On-premise traffic patterns have remained consistent since March, according to CGA, NIQ’s on-premise market research firm.
In its latest On-Premise Impact Report, CGA surveyed 1,599 consumers from Texas, New York, Florida and California.
Four-out-of-five of respondents surveyed visited on-premise venues at least three times in the past three months (ending July 21). More than a third of respondents (37%) increased the frequency of their visits in that period, while a similar number (40%) visited “the same amount as usual.” One-fifth of respondents went out less often.
What has fluctuated slightly more is what consumers are going to the on-premise for: food or drinks.
In the most recent period – the two weeks ending July 21 – 68% of consumers surveyed visited the on-premise for food-led occasions, a -2% decline versus last month, but a +3% increase versus July 2022. About two-in-five respondents (41%) visited the on-premise for drink-led occasions in the period, down -1% versus June and -1% versus July 2022.
On-premise trends are expected to continue, with about 75% of consumers planning to eat out in the next two weeks – up from 72% in June and 71% in July 2022 – and 43% planning to go out for drinks – down from 44% in June and 46% in July 2022.
Beer remains the alcoholic beverage of choice in the on-premise, with 44% of respondents ordering a brew in the past three months, followed by cocktails (30%), table wine (26%) and vodka (26%).
For non-alcoholic drinkers, soft drinks remain the No. 1 choice, consumed by 63% of respondents in the three-month period. However, there is some traction with non-alcoholic (NA) beer, wine and spirits. One-in-10 consumers consumed mocktails in the past three months, followed by NA beer (6%), NA wine (5%) and NA spirits (4%).
CGA also asked consumers about their preferences on outdoor seating – something they’ve become more accustomed to since the COVID-19 pandemic. More than half of respondents (57%) said they would be very likely/likely to visit a bar or restaurant if it had outdoor seating. However, one-fifth of respondents said they would be unlikely/very unlikely to visit if there was outdoor seating.
Nearly two-thirds of respondents (62%) said they would be very likely/likely to visit a venue with partially covered or enclosed outdoor seating, while more than three-quarters (77%) said they would be very likely/likely to visit a venue with indoor seating only.
Those preferences are also contingent on what occasion is sending a consumer to the on-premise, according to Matthew Crompton, CGA regional director, Americas, as “outdoor areas over-index with drink-led occasions, while indoor areas over-index with food-led visits.”
Of the respondents who plan to visit outdoor or partially covered outdoor seating in the next month, nearly two-thirds (61%) said the availability of that outdoor seating was very important/important. That percentage increased to 73% for respondents aged 21-34 years old.