Drink up

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60% of beverage alcohol casual-dining customers decide what to drink after they arrive at the restaurant, according to a Bacardi global brands study.

11.2% of full-service restaurant customers choose tap water instead of revenue-generating drinks. If 1 in 10 tap-water drinkers bought alternatives to water, the full-service-restaurant channel would increase revenue by $300 million a year, according to Beverage Digest Factbook 2004, Technomic and CREST.

Carbonated soft drinks make up 44% of all restaurant beverage sales, according to Crest. According to Coca-Cola North America, if customers who ordered only food at a typical fast-feeder also added a drink, profits would swell by $1,176 per week or $61,152 per year.

An average of 80% of gross margin comes from the soft-drink fountain and it is typically the No. 1 profit driver, according to a Dr Pepper sell sheet.

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