Why Drinks at Your Restaurant Will Never Be Just an Afterthought
- Claire Brunaud
- Sep 11
- 3 min read
When we think about restaurants, our minds usually go straight to the food. The plate builds the reputation, attracts customers, and captures most of the restaurateur’s attention. But in reality, drinks in a restaurant play a much more strategic role than we tend to imagine. They’re not just an accompaniment: they influence average spend, profitability, and the overall customer experience.
In this article, we’ll explore why drinks are never just secondary, with concrete examples and practical tips to give them the spotlight they deserve.
Jules’ Story: When Drinks at Restaurant Change the Game
Jules runs a neighborhood brasserie in Lyon. His place is well-known for its generous daily specials and homemade tiramisu. Customers came willingly for lunch, but Jules noticed a problem: despite a full dining room, his revenue was stagnating.
Looking closer, he realized his drinks offer was left in the background: two draft beers, a few basic wines, and the usual sodas. The result? Customers did order drinks, but without enthusiasm, and drinks barely contributed to his average ticket.
By rethinking his approach, adding a small cocktail menu, diversifying his soft drinks, and training his servers to recommend better, he saw a real difference. Customers started ordering an extra drink more often, the average ticket rose, and the atmosphere became more convivial.
For Jules, drinks weren’t a detail: they were the key to a new dynamic.
Why Drinks Are Never Secondary
1. They increase the average ticket
A simple cocktail, a coffee, or an extra beer can turn a standard meal into a more profitable experience. Drinks are often what make the difference between a “decent” ticket and a “profitable” one.
2. They shape the customer experience
The aperitif sets a convivial tone for the evening.
The drink during the meal enhances and elevates the food.
Coffee or a digestif closes the experience and leaves a lasting impression.
Each drink plays a role in how the entire meal is perceived.
3. They build loyalty
A signature cocktail, an original local beer, or even a perfectly served coffee can become part of your identity. These small details are often what make a customer remember your establishment, and come back.
Common Mistakes to Avoid
Even though drinks are essential, many restaurateurs still make mistakes that limit their potential:
Underestimating variety: offering only basic wines, beers, and sodas. Today’s customers also look for alcohol-free options, simple cocktails, and premium softs.
Neglecting visibility: a poorly designed or misplaced drinks menu makes your offer go unnoticed.
Skipping team training: if a server doesn’t consistently suggest an additional drink, easy sales are lost.
These mistakes are easy to fix, and the impact is immediate.
Drinks as a Part of Your Identity
Drinks are not just about revenue. They help shape your establishment’s DNA.
In a brasserie, draft beer can become a symbol.
In a bistro, coffee is often the essential ritual.
In a trendy restaurant, the signature cocktail or premium mocktail can become a differentiating asset.
By working on your drinks offer, you’re not just boosting margins, you’re building a unique experience that sticks with your customers.
Key Takeaways
Drinks at your restaurant are never an afterthought. They influence your margins, your identity, and your customers’ experience.
Like Jules, many restaurateurs discover that just rethinking their drinks offer a little can turn it into a true performance driver.
Bottom line: don’t leave your drinks in the shadows. Give them a real place in your strategy, and you’ll see they can make all the difference.
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