Customization — or tailoring food and beverage orders to the consumer’s preference — is a powerful force that drives sales and increases guest loyalty in foodservice operations.
With beverages in particular, a growing number of operators use customization as a creative marketing tool by encouraging guests to mix and match flavors in iced tea, coffee, lemonade, soft drinks and cocktails.
Another potent customization vehicle they use is the beverage container itself — ranging from classic refillable cups to sought-after collectible tumblers to next-generation drinking vessels equipped with radio frequency identification (RFID) tags that streamline payment and operations.
Other insights in this white paper, based on a beverage marketing roundtable of leading foodservice executives sponsored by Whirley-DrinkWorks!, include promoting local products in customization campaigns, creating appealing beverage-and-food combos, leveraging beverages in the burgeoning snack daypart, curating beverage choices for maximum consumer impact and reaching out to the millennial generation with customizable options.
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