How Bev/Al Can Help Restaurants Achieve Their No. 1 Goal: Profitability

Profitability is the top business goal for restaurant operators in 2026, with 37% of operators ranking it their No. 1 priority, according to a survey from Toast.

That goal also opens the door for bev/al marketers to discuss how beer, wine and spirits, including low or no/alc, is an easy way can help restaurants bring in more customers, not only during the traditional evening dinner hour, but also in the late afternoon after-work daypart which has become popular as a drinks-only occasion or drinks and light bites among Gen Z.

In addition to becoming more profitable, 30% of operators hope to increase guest demand, and 28% want to improve the productivity of their employees. Indeed, the biggest jump year-over-year in the Toast survey was the goal of increasing the ways restaurants generate revenue, such as adding a new service model, like catering, retail, or online ordering. This signals that restaurants aim to get busier to hit their goals, instead of cutting staff or services to increase their topline. 

Some 91% of 676 restaurant operators and decision-makers surveyed by Toast in April said their business was good or excellent, with growth and efficiency topping their list of priorities.

Inflation is the No. 1 challenge for operators with 27% ranking it in the top three difficulties, up 7 points, year over year. Hiring was the No. 2 challenge, up 6 points from last year; managing finances, 15%, no change from last year; increasing guest throughput, 14%, up 2 points year over year; marketing 14%, down 2 points and analyzing the cost of goods and services, 14%, up 2 points.