It was the only treat during pandemic lockdowns. When all sense of normalcy was suspended and restaurants were forced to offer take-out only, “alcohol-to-go” orders became a special perk for those who ordered.
But with things back to normal, it seems such orders now serve to fatten restaurant bottom lines, to the extent that they have become a reliable way to grow food industry businesses that have shifted from a survival tactic to a mainstay of the menu.
A new report released by the National Restaurant Association suggests the “Alcohol To-Go” portion of takeout orders was the only section of the menu able to continually innovate to meet consumer demand, demonstrating how restaurants managed to adapt to the new balance work-life balance and easy customer convenience.
Alcohol-to-go offers new sales opportunities and an additional revenue stream, with more than 64 percent of wine drinkers requesting the option to include wine by the bottle in their takeout or delivery orders.
During the pandemic lockdowns, “alcohol-to-go” orders became a cherished indulgence as all semblance of normality faded
A bartender sells a frozen margarita to go to a customer in the Bushwick borough in April 2020 in New York City
Most states across the country allow the sale of alcohol on takeout orders
Many states have now allowed alcoholic orders to continue on a permanent basis
A graph showing the percentage of diners who say the choice of alcohol offered causes them to choose one restaurant over another
Changes in alcohol laws during the pandemic allowed restaurants to serve alcohol outside their four walls.
Alcohol to-go continues in many states, with operators now figuring out how to cultivate a drink menu that complements their food items, generating post-pandemic growth.
Many younger patrons are interested in pairing a craft beer, glass of wine, or a restaurant’s signature cocktail with their meal, both on and off the premises.
The report shows that Gen Z adults (up to age 26) are at the forefront of ordering, with 44 percent of them having included alcoholic beverages in their takeout or delivery orders in the past six months. The group is just ahead of millennials (ages 25 to 40), Gen Xers (ages 43-58), and baby boomers (ages 57-75).
Beer remains the most popular beverage choice among both restaurants and their customers, but red wine is gaining traction with nearly 65 percent of wine drinkers opting to include it in their to-go orders. Red wine is closely followed by white, rosé and sparkling options.
Margaritas, especially custom ones, also do well when it comes to cocktails.
“We sell a lot of frozen drinks — great house margaritas and all kinds of cocktails, but the Mambo Taxi makes up 95 percent of our drink sales,” says Edgar Guevara of Dallas restaurant Mi Cocina.
“When the pandemic broke out, we thought about how we could sell our drinks as takeout, and as soon as the governor announced we could sell cocktails to go, we figured out a way to serve them frozen, in mini-packs. split containers with alcohol-free mix on the side. People could pick them up, make them themselves and enjoy them at home.’
Blanca Aldaco, owner of Aldaco’s Mexican Cuisine in San Antonio, says take-out cocktails were a way to provide consumers with foods and drinks they craved during the pandemic but couldn’t consume in the restaurant
Restaurant owners across the country came up with ways to boost sales when they were only allowed to operate as a takeout business. Pictured is Ryan Fletter at the Barolo Grill in Denver. That’s right, Edgar Guevara of Dallas restaurant Mi Cocina
Blanca Aldaco, owner of Aldaco’s Mexican Cuisine in San Antonio, says takeaway cocktails were a way to provide consumers with foods and drinks they craved during the pandemic but couldn’t consume in the restaurant.
“It really changed everything. It was a great way for us to increase our per person [check] average. The law required guests to buy food with the drinks, and it was affordably priced. We were doing up to 50 orders a day, all 100 percent mobile, working as fast as we could to meet demand,” said Aldaco.
“We had staff dedicated to maintaining our alcohol-to-go program and making sure everything was organized. I have to say that every order included some kind of alcohol-to-go drink, a one-glass cocktail or a liter of margaritas. During the pandemic, sales were 50 percent alcohol. Today it’s about 60 percent food and 40 percent alcohol.”
Cocktails go on sale at Dudley’s bar and restaurant in Manhattan in March 2020. Three years later, margaritas, especially custom ones, are thriving when it comes to cocktails
Ryan Fletter of Denver’s Barolo Grill shared a similar experience: “At first we didn’t really think about selling bottled wine to go, but wines by the glass, or cocktails and beer, things we could sell. regularly to customers who could not sit in our restaurant. Now, after three years, my experience is that most people still want the wines that no one else had.’
The trend report shows how the industry has managed to adapt to the most challenging headwinds.
The details also shine a spotlight on the current state of the restaurant industry, with the choice of alcoholic beverages significantly influencing the choices guests make.
The research also produced some surprising results suggesting that when it comes to drinking wine, more millennials (37 percent) consume wine with a restaurant meal compared to Baby Boomers (30 percent), Gen Xers (30 percent) or Gen Zers (27 percent).
While takeout orders have their moments, nothing beats the in-person tastings that remain popular among wine and beer drinkers, with around 80 percent of customers enjoying such activities.