How to increase spend per head in a no and low alcohol world
By Yusri Othman, the operations manager at Meet Bros London
Dry January may be behind us, but data shows a huge increase in the amount of people opting for no and low alcohol alternatives.
According to a recent report by the hospitality research organisation, KAM, showed that 5.2 million fewer UK adults drank weekly in 2023 than in 2001, and one in five now drink no and low alcohol beer fortnightly.
With the increase in alcohol moderation rising fastest among 18 to 24-year-olds, it’s clear that the no and low alcohol trend is not going away.
So, how do hospitality businesses ensure that their average spend per head remains high, while not making a profit from those previously lucrative alcohol sales?
As a fully halal and alcohol-free venue, we’ve worked hard to increase our spend per head at Meet Bros, and have seen some great results. Here are some tips:
Have a wide variety of side dishes, starters, and desserts
When guests are not consuming large amounts of alcohol, they have much more room for a three-course meal with sides, so ensure your menu is packed with choices for starters, desserts, and side dishes – with something for everyone. This is the simplest way to increase spending.
Make an extensive mocktail list for all taste buds
We have talked about no and low alternatives, and these are important for those who want to feel like they are still enjoying a beer or a glass of wine.
However, having a strong mocktail list (to rival any cocktail list), will make your guests feel like you’ve really put the time and effort into designing their drink. Also, consider suggesting the best ways of pairing these drinks to complement their main course.
Consider your drink pricing
Mocktail prices range from £5 to over £12 in London. While you want your venue to seem premium, finding that middle ground is essential to ensure customers order more than one drink.
Your venue’s aesthetic must be top-notch
Don’t be afraid to make your venue a destination; this is perhaps the most important point. If you have a well-marketed venue, that’s aesthetically pleasing and that serves great food, people will want to come and visit. If it’s a nice place to be in, they will stay longer, and spend more money.