So, you’re getting ready to go out for dinner. What runs through your mind when you’re choosing where to go (and spend your money):
• Ease of parking
• Time spent waiting for a table
• Weekly/daily food specials
• Craft Beers available
According to food industry consulting firm Technomic, a food industry research and analysis firm, you’re in good company. Roughly half of all consumers—49%—say they consider whether or not the establishment offers craft beer options when deciding where to dine out. The survey was of 500 adults, and is only a sampling of a larger survey of 3,000 that is being conducted. A larger number of study participants—56%—said that it was important to them that restaurants have a variety of craft beers available (but it wouldn’t necessarily be the deciding factor on where they ate). Which craft beer goes best with dining out? all of them.
Other interesting tidbits from this preliminary study:
• 51% of participants will order a favorite craft beer
• 22% will try something new
Which is good news for breweries entering into new markets and being distributed in restaurants. Sure, craft beer folks are a loyal lot, but they can be adventurous as well. No, really.
•54% of folks ordering craft beer say food is important
Seriously? Tapped Life is just going to put this out there: if you care if there’s craft beer on tap, you should care if the food is good. Only a 54% showing of “food is important” when you’re going out to eat seems a little low for a group of people who are as committed to an amazing beer experience as we are. Where your food comes from and how it’s prepared is just as important as knowing where your beer comes from and how it’s prepared. Especially since the people in this same study overwhelmingly said flavor is the most important attribute in a craft beer (86%).
All in all, Technomic believes that craft beer is going to continue making large gains in “on-premise settings.” That’s good news. The awkward news came in this quote: “But the rate of product proliferation, advent of myriad styles and fuzzy definition of ‘craft’ presents challenges to both consumers and operators.” Well, I guess there’s still a lot of education to be done. Keep sharing the good word of craft beer, friends. It’s only a matter of time before we can get 3,000 out of 3,000 adults to consider their craft brew options before deciding to go anywhere: the bank, the post office, church and work. Cheers!
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