In a recent study by GuestMetrics LLC measuring the value different beer brands bring to restaurants and bars, the results were clear: Heineken topped all other brands, from craft to mainstream, at driving a higher average check amount.
Based on the data, when a patron orders a Heineken, the average check is around $89 compared to craft beers that drive an average check of $80 and domestics (Bud, Coors Light, Miller Light) who’s check amounts typically max out at $63. An even closer look at the data shows the average check per minute is around $1.25 when a Heineken is ordered compared to “around $1.00,” when craft beers are ordered and sliding down to an average of $0.76 and below for the bigger mainstream brands.
“As restaurant operators become increasingly sophisticated in the age of big data, we believe viewing the total amount of money spent on each check depending on which beer brand is ordered will ultimately help the operators optimize their overall sales and profits,” GuestMetrics President Brian Barrett commented.
Heineken grew 14% on-premise in target better beer accounts in 2012 and continues positive trends in 2013. The beer brand recently launched it’s new Star Bottle Packaging, featuring the same great-tasting recipe with a more modern take on the iconic green bottle that will further reinforce the brand’s upscale status and set it apart as being an innovative and relevant choice for today’s consumers.
For more information: http://www.guestmetrics.com/2013/03/15/strength-in-craft-beers-being-helped-by-their-higher-average-on-premise-checks/
