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Free Refills—Or Not?

Jun 30, 2015

As beverage trends point towards better-for-you beverages, such as aguas frescas and signature chef-inspired lemonades, will guests still ask: “Can I get a refill?”

 

With classic fountain sodas and their incredible margins, the answer has long been yes, “Refill your cup,” especially when many fountain soda machines are guest accessible in the dining area or near the cash register. But what about higher-cost, artisan drinks, such as Lemonade’s well-merchandised drink display ranging from Blood Orange to Watermelon Rosemary Lemonades or Tender Greens’ rotating “Lifestyle Drink”?

 

Though offered at a higher price point, from $3 to even $5 at some “fine fast casual” restaurant concepts, these freshly made beverages aren’t all-you-can-drink, and it seems that guests largely understand this. “Individuals dining at these concepts are voting for quality over quantity with their dining dollars, and aren’t likely to find this a problem. At the same time, they will not likely order another beverage,” Synergy’s own Randy Lopez notes.

 

What’s more, many of these establishments are offering a single beverage size, eliminating extra questions at the cash register and helping with a streamlined paper goods inventory. This approach also forces guests who might have a small beverage to trade up and meet at a happy medium. With that in mind, there is less likelihood for a needed refill.

 

We’ll continue to see fountain sodas (including better-for-you brands such as Boylan’s or Jones Soda Co’s cane sugar line) offered with unlimited refills, but their bottled versions or a concept’s house-made refreshing beverages? Sip slowly and savor it, or prepare to pay again.