Findings:
South African consumers are increasingly going out earlier in the evening, aligning with a global trend.
Despite economic pressures, consumers still value the on-premise experience and visit restaurants and bars frequently.
Consumers are eager to experiment with new drinks in the on-premise.
Moderation in alcohol consumption is a growing trend, especially among younger adults.
Economic pressures have led to a focus on value, but high spenders still demand luxury options.
Recommendations from bartenders are highly influential in consumer choices.
The on-premise is a powerful incubator for new brands, and consumers prioritize experiences that boost their social currency.
Key Takeaway:
The on-premise industry in South Africa needs to adapt to changing consumer behavior by catering to earlier outings, offering a wide range of options including non-alcoholic beverages, and emphasizing value and quality. Building strong relationships with bartenders and creating memorable experiences are also crucial for success.
Trend:
The trend is towards earlier outings, moderation in alcohol consumption, a focus on value, and a demand for unique and shareable experiences in the on-premise.
Consumer Motivation:
Consumers are motivated by value, connection, relaxation, celebration, and the desire for unique and shareable experiences.
What is Driving the Trend:
The trend is driven by economic pressures, changing social habits, health consciousness, and the influence of social media.
Who Are the People the Article Is Referring To:
The article refers to on-premise consumers in South Africa, including those who visit restaurants and bars frequently, as well as bartenders and industry professionals.
Description of Consumers' Product or Service the Article Is Referring To:
The article refers to the on-premise experience, including food, drinks (alcoholic and non-alcoholic), and the overall atmosphere and service provided by restaurants and bars.
Conclusions:
The on-premise industry in South Africa needs to be agile and responsive to changing consumer trends. By focusing on value, quality, and experiences that enhance social currency, businesses can thrive in this evolving landscape.
Implications for Brands:
Brands need to adapt their offerings to cater to earlier outings and offer a wider range of non-alcoholic beverages.
They should focus on providing value and quality to meet consumer expectations.
Building strong relationships with bartenders and investing in staff training is crucial.
Creating visually appealing and memorable experiences that can be shared on social media is essential.
Implications for Society:
The trend towards moderation could lead to a healthier relationship with alcohol in South Africa.
The focus on experiences could lead to a more vibrant and diverse on-premise scene.
Big Trend Implied:
The big trend implied is the increasing importance of experiences and social currency in the on-premise industry. Consumers are not just looking for a drink or a meal; they are looking for an experience that they can share with others and that will enhance their social status.
Comments