Page 26 - GBC Fall 2018 Eng

Beverage coolers are NOT food grade coolers and should not be used to refrigerate condiments, dairy products, baked goods, etc. If you have a cooler with these products in it, you should immedi- ately remove and discard all food items. Non-food grade coolers are not meant to cool to the same temperature as food-grade coolers, which means bacteria can grow on products within the cooler and can cause cross contamination with other products in the cooler, which is a major health and safety risk.
Sugar Reduction
Sugar reduction is a growing trend and is taking place across the industry. We are seeing reduced serving sizes, innovative no-calorie sweeteners, and new, smaller, con- venient take home packages to cap- ture more frequent and smaller household purchases.
Premiumization
Premiumization is another recent trend and this growing segment is margin enhancing to any F&B busi- ness. We have seen launches of new super premium, fresh brewed teas, cold brewed coffees, and isotonic sports replenishment beverages.
These beverages offer func- tional bene ts such as vitamins and minerals. They often contain natural ingredients such as plant- based sweeteners, and come in more exotic avours.
They offer more bene ts to the consumer and therefore can command a higher retail value. Consider dedi- cating 5-10% of available space to premium beverages, as these premi- um products are margin enhancers vs. core volume drivers.
Beverages With Bene ts
Lastly, beverages with bene ts is a fast-growing trend with consumers as they expect their beverages to do more for them.
Consumers are expanding their beverage consideration set to include more features. They are asking them- selves: “What vitamins does it con- tain?” “Does it have electrolytes?” “Will it give me an energy boost?” “Will it help me concentrate?” “Is it naturally sweetened?”
These are a few of the bene ts consumers are asking for as they make their buying decisions. Ensuring that you understand these trends and that you are exe- cuting against them is crucial in growing F&B sales year over year.
COOLERS, PLANOGRAMS & MERCHANDISING
Cooler space allocation is very important! With many different cooler con gurations and plano- grams to choose from, you should work with your beverage expert on the best planogram for your equip- ment and the right assortment to maximize your pro ts.
A typical cooler category allocation (including Coca-Cola® product examples) would be:
• Sparkling (50% of typical sales)-
Coca-Cola®, Diet Coke®, Sprite®,
and Canada Dry® Ginger Ale
• Juice/Juice Drinks (20%) - Minute Maid® Orange, Apple, Lemonade,
Cranberry/Grapefruit
• Water (10%) - one at water (90%),
one sparkling water, such as DASANI® and smartwater® sparkling
• Sports or Enhanced Water (10%) - POWERADE® and POWERADE Zero® – Berry Blitz, Fruit Punch, Green Squall and Solar Flare. Regular and one zero or low calorie.
• Energy (10%) - a full sugar option and a low or no sugar option, such as Monster® and Monster Ultra®
Note: Beverage carts should only carry your highest volume products and main avours within each product category and make sure to have low or no-calorie options available.
F&B OCCASIONS
Now that we have covered beverage industry insights, trends and prod- ucts, it is important to understand the occasions in which beverages are consumed. In fact, 70% are con- sumed with a speci c occasion in mind. Understanding these occa- sions and enhancing your offerings within them is a great way to cap- ture incremental revenue. These occa- sions are broken down into eight different consumption opportuni- ties, but there are three occasions we need to understand for golf course consumers:
• Leisure away from home • On the go
• Meals away from home
26 Golf Business Canada