Promotional print can be a powerful
beverage marketing/sales driver and has
proved to be effective in QSRs. When
featuring products in a free-standing
insert (promotional print material
commonly inserted in newspapers,
magazines and/or print catalogs), we’ve
seen in-store coupon redemption rise
80%. For casual dining, inserts featuring
additional products drove coupon
redemption by almost 50%.
San Rafael, CA
Here a few tips that I would provide for pizzerias to drive beverage sales:
• Stop automatically bringing water to tables before taking drink orders.
• Try combo menu offerings, such as a slice with a fountain soda or a
whole pizza with a two-liter.
• Depending on the market, artisanal or unique beverages, such as gourmet sodas, are a special treat.
• In more upscale, natural pizzerias, offer effervescent kombucha instead
• Consider coffee shops’ strategies and try custom French or Italian sodas
made with club soda/sparking water and flavored syrups.
For better merchandising:
• Keep coolers fully stocked with beverages.
• Place highest-profit beverages at eye level.
• Create color contrasts between beverage offerings. For example, do not
place root beer directly next to cola. Put a lighter-color beverage between them, such as a lemon-lime option. This strategy visually conveys
more offerings from a distance and is less confusing to the eye.
• Fix or add lighting to beverage cases. Keep beverage cases well-lit at
• If you don’t have a beverage refrigerator, talk to your foodservice or
soda supplier about obtaining one.
• Selling beverages is a simple matter of suggestion. Be sure
your servers or cashier offer beverages before ringing up
• Promotions mix things up and get guests’ attention. Whether
it’s March Madness or Merlot Mondays, there is always
something to promote. Get creative.
• Offering wines by the glass, wine pairings and wine dinners all are
great ways to promote your beverages.
• Seasonal ingredients make a splash with guests. Try strawberry
martinis for spring and orange Italian sodas for Halloween. Run
promotions on lighter wines in the summer/spring and heartier
wines in the fall/winter.
• Offering a slice-and-soda special is a great—and inexpensive—way
to kick-start a successful and fruitful happy hour. Incorporate
other food and beverage offers to entice the happy hour and