What are they ordering?

Cheers, April, 2005

What drinks, exactly, are customers ordering when they go to a restaurant? An on-site survey of the demographic preferences of consumers conducted jointly by The R3 Initiative and MarkeTeam, Inc. found out, and presented the information in a workshop. MarkeTeam's Mark Vidano and R3's Larry Varvella said the survey's methodology sampled 647 participants at four major casual dining chains in several states. They encouraged operators to research their own beverage programs, know their audience and its segmentation, and try to target one-third of their beverage sales "for all ages."

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