketing with S&D Coffee & Tea, believes tea is the answer.

"Patrons often have tea — hot or iced — after a meal, and teas are commonly enjoyed as snacks in the afternoon, primarily for the taste, but also as a source of energy or relaxation," he said.

Tea also reaches the coveted Millennial demographic. Customers ages 18 to 35 drink more iced tea than any other segment, according to Buckner. It’s selected as a healthier alternative to soft drinks.

"We are also seeing Millennials buy tea-based products across a number of menu applications, such as tea-based smoothies," Buckner said.

Executives at McAlister's Deli, known for its iced tea, agree.

"Our tea is really the thing that brings people in the door," said Leah Bookout, an assistant manager at a McAlister's Deli in Louisville, Kentucky. "It definitely sells all day, including after lunch and through dinner. Our sweet tea is definitely our biggest seller."

Seasonal

Teas can also have a seasonal appeal to those wanting a post-lunch refreshment pick me-up, especially when fall comes around and customers are in search of all-thinks pumpkin. Argo Tea's  Pumpkin Chai, for example, does particularly well.

Additionally two of its signature drinks — Chai and Bubble Tea — are its most popular beverages post-lunch.

"They both have a caffeine kick and are a bit more indulgent — yet still healthy," Argo Tea Marketing Director Dana Dimitri said. 

What are some trending flavors right now?

As customers seek more variety in their tea options, QSR and fast casual restaurants are incorporating flavored options into their menus, said Grant Cates, R&D beverage technologist - Tea Products with S&D Coffee & Tea. Those that are just starting to introduce flavored teas tend to enter the market conservatively with more traditional flavors such as lemon, passion fruit, mango and raspberry.

“We see flavors like melons, hibiscus and other floral notes in more adventurous markets with younger decision makers, such as the West Coast,” Cates said.

Argo offers a Green Tea Cinnamon Orange that’s infused with cinnamon, has no calories and moderate caffeine. McCalister's Deli offers three fruit purees to give customers more choices in their tea.

"We have three flavors for our teas," Bookout said. "Peach, strawberry and wildberry, which is a mix of raspberry, blackberry and strawberry. Peach is the best seller."

What should QSRs know about incorporating tea/tea flavors into their menus?

QSRs should consider offering a variety of teas if they don't want to miss meeting consumer demand, Buckner said. He also believes that tea should be "given an identity."

"Studies show that consumers prefer a restaurant-branded tea, like Popeye’s Cane Sweet Iced Tea, which can stand up to retail-branded soft drinks when prepared consistently and supported by great messaging and graphics," Buckner said. "Restaurant-branded iced tea holds the promise of being a destination item, delivering an exclusive away-from-home experience that can’t be replicated by another restaurant."

Expanding tea offerings could also grow business. Informing customers about their tea selection could develop greater interest and loyalty.

"Expand your tea offerings and don’t be afraid to educate your customers on sustainability and origin factors through impactful messages that differentiate your brand and could, in turn, grow your business," said Bonnie Hall, sourcing and quality manager, Global Green Coffee and Tea with S&D Coffee & Tea.

About Travis Wagoner

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Travis Wagoner spent nearly 18 years in education as an alumni relations and communications director, coordinating numerous annual events and writing, editing and producing a quarterly, 72-plus-page magazine. Travis also was a ghostwriter for an insurance firm, writing about the Affordable Care Act. He holds a BA degree in communications/public relations from Xavier University.