Can Restaurants Win Brunch Without Booze?
Sam Danley, Associate Editor, FSR
Brands like The Big Biscuit and Turning Point are proving that a well-rounded drink menu can thrive without alcohol.
Brunch and booze have become practically inseparable over the years, but that hasn’t stopped daytime eateries without alcohol from getting creative with their beverage programs. Chains like The Big Biscuit and Turning Point Restaurants are proving that you don’t need alcohol to elevate the drinking experience, focusing instead on expanding and enhancing their non-alcoholic options to keep up with shifting consumer preferences.
“The truth of the matter is that everybody who comes in the door is going to order an entrée. It’s pretty much a given,” says Chad Offerdahl, president of The Big Biscuit. “For us, it’s really a matter of whether we can also get a beverage on the table that isn’t water. That’s not necessarily a given, but it’s a huge way to boost the check.”
With that goal in mind, The Big Biscuit kicked off its beverage revamp last spring with some new caffeinated creations. Nothing too crazy—just a line of iced coffees in familiar flavors like mocha, french vanilla, and caramel. At the same time, it removed all beverages from its main menu and created a separate, standalone menu to spotlight both new and existing drinks. Within a year, the iced coffees were accounting for around 9 percent of the chain’s total beverage sales.
“Having that dedicated menu was a pretty big and bold move for us,” says Marita Swift, vice president of brand strategy at The Big Biscuit. “We had our beverages listed on the primary menu for the longest time. When you take that out onto a separate physical menu, it creates a moment where there’s this implied purchase, where people are ordering from one menu and then ordering something from the beverage menu.”
The shift laid the groundwork for what came next: a “bigger, better” beverage menu that launched earlier this year and offers a wider array of inventive drinks. Among the top performers has been the new Western Sodas, inspired by the growing popularity of mocktails and the “dirty soda” craze. The trend mixes soft drinks and ingredients like cream or flavored syrups. It has taken social media by storm, with users on TikTok sharing recipes and experimenting with different combinations.
“We’re not looking to bring on the next trend just because it’s the next trend,” Offerdahl says. “It’s easy to try and be everything to everyone, so we’re very mindful of that. We’re looking for things that fit our brand and fit our consumers. It’s about adapting without necessarily changing who we are.”
The Western Sodas lineup at The Big Biscuit includes combinations like The Stallion (Dr Pepper, coconut cream, and lime), Cowboy Colada (Starry, pineapple juice, coconut cream, and lime), Dolly (Starry, strawberry puree, coconut cream, and lime), Desert Sun (Mountain Dew, strawberry puree, coconut cream, and lime), and Orange Creamsicle (Orange Crush, coconut cream, and lime). Guests also have the option to customize their drinks by adding cold foam or fruit purees like peach, strawberry, or raspberry.
These sodas have been a runaway hit. “When you’re presented with the Western soda at the table, you’re actually seeing that cream cascade down into the soda,” Offerdahl says. “It’s one of those things that really turns heads when you’re walking through the dining room.”
The visually striking presentation adds an experiential element, encouraging diners to share their drinks on social media, Swift adds. “I think that the younger generation really wants that experience,” she says. “Beverages like Western Sodas give them something to get excited about, something to put on social media. I feel like that drives a lot of the innovation in beverages in general—the fact that the younger generation is putting it on Instagram.”
This visual appeal plays a crucial role in driving sales. Offerdahl notes that the beverages featured on the separate menu with pictures sell better. “That’s something we’re considering as we’re looking at our menu design for future printing,” he says. “Which images are going to be pictured? Because we know it has an absolute direct effect on the sales of that product.”
Beyond Western Sodas, The Big Biscuit has found success with other new beverage offerings, including specialty teas, lemonades, juices, and cold brews topped with vanilla cold foam. “Just by having all of those different offerings available—creating more interest in the menu and giving guests more opportunities to find something that makes sense for them—we’ve seen a tremendous increase in sales,” Offerdahl says. “Our beverage revenue since making these changes has increased by more than 7 percent—all without adding alcohol.”
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