rsgmag.com
NCR
Home     Tell a Friend     Search     Member Area
 RESTAURANT PROFIT TIPS
Receive our FREE
"Profit Tip"
of the Week





Visit Our Profit Tips Archives!

 KITCHEN & MENU MANAGEMENT
Chef Training
MenuMakeover(sm)
Recipe Mapping

MenuMakeover

RSGFB

 LEARN FROM OUR 'GROWING' READERSHIP
No Dumb Questions
Reader Profiles
home | Insights! | NEW NATIONAL STUDY P . . .
 

NEW NATIONAL STUDY PROVIDES INSIGHT INTO U.S. ADULTS BLENDED BEVERAGE ATTITUDES AND CONSUMPTION HABITS

CLEVELAND --Expanding your blended beverage menu offerings likely could satisfy a marked increase in customer demand for these drinks and boost your bottom line. A new study on the attitudes of U.S. adults in regards to blended drinks, commissioned by Vitamix® and conducted online from May 5-9, 2011 among 2,720 U.S. adults aged 18+ by Harris Interactive®, found that almost three quarters (72 percent) of American adults purchase blended drinks outside the home.

The study, which provides a detailed snapshot of blended beverage buying habits of U.S. adults, also uncovered that more than one third of U.S. adults (38 percent) said they purchase blended drinks outside the home at least once a month. Nearly one fifth (17 percent) purchase blended drinks outside the home at least once a week. Twelve percent indicated they purchase blended drinks a few times per month.

"The results of the Vitamix-commissioned survey appear to support the belief that the blended beverage boom is more than just a passing trend," said Anthony Ciepiel, vice president of marketing and sales for Vitamix. "For businesses that want to build a smoothie or blended beverage clientele, that's very encouraging news. With the rising popularity of smoothies, frozen coffee drinks and sophisticated blended bar beverages, consumers now are demanding cool treats year-round as relaxing indulgences."

In fact, the survey results show the primary reason (67 percent) U.S. adults who make or purchase blended beverages do so as a treat. Following a treat, more than one third (37 percent) make or purchase blended drinks as a snack. Twenty percent said they purchase blended beverages for entertainment reasons, followed by purchasing them as a dessert or as a nutritional supplement (both 19 percent). Sixteen percent cited using them as a meal replacement. Six percent noted they purchase for "other" reasons.

The survey uncovered even more statistics about what particular blended drinks are commonly purchased outside the home. Forty-three percent of those who purchase blended drinks outside the home purchase blended coffee drinks. Women (50 percent) are more likely to do so than men (35 percent). An equal percentage, also 43 percent, noted that they purchase shakes. Thirty-seven percent purchase smoothies, followed by 35 percent who said they purchase alcoholic drinks. Twenty-two percent purchase non-alcoholic drinks. Six percent noted they purchase "other" drinks.

Of those purchasing blended drinks outside the home, 35 percent agree they are purchasing more blended drinks than they did three years ago. Men (39 percent) are more likely to indicate this than women (32 percent) and younger adults (aged 18-34) (43 percent) are more likely to indicate this those 35 years of age and older (31 percent).

Methodology

Harris Interactive® fielded the study on behalf of Vitamix from May 5th -9th, 2011 via its Harris Poll QuickQuerySM online omnibus service, interviewing a nationwide sample of 2,720 U.S. adults aged 18 years and older. Results were weighted as needed for age, sex, race/ethnicity, education, region and household income. Propensity score weighting was also used to adjust for respondents' propensity to be online.

All sample surveys and polls, whether or not they use probability sampling, are subject to multiple sources of error, which are most often not possible to quantify or estimate, including sampling error, coverage error, error associated with non-response, error associated with question wording and response options, and post-survey weighting and adjustments. Therefore, Harris Interactive avoids the words, "margin of error," as they are misleading. All that can be calculated are different possible sampling errors with different probabilities for pure, unweighted, random samples with 100 percent response rates. These are only theoretical because no published polls come close to this ideal.

Respondents for this survey were selected from among those who have agreed to participate in Harris Interactive surveys. The data have been weighted to reflect the composition of the U.S. adult population. Because the sample is based on those who agreed to be invited to participate in the Harris Interactive online research panel, no estimates of theoretical sampling error can be calculated.




Printer-Friendly Format

 SUBSCRIBE TO RS&G TODAY...
subren
RO.com
 ADVERTISE IN RESTAURANT STARTUP & GROWTH
RSG
 SEARCH FOR TOPICS

 JOIN OUR GROWING COMMUNITY OF RESTAURATEURS

"I wanted to take time from my busy schedule to thank you. I recently signed up for your site [RestaurantOwner.com] and I'm finding it to be the most complete, BEST restaurant resource I have ever discovered. Wow! What a great tool. I wish I had discovered this 8 years ago. At the age of 23, I ventured into the restaurant business. I was able to grow my business to 3 restaurants. Despite a degree in Quantitative Economics, I still found your financial seminars informative and educational. I was excited to learn new elements that all my years of education never taught me. The combination of depth and simplicity are what make it really fantastic. I'm now making it a requirement for my managers to watch them."

Steve Weissmann - Sandpiper Restaurant - Bodega Bay, CA

"Your website and magazine have been extremely helpful to our growing business. We are just about finished with the construction of our new location. I have learned so much from your articles, the online seminars, the discussion forum and the spreadsheets are an invaluable asset. I continue to learn something new every day."

Belinda Self - Ginza Japanese Restaurants, Inc. - Winston Salem, NC

"You are giving me a great education. I can't soak it up fast enough. The articles, templates and especially the online training are heading me in the right direction to having a great business."

Martin Hardy - City Bagel Café - Siloam Springs, Arkansas

"I am now in my second year of being a member. My only regret being that I did not find you in my prior 8 years as I would have saved a lot of money and grey hairs from your tips and formats. Thank you for indirectly saving my restaurant & for the growth I now see."

Marc Cedron - Printer's Alley Bar & Grill - Memphis, TN

"Your web-site and magazine have helped our independent restaurant grow from 1 restaurant with revenue of $350,000 to 3 restaurants bringing in $3.5 million in only 4 years."

Donald Spahr - Spahr's Seafood - Thibodaux, LA

"So far, we’ve revised our accounting system and introduced the prime cost concept. My prime costs are dropping because of focusing on both inventory and labor together. This will improve my contribution margin by $120,000!"

Brian Fitzgerald - Paddy's Brewpub & Rosie's Restaurant - Kentville, Nova Scotia