Prices are the most important item on a drink menu, followed by drink descriptions. Mention of brands included in a cocktail ranked third, followed closely by photos, according to an online survey of 667 diners who ordered beverage alcohol at casual restaurants conducted in May by Next Level Marketing on behalf of Cheers.
The importance of drink pricing presents a challenge for restaurateurs operating locations in multiple states. Many multi-state operators refrain from including prices on drink menus due to the disparity in product prices and tax rates from state to state. However, it appears a …
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