National Transportation Safety Board (NTSB) has put forth a new recommendation that states lower the legal blood-alcohol content (BAC) levels for drivers from 0.08% to 0.05%. Currently, all states have a 0.08% permissible BAC level for adult drivers 21 and over. This reduction would mean the average male can only have two drinks over the course of dinner and a female, just one. Compare this to 3-4 drinks for males and 1-2 drinks for females at the 0.08% level and it is understandable why restaurants have responded immediately in opposition.
Alcoholic beverages are among the most profitable items on restaurant menus and comprise an important part of restaurant revenue. In recent years, chains and standalone operators alike have refocused efforts on bar offerings by expanding the bar areas and hiring expert mixologists to concoct new beverages. As of last year, alcohol represented 7.3% of total sales at Red Robin Gourmet Burgers and 14.5% at Applebee’s.
Sales figures aside, alcoholic beverages are also a traditional part of the dining culture in the United States. In addition to helping relax the diners, complementary beverages genuinely enhance the flavors of the dishes. Because of the last push from the NTSB to bring the acceptable BAC to 0.08%, alcohol consumption during meals have declined in the past 10 years and are now just seeing a comeback. The new regulation will take a long time to implement (the last took 20 years) but is still a notable event to keep an eye on.
Concerned about what this may mean for your restaurant and beverage menu? Want help in concocting a beverage list will be just as delicious but less alcoholic? Contact Synergy Consultants for our variety of services from menu development to restaurant operations.