usatoday.com – Apparently, the fast-food industry needs a stiff drink.
An increasing number of chain restaurants, such as Taco Bell and Chipotle Mexican Grill, are serving alcohol to lure in new customers who might otherwise go elsewhere to get beer, wine or cocktails.
In the competitive world of fast food, restaurants need an advantage. In the year ending in September, the chains saw no increase in customer traffic, according to the research firm NPD Group. Tacking on alcoholic beverages to an order is a way to drive up sales. Mixed drinks have a markup of as much as 90% and beer, 25%, according to restaurant consultant John Gordon of the Pacific Management Consulting Group.
Taco Bell plans to open approximately 150 new locations across the United States that will serve beer and frozen mixed drinks featuring tequila, rum, vodka and whiskey. And Pizza Hut, which serves beer and wine at approximately 3,500 of its sit-down restaurants, is set to add alcohol to the menus at another 200. Chipotle is market-testing a frozen version of its margarita, while Shake Shack, which features ShackMeister Ale and red and white wine, offered a limited-time wine shake to mark the return of the NBC TV show “Will & Grace.”
I’m so proud of these guys! Finally accepting the fact that this is America! And we want beer with our tacos!